Strategic Plan Marketing
In 2025, both the SGO and FWC unveiled ambitious new strategic plans to guide their organizations into the future. These plans outlined five pillars for SGO, including Educate, Empower, Optimize, Discover, and Advocate, and five domains for FWC, including Educate, Champion, Inspire, Engage, and Catalyze.
My role was to translate these long-range visions into tangible, accessible communications for two distinct audiences:
SGO members: gynecologic oncologists, researchers, and care team professionals seeking resources, clinical guidance, and opportunities to advance the field.
FWC stakeholders: patients, survivors, advocates, and community supporters eager to understand how strategy shows up in programming, fundraising, and advocacy.
This required not just announcement emails, but a holistic communications approach that made the strategy feel alive, actionable, and participatory.
My Approach
I designed a marketing plan that prioritized clarity, engagement, and connection. Rather than overwhelming audiences with abstract strategy language, each email highlighted specific programs, initiatives, and resources tied to a pillar, showing members and patients how they could use the plan in real life.
Key elements included:
Thought leadership messaging: Drafted presidential statements and chair reflections that connected organizational vision to the lived experiences of members and patients.
Dynamic email design: Created banners and branded layouts tailored to each pillar, giving the campaign a cohesive yet differentiated visual identity.
Collaborative synthesis: Partnered with program leads to translate complex initiatives into concise, approachable copy that highlighted direct benefits.
Multi-series rollout: Built momentum with a five-part SGO email series (one per pillar) and a single comprehensive FWC message.
Campaign Performance
The series significantly outperformed industry benchmarks (typical nonprofit healthcare open rates average 28–35%).
Beyond numbers, the series generated sustained attention. Members engaged with on-demand resources like clinical statements, research initiatives, and wellness curricula. Patients explored FWC’s education forums, advocacy summits, and #Move4Her initiatives .
Unique Value Proposition
While many associations communicate their strategic plans through static web pages or PDFs, my approach stood out because it:
Made strategy tangible: Each email showed programs in action, bridging vision with practice.
Segmented audiences: Instead of a one-size-fits-all rollout, I tailored messages to the professional (SGO) and patient/advocate (FWC) communities.
Leveraged design for storytelling: Visual consistency across banners and layouts reinforced the pillars as living, breathing elements of the organizations.
Prioritized accessibility: By breaking down complex information into digestible formats, members and patients could quickly identify how to engage.
This campaign was about building ownership and encouraging people to see themselves in the strategy.
Reflections
This campaign showcased my ability to:
Transform complexity into clarity: Strategic plans can feel abstract or inaccessible to stakeholders. My strength was in distilling ambitious organizational goals into communications that were actionable, relatable, and audience-specific.
Marry design with strategy: Beyond drafting copy, I developed cohesive visual branding for the campaign, creating dynamic templates and banners that reinforced each pillar and made the rollout instantly recognizable.
Lead collaborative storytelling: Success required partnership across departments. I worked closely with program leads and executives to synthesize priorities into unified messages that respected both member and patient perspectives.
Balance vision with performance: While design and messaging carried the campaign’s weight, the analytics confirmed its impact. Consistently high open and click rates validated that strategic storytelling not only resonated but also activated audiences.
This project was about equipping two distinct communities to see themselves in the future of the organizations and to take ownership of how that future unfolds.
Sample Assets
Forward Impact
This campaign created a replicable model for how any brand can bring long-term strategies to life through communications. Structuring the rollout as a series of narrative-driven, visually distinct emails establishes a blueprint for how future initiatives, such as annual reports, advocacy priorities, or new program launches, can be communicated with clarity and momentum.
Beyond the immediate engagement metrics, the campaign laid the groundwork for ongoing audience ownership of strategy. Members can see how strategic pillars connect to their professional growth and patient care, while advocates and survivors understand how organizational priorities translate into tangible resources and opportunities generated with them in mind. The result is a sustainable communications approach that both announces strategy and ensures stakeholders feel invited to help shape and carry it forward.