Tax Executives Institute, Inc.
Membership Marketing Campaign
Having already established a sucessful partnership with YGS through the Tax Executive publication, TEI enlisted YGS to produce a strategic membership growth campaign with a goal to increase membership by 10%, or 700 new members over a 12-month period.
YGS identified TEI membership value propositions and developed the ACCESS GRANTED campaign theme with corresponding messages and design elements. These elements were then executed consistently across all campaign tactics. Campaign tactics included testimonial videos, a membership brochure, a direct mail kit, and event signage.
YGS also developed a Marketing Automation Portal (MAP™) for TEI, complete with customizable campaign templates. Chapter leaders can utilize ACCESS GRANTED materials, while TEI marketing leaders can ensure campaign brand consistency and compliance.
A campaign how-to guide was created for national chapter leaders and YGS trained them on how to successfully execute the campaign to optimize results. Phase two of the campaign, which includes the development of additional outreach materials, is now in progress.
Overall, the campaign has increased membership by an overwhelming 46%. Ecstatic with the outcome, TEI is now working with YGS to update their website and do more cross promotion at their future events, including the development of three additional testimonial videos.
“YGS brought together outstanding creative and editorial talent to help scope out our vision for a global membership recruitment strategy; they accurately translated that vision into a comprehensive campaign, which met both our aggressive implementation timetable and budget. YGS’ collaborative approach made every interaction a positive one. We rely heavily on our chapters to recruit new members, and they are very enthusiastic to have this flexible set of tools ready for them to implement.”
—Eli Dicker, Executive DirectorTax Executives Institute