The Brief
ASME is a global professional association serving the mechanical engineering community through standards, certifications, and education. The organization needed to reach younger engineers and drive growth across eight business units with varying goals, from traffic to lead generation to revenue.
Intel Gathered
Audience Research + Persona Development
Customer Journey Mapping
What Part and Sum Unlocked
🔓 To drive sustainable membership growth, ASME needed to shift from product-led messaging to an audience-first approach that positioned the organization as an essential long-term career partner for early-stage engineers.
Methods
Membership Opportunity Workshops
Collaborated with stakeholders to define new value propositions tailored to younger engineers.
Persona Development
Built detailed personas grounded in pains, gains, and career motivations to inform messaging and media.
Audience-First Media Strategy
Designed and activated media journeys that improved CPL/CPA efficiency while scaling reach.
Learning + Tuning
Identified gaps that existed in product offerings by creating a workshop geared toward understanding the steps of a mechanical engineer’s career journey.
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