Case Study:

Defining Value and Messaging to Build Member Engagement


In 2007, the American Academy of Periodonotology (AAP), the primary association serving the needs of periodontists, enjoyed a high retention rate and easily attracted new members. AAP also had recently made several value-added changes,  but it recognized challenges in trying to fully articulate and communicate the role of the organization throughout the professional life of the periodontist.

AAP engaged McKinley to evaluate perceptions of AAP in the marketplace by analyzing existing qualitative and quantitative data related to member and non-member expectations, experiences and unmet needs. In addition to analyzing the data, McKinley conducted an audit of AAP’s current communications efforts. McKinley’s recommendations included a direction for AAP to tailor its offerings to best meet the needs of member and prospect segments, a defined value proposition and segmented messaging. Based on McKinley’s recommendations, AAP developed a membership packet sent to all members, which clearly defined the value of membership, encouraged participation and raised awareness of AAP’s offerings.

In Their Words
“McKinley did an outstanding job of helping us define our value proposition and create key messages that we highlight when communicating with members of the American Academy of Periodontology.”

~Christi Lennox
Membership Director

“McKinley succinctly presented the findings of qualitative and quantitative research to the AAP Board of Trustees, and worked with the AAP Executive Team to develop messages and value propositions to communicate to members.”

~Nadine Seidman
Deputy Executive Director

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