2022 Campaign to re-educate and inform the Western U.S. region members of the vast resources available through YPO.
.
Our Goal
o Harnessing the four YPO Personas (The Eternal Learner, The Executive, The Giver and The Networker) members received content that was curated and customized to meet their unique needs for connection. Monthly Emails, Texts + Social Media
o Keeping it simple! Fewer words, one-click actions, shortcuts, hidden gems and text message tips. YPO: Western Awareness Campaign
Know Your
o Better the member experience as it relates to accessing meaningful, relevant information based on member needs and wants. Personas Foundation
o The visual branding was purposefully fresh and bold.
o Member owning their journey.
o Re-educate and inform Western U.S. region members on the vast resources available through YPO. Your Journey. Your Way
Project Manager + Design Lead
Member Champion
Marketing Lead + Data & Insights Sarah SeniorMcBreartyManager,Regional Marketing and Communications
Shelby WesternMeyerU.S.
Western U.S. Area Officer
Regional Director
Nick Machol (YPO Rocky Mountain, YPO Western Frontier)
Stakeholders
Heather Frank
MXIM team + regional discovery phase
OCTOBER
Campaign launch with kick off email + persona emails, text campaign and facebook group
Implementation Timeline
OCTOBER DECEMBER2021-
NOVEMBER
SEPTEMBER
JANUARY - JUNE
JULY
DECEMBER
Initial creative concepts shared with creative services team
Creative concepts and initial copy approved
AUGUST
Socialization with YPO Concierge; Identified as R7 priority project
Campaign activated; monthly data tracking + adjustmentscontent
JULY 2021 AUGUST –OCTOBER 2021
JULY 2022
JANUARY
Project manager identified, project planning begins with member champion
JULY Participated in Western Strategy Session
Measurements of success; campaign case study; presentationR7
ALIGNMENT + DISCOVERY STRATEGIC PLAN DEVELOPMENT SOCIALIZATION
JANUARY – JUNE 2022
ACTIVATE METRICS/DATA
KEYTAKE-AWAY SEGMENTS
THEME
Consistentincasualtone,outcomes presentedfirst,modernmediause,DID YOUKNOW? FABFIVE IWANTTOTALK ABOUT ALLABOUTYOU HACKS
THEME
• VIPACCESS •
• VIPACCESS •
Consistentincasualtone,outcomes presentedfirst,modernmediause,DID YOUKNOW?
KEYTAKE-AWAY SEGMENTS
•
•
ELEVATE LEVERGE NFLUENCE ENHANCE, ADVANTAGE KNOWYOUR YPO YOURJOURNEY.YOURWAY.
JOURNEY HIGHLIGHTS(center of s te)
JOURNEY HIGHLIGHTS(center of s te)
www.knurypo.com www.iknowypo.com www.urypo.com www.yourypo.com
ELEVATE LEVERGE NFLUENCE ENHANCE, ADVANTAGE
•
FABFIVE IWANTTOTALK ABOUT NETWORKING ALLABOUTYOU HACKS
BRANDING
•
•
www.knurypo.com www.iknowypo.com www.urypo.com www.yourypo.com
Social Text
• NETWORKING •
•
KNOWYOUR YPO YOURJOURNEY.YOURWAY.
BRANDING
THE JOURNEY
Campaign
updated on 26 May
emails were
The
Campaign =
Monthlytypes. sent starting be
in NetworkersJanuary. had the highest engagement rate (10% CTR) followed by Learners. *Global open rate = 48.5%; Western open rate = 45.4%. *Global CTR = 6.1%; Western CTR = 7%. NetworkerExecutiveGiverLearner0 0.02 0.04 0.06 0.08 0.1 0.12 10% 7.50%7.70% 10.80% Engagement by Persona Open Rate and CTR Open Rate Audience Email Campaign Data to
open rate = 57.3%
audience was divided by persona
8.2%
CTR
YPO New Mexico Integrated 39 21 1 54% 3%
Engagement by Chapter
YPO Houston 214 113 10 53% 5%
YPO Dallas 161 103 14 64% 9%
Data to be updated on 26 May
Clicked Open Rate CTR
YPO Telluride Integrated 47 34 1 72% 2%
YPO Kansas City 172 104 20 60% 12%
YPO Louisiana 205 117 22 57% 11%
YPO Oklahoma City 138 82 12 59% 9%
YPO Nebraska 125 57 15 46% 12%
YPO Kansas Integrated 83 34 11 41% 13%
Western Chapter Emails Sent Opened
YPO North Texas 158 103 8 65% 5%
YPO Lone Star-Dallas 168 87 10 52% 6%
YPO Austin 223 122 7 55% 3%
YPO San Antonio 68 31 3 46% 4%
YPO Western Frontier 65 35 5 54% 8% Grand Total 2991 1731 237 58% 8%
YPO Fort Worth 156 85 6 54% 4%
YPO West Texas Integrated 36 28 0 78% 0%
YPO Boulder Integrated 55 29 2 53% 4%
YPO Texas Gulf Coast 148 92 8 62% 5%
YPO Big D Dallas 70 45 4 64% 6%
YPO Arkansas 49 38 4 78% 8%
YPO Rocky Mountain 164 108 20 66% 12%
YPO Aspen Integrated 79 43 7 54% 9%
YPO El Paso-Juarez Integrated 67 40 2 60% 3%
YPO Colorado 107 72 14 67% 13%
YPO The Wild West Integrated 75 47 6 63% 8% YPO Tulsa 97 46 24 47% 25%
YPO Pikes Peak Integrated 18 12 1 67% 6%
One of the first SMS campaigns that YPO launched. Four SMS messages have been Learnerssent.had the highest click rate (5.9%) followed by Givers. NetworkerExecutiveGiverLearner0 200 400 600 800 1000 1200 1400 540 969 693 12525.3%5.9%5.7%5.4% Engagement by Persona Delivery and Click Thru Rate Delivery Audience SMS Campaign Data to be updated on 26 May
Lessons Learned
o Clear goals supported by data + analytics. Properly staffed team. Chapter Manager engagement. Review social media communication channel.
What worked well?
o
Opportunities o Strengthen
o Involved champion; strong Board support.
o
Be Strategic with Timing
o The earlier in the year the better – preferably second quarter. New initiatives and events increase as the year progresses, lowering the opportunity for engagement.
Chapter Manager Engagement
o Review regional engagement data; a clear set of metrics will help personalize focus and calls to action.
o Regional boards and chapter champions are a vital audience.
o For example, is the region focused on growing the number of members in a network or attending global events?
o CMs are key stakeholders.
Involve Champions
o Engaged early and often.
o Consider building an advisory team who can help identify meaningful content to feature.
Regional Data + Clear Goals
o Engage CMs early in the process to gather their input and clearly outline their important role within the campaign.
Management Team Recommendations
What We Need From You: Needs & Leads KPIs KPIs Ideas! Ideas! Successio n Plan Successio n Plan
Shelby Meyer
Questions? Questions?
Western U.S. Area nick.machol@mjfirm.comOfficer
Nick Machol (YPO Rocky Mountain, YPO Western Frontier)
Western U.S. Regional Director smeyer@ypo.org
Heather Frank Project hfrank.miypo@gmail.comManager
Sarah McBrearty
Senior Manager, Regional Marketing and Communications smcbrearty@ypo.org