WBEC

THE ASK

Rebranding
a Regional Professional Organization

Amidst restructuring and rebranding, WBEC Metro NY & Greater DMV was seeking a marketing agency to help understand the current landscape and drive growth. They needed a partner with the capacity to conduct marketing research, develop a strategic marketing plan, and execute the communications function for the organization

AWARDS

Platinum Hermes Creative
Award for Brand Guidelines

Gold Hermes Creative Award
for Social Media Content

Silver Davey Award for Social Media Content for Diversity, Equity & Inclusion

Our Approach

We identified certain perceptions that existed among WBEs and outlined goals for our initial branding and marketing efforts.

  • 40 - 45% of research respondents were unfamiliar with WBEC products and services 

  • Members may have known about WBEC’s programming but didn’t understand its value or how it related to them

  • WBEC was seen as an organization that networks and advocates for mature white women

  • Business opportunities that are specific to their companies were the most valuable benefit that WBEs sought

We also conducted four micro-surveys and seven one-on-one interviews with organization members to gauge experiences and inform a strategic marketing and communications plan.

Our Solution

We supported brand consistency with new brand guidelines, key messages and brand voice, branded templates, branded materials for WBEC programs, business cards, and event displays. We developed new marketing efforts built around data and survey insights to align messages with prospective and current WBEs interests and needs – including social media, video, emarketing, and marketing automation.

We also learned that while professionals found their membership highly valuable, the organization lacks in promoting and providing desired services, such as specific business opportunities and peer-to-peer advisement.

Bringing it all together.

We have developed support materials for each campaign, including print, digital, video and collateral:

 

  • Brandin

  • Marketing Strategy & Planning

  • Website Design

  • Social Media

  • Marketing Automation

  • Creative Design

  • Video

  • Market Research