Associative marketing: Employees engagement




There are many federations converging interests and struggling to improve the quality of life and work of their associates. Some use the data collected from this relationship to act more assertively, to defend interests, and to present programs that enhance the daily life of its members.

The federation presented in this case study uses the data as a trigger for creativity in the production of sport, educational and orientation events as well as events that advocate the interests of their group of employees.

The members were divided in “Custom Persona” groups identified in their databases. The information is very useful for understanding and managing the federation’s relationship program with the base, making it possible to measure each member’s degree of adhesion to the planned activities.

Thanks to this project, relationship actions can now be better targeted. Since this is a continuous work, there is a great learning flow that generates feedback about the decision in order to make actions more assertive.

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