ASM “Invaluable” Membership Campaign Concept
Representing more than 30,000 microbial scientists, including researchers, educators and health professionals, The American Society for Microbiology is one of the world's largest life scientist societies. With any member organization, it's always important to promote the value of membership—both to attract new potential members and to retain existing members. BlueFusion designed a value of membership campaign for ASM. The concept spotlights actual ASM members representing different demographics, scientific sub-specialties, and career stages. Instead of including a testimonial quote, the design uses doodle style keywords and images to highlight features and benefits of the ASM membership—the idea being that members join ASM for different reasons. All ads use the common headline "Why My ASM Membership is Invaluable" The colorful, whimsical campaign is designed to work in direct mail, print ads, digital ads, emails, and web banners.