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Tax Executive Institute

Access Granted, Membership Boosted

Beyond the end-to-end production of TEI’s Tax Executive magazine, YGS engaged TEI members with an extensive membership campaign to not only boost membership, but also emphasize the importance of staying a member.

Challenge

TEI was looking to further engage its membership and recruit new members with a full campaign, so it came to YGS to get the job done. It was also looking for assistance in how to do so strategically, while meeting an aggressive timeline and staying within budget. TEI needed a set of recruitment tools for each of its 57 chapters.

Results

After much collaboration, discovery, and strategizing, YGS developed a collection of strategic marketing materials, including a marketing automation portal and campaign how-to guide. These materials can be used by TEI chapter leaders to successfully execute the campaign and optimize results. All materials—which were brand consistent and complaint—provided TEI and its chapter officials with a useful set of tools to recruit new members.

“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 Director, Tax Executives Institute
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