AAFMAA: Case Study

AAFMAA is the longest-standing & most successful not-for-profit association providing financial solutions to the military community. Due to the military’s shifting demographics, AAFMAA sought RMR’s expertise in defining their target markets and their needs, and to extend and enhance AAFMAA’s overall reach, brand visibility, and growth potential.

RMR conducted comprehensive market research and analysis to derive additional insights about AAFMAA’s target segments, particularly military millennials, females, military spouses, and retirees. The #DiscoverAAFMAA multifaceted campaign included print and digital advertising, PR, social media, email and content marketing, sponsorships, and integrated customer relationship management.

During the campaign the message evolved to focus more on the “living” benefits of life insurance, further differentiating AAFMAA from the competition. As a result of the campaign, AAFMAA’s sales leads were “off the charts” and they were well positioned for robust growth.

In the competitive and increasingly changing military life insurance market, RMR devised an integrated, multifaceted campaign that increased AAFMAA’s visibility to their target markets and drove sales leads home.

“RMR has become AAFMAA’s strategic marketing partner. We don’t make a marketing move without them now!”

Kevin A. Kincaid, Chief Marketing Officer, AAFMAA