The Opportunity
Building an online community for membership organizations became essential as in-person programming shifted in 2020. The Boston Estate Planning Council (BEPC) is a vibrant, diverse community of more than 700 estate and wealth planning professionals in the greater Boston area. Through educational programs and networking events, BEPC members connect to build and strengthen relations, exchange ideas, and gain insights. BEPC hired BG to help extend the value of its membership through online community building.
The Strategy
With in-person programming taking a back seat in 2020 and with hybrid experiences becoming the norm in 2021 (and beyond), BG saw an opportunity to take the best of BEPC’s in-person education and networking power and bring it to life online. Through an integrated channel strategy, BG launched an effort to educate and connect BEPC members about existing and newly launched online resources the organization offered its base.
The Result
BG guided the BEPC marketing committee to reconnect members during a time when in-person programming was limited. They used a blend of email marketing, a membership-only website portal, and an exclusive, invite-only LinkedIn group. The integrated digital marketing effort showed that both new and existing relationships can thrive through shared online experiences. These experiences included educational content, online community activities, and timely information sharing.