CAMPAIGN GUIDE 2.0 YPO Western U.S. Regional Director Shelby Meyer YPO Western U.S. Campaign Champions Nick Machol, Champion Christopher Martizez, 2.0 Champion Marketing Lead + Data & Insights Sarah McBrearty Senior Manager, Regional Marketing and Communication Project Manager & Design Lead Heather Frank, YPO West Michigan
Execution &RegionalProject Director WESTERN US REGIONAL SUPPORT TEAM RACI Responsible: Sarah McBrearty Accountable: Heather Frank and Shelby Meyer Consulted: Nick Machol, Champion Christopher Martizez, 2.0 Champion Western US Chapter Managers Heidi SarahMonicaMastMcCallMcBrearty,Member Experience, Insights and Marketing Informed: Paula Szyper, Operations Director Western Regional Management Team
Build upon the learnings from the initial FY 21-22 campaign and continue to
Organizational Context
Current Perceptions (What does our audience currently think, and what would we like them to think?)
Call to Action: We want members to be able to better access important information and connect with their peers quickly and easily, leading to a better experience, higher engagement, and member retention.
Your Journey. Your Way. Members owning their journey. SEPTEMBER 2022-MAY 2023
Program Objective
Target Audience (YPO Members Only)
This project directly links to the organizational goal of simplicity and member experience and supports peer to peer engagement.
Regional Gold and Y REX, Regional Y Chapter Managers, Regional Y Chapter Officers, All Regional Y Members
Based on feedback from the Regional Board, members in the region were frustrated by the complexity of accessing critical, time sensitive, interesting, and useful information from YPO. In addition, many regional Board members indicated that they were not aware of tools and resources that could help them better support chapter officers and members. Thus, the Board approved the management team to work on an “awareness” email, text and social media campaign to highlight YPO member benefits and opportunities in a bold, userfriendly format. This campaign aims to continue this work through FY22 23 by sending monthly emails + text messages and implementing a “Know Your YPO” virtual call series (which will be open to all regional members, CMs + spouses/partners).
inform the Western U.S. YPO region members of the vast resources and opportunities available through YPO to maximize their membership and customize their YPO journey.
OVERVIEW Project Timeline & Team Recommendations SEPTEMBERAUGUST REGIONAL ALIGNMENT CHAMPION/REGIONAL GOALS SEPTEMBER - APRIL 2023 MAY2023JUNE ACTIVATE METRIC/DATA SEPTEMBER CAMPAIGN TIMELINE YAC Established as initiative per region, selectedadvisorychampionapprovalREX&team Champion, RS,CM, PD, collaboration on duties, goals & execution of project plan Champion approves message/callcampaign to action based on regional goals, events member needs, chapter participation 1 Email 1 monthlytextSingle call to action, 4 orendorsementregionalbenefits,supportingkey1peerhighlight Touch point to audienceChapter using CM distribution ExperienceMember Focus • Access • Opportunity • Connections • Engagement • Making easierConnectthesite • Quick Tips Be Strategic with Timing The earlier in the year the better preferably second quarter. New initiatives and events increase as the year progresses, lowering the opportunity for engagement. Involve Champions Regional boards and chapter champions are a vital audience. Engaged early and often. Consider building an advisory team who can help identify meaningful content to feature. Chapter Manager Engagement CMs are key stakeholders. Engage CMs early in the process to gather their input and clearly outline their important role within the campaign. Regional Data + Clear Goals Review regional engagement data; a clear set of metrics will help personalize focus and calls to action. For example, is the region focused on growing the number of members in a network or attending global events?
• August 29: Campaign announced as regional initiative to CM’s from Project Director & Regional Director, call for confirmation on participation. Set clear understanding of email opt in and opt out process for full campaign exposure and campaign content library use/location • August 21: Survey of REX members for supplemental content, personal endorsements and regional updates REX SURVEY HERE: https://www.surveymonkey.com/r/VV3KJR2 • August 31: Email to REX, RS, CM’s and Regional Chapter Chairs from Champion calling for participation • September 20: Virtual Call Series Lead by Regional Chair Connect Basics: Top 10 Things to Know • September 21: Launch email to YPO Regional Members. & CM’s, Stakeholders • September 21: Regional CM outreach for campaign engagement to their chapters using content library for chapter specific communications such as newsletters, digests, chapter portals • September 28: 1st 2.0 CAMPAIGN EMAIL • September 30: 1st Text Blast sent by YPO marketing cloud platform *text message to deploy Friday following each email 30 DAY REGIONALCAMPAIGN LAUNCH SCHEDULE LET’S DO THIS!! Chapter Participation Survey (To be completed by CC, MO, or CM)
Can I forward the emails? Yes. Simply remove the “fwd, indentation or font changes (to retain clean copy) and bcc your members. This will retain the links and body of the campaign email. How does a member opt in? They may up their preferences on Connect, under their chapter profile. Who is receiving the campaign emails? Regional YPO Members who have opted into regional communications. Not Gold members nor spouses and will not be posted on Connect. How do I post into my chapter newsletter or social media? Please use the content provided in the brand library. You are able copy the message, link and graphics that work best for your chapter platform. You are also able to overlay text on top of the blank templates if you still need to customize further. PLEASE EMBED LINK PER TOPIC AS INDICATED How often are they distributed? Both emails and text will be distributed monthly, each with different message & content. I still have questions, who are those directed to? Please direct questions to the PD Heather Frank/West MI Chapter ManagerWillhfrank.miypo@gmail.comthecontentbeposted in one location? Yes, for CM use on a content library. Members will not have access unless posted at the chapter level. Please refer to the brand library. Or post in your own Chapter Pro as an event or news section for a reference point for your chapter members.
CHAPTER DISTRIBUTION FREQUENTLY ASKED QUESTIONS Chapter Manager Guide FAQs
August 29: Zoom Session with CM’s , Regional Manager Project Director & Regional Director for Q&A, content review and confirmation on participation September 21: Chapter managers to announce campaign to their YPO chapters using content library for chapter specific communications such as newsletters, digests, chapter portals to announce campaign September 28: 1st 2.0 CAMPAIGN EMAIL!! • Forward campaign email to your YPO chapter members (please BCC, remove all fwd spacing, indentations, font coloring and “fwd” in subject line for clean copy • Visit the content library for campaign message, graphics and links to use in chapter marketing materials. September 30: 1st Text Blast sent by YPO marketing cloud platform Content Library Link Bookmark this location!! CHAPTER DISTRIBUTION CHAPTER MANAGER GUIDE Chapter Manger Guide Content Management
CAMPAIGN SCHEDULE CalendarCommunication • Suggest message from champion using prior launch design, photo/video • Sept Meet your new Board; regional strategic priorities; member video; Know your YPO call • One single call to action, 4 key points based on persona (not disclosed) To include one regional/member highlight or endorsement • Supporting text to follow each following Friday Month Channel Key Message Notes FinalDueCopy Launch Date Channel Launch date Key Message September Launch Email introduction,Campaginobjetives, messageSuggest champion/withfrom 9/21/22 Text 9/23/22 Each text will direct to new or advanced Connect tool September Email 1 IntroductionRegional Meet your new Board; priorities;strategicregional 9/14/22 9/28/22 Text 9/30/22 Find your region October Email 2 Access 4 key persona.basedpointsonTo 10/12/22 10/19/22 Text 10/21/22 Advanced member seach November Email 3 Discover 11/2/22 11/16/22 Text 11/18/22 Events search January Email 4 Opportunity 12/14/22 1/18/23 Text 1/20/23 Opporunity Hub February Email 5 Connection 2/1/22 2/15/23 Text 2/17/23 How to find a network March Email 6 Inspire 3/1/22 March 15, 2023 Text 3/17/23 YNG, Family, Health benefits information April Closing Email Why renew 4/12/22 Text 4/15/23 Renewals EXAMPLE ONLY
CAMPAIGN THEME ACCESSOPPORTUNITYAWARENESS KNOW YOUR YPO YOUR JOURNEY. YOUR WAY. Consistent in casual tone, outcomes presented first, modern media use, DID YOU KNOW? • FAB FIVE • VIP ACCESS • I WANT TO TALK ABOUT • NETWORKING • ALL ABOUT YOU • SEGMENTSKEYHACKSTAKE-AWAY www.yourypo.comwww.urypo.comwww.iknowypo.comwww.knurypo.com BRANDINGTHEME HIGHLIGHTSJOURNEY (center of ELEVATE,site) ADVANTAGEENHANCE,INFLUENCELEVERGE, KEY CombineMESSAGE:allpersonas to one Know your YPO call to action, with 4 key highlight (draft) • ACCEES • CONNECTION • OPPORTUNITY • HOW TO’S
Creative Collateral
DELIVERABLE Design
Program Deliverables Text Shortcuts from Goal:SalesforceQuick and Easy tips that new (and existing members) need to know. Sense of urgency to register, review Emails from Marketing Cloud Goal: Targeted awareness based on Persona Focus of campaign, why importance of member benefits, opportunities in each Top 5 areas establish timeline, how to make it their journey with ease, hacks Distributed monthly Email Format: Each of these emails will include the following: From: Member Champion Reply: smeyer@ypo.org Subject: Know Your YPO Preheader: Your Journey. Your way! VIEW FULL 2022 CAMPAIGN JOURNEY HERE
Champion Call to Action SEND SeptemberDATE: 21 2022 Call to action emails from campaign champion (prior to first email)
Email Deliverable 1 Focus: Regional Date: September 28 Email Deliverable 2 Date:Focus:October19 Email Deliverable 3 Date:Focus:November 16 Email Deliverable 4 Date:Focus:January 2023 Email/ Text Message & Content DRAFT
Participating Chapters (UPDATE AS NEEDED) First Name Last Name Chapter Email Address Megan Bell YPO The Wild West Integrated .commegan.YPOWildWest@gmail Melissa Clark YPO Telluride Integrated ca@tellurideypo.org Liz Curtis YPO Dallas YPO lcurtis@mojconsulting.com Ashley Fitzpatrick YPO Oklahoma City YPO mypooklahomacity@gmail.co Barb Frank YPO Aspen Integrated Barb@ypoaspen.org Jennifer Green YPO Kansas Integrated ypokansas@gmail.com Melissa Hallam YPO Pikes Peak Integrated Melissa Hallam YPO Colorado YPO melissa@ypocolorado.com Steven Hernandez YPO Big D Dallas YPO ypobigddallas@gmail.com Bianca Holland YPO Houston YPO mypohouca@ypohouston.co Dawn Jacobson YPO MountainRocky YPO dawn@yporocky.org Gary Johnson YPO Dallas YPO mgjohnson@mojconsulting.co Jacqui Katz YPO Louisiana YPO Stacie Kelly Turner YPO Boulder Integrated stacie@ypoboulder.org Tania Knust YPO Kansas City YPO tania@ypokc.com Kelly Kolbeck YPO Tulsa YPO Kelly@ypotulsa.org Nicole Laan Henry YPO Louisiana YPO Cynthia Loya YPO El Paso Juarez Integrated ca@ypoelpasojuarez.com Heidi Mast YPO North Texas YPO heidi@northtexasypo.org Monica McCall YPO Austin YPO monica@ypoaustin.com Monica McCall YPO FrontierWestern YPO commonica.ypowfrontier@gmail. Sofia Ortega YPO San Antonio YPO Terri Patterson YPO Fort Worth YPO tpatterson@fwypowpo.com Tracy Perea YPO New Mexico Integrated yponminfo@gmail.com Marilyn Porterfield YPO Arkansas YPO netmarilyn@bestmanagement. Summer Shaw YPO Texas Gulf Coast YPO Claire Shaw YPO West Texas YPO ypowesttexas@gmail.com Leigh Sittenauer YPO Nebraska YPO Lindsay Smith YPO Lone Star Dallas YPO lonestarypo@gmail.com
Analytics Per Chapter OPEN RATE STANDINGS Number of Sends Sum Openedof Sum Clickeofd Open Rate CTR YPO Arkansas 30 24 3 80% 10% YPO West Texas Integrated 22 17 0 77% 10% YPO Pikes Peak Integrated 10 7 1 70% 3% YPO New Mexico Integrated 22 15 1 68% 10% YPO Rocky Mountain 102 67 15 66% 6% YPO Colorado 62 40 9 65% 15% YPO Big D Dallas 42 26 4 62% 8% YPO El Paso Juarez Integrated 42 26 2 62% 5% YPO North Texas 100 62 4 62% 4% YPO Dallas 106 65 9 61% 5% YPO Texas Gulf Coast 93 57 6 61% 12% YPO The Wild West Integrated 44 27 3 61% 13% YPO Telluride Integrated 32 19 2 59% 4% YPO Aspen Integrated 50 29 5 58% 11% YPO Kansas City 112 65 13 58% 13% YPO Louisiana 133 76 15 57% 5% YPO Oklahoma City 86 49 8 57% 4% YPO Western Frontier 37 21 4 57% 9% YPO Austin 143 77 4 54% 10% YPO Fort Worth 100 54 4 54% 15% YPO Houston 136 68 7 50% 5% YPO Lone Star Dallas 104 50 4 48% 6% YPO Tulsa 60 28 16 47% 6% YPO Kansas Integrated 52 23 7 44% 7% YPO San Antonio 43 19 2 44% 27% YPO Nebraska 84 36 11 43% 0% YPO Boulder Integrated 34 14 2 41% 11% Grand Total 1889 1065 164 56% 9%
MONTHLY TRACKER Insights & Data
