Working with Abdib, Brazilian Infrastructure Association

Business Case performed by Vini Apoena in São Paulo, Brazil from October-19 to October-20 on behalf of Algor Latina Management.

Associations play a fundamental role in our society. As well as Councils, Federations & Chambers.

Unfortunately, Associative Marketing Programs are still rare for them - and always makes me wonder about what professional advertising can achieve.

Sometimes, just by bringing new technologies to let the word spread outside.

Let's see how that played out at Abdib.

1. Achieve associated companies through digital channels;

2. Amplify the distribution of technical content;

3. Turn the "association pass" more relevant to the associated companies;

4. Open the way to transform the association into a digital-first organization;

5. Identify new acquisition journeys to simplify the association process;

6. Support and provide relevance to collateral products as Events & Education;

7. Help executives understand & properly support the transformational process.

Abdib is the only Brazilian institution that brings together companies and high-level professionals to analyze problems and solutions for all infrastructure sectors in Brazil.

They operate with a menu of subjects genuinely connected to the anxieties of companies and governments that promote investments based on the historical performance of sectoral and transversal committees that discuss the most important topics to unlock and promote investments.

Touché! We have a brand proposition & reasons to buy. That's the most important.

Each year, Abdib's Committees hold around 100 meetings with an average of 1,800 professionals from companies in the sector. A relevant number of authorities from the Federal, State, and Municipal Governments hold continuous political affairs with Abdib.

They got a community, a major issue to solve & frequency. A true, attractive cause!

It became clear that by amplifying the impact of the message and providing enough relevant placements (and a pinch of paid social), Abdib would be able to achieve better recognition with their message & become more relevant to their community.

I started drawing a renewed structure of communication, marketing & products to Abdib.

In this new concept, we stated that Abdib needed to rethink its position & assume a digital-first style of execution - prioritizing inserts that could make it possible for the organization to start collecting, treating and understanding digital data to better understand where they are going.

Invest in a more liquid relationship with associates was the first mission.

Through a lean and hybrid structure, with teams composed of Abdib employees & Algor Latina consultants, rapid and efficient changes were implemented in the entire chain of marketing actions of the association, including the relationship with members.

Artificial intelligence and AMP Pages (Google) accelerated the load time for contact charges, reducing the loss of attention & bringing more embedded leads to Abdib - expanding and renewing the pipeline.

Through a pre-balancing of revenues and costs, Algor Latina prioritized Abdib's investments in more profitable associative products.

All the way from hiring suppliers, implementing technologies & monitoring the whole project - we got it all for Abdib.

Abdib's indicators started generously moving in February, 2020.

1. Direct communication with associated companies jumped to a 142% increase when compared to the same period of the previous year.

2. Engagement on Abdib's digital platforms showed a positive variation of 19% in the same period, along with a 38% growth in direct traffic to Abdib's blog articles, according to data mined & audited by Algor Latina.

3. More than 1.200 associated executives registered for the first-time on themed-groups launched exclusively for Abdib on WhatsApp.

4. Stablished & Beta technologies were implemented to Abdib, including systems to auto-collect new sign-ups, lead generation, attribution (last-click) & dashboards.

5. After setting automatic platforms & routines for associative lead generation, Abdib registered dozens of new companies interested in associating.

6. Hiring and launch of new technologies to generate demand and reduced the contact time with the lead from 7 days to 24 hours, allowing an expansion in the Association's general pipeline.

7. The project was conducted through a monthly Accountability Committee where the President, VP and other executives from Abdib embarked on a two-hour deep strategy dive. It was 8 meetings & 18 hours of hands-on executive training.

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