Community Engagement Program
New Membership Community Tool
Project: Vic ICT for Women - Membership CRM Implementation
Accountable: Julie Garaway
Role: CMO & Brand Advocate
Team: Board of Directors, Program Leads, Marketing, Finance, Administrators, Volunteers, Participants
Platforms: HiveBrite, Wordpress, Email marketing, Video,
Background
With a mission to connect, empower, and retain members, I led the development of a global mentorship and advocacy network, growing participation by 250% over two years. The goal was to create a highly engaged, self-sustaining community that provided value through mentorship, discussion forums, knowledge-sharing, and advocacy opportunities.
To achieve this, I designed and executed a comprehensive engagement strategy, combining technology, data-driven insights, content curation, and structured programs. A key component of success was the centralized membership engagement system, which improved retention by 40% through automated workflows, personalized engagement strategies, and enriched data insights.
The following outlines the structured approach taken to build, scale, and optimize this community for long-term success.
Community Platform Setup & Technology Implementation
To establish a scalable foundation, I implemented a centralized membership engagement system, integrating CRM and AMS (Association Management System) technologies. This allowed us to track engagement, personalize user experiences, and automate outreach.
Additionally, I created step-by-step guides, video tutorials, and documentation libraries to ensure seamless user onboarding, making it easier for new members to navigate the platform and participate in discussions.
Data-Driven Insights & Customer Persona Development
To maximize engagement, I conducted a deep dive into data analytics, segmenting members based on demographics, interests, and behavioral engagement patterns. This provided clear insights into how members interacted with the platform and what types of content and activities resonated most.
Using these insights, I developed customer personas, which became the foundation for tailoring communication strategies, content creation, and event planning.
Curating Engaging Content & Structuring Community Groups
With a deep understanding of the audience, I curated highly relevant content that spoke to the unique needs of different member segments. I launched interest-based groups, allowing members to connect over shared passions and career stages, ensuring that discussions and resources remained targeted, relevant, and impactful.
I also created discussion prompts, interactive content, and structured topics to encourage members to actively contribute and collaborate within their respective groups.
Advocacy & Brand Champions Program
To further strengthen engagement, we established a Brand Advocacy Program, identifying key community leaders and empowering them to act as champions and mentors. These advocates helped sustain engagement through:
Hosting events and discussions
Creating educational content
Leading peer mentorship circles
Amplifying community initiatives through personal networks
By fostering a sense of ownership and leadership within the community, this initiative led to higher retention, organic growth, and more engaged user base.
Multi-Channel Engagement & Community Events
To maintain consistent communication and participation, I implemented an email marketing strategy focused on personalized content, automated reminders, and engagement touchpoints. Additionally, I launched regional-led initiatives, empowering members to host meetups, contribute content, and co-develop programs, ensuring engagement was both local and national.
Key programs launched and operated included:
📌 Grad Girls – Mentorship and networking for university students
📌 Go Girl – Go for IT – A large-scale event introducing young women to tech careers
📌 MentorShe – One-on-one and group mentorship matching
📌 Importance of Women – A thought leadership series highlighting women in tech
📌 What’s Hot in Tech – Industry insights and trends discussions
📌 ClickList – A curated job board and career development resource
Through these structured programs, I ensured that members always had opportunities to connect, learn, and contribute, strengthening long-term engagement via the community platform.
Automation & Scalability Enhancements
To sustain long-term growth and reduce manual effort, I implemented community outreach automation workflows, streamlining:
Onboarding processes – Automated welcome sequences tailored to each persona
Engagement triggers – Personalized content recommendations based on user activity
Data enrichment strategies – Ensuring continuous updates and insights into member behaviors
These process optimizations enhanced user experience, reduced churn, and created a self-sustaining community engagement model.
Impact & Results
Grew community participation by 250% in two years through structured engagement programs
Increased member retention by 40% by integrating automation and personalization strategies
Developed a scalable, centralized community platform, enabling seamless user experience
Built and launched six women-in-tech programs, fostering mentorship, advocacy, and professional development
Established brand advocates and regional-led initiatives, increasing organic engagement and peer-to-peer learning
