The Association of Corporate Counsel promotes the interests of in-house counsel by offering a wealth of professional resources to serve their members. As part of a larger campaign to increase membership, ACC wanted to offer personalized content as well.
To support this goal, we helped ACC curate member stories to personalize the brand and put a human face to the organization. The stories included real-world examples of tangible member benefits to show the ROI of joining. We created the phrase “You can…” followed by one of three key benefits: connect to grow, gain time, shape the culture. Our aim was to empower in-house counsel and help them see that they can do incredible things in their career with the help of this association.
To drive engagement, we used the stories on landing pages where users could download additional high-value content.