Raleigh Metro SHRM initially engaged AOC to oversee a complete brand audit, rebrand overhaul and rollout launch strategy. After a two-year undertaking, AOC was hired to develop a membership acquisition strategy along with supporting marketing tools, one of which was a comprehensive welcome packet for new members. This welcome packet – including everything from impact metrics to an overview of member benefits, to ways to get involved – has now been adopted as a foundational staple for every new member who joins the RMSHRM family.