The Associated General Contractors of America (AGC) is the leading association for the construction industry. AGC represents more than 26,000 firms, including over 6,500 of America’s leading general contractors, and over 9,000 specialty-contracting firms. More than 10,500 service providers and suppliers are also associated with AGC, all through a nationwide network of chapters.
The Challenge:
- Replacing AGC’s single-use event app
- Uniting a largely widespread organization
- Delivering news and information quickly
- Driving increased member engagement
- Reaching Millennials
- Initiating a fully comprehensive, year-round mobile strategy
The Solution:
The AGC Connection app powered by Clowder® -
The Associated General Contractors of America now have one place for members to conveniently access all of their membership benefits. Whether registering for or attending an event, seeking content or resources, participating in forums, or messaging fellow members, all capabilities live inside one mobile app. Push notifications are also utilized to instantly grab organization-wide attention in order to share updates. These features allow members to continually stay current and connected with all things AGC. And not only are members able to remain up-to-date with AGC at a national level, but they also have the opportunity to better connect locally with access to the AGC National and Chapter Plan.
Pre-Launch -
Overview:
In the days leading up to AGC’s 100th annual convention, their team deployed an organization-wide email to announce the launch of the AGC Connection app and urge members to download it and get set up before the following week’s event. They also prepared great promotional signage to be used at the convention that included QR codes for attendees to easily scan for instant download.
Launch -
Overview:
The 100th Annual AGC Convention in Denver, CO gathered nearly 2K attendees. An additional email was sent on the first morning of the event to remind those who have yet to download the new app to do so now in order to access all mobile event features.
Members of the Clowder team attended to assist in onsite app support as well as lead a session. The session aimed to promote the AGC National and Chapter Plan that allows individual AGC chapters to have a dedicated section inside the AGC Connection app with content and events uniquely tailored to their regional members.
Attendees were able to stay informed throughout the conference as they utilized the in-app agenda, customizable schedules, surveys, national and local news feeds and messaging with fellow attendees. They were also able to keep updated with announcements made through push notifications.
Outcomes:
By the end of the conference, the app produced:
- 1,254 downloads
- 13,115 news feed opens
- 476 forum opens
- 1,127 message opens
- 14,444 event tab opens
Post-Launch -
Overview:
Because the AGC Connection app is a year-round platform, AGC’s goal post-convention has been to take the mobile engagement they earned from their launch and continue it well beyond. This is being done through consistently placing valuable content and resources inside the app.
The organization also continues to promote and push for each individual chapter to participate in the National and Chapter Plan in order to offer their members a unique, localized experience.
What Worked -
Soft Launch:
The soft launch served as an effective testing period for gathering feedback in order to make updates and improvements prior to the hard launch.
Event Roll-Out:
Because events garner an organization’s heightened attention, the annual national conference made for a great launch platform. The app was able to be promoted alongside important event communications and continually utilized and mentioned throughout the conference.
Conclusion -
AGC has been a legacy event app user. Making the switch to an all-encompassing, year-round mobile solution has allowed them to create significant added value to their membership offerings. “Things are going well. Remember, the goal was to have an affordable app solution and a seamless connection to AGC of America. And we wanted a vendor/provider with a strong commitment to customer service. We’ve checked all three boxes.” - Doug McMurry, Executive Vice President, The San Antonio Chapter of AGC
