Driving Membership Leads for the Brampton Board of Trade
We began by developing personas based on the Brampton Board of Trade’s membership packages. Cutting through the surface benefits of offerings like event tickets and directory listings, we were able to define the core values being provided by the BBOT. For example, rather than promote a complimentary booth at the Business Excellence Awards, we would instead promote the concept of increased visibility, a way to raise your business platform and legitimize your brand ̶ presenting the BBOT as a way for businesses to gain trust and raise their status – it’s so much more than an event booth.
Once we established these value themes, we built two new membership pages on the BBOT website to call them out directly. If there was any question before about what businesses stood to gain by joining the Board of Trade, our new pages provided clear answers while offering a streamlined path to becoming a member.
Beyond individual offerings, it was important to project the legitimacy and scale of the BBOT to frame non-members as the minority. We took every opportunity to show member logos, headshots, event photos, and testimonials across the website, providing a level of social proof while again demonstrating how the BBOT is a conduit for next-level success.