Associations

AGA sells $231,000 in tickets with Feathr Ads

2 min read

Sep 6, 2022

$1,900

Ad spend

$231K

TICKET SALES REVENUE

343K

AD IMPRESSIONS

THE CHALLENGE

AGA was looking for new and innovative ways to grow its audience of government financial management professionals. With the majority of its 12,000 members in the Washington D.C. area, the organization wanted to attract new members and promote its certification program and annual events nationwide.

THE SOLUTION

Using Feathr Ads and Email solutions to promote their largest annual training event, AGA invested $1,900 to capture an additional $231,000 in ticket sales revenue.

Like many membership associations, AGA is constantly looking to expand its membership pool and promote its events and certification program. Traditional advertising methods aren’t working as well as they have in the past and don’t offer ways to engage with people outside the local advertising area.

Lyndsay McKeown, the senior manager of marketing and design at AGA, said, "With methods like print and billboard ads, it's hard to tell who's seeing them. So you don't really know if you're hitting the right market."

When Feathr's marketing package came across McKeown's desk in 2019, she realized web tracking and targeted marketing could help AGA reach more people nationwide who worked at state and local levels of government.

At first, McKeown wasn't sure if AGA was large enough to warrant the use of a tool like Feathr, but after seeing its capabilities and hearing success stories from other associations, she decided to give it a try.

Sponsors hungry for opportunities

The marketing team initially used Feathr for membership and certification campaigns and eventually transitioned into event marketing. Using Feathr Ads and retargeting strategies like geofencing, search keyword, and email mapping campaigns, Feathr helped AGA reach new members at all levels of government, regardless of their physical location.

McKeown wasn't sure what to expect when they implemented Feathr. "Obviously, I had high hopes going into it, but I've been completely blown away with the results we've received! I wholly trust everyone I work with at Feathr. I know I can turn over our collateral, they'll produce something that looks amazing, my whole team will be happy, and it will get results."

Example ad displayed on ESPN

Targeted ads and email campaigns increase revenue

In 2022, AGA hosted its largest annual event, Professional Development Training (PDT), in Anaheim, California. After two years of running virtually, this year's hybrid event brought in its largest crowd ever – 2,811 registrants.

By combining retargeting strategies with high-converting cart abandonment emails during the tail end of the campaign, Feathr increased ticket sales by 10%, or $231,000. In addition, AGA increased its audience reach by 80,000 people while serving 343,172 ad impressions. All of these results came in for less than $2,000 in ad spend — music to the ears of an accountant.

McKeown attributes much of the conference's success to Feathr and a marketing strategy that included a digital focus. "Feathr helps us follow potential and existing attendees around the internet, saying 'Hey, remember me?' driving them to our events. It's an amazing tool to have in our toolbox and an investment that pays dividends."

“Obviously, I had high hopes going into it, but I've been completely blown away with the results we've received! I wholly trust everyone I work with at Feathr. I know I can turn over our collateral, they'll produce something that looks amazing, my whole team will be happy, and it will get results.”

Lyndsay McKeown

SENIOR MANAGER OF MARKETING AND DESIGN, AGA

ABOUT

AGA is the association that connects and empowers financial-related professionals who support the government. AGA’s CGFM certification program, training, networking events, and thought leadership help members and other professionals advance government accountability, grow their skills, and accelerate their careers. Learn more at agacgfm.org.