Measure What Matters. Retire What Doesn't.
Levitate partnered with the VECCS marketing and membership team to build a member lifecycle engine, bring evidence to conference marketing, and make data the deciding vote.
At a glance
Client
Veterinary Emergency & Critical Care Society (VECCS)
Engagement
Strategy workshop, six-month advisor program, and ongoing 1:1 fractional CMO advising
Partner
Lauren San Martín, Director of Marketing & Membership
Focus
Membership retention, conference marketing, measurement, and tech stack
VECCS is a global professional organization advancing veterinary emergency and critical care. It hosts the International Veterinary Emergency and Critical Care Symposium (IVECCS), which draws more than 5,000 in-person attendees, and runs a facility certification program that raises the standard of patient care.
A small marketing and membership team was responsible for all of it: member acquisition and renewals, a major international conference, regional events, and the systems underneath. Some campaigns had run for years without anyone knowing whether they worked, and member data was spread across platforms that didn't talk to each other.
Lauren San Martín, VECCS's Director of Marketing & Membership, came across Brianne's content on LinkedIn and recognized the challenges she was describing. The partnership began with a half-day strategy workshop, grew into a six-month advisor program with biweekly sprint planning, and continued as 1:1 fractional CMO advising.
The goal: stop guessing, start measuring, and put the team's limited time into what actually moves membership and revenue.
From Busy to Evidence-Based
Turned big priorities into focused quarterly plans with clear outcomes, owners, and KPIs, reviewed in biweekly sprint planning sessions with the team.
Rounded out member lifecycle communications with multiple conversational campaigns, including a lapsed-member win-back and an email and SMS renewal sequence.
Developed advanced analytics on the IVECCS campaign channel by channel, including a long-running direct-mail postcard, so budget could follow what actually drove registrations and revenue.
Analyzed cross-departmental data and systems, providing recommendations for analytics development and tech stack evolution for marketing and beyond.
Members Back. Revenue Up. Decisions Grounded in Data.
750+
Restored $140,000 in dues revenue through a win-back campaign that kept the conversation going after expiration.
$800K
IVECCS 2025 exceeded its revenue target by $800,000, with in-person registration nearly selling out.
3,780
IVECCS registrations by mid-campaign, well ahead of the 2,800 goal.
+19%
1,304 virtual registrants, exceeding the goal by 54 and up from 1,093 the year before.
Set strategy that delivered
Key membership data points obtained, including lapsed-member data
Multiple PropFuel campaigns launched to round out member lifecycle communications
Opportunities for revenue expansion identified and carried out, such as virtual conference registrations
Four tech stack platform demos completed, backed by multiple peer reference calls
Near sellout of in-person IVECCS 2025
Entire team retained, with growth in key areas
Organizational results that Levitate's strategic work contributed to, delivered by the VECCS team and its partners.
The Association Marketing Manifesto – Live · 3-part webinar series
From client work to industry conversation
Brianne brought her Association Marketing Manifesto to life in a three-part webinar series with the UST Education Series. For the final session, From Random Acts to Strategic Impact, Lauren San Martín joined her to share VECCS's experience firsthand.
Together they walked through their strategic teamwork. They shared examples, including how VECCS measured its long-running conference postcard, turning a tactic that ran on habit into one the team could evaluate on evidence and make better decisions about in future years.
On-demand webinar · 1 CAE credit
Watch the session →
In her words
“That knowledge and network that she brings, it's like having one person that I've been able to add to my team and leverage all of her experience and network.”
“And through that, she has helped build my confidence.”
Lauren San Martín
Director of Marketing & Membership, VECCS
