Issue link: https://thepbsa.uberflip.com/i/1538117
PBSA Journal PAGE 18 JULY/AUG 2025 Except where otherwise indicated, articles are copyright © by PBSA 2025. All rights reserved. PBSA and New Target Partnership PBSA has partnered with New Target, an external marketing firm, to drive growth in two key areas: APAC membership (with a focus on India) and U.S. End User membership, through the End User FCRA Certificate program. The desire, selection and engagement of a third party to assist us with membership growth was an outcome of our 2023-25 Strategic Plan. The primary goal of these marketing efforts is to increase membership and engagement among HR professionals and background screening decision-makers, while also boosting attendance at PBSA events. Through remarketing, targeted ads, and email campaigns, the strategy aims to nurture prospective members, enhance brand visibility, and encourage broader industry participation. Over the past six months, PBSA and New Target have worked closely together to align messaging and optimize campaign performance. In April and May, PBSA guided New Target in developing campaign assets and promotional codes for the two active campaigns. These promo codes allow both teams to track effectiveness and allocate budget more efficiently. Metrics are reviewed weekly to inform real-time adjustments to campaign assets based on performance. As well as testing ad placement, we are able to tweak messaging to the appropriate audiences and determine what works well for PBSA. Our Membership Campaign launched on June 13, 2025, using the promo code 25FREE26. This offer provides new members with free membership for the remainder of 2025 when they purchase a 2026 membership. The goal is to drive both immediate and long-term growth in associate memberships. In just 4 weeks, the campaign has resulted in one new paid membership and three additional applications using the promo code that are in the process of becoming members. While initial conversions are modest, the graphic below shows that overall membership application volume also increases when campaigns are active. l