Tax Executives Institute, Inc.
The Success Granted Membership Campaign
With the goal of boosting TEI’s membership, YGS developed strategic marketing materials, including a marketing automation portal (MAP™) and campaign how-to guide. These materials can be used by TEI chapter leaders to successfully execute the campaign and optimize results for the Institute. All materials were brand consistent and complaint.
Since 2015, YGS has worked with TEI to produce the Institute’s comprehensive member magazine, Tax Executive. By combining diverse editorial content—news, profiles, roundtable discussions, extensive expert insight and more—with a modern, engaging design and custom cover illustrations, the publication has become an integral piece of TEI’s member offerings. Longstanding TEI members continually express high praise for the bimonthly magazine.
In 2018, TEI’s ongoing relationship with YGS continued through a full rebranding initiative. Spearheaded by the creation of a new TEI logo and accompanying tagline—a process in which constant communication and care were put into full practice—the rebrand extended to include variations of the new logo at TEI’s regional and chapter levels, as well as a full brand guide to be used Institute-wide. YGS continues to work with TEI as further necessary elements of the rebrand come to the table.
“YGS brought together outstanding creative and editorial talent to help scope out our vision for a global membership recruitment strategy; they accurately translated that vision into a comprehensive campaign, which met both our aggressive implementation timetable and budget. YGS’ collaborative approach made every interaction a positive one. We rely heavily on our chapters to recruit new members, and they are very enthusiastic to have this flexible set of tools ready for them to implement.”
—Eli Dicker, Executive DirectorTax Executives Institute