Military Officers Association of America
Rebranding People with a Purpose
Challenge: Awareness and Engagement
The Military Officers Association of America (MOAA) faced an awareness and member engagement challenge when LMO began work with the organization. Our initial organizational assessment and research indicated that:
Existing members didn’t fully understand the benefits offered by MOAA.
Prospective members, while familiar with MOAA, didn’t understand the value of membership.
We also discovered that, although MOAA communicated often with its audience, communication was inconsistent and lacked a consistent message and point of view.
Objective:
The goal for MOAA’s rebranding was to develop clear, consistent, relevant communication of its value and services.
Solutions:
Using these findings and a blend of collective brainstorming, stakeholder input, and cross-functional ideation, we developed a strategy for moving forward. When we began, MOAA had a wide range of audience groups within its existing and potential membership sphere, and a more efficient communication strategy was needed.
We used insights we developed about MOAA’s target audience and the specific attitudes, concerns, and criteria that drive them to create eight member personas, each representing a distinct segment of the MOAA audience:
(Jr. Officer) Starter Life
(Mid-Grade Officer) Family Life
(Sr. Officer) Transitional Life
(Early Retiree) Retired Life
(Fully Retired) Hard-Worked Life
Former Officer
60+ Surviving Spouse
Spouse