Final Group PresentationOctober 22, 2009Chuck GriffithLeslie Pitterson

CHALLENGEPeople are working past 50 and don’t want to retire at the year they qualify for AARPAARP’s brand is strong with its membersHowever, membership can mean it is time to retire to members just turning 50Benefits seen as a “plus” to being an AARP member, regardless of retirementAARP needs to ease prospects into membership in order to “soften the news” of senior-hood

People are working past 50 and don’t want to retire at the year they qualify for AARP

AARP’s brand is strong with its members

However, membership can mean it is time to retire to members just turning 50

Benefits seen as a “plus” to being an AARP member, regardless of retirement

AARP needs to ease prospects into membership in order to “soften the news” of senior-hood

OPPORTUNITYOpportunityAARP has a myriad of ways to obtain mailing lists of those under 50.Leverage this list to find prospects between 39 and 49 years of ageCreate an AARP non-branded affinity membership that will be branded as its own program in order to attract members early and prime them to “trade up” to AARP.

METHODCreate “Upsight” membershipIncludes:Visa affinity card that puts 1% of purchases towards linked IRA accountGym membership discounts at partner network of fitness centersOnline profile that tracks “points” that can be used towards awards such as vacations, gift certificates/cards

METHOD contLink other credit cards for dining and shopping rewardsToolbar on browser, iPhone appProgram focuses on Preventative Health and “Life Enhancement Planning” (retirement)Brand is sleek, has “elite” appeal, and upgrade-type marketing

Whole Foods, Wild Oats, Trader Joes – Double your pointsCrunch and Ballys Gyms – discount for membership, must attend at least once a week (incentive)Points convert to upgrades on jetBlue for more legroom seatsiPhoneapp will tell you where the nearest place to earn points is around youExamples of Partners and Points Earning Potential

Similar to UPromise (program that helps consumers save for college and pay off student loans)Converts to AARP at 50.Exclusive card for those who had membership before 50Doubles membership benefits by having AARP perks with lifetime Upsight points earning potentialExamples of Partners and Points Earning Potential cont

PROMOTIONTargeting publications read by upSIGHTdemographicCreate website to give members a personal user spaceIncorporate benefits online for value addOnline community, potential for future mobilization