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AARP: LEAD GENERATION
OBJECTIVE
Create a lead acquisition and nurturing program for prospects in order push them down the conversion funnel to supplement membership growth.
APPROACH
PHASE 1
LAY FOUNDATION
Technical setup into CRM & email systems, and design of content-rich nurturing creative and cadence.
Integrated 18 lead sources and 12 messaging touch points.
PHASE 2
TEST AND SCALE
Test new lead sources, audiences, publishers, call centers, offers, and messaging to find area of best LTV and volume.
62 additional sources tested which grew lead volume from 3x in one year.
PHASE 3
OPTIMIZE LEADS
Lower CPA’s by negotiating lead pricing based on scoring, continued creative and cadence testing, and by pushing qualified leads into traditional digital channels for Custom Audience targeting.
2x increase in orders with a 50% reduction in CPA.
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