Transitioning The Executive Connection from traditional communications to behavioural understanding
Supporting CSR Cemintel including new branding
August 31, 2017
Targeted outreach to media and boosting Unisys’ influence with the C-Suite
August 31, 2017
Insights
- The world’s largest CEO network, The Executive Connection, has been a client of The IMPACT Agency for three years; enjoying growing brand awareness and credibility built predominantly via media outreach
- Following a review of membership engagement, the strategy shifted to focus on growth opportunities
- Members were typically categorised by their geographic location, industry and revenue, with limited definition of who they were beyond the boardroom
Moments
- Combined ‘knowns’ and big data analysis with a digital and social audit to understand who was already engaged with the network
- Overlayed with market research to bring members to life outside of their connection to The Executive Connection
- Created bespoke CEO personas
- Built relevant and engaging content to align with Personas’ beliefs and behaviours
IMPACT:
- Journey has only just begun
- Insights informing geo-targeted recruitment efforts, processes
- On the way to developing deeper connections with members
