All successful companies have extraordinary business plans and marketing strategy. AARP made a brilliant move when they brought in William D. Novelli, formerly knows as the public relations whiz kid, as their new CEO in 2001. Bill Novelli was considered one of the most knowledgeable and experienced individuals in the world, for his expertise in social marketing and social change.
Novelli’s timing to join AARP couldn’t have come at a better time as the Internet was growing by leaps and bounds, and considered to have a major role in successful business marketing campaigns. You could see his touch in all the new media creations including companion sites for AARP, and the development of their network strategy which included a public forum on their site for interaction between members, social networks like Twitter, Facebook and aggressive email campaigns. Their most aggressive email campaigns have been seen this year, with constant support of Health Care Reform. Suddenly, AARP was everywhere! Under Novelli, there was also the a steady stream generated of new TV, Radio and print advertising, which promotes AARP and again, the need for Health Care Reform … which continues to date.
In 2002, AARP made another smart move when it renamed it’s magazine from “Modern Maturity” to simply “AARP The Magazine”. The new look and name allowed AARP to go after a younger consumer market. It became more appealing and the stories were more about staying young, rather than growing old.
Currently, AARP owns 21 domain names, although I don’t know which ones or how many are currently being used. Another site AARP launched in 2009 was “AARP’s Government Watch Website“. Novelli certainly put AARP at the forefont on the Internet before he left in the Spring of 2009.
Novelli was replaced by Barry Rand as the new CEO. Bud Hasherdashery, from Hub Pages online wrote an article “Barry Rand Selling Out AARP“? and asks the question: “is A. Barry Rand Selling Out AARP Members In Favor of His Black Community Roots and Personal Inclusion Agenda”? Quote from the article:
Barry Rand’s entire career has focused on INCLUSION, providing minorities with a chance at the proverbial brass ring as it were. This is a noble goal, a noble cause, but has he carried that Black Community goal with him to AARP, and in doing so lost track of what AARP’s core goals and positions should be? This would explain AARP’s odd blanket support of Barack Obama’s socialist health care plan, would explain AARP’s joining forces with Nancy Pelosi to sell the concept of Universal Health Care to the American public during the Congressional August recess.
(NOTE: I do not expect to be called a racists because of the above information, I have no control over what race, sex or religion of any individual hired for a specific job. Although I know that anybody who happens to be white, and does not agree with the current Obama’s Health Care Reform being offered to the Senate, is frequently labeled as a racists! In no way will race affect the accuracy of my article, and I will not be intimidated by anyone that chooses to play the race card! It’s pathetic I even had to consider this possibility.)
The big question is AARP capable of being objective about reform because of their huge stake in insurance company profits? From the email I receive from AARP on a weekly basis, it’s difficult to see any objectivity!
According to AARP’s 2008 Consolidated Financials, it was paid $652,000,000 in royalties from insurance companies that sold products referred by AARP. In the same financials, AARP received an additional $120,000,000 in ad revenues from placement in their publications. In addition, total up the revenue from 40 million people at $12.50 each in membership fees. $12 sounds like a small fee, affordable to almost anyone but when multiplied by 40 million, it brings in almost half a billion dollars! Here is the link to their financial report: http:/www.aarp.org/aarp/About_AARP/annual_reports/
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This was a very well researched and thoughtful piece.
I did not know lots of the things about AARP that you brought to light. I learned a lot from reading this blog!
I too hope that this information can be brought more into the light of day.
Good job Sandy!
Follow the money. This is just another example of how far reaching the Obama administrations “spread the wealth” campaign is. This is nothing short of defrauding our senior ctizens at a time when they are most in need. We should not allow this crooked organization (not unlike acorn) to destroy those that cannot defend themselves. Remember, one day you will be a senior citizen to. God willing.
The more we look at things, the more crooked it gets. AARP does not need the seniors – we are (were) a front for them along with easy money. In addition to trying to get ready for surgery tomorrow, I had a death in the family and had to travel to North Carolina. When making a hotel reservation, I asked if the hotel gave a discount for AAA or AARP ( I had canceled my membership, but my husband is letting his lapse) I have to say I was very pleasantly surprised when the Marriott desk clerk answered “they did not give discounts to those organizations but if we produced identification showing we were seniors, we would receive a discount. The reason (given to me) AARP has dropped the age to 50, we don’t really consider that a senior. I was given a nice discount just by showing my drivers license.
AARP dropping the age is just giving them a larger group to appeal to for membership money, and, if more companies adapted Marriott’s outlook, that could hurt AARP membership or their play money as I call it. Don’t forget, when AARP sends you mail with a prepaid envelope, cut everything up they sent you, put it back in the prepaid envelope they furnished and mail it back to them. They have to pay that postage. One way or the other, we will get their attention. I am convinced they are tied in with ACORN, can’t prove it, but they are tied in with SEIU and SEIU and ACORN are certainly in bed together, it only stands to reason AARP is in it up to their necks with those two. So instead of twins – ACORN and SEIU, we now have triplets – ACORN, SEIU and AARP.