How ASHE Grew Ad Revenue by 55% with a Fresh Strategy

Across industries, print advertising has been on the decline. Audiences now expect personalized, relevant digital experiences, and advertisers are following their lead. The American Society for Health Care Engineering (ASHE) felt that shift. As the association for professionals who design, build, and maintain healthcare facilities, ASHE needed to stay ahead: protect ad revenue, deliver value to sponsors, and meet the expectations of a digitally driven audience of more than 40,000 members and stakeholders. 

Why This Matters 

Audience behavior is changing fast. People skip print ads. They click, scroll, and expect content that speaks directly to them. Advertisers want data and Return on Investment (ROI), not guesswork. Associations that rely on legacy ad models are falling behind. ASHE didn’t wait for that to happen. They moved. 

What We Did Together 

We teamed up with ASHE to rethink their advertising approach, from strategy to execution. The goal was clear: reach the right audiences, deliver more value to advertisers, and grow revenue through a modern advertising approach.  

Here’s what we did: 

1. Took stock of everything. We reviewed ASHE’s print and digital assets to find what wasn’t working and where the biggest opportunities were. 
2. Shifted to smarter digital strategies. 
   • ​​We added sponsored articles to ASHE’s website to extend visibility beyond print. 
   • We launched retargeting and geo-targeted ad campaigns to reach people with more precision. 
   • We built e-blasts targeted at groups like fire safety experts and facility managers. These were key segments for advertisers. 
   • We created a microsite that made it easy for sponsors to explore ad options and stay engaged,
3. Bundled value into sponsorships. We designed a flexible, year-long program that combined digital advertising with conference participation. Advertisers got more ways to connect, and ASHE gained more consistent revenue. 
4. Kept the strategy evolving. We met regularly with ASHE to review performance data and apply what we learned to future campaigns. 

The Results 

• Ad revenue grew by 55 percent. That added more than $500,000 in just two years. 
• Advertisers reached the right audiences. They saw more value and relevance in ASHE’s offerings. 
• ASHE built a future-ready model. Their digital-first approach continues to drive results. 

Why It Worked 

ASHE’s story shows what can happen when an organization is willing to adapt. By updating its approach and focusing on what advertisers and audiences really want, ASHE delivered better results and built a stronger foundation for the future. With a clear plan and steady progress, it's now in a better position to keep growing as the landscape keeps changing. 

Author

Amanda Strombeck

Director of Client Service Delivery
Sales Services
Smithbucklin