Strategic Planning | Branding & Graphic Design | Website Design & Development | Content Creation & Communications

How Association Marketing grew membership by 14%

The Women’s Bar Association of Illinois is one of the oldest and largest associations of lawyers in Illinois. It was founded to promote and protect the interests and welfare of women and women lawyers.

The organization was looking for association marketing support for executing their mission while also promoting the dozens of events they host each year.

Strategic Planning for Association Marketing

The View team continually collaborates with WBAI’s Board of Directors to identify initiatives and campaigns throughout the year. The View team then creates a plan for execution and works side-by-side with WBAI members to ensure alignment across multiple stakeholders.

Branding

After working with the View team for more than a year, the WBAI Board decided that it was time to rebrand the organization. The previous brand identity lacked the sophistication that runs through its leadership. Additionally, the website lacked key functionality such as mobile usability.

Our team worked with the Board of Directors to identify the values that were essential to be reflected in the new brand. The most important values that emerged include an identity that is intelligent, zealous, strong, and accomplished.

Mood boards were delivered to the client for visual direction. The selected mood board used a combination of fonts with a bold sans serif for titles and a classic serif font for subtitles. The colors are rich and strong with a touch of femininity.

The new design direction was applied to a new website build, marketing emails, social media templates, letterhead, swag, event materials, and more.

Event Marketing

WBAI hosts dozens of events each year, with an annual event attendance of 2,500+ attendees. Our team works closely with the event co-chairs to develop materials needed for promotion of the event as well as materials needed at the event. For example, we create sponsorship kits, digital and print invitations, ads, posters, event signage, programs, event-branded name tags, and custom email graphics.

To promote events, we create social media posts, manage a public event calendar, create event landing pages, and send promotional emails.

The WBAI hosts many types of events including:
Large Gala
Continuing Legal Education
Virtual Events
Charity Events
Volunteer Opportunities
Networking
Workshops
Social Events

Communications

View crafts weekly membership emails to the association to promote upcoming events, volunteer opportunities, membership features, and more. Additionally, our team handles pre- and post-event communications with attendees.

Content Creation & Social Media

Our team designs and writes social media posts for three platforms: LinkedIn, Instagram, and Facebook. Posts include both custom static designs as well as videos & reels.

Through social media, we are able to run a number of association marketing campaigns such as one that highlights members, promotion of upcoming events, current events, holidays, membership photos, resources, volunteer opportunities, and more.

In 1 year, WBAI’s follower growth has grown by 20% across three platforms.

WBAI Association Marketing Content Calendar

Sample social media calendar

Website

A new website was designed and programmed on the WordPress platform. The new site prioritized a smooth user experience, including one that is mobile-friendly.

The View team manages the website and updates as-needed such as creating event landing pages, new blog posts, and uploading event photos. We also manage a job board on the website.

Graphic Design

View’s in-house graphic design capabilities enable our team to assist WBAI with assets that need to be designed, such as their tri-annual newsletter. Additionally, our team creates other print and digital assets that are used to promote membership including ads in other publications, signage, handouts, and more.

Membership Database

The View team uses WBAI’s membership database platform, MemberClicks, to manage membership needs. This includes building forms to collect event attendance and sponsorship payments, running reports, keeping an up-to-date membership calendar, confirming membership statuses, assisting with membership troubleshooting, and running WBAI’s annual membership renewal cycle.

As a result of myriad marketing efforts, a cohesive brand, elevated materials, and consistent communications, WBAI’s membership has grown by 14% in just one year.

View Marketing & Creative has been wonderful to work with. They are very responsive and timely in their work product. I highly recommend their services.

Lauren Witkowski, WBAI President 2022-2023