![\"\"](\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/07\/Martha-Smith-AANA.jpeg\")
“This <\/span>launch <\/span>was especially <\/span>meaningful for AANA<\/span> because it was <\/span>created to promote<\/span> a <\/span>member-driven change. Our members proposed and <\/span>passed a bylaw amendment <\/span>in 2023 <\/span>to expand membership to all Registered Nurses and Advanced Practice Registered Nurses \u2013 RNs and APRNs<\/span><\/span>. <\/span>So even <\/span>though<\/span> the<\/span>se nurs<\/span>es <\/span>are <\/span>not yet in<\/span> CRNA school, A<\/span>ANA members saw a need for <\/span>people <\/span><\/span>interested <\/span><\/span>in a <\/span>nurse<\/span> anesthesiology path <\/span>to <\/span>enjoy <\/span>access to <\/span>educational<\/span> resources, mentorship, and professional connections<\/span> t<\/span>hat could<\/span> help them get there<\/span>.<\/span> I think that<\/span> speaks <\/span>volumes about <\/span>the welcoming<\/span> nature of the nurse anesthesiology community and the foresight our members <\/span>ha<\/span>ve<\/span> to<\/span> keep<\/span> attract<\/span>ing<\/span> and develop<\/span>ing<\/span> diverse, <\/span>talented, compassionate, and dedicated <\/span>anesthesia <\/span>professionals<\/span>.”<\/span><\/span><\/p>\n <\/p>\n “<\/b>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\u2014market 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.”<\/span><\/p>\n <\/p>\n <\/p>\n <\/p>\n Bedingfield:<\/strong><\/span> <\/b>“We knew that true collaboration\u2014built on active listening, shared goals, adaptability, accountability, and most importantly, trust\u2014would be essential to this campaign\u2019s success. At AANA, we believe that when someone from any department joins the conversation, we\u2019re bringing in the subject matter expert. That mindset shaped every phase of our work.<\/span> 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\u2014with the right insights\u2014in the room from the very beginning.”<\/p>\n <\/p>\n Smith:<\/b>\u00a0<\/strong>“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 <\/span>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\u2019 preparation, practice, and career satisfaction.”<\/span><\/p>\n <\/p>\n Bedingfield:<\/strong><\/span> <\/b>“<\/b>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\u2014from brand awareness to understanding the value of RN\u2013APRN membership. One standout tactic was a lead-gen video, <\/span>\u201cBecoming a CRNA: Tips from Nurse Anesthesia Program Leaders,\u201d<\/span><\/i> 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.<\/span><\/p>\n For this campaign, we made a rule: If we couldn\u2019t measure it, we didn\u2019t do it. Every tactic had to have a clear way to track performance\u2014whether that was views, clicks, submissions, or other engagement metrics. We weren\u2019t just gathering data for reporting\u2019s sake; we needed it to better understand our audience, refine our approach, and ensure every effort was meaningful and measurable.”<\/span><\/p>\n <\/p>\n Smith:<\/b> <\/strong><\/span>“One of <\/span>the most rewarding parts of this launch<\/span> was committing to<\/span> in-person <\/span><\/span>outreach <\/span>and <\/span>exhibiting<\/span> with <\/span>minority nursing communities.<\/span> For instance, a<\/span> 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<\/span> 2024<\/span>, making it easy for attendees <\/span>there <\/span>to learn more. We also promoted <\/span>the new member category <\/span>at a <\/span>DePaul University <\/span>career fair, where a nurse anesthesiology resident from AANA\u2019s DEI Committee and her doctoral partner\/classmate introduced the new category to students. <\/span>T<\/span>he Multicultural CRNA Conference in Dallas in December 2024 <\/span>w<\/span>as another key platform for raising awareness and fostering engagement<\/span>.<\/span> RN-APRN membership was <\/span>also <\/span>a huge talking point during the <\/span>2025 <\/span>AANA Diversity Anesthesia Pathways <\/span>T<\/span>our that went to <\/span>North Carolina Central University, California State University Long Beach, Grambling State University, Chicago State University, and Alcorn State University<\/span>.<\/span> It\u2019s<\/span> crucial to meet people where they are!”<\/span><\/span><\/p>\n <\/p>\n Smith: <\/strong>“<\/b>This is definitely a hot tip for people entering award contests! \u201cEverything is an artifact\u201d relates to how we were able to <\/span>show <\/span><\/i>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. <\/span>In our post-campaign reporting \u2013 crucial, by the way, to finding out where your submission story starts \u2013 the \u201cwow factor\u201d was that we smashed our annual RN-APRN member goal in just a few months. <\/span>Marketing and our internal Project Management team were great at keeping records, which allowed me to<\/span> pull threads and write up the tale of <\/span>how <\/span><\/i>we got there with all our stated goals, strategy, tactics, and success metrics. <\/span>It\u2019s one thing to say, \u201cwe did this,\u201d but a whole different experience to walk through the effort with images and data that support the storytelling.”<\/span><\/p>\n <\/p>\n Bedingfield:<\/strong> “<\/span><\/b>We certainly saw our fair share of obstacles\u2014technical 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, w<\/span>as 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\u2019s clarity and organization helps us stay on track while navigating inevitable but unexpected challenges.”<\/span><\/p>\n <\/p>\n Bedingfield:<\/strong> “<\/span><\/b>It was important for us to approach every step of the campaign from the member\u2019s perspective. <\/span>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, \u201cis this really worth it for me?\u201d First impressions matter, and we knew these early experiences would shape how members viewed AANA\u2014and the profession\u2014for years to come.”<\/span><\/p>\n <\/p>\n Bedingfield:<\/strong> “<\/span><\/b>Tracking and measurement are non-negotiable. Data helps us get better, smarter, and faster\u2014but only if we\u2019re 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\u2019t grow. This campaign reinforced just how powerful good teamwork and data\u2014paired with a strategic plan\u2014can be. We undoubtedly will take these insights with us for future campaigns and initiatives at AANA.”<\/span><\/p>\n <\/p>\n Smith: <\/strong>“<\/b>I am firmly in the camp of, \u201cIf you can see it, you can be it.\u201d Being a member of AANA lets RNs and APRNs see themselves in this career, way before they\u2019ve even applied to CRNA school. <\/span>By welcoming these nurses as members earlier in their careers, AANA is increasing the pipeline of future CRNAs while ensuring equitable access to<\/span> 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\u2019s influence in healthcare policy, and enhances cultural competency in anesthesia care. Really, it\u2019s 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\u2019 expertise.”<\/span><\/p>\n <\/p>\n AANA website<\/strong>: <\/span>https:\/\/www.aana.com\/<\/span><\/a>\u00a0<\/span><\/p>\n 10 Things to Know About CRNAs: <\/strong>https:\/\/www.aana.com\/about-us\/about-crnas\/<\/span><\/a>\u00a0<\/span>\u00a0<\/span><\/p>\nAfter the vote passed, how did you approach campaign planning? What did those early strategy sessions look like across teams?<\/b><\/em><\/h3>\n
![\"\"](\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/07\/Julie-Bedingfield-AANA.jpeg\")
<\/a> What role did collaboration play in shaping the success of this campaign across departments like marketing, governance, and project management?<\/b><\/em><\/h3>\n
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?<\/b><\/em><\/h3>\n
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?<\/b><\/em><\/h3>\n
DEIA was clearly embedded in the campaign strategy. How did you ensure equitable access and inclusive messaging throughout the launch?<\/b><\/em><\/h3>\n
One of y<\/b><\/em>our Gold Circle Tips says, \u201ceverything is an artifact.\u201d How did documentation and planning help you tell the story behind your success?<\/b><\/em><\/h3>\n
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?<\/b><\/em><\/h3>\n
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?<\/b><\/em><\/h3>\n
Which insight or tactics from this campaign do you think will shape how AANA approaches future membership initiatives?<\/b><\/em><\/h3>\n
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?<\/b><\/em><\/h3>\n
HELPFUL LINKS<\/span><\/b>\u00a0<\/span><\/h3>\n