CASE STUDY:
The world’s most influential LGBT+ business network.
Accelerating the Return on Equality
In 2011, Out Leadership coined the phrase ‘Return on Equality,’ and ever since, they have been helping Out leaders and organizations realize the economic growth and talent dividend derived from inclusive business.
Unlocking networks.
Out Leadership’s great purpose — creating a Return on Equality — helped establish founder Todd Sears as a business and cultural leader. As we developed a new brand narrative across all strategic marketing collateral, we took a look back at how Return on Equality has changed the conversation since its inception, putting the company’s purpose front and center.
As we connected Return on Equality with a clear promise — helping Out Leaders and companies connect with talent, transform organizations and compete on social purpose — it became clear a new product positioning — with the most influential LGBT+ business network — and customer focus — for CEOs and Out Leaders everywhere — would open the door to new business opportunities.
Growing business via thought leadership.
Our Strategy
To grow Out Leadership’s membership community, we helped shift content strategy from a promotional to an editorial focus. They already had the foundations for a strong library, with hours of footage featuring influential panel discussions and keynotes; access to other pioneering voices on LGBT+ issues; and clear data on the business case for inclusion. With an international network of Out executives already operating as a community and a dedicated communications team, they re-imagined their publishing platform as an information service business.
Out Leadership’s Insights Page keeps their network up-to-date on LGBT+ issues.
Speaking to CEOs.
Developing an editorial voice and focus.
To deepen community engagement, we helped Out Leadership turn strategic insights into a core business pillar, alongside their global summits and talent accelerators. Today, their website, which we designed and built, not only provides a comprehensive breakdown of membership benefits, but also serves as a dynamic owned media platform, with OutNews, videos, Out Leader profiles, CEO Business Briefs, press releases, event recaps and more providing their community with interactive news and information.
