Q&A With AANA: Inside the Award-Winning RN–APRN Membership Launch Campaign
Expanding membership categories after 40 years is no small feat, yet the American Association of Nurse Anesthesiology (AANA) recently accomplished just that. Driven by member voices and fueled by collaboration across departments, AANA successfully launched its RN–APRN membership campaign—a 2025 ASAE Gold Circle Award winner—opening doors for Registered Nurses and Advanced Practice Registered Nurses to join the association earlier in their career journeys.
In this exclusive Q&A, AANA’s Martha Smith, Creative Director, and Julie Bedingfield, Marketing Manager, provide an inside look at the strategic planning, collaborative efforts, and innovative tactics behind this transformative initiative.
American Association of Nurse Anesthesiology hadn’t expanded its membership categories in 40 years. What prompted this change, and how did member voices drive the 2023 bylaw amendment forward?
“This launch was especially meaningful for AANA because it was created to promote a member-driven change. Our members proposed and passed a bylaw amendment in 2023 to expand membership to all Registered Nurses and Advanced Practice Registered Nurses – RNs and APRNs. So even though these nurses are not yet in CRNA school, AANA members saw a need for people interested in a nurse anesthesiology path to enjoy access to educational resources, mentorship, and professional connections that could help them get there. I think that speaks volumes about the welcoming nature of the nurse anesthesiology community and the foresight our members have to keep attracting and developing diverse, talented, compassionate, and dedicated anesthesia professionals.”
After the vote passed, how did you approach campaign planning? What did those early strategy sessions look like across teams?
“Our Enterprise Project Management Office (EPMO) did a phenomenal job getting the project rolling with our Member Services and IT teams. From the outset, we needed clarity on both the scope of the project and who needed to be involved (spoiler: everyone!). Since this was a brand-new membership category, we dug into extensive research—market trends, competitive benchmarks, success metrics, and audience insights. The EPMO team created a comprehensive Project Playbook that became our go-to resource throughout the campaign.”
What role did collaboration play in shaping the success of this campaign across departments like marketing, governance, and project management?
Bedingfield: “We knew that true collaboration—built on active listening, shared goals, adaptability, accountability, and most importantly, trust—would be essential to this campaign’s success. At AANA, we believe that when someone from any department joins the conversation, we’re bringing in the subject matter expert. That mindset shaped every phase of our work. If we had questions about how the bylaw amendment was structured and passed, our Governance team was ready with the details. When it came to mapping out processes between Aptify and HubSpot, our IT and Marketing teams offered the technical know-how to bring it to life. And when we turned our attention to campaign assets and creative direction, our agency partner Vendi rolled up their sleeves and dug in with us. The success of this campaign was a direct result of having the right people—with the right insights—in the room from the very beginning.”
What considerations went into crafting the messaging and creative direction for the campaign, especially to engage RNs and APRNs at the start of their career journeys?
Smith: “It was super important for us to raise awareness about the benefits of joining AANA with RNs and APRNs. They have a lot of choices for association membership inside and outside of their chosen specialty. Our messaging emphasized that being in AANA is a valuable resource in navigating their way toward a CRNA program. RN-APRN membership gives them a head start on growing their professional network and a peek behind the career-curtain when it comes to CRNA practice. With our advertising partner, Vendi, AANA developed a friendly, people-centric campaign featuring real member photos and testimonials. These stories highlighted how AANA membership positively impacts anesthesia professionals’ preparation, practice, and career satisfaction.”
The campaign made strong use of tech, from lead-gen video to QR codes and HubSpot email nurtures. Which tactics were most effective, and how did you track success?
Bedingfield: “Since a recruitment campaign like this was uncharted territory for us, we knew we had to take a two-pronged approach: prospecting and nurturing. We used QR codes at conferences to reach new audiences and paired those with HubSpot workflows to guide individuals through the funnel—from brand awareness to understanding the value of RN–APRN membership. One standout tactic was a lead-gen video, “Becoming a CRNA: Tips from Nurse Anesthesia Program Leaders,” hosted on a landing page gated by an interest form. That form helped us identify prospects, gather their contact info, and tailor follow-up through email and paid ads.
For this campaign, we made a rule: If we couldn’t measure it, we didn’t do it. Every tactic had to have a clear way to track performance—whether that was views, clicks, submissions, or other engagement metrics. We weren’t just gathering data for reporting’s sake; we needed it to better understand our audience, refine our approach, and ensure every effort was meaningful and measurable.”
DEIA was clearly embedded in the campaign strategy. How did you ensure equitable access and inclusive messaging throughout the launch?
Smith: “One of the most rewarding parts of this launch was committing to in-person outreach and exhibiting with minority nursing communities. For instance, a dedicated RN-APRN membership sign with a QR code was prominently displayed at the Philippine Nurses Association of America (PNAA) meeting and the National Association of Hispanic Nurses (NAHN) meetings in July and August 2024, making it easy for attendees there to learn more. We also promoted the new member category at a DePaul University career fair, where a nurse anesthesiology resident from AANA’s DEI Committee and her doctoral partner/classmate introduced the new category to students. The Multicultural CRNA Conference in Dallas in December 2024 was another key platform for raising awareness and fostering engagement. RN-APRN membership was also a huge talking point during the 2025 AANA Diversity Anesthesia Pathways Tour that went to North Carolina Central University, California State University Long Beach, Grambling State University, Chicago State University, and Alcorn State University. It’s crucial to meet people where they are!”
One of your Gold Circle Tips says, “everything is an artifact.” How did documentation and planning help you tell the story behind your success?
Smith: “This is definitely a hot tip for people entering award contests! “Everything is an artifact” relates to how we were able to show how the campaign developed by using visuals of the proposed bylaw amendment, our strategy docs, Project Management reports, and even a flowchart Member Services created to handle application questions. We also had candid pictures from our in-person appearances at PNAA and NAHN that made their way into the Gold Circle entry. In our post-campaign reporting – crucial, by the way, to finding out where your submission story starts – the “wow factor” was that we smashed our annual RN-APRN member goal in just a few months. Marketing and our internal Project Management team were great at keeping records, which allowed me to pull threads and write up the tale of how we got there with all our stated goals, strategy, tactics, and success metrics. It’s one thing to say, “we did this,” but a whole different experience to walk through the effort with images and data that support the storytelling.”
The campaign had ambitious goals around growth, revenue, and awareness. What obstacles did you face, and what helped you exceed all your targets ahead of schedule?
Bedingfield: “We certainly saw our fair share of obstacles—technical challenges, evolving strategic considerations, and plenty of great questions from team members that made us think more deeply. The Project Playbook was our north star. And Monica Quiroz, our project management lead, was the steady hand guiding us through every twist and turn. Because the Playbook clearly defined scope and deliverables, it helped us make confident, informed decisions quickly when the unexpected came up. And Monica’s clarity and organization helps us stay on track while navigating inevitable but unexpected challenges.”
How did you ensure your campaign was more than just transactional? What did you do to keep the focus on long-term member value over short-term numbers?
Bedingfield: “It was important for us to approach every step of the campaign from the member’s perspective. If the application process felt confusing or clunky, that could easily turn someone away. We wanted every touchpoint to reinforce value and set a strong foundation for long-term engagement, leaving no one wondering, “is this really worth it for me?” First impressions matter, and we knew these early experiences would shape how members viewed AANA—and the profession—for years to come.”
Which insight or tactics from this campaign do you think will shape how AANA approaches future membership initiatives?
Bedingfield: “Tracking and measurement are non-negotiable. Data helps us get better, smarter, and faster—but only if we’re intentional about collecting it and using it. It can be overwhelming to figure out what to track or how to present it, but without it, we can’t grow. This campaign reinforced just how powerful good teamwork and data—paired with a strategic plan—can be. We undoubtedly will take these insights with us for future campaigns and initiatives at AANA.”
Looking ahead, how do you plan to continue engaging in this new member segment, and what are your hopes for how this expansion transforms the future of nurse anesthesiology?
Smith: “I am firmly in the camp of, “If you can see it, you can be it.” Being a member of AANA lets RNs and APRNs see themselves in this career, way before they’ve even applied to CRNA school. By welcoming these nurses as members earlier in their careers, AANA is increasing the pipeline of future CRNAs while ensuring equitable access to mentorship, educational resources, and professional networking. There are benefits for the profession of nurse anesthesiology and the patients CRNAs serve, too. A broader membership base amplifies CRNA advocacy, strengthens AANA’s influence in healthcare policy, and enhances cultural competency in anesthesia care. Really, it’s a win for everyone: RNs and APRNs, the nurse anesthesiology profession, and most importantly, the diverse patients across the United States who rely on CRNAs’ expertise.”
HELPFUL LINKS
AANA website: https://www.aana.com/
10 Things to Know About CRNAs: https://www.aana.com/about-us/about-crnas/
Join as an RN or APRN: renew.aana.com/rn
