Find Your Thrive With EWI
Campaign Marketing Plan/Rollout
April 2015
Find Your Thrive With EWI Campaign Marketing Plan
Prepared by the David James Group, April 2015
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.
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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
•
•
•
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Increase number of new members through a U.S.- and Canada-focused
membership campaign.
Increase number of new members through local membership campaigns
implemented by EWI’s Chapters.
Improve overall membership retention among existing and incoming
members.
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.
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•
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.
EWI Website (cont.)
•
•
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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.
•
•
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.
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
Prepared by the David James Group, April 2015
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.
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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
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Key Message 1
Executive 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.
This Month’s Theme
Key Message 1:
Overview
(Individual)
Find Your Thrive with
EWI
(Member Firm)
Women Find Their
Thrive with EWI
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 Theme
Key Message 2:
Connections
(Individual)
Your Never-Ending
Network is Here
(Member Firm)
Never-Ending Networks
are Here
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Key Message 2
EWI offers a unique opportunity to build lasting, valuable business, and personal connections
locally and throughout North America.
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 Theme
Key Message 3:
Professional
Development
(Individual)
Your Extraordinary
Career is Here
(Member Firm)
Exceptional Growth is
Here
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Key Message 3
To support the growth of member representatives at varying career stages, EWI offers a diverse
portfolio of hands-on professional development opportunities geared toward women.
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 Theme
Key Message 4:
Leadership
(Individual)
Your Inner Leader
is Here
(Member Firm)
Leaders are Made Here
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Key Message 4
EWI affords its member representatives the ability to build leadership skills through
real-world leadership opportunities.
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 Theme
Key Message 5:
Belonging
(Individual)
Your Support System is
Here
(Member Firm)
Enthusiastic Employees
are Here
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Key Message 5
Active EWI member representatives experience a sense of belonging through the enthusiasm, support,
inspiration, and respect they receive from their network of peers.
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 Theme
Key Message 6:
Mentoring
(Individual)
Your Mentors and
Motivators are Here
(Member Firm)
Mentors and Motivators
are Here
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Key Message 6
Local EWI Chapters and the Corporate organization offer a number of cordial, welcoming events and
activities that promote mentoring and the sharing of experiences.
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 Theme
Key Message 7:
Diversity
(Individual)
Your Diversity of Doers
is Here
(Member Firm)
A Diversity of Doers is
Here
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Key Message 7
EWI member firms represent a diversity of local businesses and organizations, and their
representatives hold a diverse range of professional titles.
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 8
EWI 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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Find Your Thrive With EWI Campaign Chapter Resources Link
ewiconnect.com/thriveresources
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