HOW CONTENT CAN GROW A COMMUNITY
In 1999, Karen Gill MBE and Maxine Benson MBE were way ahead of the curve and set up everywoman with the single-minded objective of changing, for the better, the landscape for women in business. Today they have over 90 corporate company members across 21 sectors, and over 20,000 individual members.
From personal development to leadership, events and awards programmes, inspiring success and fulfilling potential is the backbone of what they do.
The competition is now fierce and the marketing challenge is building awareness and driving both corporate and individual membership.
Building on everywoman’s success over the last 18 years, we were given a remit to refresh the brand and tone of voice true to its original values.
Our approach consisted of four areas of focus:
- Re-engineer the content strategy to retain corporate partnerships and drive individual membership.
- Produce content to promote the core product areas: the learning and development platform, events and awards, and the everywoman club.
- Develop the member and acquisition communications delivered through podcasts, videos and articles.
- Revise and refresh the learning and development workbooks and webinars, which are key to the product offering.
Multiple successes in reach, engagement and completion of workbooks.