WAEPA’s 2022 Associate Membership Campaign

Problem: We had an additional product that was specifically for spouses of our members. Instead of only being able to access dependent benefits, we created a separate policy for applicable spouses. I noticed although we would push this to members occasionally, we didn’t push it as much as we could.

What I did: I looked at our content calendar and thought what if we pushed content about this product during months where spouses are being celebrated. The two main time frames I picked were the month of February (Valentine’s Day) and May/June (The most popular months to get married are May - Oct). During these months I thought it would be great to highlight the importance of life insurance and remind Civilian Feds that not only did we have a product for them but for their spouse as well. This included a blog post that broke down the differences between dependent coverage and associate coverage so ultimately they could review and choose what best fit them, 2 emails to our leads snd members that linked back to this blog post, and a few social posts as well.

Results: As a result, our member services team received an increase in call volume from prospects about the associate membership and thanked our team for our efforts.