EngagementReimagined
ARA’s Member-Centered Digital Evolution
ARA’s Member-Centered Digital Evolution
At a Glance
Client
American Rental Association (ARA)
Audience
Equipment and event rental professionals across North America and beyond
Challenge
Replace a legacy print magazine with a scalable, digital-first solution for member engagement and sponsor visibility.
Solution
The TaleWind Media Platform supported by strategic consulting, original video series, and a monetization roadmap—built to deliver multimedia engagement and sponsor-ready value.
Impact
120K+ pageviews one year after launch, and digital ad revenue more than doubled—all while empowering ARA staff to operate as digital publishers.
The Challenge:
Navigating a Strategic Pivot
Navigating a Strategic Pivot
ARA’s award-winning print magazine was no longer delivering ROI. Costs were rising, returns were falling, and members expected more: mobile-friendly content, always-on access, and fresh digital formats.
Sponsors, too, were asking for measurable ROI and more dynamic visibility. To stay ahead, ARA needed to:
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Transition away from print without sacrificing member value
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Create scalable digital content that engages year-round
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Modernize sponsorship offerings with real performance data
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Empower staff to support a sustainable publishing model
Our Approach:
Strategy Before Solutions
Strategy Before Solutions
1. Define the Path Forward
We began with a discovery process to align ARA’s goals, assess digital readiness, and identify opportunities across departments.
Deliverable: Strategic roadmap and needs analysis.
2. Launch a Centralized Platform
We replaced the print magazine with the TaleWind Media Platform, giving members easy, mobile-friendly access to content year-round.
Deliverable: Fully branded, deployed media platform.
3. Build Foundational Content
To set a high adoption standard, we produced:
Member Insight Series highlighting member stories
Animated learning modules for the LMS
- Live Panels to foster real-time engagement
Deliverable: Foundational multimedia content suite.
4. Enable Monetization
We evolved ARA’s sponsorship model by creating a digital-first media kit, sellable ad inventory, and sales enablement resources.
Deliverable: New sponsorship/ad structure and sales tools.
5. Train for Long-Term Success
We provided onboarding and training so ARA’s staff could publish and grow content independently, with TaleWind support for special projects.
Deliverable: Staff training and adoption support.
6. Optimize for Ongoing Growth
Through regular feedback loops, we refined strategy, platform features, and monetization tactics to align with evolving member and sponsor needs.
Deliverable: Ongoing optimization and performance insights.
Results: Real ImpactMeasurable Momentum
ARA’s shift from print to platform delivered measurable results across member engagement, sponsor ROI,
and internal capability.
Engagement
120,000+ pageviews in Q4 2023 — one year after launch, their best-performing quarter.
40%+ growth in pageviews year-over-year, with steady month-over-month increases in year two.
“We have seen an increase in engagement since working with [TaleWind Digital] as well. Our pageviews have increased by more than 40%. Additionally, from year one to year two on the platform, we have seen an increase in engagement and pageviews each month. “
— Lauren Mau, Senior Director, Communications, ARA
Non-Dues Revenue
Digital ad revenue more than doubled since moving to the TaleWind Media Platform.
Growth driven by banner ads, sponsored video, and integrated content opportunities.
Sponsors now gain trackable, year-round visibility tied directly to content performance.
“I would say that our digital revenue from a news platform has more than doubled since we moved to [TaleWind Digital], as we have been able to offer new advertising opportunities to our members.
— Lauren Mau, Senior Director, Communications, ARA
Conclusion: RedefiningMember Value
ARA’s shift to a digital-first strategy reflects what’s possible when associations invest in long-term member and sponsor value. We were proud to play a supporting role in making that transformation real.
We help associations turn strategy into content that engages, earns, and scales.
If you’re ready to evolve your member experience, we’re ready to help.
