Accelerating Digital Growth for The Executive Leadership Council

Background

The Executive Leadership Council (ELC) is the premiere organization for professional development among Black people and for increasing diversity among managers and executives in all industries. They give Black professionals the tools to succeed through trainings, seminars, and conferences.

The Challenge

As an organization combating inequalities in corporate America, Black History Month and Womens History Month are particularly important opportunities for branding, messaging, and fundraising. The ELC wanted robust campaigns for each of these months that would amplify Black voices to draw attention to these inequalities. Even though they wanted to take this opportunity to educate about the history and struggles these groups have faced, they wanted the focal point to be forward-looking messaging about their accomplishments.

The Solution

Through market research, we conceptualized overarching themes for the respective campaigns including “Standing on the Shoulders of Giants” for Black History Month, and “#InHerOwnWords” for Womens History Month. We designed themed graphics with color schemes and patterns that were unique yet strongly alluded to the themes. Posts with empowering quotes and infographics entertained and informed.

Results

With a diversified strategy of highlighting pioneers of past and present, ELC members, and others, we created two extraordinarily successful social campaigns in consecutive months. In Q1 of 2023, the ELC gained 9,000 new followers across all their social platforms. Their Instagram saw a 13.48% increase in followers, proving the effectiveness of our eye-catching graphics. For our work on these campaigns, we were awarded by Graphic Design USA’s in the email/marketing/campaigns category.