Page 12 - US Travel Association Membership Marketing Plan

Digital Marketing:

Website Optimization: Create a dedicated membership landing page highlighting benefits, testimonials, and a clear call

to action. Use pixel-based retargeting to reconnect with anonymous potential members post-visits.

Video Marketing:
Member Testimonials: Create short videos featuring the President and CEO talking about membership in USTA and
current members sharing their experiences, benefits, and reasons for joining USTA. Record engaging interviews

highlighting how the Association has helped members professionally or positively impact their businesses. Share these
testimonials on the USTA website, as well as in email signatures, social media channels, and other outward-facing areas.

Develop concise, impactful videos featuring USTA's leaders and industry advocates explaining members' vision, mission,
and critical roles in advancing the transportation sector.
Develop video profiles highlighting the member's journey, involvement with UTSA, and the services we provide, linking

back to the value of membership.
Marketing Develop a digital membership brochure combining videos and interactive copy for placement in email signatures, the

website, and social media.
Tactics Utilize multiple platforms (social media, email, website, and other outward-facing correspondence.

Optimize for SEO: Use relevant keywords, engaging descriptions, and tags to improve visibility, especially on the website
and YouTube.

Infographics and Animations
Develop animated or infographic videos to graphically present statistics about the benefits of joining USTA, such as

access to industry research, advocacy efforts, networking opportunities, and specific member benefits.
Develop visually appealing content that simplifies complex information and shows diversity.

Publish on YouTube, embed on the USTA website, and use snippets in social media eel and story campaigns.

Email Campaigns: Develop a series of informative emails targeting different segments with personalized content focusing
on membership benefits and success stories. Develop remarketing ads to rekindle relationships with lapsed or inactive

members to reignite interest and drive action, capitalizing on the existing brand familiarity.

Social Media:

Develop retargeted social media ads to promote USTA's value proposition. Doing so focuses on using ads to recapture
the attention of potential leads based on their online behavior, thus personalizing the message to resonate with the

prospect, emphasizing products and services relevant to their interests.
Promote benefits and special events with a call to action to join. Make a clear distinction between member/nonmember

pricing.
Develop list-based retargeting to gather users' contact details, presenting an opportunity for ultra-personalized

advertising to provide more customizable criteria for ads because it's based on more than behavior- we are choosing
who goes in which list.