Marketing the Council Records Program

Marketing the Council Records Program
Council of Landscape Architectural Registration Boards logo on a green background

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The Council of Landscape Architectural Registration Boards (CLARB) provides programs and services to the landscape architecture profession. One of CLARB’s programs, Council Records, is a professional record-keeping service for licensed landscape architects. With approximately 15,000 licensed landscape architects in the United States and only approximately 3,000 with active Council Records, CLARB saw an opportunity to penetrate more of the market, increase participation and revenues from the Records program.

CLARB retained McKinley in 2011 to increase new enrollments by conducting qualitative research and developing a marketing plan with four distinct campaigns to be implemented and tested by McKinley over the course of 2012. After these campaigns were implemented and assessed, McKinley developed marketing and retention plans for 2013. In 2012, CLARB also experienced a change to the testing process so exam candidates are now required to start a CLARB Council Record in order to register for the Landscape Architecture Registration Exam. Therefore, McKinley’s primary focus for 2013 is on retention of new Council Record holders as they come up for renewal throughout the year.

VALUE TO CLIENT:

CLARB has an external, experienced team dedicated to strategically marketing the Council Record program and increase enrollments and retention. A major outcome of the engagement is the evolution of the CLARB website and Council Record user interface, which are the two primary channels for record holders to interact with CLARB. Keeping within the website and database’s limitations, McKinley developed recommendations and copy to make the website and user interface more functional and easy to use.

“McKinley has been instrumental in assisting us with developing a retention campaign for one of our primary revenue generating programs.  In addition to delivering tactics that work, we now better understand the importance of monitoring success measurements to determine if adjustments are needed and to demonstrate the effectiveness of our efforts.”
Veronica L. Meadows, CAE
Director of Member Engagement