National Education Association:
Creating a Data Management Solution to Enhance Communication and Targeting Capabilities
OPPORTUNITY
The National Education Association (NEA) is the nation's largest professional employee organization. As an organization with over 3 million members, communication is a vital part of providing membership value. In order to facilitate these advanced communications, NEA needed a centralized database, as well as a Web-based application that allowed remote field personnel to access the system and develop contact strategies. The system also needed to facilitate automated data entry using the latest in hand-held bar-scanning technology and allow multi-channel communication including: generation of door-to-door walking lists, telemarketing, direct mail, and email.
SOLUTION
Mansell Group began by creating and hosting a centralized database of critical contact information including: membership profiles, voter history, state affiliation, and leadership activities. Working with key stakeholders within NEA, the Mansell Group team selected an appropriate campaign management solution for implementation.
The application and database allows for advanced campaign management; however, the team developed targeted training methods to drive maximum adoption and utilization within the remote field staff. This training was custom developed specifically for NEA and continues to be refined to meet NEA's very specific needs.
RESULTS
Working with the NEA team, as well as third party software vendor, Mansell Group executed an aggressive project implementation plan that only lasted 120 days. Within four months, Mansell Group was able to deploy a centralized database, a Web-based campaign management application, as well as a fully automated data entry system using hand-held bar scanners. The system was successfully launched, field personnel were trained and NEA has greatly enhanced its communication and targeting capabilities.
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