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Visibility Campaign for the National Association of Corporate Directors

The Opportunity

The National Association of Corporate Directors New England recruited BG to help raise brand awareness, increase visibility and demonstrate organizational value to existing and prospective members through the development and implementation of a thought leadership campaign distributed via traditional and social media channels.

The Strategy

BG created a proactive media outreach strategy to place NACDNE and its executives in the forefront of business media as leaders and the go-to source for content and interviews about corporate governance and related topics. BG leveraged traditional and social media to position industry leader NACDNE chairman, Bob Popeo, a prominent Boston attorney, as a knowledgeable resource on topics such as board leadership, corporate responsibility and cyber security. BG also created a brand ambassador program within the organization to generate organic impressions of the NACD’s content so that it would appear in the streams of individual networks

The Result

BG garnered coverage on Boston.com and in the Boston Herald, Banker & Tradesman, Boston Business Journal, Providence Business News, Patriot Ledger, Worcester Telegram & Gazette and other publications about the Director of the Year awards that positioned NACDNE as leaders in corporate governance. We were also able to enhance the visibility of the NACDNE through bylined articles such as “The Podium” column on Boston.com by Bill Earon and Bob Popeo.