SABA Gives Itself a Membership Makeover
The San Antonio Bar Association worked with Ricochet to sharpen its value proposition, launch a season of recruitment materials and train staff on follow-up sales calls.
What was holding SABA back?
The San Antonio Bar Association (SABA) needed to boost its membership numbers. Its value proposition was unclear, partly because it was hard to tell which resources were open to the public and which belonged only to members. SABA wanted stronger recruitment messages and new ways to reach potential members. It partnered with Ricochet to revitalize its membership strategy.
What did Ricochet build?
Ricochet started with SABA's member benefits and helped clarify which resources were public and which were for members only. That gave SABA a clearer value proposition. We then designed a membership growth campaign that featured SABA's new Member Center and other resources. We developed a full season of recruitment materials with messaging tailored to different types of members. We also trained SABA staff to make follow-up sales calls.
What changed for SABA's members?
Prospective members now see a clear line between what SABA offers the public and what comes with membership. Recruitment messages speak to their specific type of practice and point them to the new Member Center. Prospects who engage with the digital campaign but do not join get a follow-up call from SABA staff trained to have that conversation.
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