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Aarp
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Aarp
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Aarp
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Aarp
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Aarp

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  • 1. Final Group Presentation<br />October 22, 2009<br />Chuck Griffith<br />Leslie Pitterson<br />
  • 2. CHALLENGE<br /><ul><li>People are working past 50 and don’t want to retire at the year they qualify for AARP
  • 3. AARP’s brand is strong with its members
  • 4. However, membership can mean it is time to retire to members just turning 50
  • 5. Benefits seen as a “plus” to being an AARP member, regardless of retirement
  • 6. AARP needs to ease prospects into membership in order to “soften the news” of senior-hood</li></li></ul><li>OPPORTUNITY<br />Opportunity<br />AARP has a myriad of ways to obtain mailing lists of those under 50.<br />Leverage this list to find prospects between 39 and 49 years of age<br />Create 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.<br />
  • 7. METHOD<br />Create “Upsight” membership<br />Includes:<br />Visa affinity card that puts 1% of purchases towards linked IRA account<br />Gym membership discounts at partner network of fitness centers<br />Online profile that tracks “points” that can be used towards awards such as vacations, gift certificates/cards<br />
  • 8. METHOD cont<br />Link other credit cards for dining and shopping rewards<br />Toolbar on browser, iPhone app<br />Program focuses on Preventative Health and “Life Enhancement Planning” (retirement)<br />Brand is sleek, has “elite” appeal, and upgrade-type marketing<br />
  • 9. Whole Foods, Wild Oats, Trader Joes – Double your points<br />Crunch and Ballys Gyms – discount for membership, must attend at least once a week (incentive)<br />Points convert to upgrades on jetBlue for more legroom seats<br />iPhoneapp will tell you where the nearest place to earn points is around you<br />Examples of Partners and Points Earning Potential <br />
  • 10. Similar to UPromise (program that helps consumers save for college and pay off student loans)<br />Converts to AARP at 50.<br />Exclusive card for those who had membership before 50<br />Doubles membership benefits by having AARP perks with lifetime Upsight points earning potential<br />Examples of Partners and Points Earning Potential cont<br />
  • 11. PROMOTION<br />Targeting publications read by upSIGHTdemographic<br />Create website to give members <br /> a personal user space<br />Incorporate benefits online for value add<br />Online community, potential for <br /> future mobilization<br />

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