Struggling with Member or User Acquisition? Here’s How Friendzone Helped NTUC U PME Turn the Tide

September 1, 2024 Friendzone SG

If your organisation has ever faced the struggle of attracting new members or users, you’re not alone.

Many companies, clubs and associations pour time and resources into outreach only to see disappointing results.

You may have excellent programmes and benefits to offer, but how do you get people to listen, engage, and ultimately join ?

This was exactly the challenge NTUC U PME faced.

Like many organisations, they knew they had a valuable proposition— union coverage and professional development for young Professional Managers Executives (PMEs). Yet, they were struggling to reach this audience in a meaningful way.

The Problem? Connecting with the Right Audience

For NTUC U PME, the problem wasn’t a lack of value but a disconnect between awareness of their offerings and their target audience of young PMEs. These young professionals are often consumed by the demands of their careers and personal lives, making it hard for traditional outreach methods to cut through the noise. NTUC U PME needed a way to engage these professionals on their own terms—and that’s where Friendzone came in.

The Solution? A Strategic Partnership with Friendzone

Recognising the need for a fresh approach, NTUC U PME partnered with Friendzone to tap into our expertise in community engagement and our ability to facilitate deep, meaningful conversations among young adults.

Here’s how we helped them solve their user acquisition problem:

Strategic Event Planning: Friendzone meticulously planned a networking event for 100 young PMEs, offering attendees a free 9-month union membership. This value proposition was strategically designed to create excitement and lower the barrier for new sign-ups.
Industry-Specific Conversations: We grouped participants by industry, ensuring that discussions were relevant and deeply personal. PMEs felt they were in a safe space to discuss career challenges and aspirations with peers who truly understood their industries.
Career Development Focus: The event theme centred around career journeys, challenges, and professional growth—topics that resonate deeply with PMEs. By addressing the exact concerns of young professionals, the event became a platform for self-reflection and networking.

Key Outcomes and Highlights:

59 New Union Members Gained: Through our event, NTUC U PME increased their membership base by 59 young PMEs—each of whom left the event with a clearer understanding of the benefits of union membership.
Increased Awareness of Membership Benefits: Attendees walked away more aware of the support available to them through the union, including career resources and industry-specific guidance.
Tailored and Meaningful Conversations: Friendzone’s ability to facilitate deep, structured discussions allowed participants to open up about their professional journeys. Here’s what they had to say:
- “The deep conversation was curated for a very positive experience of sharing our lived experiences.”
- “There were great cue cards to prompt for deep, candid, and genuine conversations.”
- “I learnt practical tips from other people and gained an understanding of different career paths!”

Why This Approach Worked—and How It Can Work for You

What set this event apart was the personalised, industry-specific approach and the safe, supportive environment we created for participants. By combining these elements, we did more than raise awareness—we built a sense of community that encouraged PMEs to join and stay engaged.

So, why should your organisation consider working with Friendzone?

Tailored Engagement Strategies: We don’t believe in a one-size-fits-all approach. We craft experiences that speak directly to the needs and interests of your target audience.
Proven Results: As seen with NTUC U PME, our methods work. We help raise awareness and drive real, measurable outcomes like increased membership and deeper engagement.
Community Building: Our events go beyond surface-level interactions. We create spaces for genuine connections and conversations that leave a lasting impact.

Ready to Elevate Your Member Acquisition Strategy?

If your organisation is looking for new ways to reach your target audience, whether it’s through events, community building, or meaningful conversations, Friendzone can help.