Marketing for a Cause Deserves Inspired Ideas

The Client
The American Chiropractic Association (ACA), the largest professional chiropractic association in the United States, was seeking to grow its membership base and expand its national audience. With a focus on driving engagement with lapsed and prospective members, the ACA aimed to highlight the advantages of being part of a united front.

The Project
DJG developed the “When a Body Works as One” campaign to underscore the collaborative strength of the ACA and its members. The campaign leveraged email marketing, paid digital and social media advertising, a promo video, and a mailer to drive member recruitment and emphasize the relationship between the financial support of members and the ACA’s efforts to advance the industry.

Results

• Signed up 276 ACA members, exceeding the campaign’s goal by 10%
• Achieved five-year campaign ROI of 700%
• Reached 321,000+ users, including 1,000,000+ views and 3,000+ unique clicks
• Received ASAE’s 2022 Gold Circle Award for Membership Recruitment

The Client
The Association of the United States Army is a nonprofit educational and professional development association serving America’s Army and supporters of a strong national defense. AUSA provides a voice for the Army, supports the soldier, and honors those who have served to advance the nation's security.

The Project
DJG worked hand-in-hand with AUSA to realize a new brand inspired by the incredible story of the U.S. Army Rangers at Pointe du Hoc in Normandy, France. On June 6, 1944, D-Day, 225 Army Rangers scaled the sheer and desolate cliffs of Pointe du Hoc to neutralize the enemy’s artillery. This heroic effort ultimately helped the Allies retake the European continent. A photo from a reenactment of the scaling of Pointe du Hoc involving actors dressed in 1944 and modern uniforms sparked the idea for AUSA’s new logo. AUSA leaders chose this imagery partly because it represents the association’s goal of soldiers supporting soldiers. Along with a new logo, DJG developed a brand identity system, brand guidelines, and numerous branded assets.

Results

• Unveiled the brand on October 9, 2023, at the AUSA 2023 Annual Meeting & Exposition
• Participated in an AUSA Chapter Presidents workshop to provide details on our approach and field questions
• The AUSA community, by and large, embraced the new logo
• Created 120+ region and chapter versions
• Provided a strong brand foundation for AUSA to expand upon

The Client
Lung cancer is the leading cause of cancer deaths worldwide. To help physicians across the globe stay updated on cutting-edge treatments, the International Association for the Study of Lung Cancer (IASLC) holds an annual conference highlighting the latest lung cancer research. In 2023, IASLC’s event was hosted in Singapore, which presented unique challenges and opportunities for securing media coverage.

The Project
DJG spearheaded efforts to gain global media coverage for this event. Our agency crafted 20 news releases on key research abstracts and scheduled live daily press briefings to take place during the conference. To accommodate the time difference with North America, each briefing was recorded, uploaded to YouTube, and shared quickly with credentialed media.

For ease of access, the DJG team created an online one-stop shop for journalists, including all news releases, bios, photos, and materials. Once onsite in Singapore, DJG managed the press program and provided hands-on support to attending journalists.

Results

• 186 registered press from 20+ countries, with 30% onsite coverage
• 75+ stories across 20+ global press outlets, reaching 126 countries
• 85 billion online media impressions
• Coverage equating to more than $55 million in ad value

The Client
Since 1957, the global trade association IPC has led the global electronics industry’s drive to build electronics better, particularly through its 300+ IPC standards. The organization invested in a multi-year awareness campaign to communicate the value of these standards with a goal of boosting its sales and generating member leads.

The Project
DJG developed a targeted “Meet Your Standards” campaign that promoted the adoption and purchase of IPC’s seven most popular standards to existing and untapped customers. Our team executed an omnichannel marketing approach that guided prospects from awareness to conversion using tailored messaging, email marketing, video content, social media, and a campaign landing page.

Results

• Generated over $2 million in sales, with $700,000 from new customers and $1.3M from returning customers
• Increased revenue by more than 20% for the association
• Achieved an ROI of over 400%, exceeding IPC’s goal by 33%
• 12 new corporate members joined IPC as a result of the campaign

The Client
The National Society of Black Engineers (NSBE) collaborated with Meta to offer Beats Unlocked, a free workshop that built computer science skills by teaching students to create unique beats. The goal of Beats Unlocked was to bring STEM opportunities to students in underrepresented communities and increase exposure to tech leaders who looked like them.

The Project
The collaboration harnessed DJG's digital expertise to create a landing page that established Beats Unlocked as a must-participate opportunity to connect music with coding. The initiative was a multi-partner endeavor that included DJG, RefactoredMedia.com, and Meta, including well-known Meta leaders such as Scotty Wong and Erika Marisol Jimenez.

Results
Ernest Holmes of CodeHouse described the project’s impact:

“This opportunity not only allowed the students to learn fundamental concepts of computer science in an engaging way but also introduced the students to people who looked like them within the tech industry. That level of exposure will have an everlasting impression on the students."

In addition to exposing students to diverse leaders in STEM and helping them gain critical computer science skills, NSBE’s Beats Unlocked landing page ultimately won a W3 Award in 2022.

The Client
The National Council of Teachers of English is the professional home for literacy educators. During the time of this project, a key value proposition for NCTE membership was the organization’s concerted advocacy efforts in the face of book bans and censorship challenges. Globally, NCTE was seeing a decline in membership and needed to be more deliberate, diverse, and committed to engaging new members.

The Project 
To advance the NCTE brand with a comprehensive strategy, NCTE and DJG launched a multichannel membership recruitment campaign. In addition to increasing the association’s membership and engaging lapsed members, the campaign aimed to upsell prospects to subscribe to NCTE publications and make a donation.

DJG’s team developed a custom experience to streamline the member sign up process using tactics such as microsite development, email marketing, digital advertising, and a targeted mailer. After five months, this membership campaign exceeded several key performance indicators.

Results

• 32% increase in global membership, surpassing the initial 5% target
• Recruitment of 127 lapsed members back into NCTE
• A 27% donation rate, adding 107 new donors to the organization
• 87,000+ advertising impressions with an impressive 5.25% click-through rate
• 373 new subscribers across ten publications, with 73% of all sign ups including at least one subscription

The Client
The National Hydropower Association is the nonprofit voice of the waterpower industry, but since 1994, the largest U.S. hydropower conference and tradeshow had been operated by a for-profit company. Although NHA had been involved with the event over the years, income from the show did not benefit the hydropower industry. In 2019, NHA decided to create an all-new conference that was “by the industry and for the industry” with proceeds going to support important waterpower initiatives.

The Project
DJG and NHA launched the in-person Clean Currents conference in 2021. By developing key messaging to differentiate the event, creating bold new brand and web designs, and deploying journey-based email marketing, DJG convinced nearly 800 waterpower professionals to take a chance on this new conference. Since that time, DJG and NHA have grown Clean Currents into an annual can’t-miss event that attracted a crowd of over 1,500 attendees in 2023.

Results

• 781 individuals attended Clean Currents 2021
• Delivered a positive net revenue in the six figures
• 15 new members joined NHA as a result of Clean Currents 2021
• 1,562 individuals attended Clean Currents 2023 — a 100% increase in attendance over two years

The Client
Many women in STEM have experienced being the first or only woman in their classrooms and workplaces. The Society of Women Engineers (SWE)’s annual conference serves as a home where women engineers can network, strengthen their technical and leadership skills, and land a job on-site at the world’s largest career fair for women in engineering — without being the “only” in the room.

The Project
In 2007, SWE engaged DJG for marketing and branding support for this important annual event. DJG rebranded the event to the WE conference and created all signage, paid ads, websites, marketing materials, and visual branding.

Seventeen years later, DJG remains the marketing and branding lead for the WE conference. This event has quadrupled in growth and attracted over 21,000 attendees in 2023 – creating an even bigger home where women engineers can connect with other STEM leaders who look like them.

Results

• 5,002 attendees participated in WE07 – the first year of DJG’s involvement
• 21,683 women and allies from 40+ countries participated in WE23 – a 433% increase
• Largest generator of non-dues revenue for SWE
• WE conference Prospectus received an ASAE Gold Circle Award

The Client
The Society of Women Engineers, with a membership of over 43,000 women in STEM, has partnered with DJG to bring attention to the unique stories of its members. This collaboration has led to the creation of a highly acclaimed blog and podcast, both committed to highlighting the diverse experiences of women engineers around the world.

The Project
SWE previously focused its content marketing on an email newsletter, but the links led to external sites — losing important conversion opportunities. After surveying members, DJG and SWE launched the All Together blog, which showcases news, stories, and updates from the SWE community on one centralized website.

To extend our content marketing, DJG also helped SWE launch Diverse: a SWE podcast that brings the journeys of women engineers to life via in-depth interviews. The blog and podcast work together to weave the narrative of SWE’s members and impact, expanding the organization’s visibility across multiple platforms.

Results

• 18,000+ visitors to the All Together blog per month
• 3,600+ listens of Diverse: a SWE podcast per month
• Non-dues revenue generated by sponsored blog posts, podcast episodes, and emails
• All Together won a Golden Trumpet Award from the Publicity Club of Chicago

Listen to the podcast

The Client
The Society of Women Engineers approached DJG with a proposal to establish two new workforce development programs. The first, called eXXec, sought to address a recognized training gap by offering executive leadership training to women engineers. Additionally, the STEM Reentry Task Force was envisioned to assist women engineers in rejoining the workforce after career breaks through partnerships with prominent industry employers.

The Project
From conceptualization to execution, DJG’s team created the brand identities for these programs and developed several marketing tactics, including websites, marketing collateral, and a robust digital advertising program.

DJG’s strategic efforts positioned the STEM Reentry Task Force as a groundbreaking initiative, attracting both returning professionals and forward-thinking employers. The eXXec program, which DJG supports each year, has helped numerous women engineers affect greater change within their organizations and gain executive-level leadership skills.

These initiatives have not only achieved their initial objectives but have become models for workforce training in STEM.

Results

• 32 companies have joined the STEM Reentry Task Force
• 1,000+ returning professionals have participated in reentry programs launched by STEM Reentry Task Force employers
• 95+ women have gained executive-level leadership skills through the eXXec program

Find Out More:

• https://exxec.swe.org/
• https://reentry.swe.org/

The Client
Water and wastewater treatment professionals are at the front line of protecting public health and the environment. The association representing this field had served its members for over 50 years, but its name was holding the organization back from growing to the next level and attracting future generations of water professionals.

The Project
Using a data-driven approach to address an emotionally wrought subject, DJG deployed our Brand Health Index research tool to collect vital input from stakeholders. Our team turned these findings into a compelling new name, Water Professionals International (WPI), and guided the client through a full rebranding process. WPI’s members and community embraced the organization’s new name, logo, website, and brand identity system.

Results

• 50% average increase in brand perception across five measured brand components, including an 86% increase in the new name’s appeal
• 43% jump in agreement that the new logo reflects WPI’s mission
• Received ASAE’s 2023 Gold Circle Award for Rebranding