Surpassing Expectations with AGU

Surpassing Expectations with AGU
American Geophysical Union logo on a blue background

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RELATIONSHIP OVERVIEW

Since the fall of 2010, McKinley has provided the American Geophysical Union (AGU) with research, consulting and marketing expertise.

CONFERENCE MARKETING AND SOCIAL MEDIA

During each year of our multi-year engagement, with McKinley’s marketing strategy and support AGU has steadily achieved the highest number of pre-meeting registrants, record abstract submissions (20,000+ in 2011), and broken previous records with more than 20,000 meeting registrants and more than 88% meeting the advance registration deadline for AGU’s Fall Meeting.

ATTENDEE AND EXHIBITOR SURVEYS

McKinley also developed, managed and analyzed the 2010, 2011 and 2012 Fall Meeting attendee survey and the 2010 exhibitor survey and a communications plan to ensure participation. Our efforts resulted in a 21% response rate with over 3,900 responses received in 2010, and a 37% response rate with over 7,500 responses received in 2011.

DUES MODEL RESTRUCTURING

McKinley executed a complex quantitative research protocol to garner information to develop recommendations for a workable and optimal dues model for implementation in FY2013. McKinley considered AGU’s organizational and financial realities and built simulations to show leadership monetary and membership outcomes of different dues levels. Based on our recommendations, AGU implemented their first dues increase since 1968.

UPDATING MEASUREMENTS ON MEMBER SATISFACTION

AGU retained McKinley to design and deploy a member satisfaction survey in 2012 to enhance offerings and member services and ensure the association continues to serve as a valuable resource for Earth and space scientists in the future. The survey uncovered that member’s perceptions of AGU’s prestige and reputation in the field have continued to increase overtime, and that AGU holds a competitive advantage over its direct competitors for the quality of its meetings and publications.

“AGU has used McKinley Advisors over multiple years and programs to provide many of the types of marketing and research-related services. Our staff and Board have enjoyed working with each person on the McKinley team and their work has been top notch.”
Frank Krause
Chief Operating Officer