A full-funnel membership engine for Australia's tech association

The Australian Computer Society represents over 47,000 members across Australia's technology sector, and wanted its membership drive amplified. The Garden built the full-funnel campaign: advertising across Meta, Google and LinkedIn, conversion-optimised landing pages, email and SMS nurtures, and our call centre closing the loop.

Client: Australian Computer Society
Industry: Beyond
Solutions: Media & Performance
Services: Phone Sales, Facebook Ads, Google Ads
Region: Australia

New members generated from all leads

322

Members signed up directly on the phone with our call centre

68

Additional hot or warm qualified leads sent to ACS sales agents

606

The challenge

Membership is a considered commitment, and ACS needed more than leads: it needed a categorised pipeline of hot and warm prospects ready for conversion, without burying branch managers in unqualified enquiries. Two distinct audiences complicated the picture: tech professionals for full-fee memberships, and students and recent graduates needing their own journey.

Our solution

Advertising across Meta, Google Search, Discovery, GDN and LinkedIn emphasised the explicit benefits of ACS membership, with prospecting and retargeting for professionals and dedicated nurture journeys for students, so branch managers could focus purely on potential full-paying members. Leads flowed through calibrated email and SMS nurtures into our LeadConvert call centre, which qualified hot leads and transferred them live.

Optimisation compounded the results: a landing page rework putting benefits above the fold with testimonials for social proof lifted conversion from 9.13% to 11.45%, a 25% uplift; switching the call to action from Learn More to Sign Up surged lead volume 60%; and a collaborative session with ACS branch managers fine-tuned lead temperature definitions and follow-up timing.

The results

In the first 10 months the campaign generated 322 new members, 68 of them signed up directly on the phone with our call centre, plus 606 additional hot or warm qualified leads handed to ACS sales agents: a seamless, omni-channel path from prospect to member.

What our clients say

The Garden has a unique offering that allows ACS to scale what we do from a media and advertising standpoint through to lead management and closing new business for us. Their services are professional and their use of cutting-edge technology and digital marketing best practice is combined with market-leading account management and client services. I have nothing but good things to say about The Garden, and anyone considering using an agency to augment their marketing would benefit from working with the team.