Spotlight- Activation Strategy (i.e. Marketing Strategy) Division

The Activation group is the core marketing strategy group for my department and its partners, programs, and services. Using data as its backbone and the Growth team as its amplifier, we have developed a marketing design that is strategic, integrated across the organization, omni-channel, and hyper targeted and personalized for our members.

The core strategic components of the activation group are the AER framework, Data & Insights, Targeting, Personalized Messaging, and optimizing the Channel Mix.

  • AER Framework: Marketing strategies for each stage of a member’s journey

  • Data & Insights: The backbone to all decisions. Data develops targeting models and data feedback loops to develop insights

  • Targeting: Focus on segmentation and personas for programs

  • Personalized Messaging: Personalized messaging based on behaviors, actions, and engagement

  • Channel Mix: Hitting the right people, at the right time, on the right medium