In our 5 Questions blog series, we profile our customers, partners and team members to help the ClickDimensions community become better acquainted. We hope you enjoy getting to know these individuals, and if you’re interested in being featured, send us an email at firstname.lastname@example.org.
Shannon Johnson, CAE
Director of Membership Marketing, American Association of Post-Acute Care Nursing (AAPACN)
1. What do you like best about your job?
That’s a tough question. I work in association management, so interacting with members is genuinely the highlight of my job, as they are amazing nurses working in long-term care. But as a marketing professional, I love implementing and testing new technology. We have had a lot of fun enhancing our marketing recruitment efforts with automation to better engage and recruit members. Just this month we added SMS as a new channel for product marketing and notifications, so I’m really excited to get started and test this with our audience. I also enjoy being creative every day, and my job provides me an opportunity to do that. It keeps it interesting and prevents each day from being the same.
2. What are the biggest professional challenges you face and how does ClickDimensions help you address those challenges?
I think the biggest challenge for me is finding time to get everything done, and I believe ClickDimensions helps me to achieve what I can’t single-handedly do alone. We have used the campaign automation feature to send very personalized messages using branching logic depending on what the customer indicates within a form. This allows us to reduce the number of emails we send and have a nice set of communications automated. Also utilizing ClickDimensions forms, we can capture important data and automatically send different series based on the form completed or the point of interest. It can be challenging to determine what a customer is interested in from point of entry, but we can now pinpoint what initiated a visit or interaction and tailor their marketing messages accordingly. All in all, the automation capabilities and data collection opportunities presented to us by ClickDimensions allow our teams to work more efficiently and effectively.
3. What was your background before landing in your current role?
I started my career doing practice marketing for an oral and maxillofacial surgery group. It was great fun, but I really wanted to venture into the non-profit world. I got a job in the development department as Corporate Relations Officer at American Humane. It was a wonderful experience working with corporations to match their philanthropic interests and generosity to our program needs. However, I missed marketing and wanted to be in a position that allowed me to continue in non-profits, as well as utilize my marketing degree and background. My position here as Director of Membership Marketing has been a perfect blend and ideal role.
4. What is your favorite word, and why?
Tangential! It’s fun to say and feels like an appropriate word to describe my life as a full-time working mom of a toddler and infant. I seem to be on track and then – whoop! – there I go, off in a different direction!
5. If you woke up tomorrow as an animal, what animal would you choose to be and why?
There are so many great animals, but I don’t think you could get better than having a dog’s life. I would be really happy napping during the day, getting walks and treats at night, and having constant adoration from my family.