Transcript Document

Brand Messaging
April 2015
EWI Key Messaging
This document includes brand attributes and key
messages for EWI based upon primary and secondary
research. The key messages are meant to provide
appropriate guideposts for communicating the brand
position and benefits of EWI.
EWI Brand Attributes
Below are nine concepts that define the EWI brand. Together, they provide a brand “language” that communicates the core essence
of Executive Women International®. These concepts should be used to convey EWI in written and spoken communications.
Connection
Growth
Enthusiasm
Integrity
Support
Service
Sharing
Diversity
Esteem
Key Message: Premiere Organization
Executive Women International®
(EWI) is the premier organization
dedicated to supporting a
professional woman’s ability to
positively affect her company, her
career, and her community.
Proof point(s):
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Established in 1938
Focused on professional women and business
International network of local chapters
Focus on the three Cs: Connections | Career |
Community
Key Message: Connections
Proof point(s):
EWI offers a unique opportunity to
build lasting, valuable business,
and personal connections locally,
and throughout North America.
Network of member firms and member
•representatives
locally and throughout North America
Chapter and Corporate events offer opportunities to
•showcase
member firms’ products and services
Local, regional and Corporate events offer a
•multitude
of networking opportunities
Key Message: Professional Development
To support the growth of member
representatives at varying career
stages, EWI offers a diverse
portfolio of hands-on professional
development opportunities geared
toward women.
Proof point(s):
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Hands-on EWI professional development
programs and events
Academy of Leadership
Monthly professional development webinars
Leadership skills through Committee or Board
participation
Key Message: Leadership
EWI affords its member
representatives the ability to
build leadership skills through
real-world leadership
opportunities.
Proof point(s):
Leadership skills through Committee or Board
•participation
•Academy of Leadership
Supportive atmosphere that brings out the “inner
•leader”
in any woman/participant
Recognition as a leader through various EWI
•Corporate
and Chapter projects
Key Message: Belonging
Proof point(s):
Active EWI member
representatives experience a sense
of belonging through the
enthusiasm, support, inspiration
and respect they receive from their
network of peers.
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A community of like-minded peers
EWI promotes the sharing of success, challenges
and experiences
Member representatives take a personal interest
in their fellow EWI reps
Participants demonstrate enthusiasm for EWI
and a deep loyalty to, and respect for the
organization
EWI provides an opportunity for women who
may not have a similar support structure in their
place of business
Key Message: Experiences
Local EWI Chapters and the
Corporate organization offer a
number of cordial, welcoming
events and activities that promote
mentoring and the sharing of
experiences.
Proof point(s):
•Monthly Chapter meetings/gatherings
Leadership Conference & Annual Meeting
•EWI’s
•Community involvement opportunities
Key Message: Diversity
EWI member firms represent a
diversity of local businesses and
organizations, and their
representatives hold a diverse
range of professional titles.
Proof point(s):
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Member firms range from sole proprietorships to
corporations from dozens of industries
Member firms and representatives gain access to
a diverse group of local business and
organizations
EWI members consist of employed business
professionals at all levels including CEOs,
entrepreneurs, executive assistants, sales
managers and more
Key Message: Community Involvement
Proof point(s):
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EWI encourages and facilitates
impactful community involvement.
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Executive Women International Scholarship
Program (EWISP) for high school students
Adult Students In Scholastic Transition (ASIST)
scholarship for non-traditional students facing
economic, social or physical challenges
Reading Rally programs to promote literacy
Support of local philanthropic actives and
organizations
EWI, In One Brief Line
Through EWI, professional women come together
to help their companies, their careers and their
communities thrive.
EWI, In Under 20 Seconds
Executive Women International® (EWI) is the premier
organization dedicated to supporting a professional woman’s
ability to positively affect her company, her career, and her
community. Member firms and their representatives benefit
from a diversity of high-value business connections (locally and
throughout North America), professional development,
leadership opportunities, and community involvement.