Member Case Study
Curley Company builds new business pipeline by doubling down on video with The Association 100
When Curley Company landed another new association client earlier this year, Jennifer Curley was ready to double down on the use of video interviews in The Association 100. She saw a direct corollary in her ability to connect with her prospective clients by doing video interviews for the newsletter. So, she tripled the videos in their May and June issues. We had an opportunity to interview Jennifer a few months ago:
We find the video interviews have a high open rate but more important, they give me and the Curley team an entry to sit with other CEOs and association leaders and talk to them as prospective clients.
The Association 100 is a thought leadership investment for Curley Company. It allows us to approach association leaders not as an overt pitch but to build or deepen our relationship with them by demonstrating strategic thinking, sharing industry trends, and giving them a platform to share their association’s story with a group of their peers. We find the association leaders we approach really value the opportunity to use video to promote their mission, so most are eager to participate.
In addition, The Association 100 helps Curley create a “surround sound” by ensuring our prospective association clients hear from Curley through the newsletter but also through both The Association 100 and Curley social channels coupled with direct outreach from me or members of the team to the association leadership. Our hope is that this initiative helps speed the conversion process from prospect to client. We do know that we have gotten a few recent RFPs and prospect meetings as a direct result.
The Association 100 has proven to be a good investment for Curley as we continue to grow our association practice. Our goal for 2020 was to grow revenue from association clients by 20% and as we near the end of Q2 we are halfway there, even in the middle of COVID-19.
Jennifer Curley founded Curley Company in Washington, D.C. in 2002 after serving as VP of Edelman’s technology policy practice and working in the protocol office of the White House and State Department. In May 2019, the firm launched The Association 100, delivered to 23,000 association C-Suite readers, earning upwards of 22% open rates.
Members publish special Social Justice, Black Lives Matter issues
Members of The 100 Companies 26-market network addressed the recent protests, videos of police killings and cultural shifts with many columns and stories in the past month. Two produced special issues with dedicated banners.
On June 12, members of the 360 Media team published a special issue entitled, “Black Lives Matter: Allies, A Special Issue.” As CEO Tara Murphy said atop her column, “For this special issue several of Atlanta’s black journalists and community members were invited to share their perspectives on being an ally in the BLM movement. As we all evolve our personal voices we must listen, talk, read and learn.”
As contributor Floyd Hall, co-founder of Canopy Atlanta, explained in his column: “We all have the capacity and the responsibility to be an ally – to advocate for others when we recognize disparities between how things are and how they should be.
“Great allyship can occur when people use their privilege to advocate in both big public moments when the world is watching, as well as in small, private moments behind closed doors.
“A great ally can change a life or can even save a life. All it takes is courage.”
Betsie Gambel and The Gambel PR team published a special issue of The New Orleans 100 titled: Special Justice & Equality Issue on June 18, featuring stories by and about community non-profits. Stories gave readers an opportunity to donate and volunteer.
Wrote Tod Smith, President & GM of WWL-TV in his column: “To continue the fight for justice and to honor those lives lost, here’s our request. Ask someone who doesn’t look like you to share their story. It may be uncomfortable and possibly challenge your beliefs, but it could also be the start of real and lasting change.
Ask. Listen. Learn. Get involved and change the world.”
WordWrite promotes special online training courses
Paul Furiga, CEO of WordWrite and publisher of The Pittsburgh 100, and team offered a series of webinars and special blogs for firm clients and readers of The Pittsburgh 100 since mid March. Topics included COVID-19 Q&A, Crisis Communications, Investment Questions and Employee Training.