Aarp
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This presentation proposes creating a new "Upsight" membership program targeted at people aged 39-49 to attract them to AARP early. Upsight would include benefits like an affinity credit card that earns points towards retirement accounts, gym discounts, and travel rewards. Points could be earned through partnerships with brands like Whole Foods. The goal is to "prime" younger people for an AARP membership at age 50 by transitioning Upsight members and giving them additional AARP perks. Promotion would target publications this demographic reads and build an online community around Upsight's health and retirement planning focus to engage members.
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Aarp
This presentation proposes creating a new "Upsight" membership program targeted at people aged 39-49 to attract them to AARP early. Upsight would include benefits like an affinity credit card that earns points towards retirement accounts, gym discounts, and travel rewards. Points could be earned through partner retailers and used for upgrades. The goal is to transition Upsight members to AARP membership at age 50 by priming them early and offering exclusive perks to retain them. Upsight would be promoted through publications their target demographic reads and an online community portal.
Aarp
This presentation proposes creating a new membership called "Upsight" to attract prospective AARP members aged 39-49. Upsight would offer benefits like an affinity credit card earning points towards retirement accounts, gym discounts, and travel rewards. Points could be earned at partner retailers. The goal is to introduce AARP's brand and benefits earlier to ease members into senior membership. Upsight would convert to full AARP membership at age 50 with exclusive perks. Promotion would target publications for the Upsight demographic and build an online community.
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Aarp
- 1. Final Group Presentation October 22, 2009 Chuck Griffith Leslie Pitterson
- 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
- 7. METHOD Create “Upsight” membership Includes: Visa affinity card that puts 1% of purchases towards linked IRA account Gym membership discounts at partner network of fitness centers Online profile that tracks “points” that can be used towards awards such as vacations, gift certificates/cards
- 8. METHOD cont Link other credit cards for dining and shopping rewards Toolbar on browser, iPhone app Program focuses on Preventative Health and “Life Enhancement Planning” (retirement) Brand is sleek, has “elite” appeal, and upgrade-type marketing
- 9. Whole Foods, Wild Oats, Trader Joes – Double your points Crunch and Ballys Gyms – discount for membership, must attend at least once a week (incentive) Points convert to upgrades on jetBlue for more legroom seats iPhone app will tell you where the nearest place to earn points is around you Examples of Partners and Points Earning Potential
- 10. 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 50 Doubles membership benefits by having AARP perks with lifetime Upsight points earning potential Examples of Partners and Points Earning Potential cont
- 11. PROMOTION Targeting publications read by upSIGHT demographic Create website to give members a personal user space Incorporate benefits online for value add Online community, potential for future mobilization