Creating an Online Community for a Membership-Driven Organization

The Opportunity

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. BG was hired to help BEPC extend the value of a 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 use a blend of email marketing, a membership-only website portal and an exclusive, invite only LinkedIn group to reconnect members during a time when in-person programming was difficult to do. Additionally, the integrated digital marketing effort proved that relationships – both new and old – can be created and nurtured through shared online experiences, specifically around educational content, online community activities and timely information sharing.