Find Your Thrive With EWI Campaign Marketing Plan/Rollout

April 2015

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Find Your Thrive With EWI Campaign Marketing Plan

The following EWI® Membership Campaign (Find Your Thrive With EWI) Marketing Plan is intended to outline the components of the campaign and provide strategic guidance on how to most effectively implement the tactics designed to help EWI increase membership.

Prepared by the David James Group, April 2015

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Membership Campaign Goal

Grow EWI membership by increasing awareness of EWI and the impact the association has on its members.

Objectives

• Increase number of new members through a U.S.- and Canada-focused membership campaign.

• Increase number of new members through local membership campaignsimplemented by EWI’s Chapters.

• Improve overall membership retention among existing and incoming members.

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Tactics and Resources

The following are the campaign tactics and resources that will be used to achieve the Find Your Thrive With EWI campaign objectives:

EWI Website

The Find Your Thrive With EWI campaign has a substantial presence on the EWI Corporate Website, including the following components:• Home page banner – a campaign banner will

drive members to the membership landing page.

• Home page button – the “Join EWI” button is modified to include a Find Your Thrive With EWI graphic.

• Membership landing page/join page – A Find Your Thrive With EWI banner image is placed at the top of the page, along with completely new copy based on the campaign’s key messaging. Additionally, the Prezi presentation and testimonial videos are included on the landing page. The landing page promotes membership for both individual members and for member firms.

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EWI Website (cont.)

• Banner graphics for Chapters – Chapters have the opportunity to place Find Your Thrive With EWI banner graphics on their home pages and throughout their sites to promote the campaign and joining EWI.

• Chapter resource page – A separate page on the EWI Corporate Website has been created to house all the Chapter resources for the membership campaign, including graphics, copy, and other files.

• Banner graphics elsewhere on site – Where appropriate, additional banner ads promoting the Find Your Thrive With EWI campaign can be posted throughout the site to help raise additional visibility for the campaign.

• Chapter membership landing page – Graphics and content are available to the Chapters so that they may customize their own membership pages with the Find Your Thrive With EWI campaign. Each Chapter should provide specific information about the Chapter’s membership events, as well as details about membership pricing and regulations.

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Membership Fliers

There are two versions of the membership fliers available to the Chapters: one that targets member firms and the other geared toward individuals. The fliers are posted on the membership landing page. There is also a Corporate version that is not Chapter specific.

The Chapter fliers can be customized by Chapters to include tailored messaging regarding their own specific events and activities. Chapters may post the fliers on their websites and also have them available to print and distribute at their events or via email.

The fliers are created in Microsoft Word and employ templates and styles to keep the Find Your Thrive With EWI campaign brand consistent.

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Membership Benefits Infographic

This “Five to Thrive” infographic highlights the key benefits of belonging to EWI in a visually appealing graphic. The image is used in the Prezi template, on the EWI Corporate Website, and will be available to be embedded in or attached to emails and as a printable PDF that can be distributed at EWI Corporate and Chapter events.

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Benefits to Member Firm RESULTS Guide

In an effort to help potential member firms understand the value of their investment, we have created the RESULTS guide. This guide explores the value of EWI along seven concepts:

•Relationships•Education•Skills•Untapped Potential•Leadership•Tangible Returns•Support

The guide is part of the individual/member firm fliers or can be used as a stand-alone document.

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New Member Announcement Template

A template to promote when new members join EWI is available for EWI Corporate and Chapter use.

This document was created in Microsoft Word and includes a template and styles to preserve the campaign design.

The documents can be posted to the Web or attached to emails. 

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Email Template for Corporate/Chapters An HTML email template based on the Find Your Thrive With EWI campaign is available for EWI Corporate and Chapters to use throughout the campaign. The HTML template can be used with common email distribution platforms, such as ExactTarget, MailChimp, etc. Additionally, an email graphic banner is available for Chapters to use if they do not send out HTML emails. It is recommended that the email templates be used for separate email campaigns, one to promote recruitment and one to promote retention. Email blasts should be distributed by both Chapters and the Corporate office, with the messages and timing complementing each other.

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Social Media Graphics Shareable images for promoting the Find Your Thrive With EWI campaign are available to post on the EWI Twitter, Facebook, Instagram and Pinterest pages. The graphics are also available for Chapters to post on their respective social media pages.

Cover images and profile images for Facebook and Twitter are also available. 

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Social Media Resource Guide This resource guide provides information on how to make effective use of social media for Chapters who are currently using social media, as well as for those who have yet to get started. 

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Prezi Presentation A Prezi EWI overview presentation is available for EWI Corporate and Chapters to use throughout the campaign. The presentation includes key messaging, graphics from the campaign, and testimonial videos, along with a section that Chapters can customize. Recorded and live training is available for Chapters to teach those unfamiliar with Prezi how to use the program, which is similar to Microsoft PowerPoint.

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Testimonial Videos Testimonial videos created with footage recorded at the 2014 Leadership Conference & Annual Meeting are posted on the EWI YouTube channel and are included on the campaign landing page and within the Prezi presentation.

Four videos are available including: Why EWI?, Connections, Careers, and Community.

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Find Your Thrive With EWI Campaign Rollout Plan

The following is the recommended schedule for implementing the campaign. The schedule includes suggested topics for email blasts coming from both EWI Corporate and Chapters. Also noted in the schedule are suggestions to have, at a minimum, bi-monthly social media posts from EWI Corporate and regularly scheduled posts by Chapters participating in social media.

 

Not included in the schedule are dues renewal notices. All of those communications should include branding and messaging from the Find Your Thrive With EWI campaign.

Prepared by the David James Group, April 2015

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Month 1

• Update the EWI Coproate Website with new campaign resources, including posting the testimonial videos, Prezi presentation, new copy, and graphics

• Create a Chapter resource page on the EWI Corporate Website to allow Chapter representatives to download resources

• Create Chapter landing pages• Email Chapter representatives an outline of the resources available to them and

instructions for utilizing those resources• Corporate Email Recruitment Blast #1

- Introduce campaign to all non-EWI members in the EWI database• Corporate Email Retention Blast #1

- Introduce campaign to current EWI members and encourage them to actively promote campaign through their networks

• Bi-weekly Corporate social media posts• Chapter social media posts

This Month’s Theme Key Message 1: Overview

(Individual)Find Your Thrive with EWI

(Member Firm)Women Find Their Thrive with EWI

Key Message 1Executive Women International® (EWI) is the premier organization dedicated to supporting a professional woman’s ability to positively affect her company, her career, and her community.

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Month 2

• Chapter Email Recruitment Blast #2- Promote unique networking offered by EWI versus other local organizations and highlight upcoming events and activities

• Chapter Email Retention Blast #2- Promote Chapter member benefits and highlight upcoming events and activities

• Promote the campaign at the Spring Conference (April 23-25) by playing the testimonial videos and promoting resources available to Chapters. Provide printouts of the fliers and infographic

• Bi-weekly Corporate social media posts• Chapter social media posts

This Month’s ThemeKey Message 2: Connections

(Individual)Your Never-Ending Network is Here

(Member Firm)Never-Ending Networks are Here

Key Message 2EWI offers a unique opportunity to build lasting, valuable business, and personal connections locally and throughout North America.

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Month 3

• Corporate Email Recruitment Blast #3- Promote Five to Thrive infographic and professional development

• Corporate Email Retention Blast #3- Promote Five to Thrive infographic and professional development

• Bi-weekly Corporate social media posts• Chapter social media posts

This Month’s ThemeKey Message 3: Professional Development

(Individual)Your Extraordinary Career is Here

(Member Firm)Exceptional Growth is Here

Key Message 3To support the growth of member representatives at varying career stages, EWI offers a diverse portfolio of hands-on professional development opportunities geared toward women.

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Month 4

• Chapter Email Recruitment Blast #4 - Focus on careers and promote 2015 LCAM

• Chapter Email Retention Blast #4- Focus on careers and promote 2015 LCAM

• Bi-weekly Corporate social media posts• Chapter social media posts

This Month’s ThemeKey Message 4: Leadership

(Individual)Your Inner Leader is Here

(Member Firm)Leaders are Made Here

Key Message 4EWI affords its member representatives the ability to build leadership skills through real-world leadership opportunities.

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Month 5

• Corporate Email Recruitment Blast #5- Promote unique benefits offered by EWI versus other local organizations and highlight upcoming events/activities

• Corporate Email Retention Blast #5- Promote unique benefits offered by EWI versus other local organizations and highlight upcoming events/activities

• Bi-weekly Corporate social media posts• Chapter social media posts

This Month’s ThemeKey Message 5: Belonging

(Individual)Your Support System is Here

(Member Firm)Enthusiastic Employees are Here

Key Message 5Active EWI member representatives experience a sense of belonging through the enthusiasm, support, inspiration, and respect they receive from their network of peers.

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Month 6

• Chapter Email Recruitment Blast #6- Promote opportunities to share experiences and find mentors; promote 2015 LCAM

• Chapter Email Retention Blast #6- Promote Chapter benefits along with opportunities to share experiences and find mentors; promote 2015 LCAM

• Bi-weekly Corporate social media posts• Chapter social media posts 

This Month’s ThemeKey Message 6: Mentoring

(Individual)Your Mentors and Motivators are Here

(Member Firm)Mentors and Motivators are Here

Key Message 6Local EWI Chapters and the Corporate organization offer a number of cordial, welcoming events and activities that promote mentoring and the sharing of experiences.

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Month 7

• Chapter Email Recruitment Blast #7 - Highlight types of businesses/firms that belong to EWI

• Chapter Email Retention Blast #7- Highlight types of businesses/firms that belong to EWI

• Bi-weekly Corporate social media posts• Chapter social media posts 

This Month’s ThemeKey Message 7: Diversity

(Individual)Your Diversity of Doers is Here

(Member Firm)A Diversity of Doers is Here

Key Message 7EWI member firms represent a diversity of local businesses and organizations, and their representatives hold a diverse range of professional titles.

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Month 8

• Chapter Email Recruitment Blast #8- Promote scholarship programs; recap 2015 LCAM highlights

• Chapter Email Retention Blast #8- Promote scholarship programs; recap 2015 LCAM highlights

• Bi-weekly Corporate social media posts• Chapter social media posts 

This Month’s Theme Key Message 8: Community Involvement

(Individual)Your “Make a Difference” is Here

(Member Firm)Community Involvement is Here

Key Message 8EWI encourages and facilitates impactful community involvement.

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Let’s Make This Campaign a Thriving Success

• Each Chapter should develop a plan of action to begin rolling out the campaign in their city

- Identify local campaign marketing team• Download the resources provided to:

- Create a Chapter membership landing page (or modify current membership page)

- Customize the Prezi presentation utilizing the link supplied by EWI Corporate- Customize the membership flyers- Develop emails for email marketing, utilizing the rollout plan as a guide

• Identify potential member firms and individuals to recruit• Utilize the tools for retention, too!• Share your successes, challenges with EWI Corporate and other Chapters• Any questions and/or comments can be addressed to EWI Corporate 

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ewiconnect.com/thriveresources

Find Your Thrive With EWI Campaign Chapter Resources Link