AARP (formerly American Association of Retired Persons)

When AARP realized its growth to 12-million members had captured the major share-of- market in the eligible age 62+ population the organization turned to us to explore new growth opportunities. Research showed that many current members felt ill prepared financially for retirement. They also believed the organization should present a "younger, more upbeat" image. Armed with this insight, confirmed with extensive individual interviews, both in-person and by phone throughout the country, strategic and momentous decisions were made to reduce the age of eligibility to 50, become "AARP," begin a program to help members prepare for retirement while they still had time to do so, and dramatically increase services offerings. These aspects were interpreted in a new image program, policies, and materials that would appeal to a pre-retirement constituency. Within several years the organization reached over 30-million members and is currently approaching 35-millionómaking it far and away the largest membership organization in the world.

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