Situation / Challenge

 Leadership Greater Washington (LGW) is the premier networking and cultivation organization for National Capital Area leaders, dedicated to bringing these influencers together to make positive community impact in the region.

LGW had a myriad of great initiatives, but also had problems translating their work into clear, digestible language for targeted audiences. LGW approached Sage needing a fully integrated approach to communications.

Approach

First, Sage engaged board members, organizational heads, and stakeholders in strategic messaging and branding sessions. From there, Sage began work on brand and logo redesign, website architecture, user experience and site redesign, copywriting, brand guideline documentation, and a public relations/outreach plan.

After establishing the baseline messaging, Sage was able to develop specific month-to-month plans targeting three major audiences. These plans included keeping class members active, re-engaging inactive members, and creating organizational initiative awareness through press outreach, social media trainings, and marketing material creation, as well as member impact stories that show the organization’s true reach.

As these tools evolved, it became clear there was a need for a members-only portal. Sage conceptualized this platform — The Connector — and built it from the ground up, allowing members to access each other, download resources, and post opportunities.

Results

Since Sage's original messaging update, LGW's Signature Program has grown exponentially — to the point where there are now so many applicants that LGW is considering adding a secondary class.

From reorganizing sponsorship documentation/handouts, creating infographics that helped convey the “what we do” principles of LGW, and handling all event material creation, Sage ensured the right messages were reaching the right audiences in the most engaging way possible. Ongoing work involves advising and consulting, graphic design, website maintenance and advertising/PR recommendations.

LGW's most-recent program enhancement — its members-only portal — has consistently exceeded engagement expectations, increasing the organization's website traffic by at least 40%.