The Boston Club’s “New Members” Communications Campaign
Client
The Boston Club
The Boston Club is New England’s premier organization for women leaders, providing opportunities for connection, networking, and professional growth.
The Challenge
The Boston Club (TBC) needed a mid-year outreach campaign to reach and recruit new members to achieve its targeted annual membership growth.
The Solution
Schick Creative worked with the Interim Executive Director (ED) to develop a comprehensive outreach strategy and communications campaign to:
- Energize current TBC members and leverage their networks; and
- Identify and reach prospective members based on their TBC interest and/or engagement.
The Communication Plan
Assessment
- Reviewed current TBC recruitment and application process, member benefits and events, and annual retention efforts.
- Refreshed membership application and benefits descriptions for clarity.
Campaign
- Updated TBC tagline; reviewed and provided brand feedback.
- Created campaign tagline, elevator pitch, content, and creative components.
- Presented and provided updates to ED and Marketing and Membership Committees.
- Wrote email series to TBC member community as well as tailored emails to active internal member types (e.g., Board members, Committee/Affinity Group chairs and members, membership ambassadors and mentors, etc.).
- Drafted email template for Board members to personalize and send to their networks.
- Identified external constituents to reach and wrote general and personalized emails (e.g., event attendees, friends/colleagues, current sponsors).
Social media
- Provided design direction and wrote series of posts for internal community channel (TBC Connect) and primary social media channel (LinkedIn).
Print & Digital
- Wrote extensive membership FAQs content for new webpage.
- Coordinated updated descriptions and wrote long and short-form content for TBC’s 6 Committees and 10 Affinity Groups and designed one-pager templates (for print and digital).
- Advised refreshed recruitment signage and tabling materials for events, including QR code use.
Toolkit
- Created digital outreach toolkit for TBC members use, including email templates, social media, and FAQs.
Website
- Reviewed TBC website and recommended that a comprehensive site refresh, including accessibility standards, should be considered in the near future.
