Digital Marketing Strategy More Individual Members. The Same Authentic NAWO.
NAWO has spent years building something genuinely credible: the leading national network for women in operations, backed by corporate members across seven industries. Your own annual reporting tells the story: thousands of event registrations every year and nearly 1,000 mentoring alumni, yet at the last published count just 59 paid individual members. The audience already shows up. This is a focused plan to connect LinkedIn, Instagram, search and your website into one Zoho-powered member journey, so the people who already believe in the mission can find it, trust it and join it.
4,593
Event Registrations FY24
979
Mentoring Alumni
59
Individual Members (FY24 Report)
$99
Annual Individual Membership
Zoho
Journey & Automation Core
Situation Analysis
Where NAWO Stands Today
Based on the discovery call between Louise Weine and Boris Desmond on 5 June 2026, our own review of nawo.org.au and NAWO’s public channels, and the published NAWO Annual Report 2023-24, here is the current landscape.
4,593
Event Registrations (104 Events)
979
Mentoring Program Alumni
100
Member Companies (May 2025)
59
Individual Members (30 June 2024)
Sources: NAWO Annual Report 2023-24 and the FY25 Finance & Governance Report (100th corporate member reached May 2025; FY25 income $1.05M with corporate membership carrying 68%). Thousands of engaged women and leaders move through NAWO every year via the corporate network, yet almost none are individually invited, nurtured and converted into the $99 membership. That is the single biggest commercial opportunity in this document.
“We see huge upside in individual men and women from operational businesses paying the $99 annual membership fee. If we can grow that, that’s going to be a very sustainable commercial proposition for us.”
Louise Weine, CEO, NAWO
Strengths
A genuinely credible, mission-led brand: the leading national network for women in operations
Strong LinkedIn following, exactly where the target member already spends professional time
Persona work already done: seven member personas mapped internally, a strong base to refine
A rich content engine most brands would envy: 100 Women in Operations, GEM Mentoring, Everyday Inclusion, and 104 events drawing 4,593 registrations in FY24
Zoho CRM and Zoho Marketing Automation already in place, the right infrastructure for a member journey
An exceptional communications lead crafting authentic content and comms in-house
Current Gaps
Marketing is fully self-managed with no specialist marketing expertise in-house
Zoho Marketing Automation has teething problems, and the current Zoho support partner lacks expertise in that application
No defined member journey from first touch to joined member: 4,593 event registrations became only 59 individual members
Instagram is well behind LinkedIn and not yet pulling its weight
The Become a Member page is not converting visits into joins at its potential
LinkedIn Ads were tested without a framework and abandoned, so paid remains an unproven channel
The Membership Maths
At $99 per year, individual membership is a volume play, and the volume target is refreshingly achievable against an audience this warm: the annual reports show corporate membership carrying around 70% of income while paid individual membership sat at 59 members at 30 June 2024, roughly $5,800 a year. The commercial case Boris and Louise discussed on the call holds up well on paper, before counting renewals, mentoring participation or the future Inclusion Habits subscription.
Scenario
New Individual Members / Month
Membership Revenue Added / Month
What It Means
Break-even
~30
$2,970
Covers the Foundation tier
Target
~40
$3,960
Covers the Growth tier, with margin
Momentum
~60
$5,940
More individual revenue every month than all of FY24
And memberships compound: every member who renews in year two stacks on top of new joins, which is why a working acquisition engine becomes more valuable every month it runs.
Market Opportunity
NAWO does not have a credibility problem. It has a conversion problem, and conversion is something we build. Thousands of women and leaders already engage with NAWO every year through events, mentoring and the 100-plus corporate member organisations, whose workforces are the warmest audience imaginable. Beyond them sit tens of thousands of women in operations across mining, manufacturing, transport, logistics, agriculture, energy and utilities who have never been individually invited in. The job is not to manufacture demand. It is to put an authentic, well-told story in front of the right people, nurture them properly in Zoho, and make joining effortless.
4,593
Warm Registrations Per Year
$99
Low-Friction Price Point
9x
Member Base In Year One At Target
Zoho
Journey Engine In Place
A realistic 12-month outcome: a member journey running automatically in Zoho, an Instagram presence that matches the LinkedIn one, search visibility for the moments women in operations go looking for support, and a Become a Member page that converts. With acquisition cost tracked against a $99 membership that renews, NAWO will know precisely what every channel earns, and can scale or stop with confidence. That is the sustainable commercial proposition Louise described.
Target Audiences
Two Audiences. One Mission. Seven Personas Underneath.
NAWO has already done genuine persona work, seven profiles of the people in the network today. We will refine that work rather than replace it, and run two parallel tracks so every post, page and email speaks clearly to one audience or the other.
Tier 1 • Women In Operations
The primary member: professional women in operations, from graduates to chief operating officers, across mining, manufacturing, transport, logistics, agriculture, energy and utilities
The change agent: passionate about gender equity, takes solutions back into her workplace
The connector: often the only woman on her team, looking for community across industries so she is not isolated
The role model: wants to share her career story and show there is no single path to senior leadership
Primary Channels & Message
LinkedIn: member stories and 100 Women content where she already is
Search: the moments she looks for mentoring, community and career support
Tone: authentic, peer-to-peer, never salesy. An invitation, not a pitch
Tier 2 • Progressive Operations Leaders
Men and women leading operational teams who want to build diverse teams and retain the talent they have
People leaders actively trying to be more progressive about the diversity they build
Leaders with women already on their teams, asking how to lead inclusively and retain them
A natural bridge to Everyday Inclusion, Inclusion Habits, and future corporate membership
Primary Channels & Message
LinkedIn: leadership and inclusion content framed around team performance and retention
Email nurture: a distinct Zoho journey, because this buyer joins for different reasons
Tone: credible, practical, outcomes-led. Inclusion as a leadership capability
Scope of Services
What We Deliver Every Month
Six workstreams built around the actual goal: turning the audience NAWO has already earned into individual members, through one connected journey. The Zoho member journey is the centre of gravity, because that is exactly the gap the team cannot fill internally and the current Zoho partner cannot either.
1 • Zoho Marketing Automation & Member Journey
Resolve the teething problems, then design and build the member journeys: welcome, nurture, join, onboard and renew. We have configured marketing automation platforms many times. This becomes the engine everything else feeds.
Core Gap
2 • LinkedIn-Led Social Management
A consistent weekly cadence on your strongest channel: member stories, 100 Women, events and leadership content, every piece pointing somewhere deliberate in the member journey.
Core
3 • Instagram Revival
Bring Instagram up to the standard of the LinkedIn presence with a visual, story-led approach built for the younger end of the member base: graduates and early-career women in operations.
Growth
4 • SEO & Become a Member Conversion
A full SEO review of nawo.org.au, content built for the searches your future members make, and conversion optimisation of the Become a Member page so clicks turn into joins.
Revenue Lever
5 • Measurement & Attribution
Proper tracking from first touch to joined member, wired into Zoho, so every channel is judged on the members it actually produces, not on likes. Essential discipline for a not-for-profit budget.
Measurement
6 • Strategy, Reporting & Account Mgmt
Dedicated account manager, a monthly performance report against membership outcomes, and monthly strategy review. A direct line to the team doing the work.
Included
Full Marketing Strategy Consultancy
Included In Every Package, Not Charged Extra
Most agencies charge extra for strategy, or skip it. For NAWO it is the most important thing we deliver. You are not just buying posts and automation builds, you are buying a partner who thinks about how to grow individual membership without compromising the authenticity the network was built on, which personas and channels to prioritise first, and how to make the Zoho journey smarter every month.
What It Means Practically
Every month a senior strategist works on your marketing, not just in it. You get strategic thinking, a refined persona and messaging framework built on the work NAWO has already done, membership-funnel intelligence, and a roadmap that evolves as the network grows. No extra fees, no separate engagement.
Monthly Strategy Sessions
Strategic review with Louise and your comms lead
Performance against member joins, cost per member and journey conversion
Persona prioritisation: which audiences to push harder next
New initiative recommendations as the network evolves
Positioning & Messaging
Protect the authentic, credible voice NAWO has earned
An invitation-led membership message, never a hard sell
Distinct messaging for women in operations versus operations leaders
A narrative arc that connects membership, mentoring and inclusion
Market & Sector Intel
How comparable associations and networks grow paid membership
Search-intent trends for careers, mentoring and inclusion topics
What is working on LinkedIn and Instagram for professional communities
Timing intelligence for the Inclusion Habits go-to-market
Funnel & Journey Strategy
First-touch-to-member journey mapping inside Zoho
Become a Member page conversion optimisation
Nurture sequences tuned by persona and entry point
Attribution so we know which channel produces which members
Campaign Planning
Membership drives aligned to NAWO events and program moments
100 Women and member-story amplification campaigns
A properly structured paid test only once the journey converts
Inclusion Habits launch campaign, planned for when you are ready
Always-On Advisor Access
Direct line to your strategist between meetings
Ad-hoc advice when opportunities or issues arise
A second opinion for your comms lead whenever she wants one
Quick reads on new channels before you commit budget
Why This Matters For NAWO
Louise told us her communications lead is exceptional at content and comms, and honest that marketing strategy is where she needs support. That is exactly the gap this fills.
NAWO does not need to hire a marketing department. It needs senior marketing thinking applied to a clear goal, individual membership growth, working alongside the comms capability already in the building. Full Marketing Strategy Consultancy means that thinking shows up every month, with the persona work refined, the journey mapped, and a budget-respectful plan that earns the right to every dollar it asks for.
Content Approval Workflow
Nothing Goes Live Without Your Sign-Off
Louise was clear on the call: the last thing NAWO wants is to get salesy. The brand has been built on credibility and authenticity, and any formal marketing has to stay true to the vision and purpose. Our formal approval workflow makes sure every post, email and page sounds like NAWO, reads like NAWO, and is approved by NAWO before anything is published.
Trigger
121 Group Action
Client Review
Publish
1. Plan
Monthly calendar
2. Draft
Copy + creative
3. Review
Louise / comms lead
4. Approve
One-click sign-off
5. Publish
Scheduled live
Built-In Safeguards
Brand & Voice Guidelines
NAWO tone-of-voice captured in a living document: authentic, credible, mission-first, invitation over promotion. Built with your comms lead, not handed to her.
Authenticity Check
Anything that could read as salesy, or that speaks for members and corporate partners, gets your eyes before it goes anywhere near publish.
One-Message Pause
You can pause all scheduled content with a single message if priorities shift or a sensitive moment arises in the network.
SEO & Social Media Audit
What We Found Before You Even Hired Us
Before this meeting we ran an initial scan of nawo.org.au and NAWO’s public social channels. Everything below is real, verified this week, and fixable. It is also the surface layer: the full Stage 2 audit (included, see below) goes much deeper once we have read-only access.
Social Channel Snapshot
Channel
Audience
Status
What It Tells Us
LinkedIn
10,564 followers
Strong
Your engine. An audience this size, this targeted, is a genuine asset. It needs a journey to point at.
Instagram (@nawo_au)
1,135 followers from 1,991 posts
Underperforming
Nearly 2,000 posts of effort for a ninth of the LinkedIn audience. Consistency is there; strategy is not. This is the clearest case of effort without return.
Facebook
Page live
Secondary
Maintained but not a growth lever for this audience. Keep it syndicated, spend the energy elsewhere.
YouTube
Channel live, incl. The NAWO Impact film
Untapped asset
Professionally produced member stories already exist. They should be cut into the short-form engine, not sitting in long form only.
SEO Findings On nawo.org.au
No Social Sharing Tags
The site has no Open Graph tags. For an organisation whose strongest channel is LinkedIn, this means every shared link renders with a poor or missing preview card. Your best channel is being undersold on every single share.
High Impact
One Meta Description, Everywhere
The homepage and the Become a Member pages all carry the same description: the organisation’s name. Google has nothing to sell the click with, on the exact pages where the click matters most.
High Impact
No Structured Data
Zero schema markup on the site: no Organisation, Event or Membership structured data. Search engines and AI answer engines are guessing who NAWO is, while events and programs miss rich results entirely.
Quick Win
Generic Titles & Headings
Title tags are brand-only and the homepage H1 is “Welcome to NAWO”. Nothing targets what future members actually search: women in operations networks, mentoring, operations careers, inclusive leadership.
Quick Win
Solid Foundations To Build On
The good news: WordPress with Site Kit installed, a clean robots.txt, a working sitemap and canonical tags. The plumbing is fine. The house just has not been furnished for search yet.
Foundation
Content Goldmine, Unindexed Intent
100 Women profiles and event recaps publish regularly but are written for readers who already know NAWO, not structured to capture searchers who do not. Light restructuring turns the existing engine into an acquisition channel.
Opportunity
The Full Stage 2 Audit, Included
With read-only access (analytics, Search Console, social accounts and Zoho) we run the complete audit as part of onboarding, at no extra cost: full technical SEO crawl, keyword and content mapping against member-intent searches, channel-by-channel social performance, the Become a Member conversion funnel, and a configuration review of Zoho Marketing Automation including the teething problems. You get the findings whether or not you proceed beyond month one.
Membership Growth Engine
One Connected Journey From First Touch To Joined Member
Today, LinkedIn posts, the website and Zoho operate as separate pieces. The Membership Growth Engine connects them: every story, search result and event becomes an entry point into a nurture journey that ends at a Become a Member page built to convert. We build it once, then feed and refine it every month.
Phase 1 • Month 1
Journey & Conversion Foundation
Zoho Marketing Automation stabilised and the teething problems resolved. Member journeys mapped and built by persona. Become a Member page conversion review implemented. Tracking live from first touch to join, so every later decision is made on evidence.
Phase 2 • Month 1 to 2
Organic Engine Live
LinkedIn cadence lifted and pointed at the journey: 100 Women stories, member voices, event moments, each with a deliberate next step. Instagram revival begins with a visual identity and rhythm built for early-career women in operations.
Phase 3 • Month 2 to 3
Search & A Disciplined Paid Test
SEO content cluster published for the searches future members make. Then, and only once the journey is converting, a small structured paid test on LinkedIn and Meta, done with proper audiences, creative and measurement, unlike the last attempt.
Phase 4 • Month 3+
Scale What Works, Launch What Is Next
Budget flows to the channels proving out on cost per member. Renewal and engagement journeys deepen member value. And when NAWO is ready, the same engine launches Inclusion Habits as a subscription, to an audience already warmed.
The Entry Points We Connect
Individual Membership
The hero offer. The $99 join becomes the clear, low-friction call to action across every channel and every journey.
100 Women & Member Stories
Your most powerful asset: real women, real careers. Each story is an organic reach engine and a doorway into the journey.
Events & What’s On
Forums and digital programming as taste-of-membership moments, with attendees nurtured toward joining afterwards.
Mentoring & GEM
Mentoring is a member benefit, which makes it a compelling reason to join. We market the outcome, membership unlocks it.
Corporate Network Flow-Through
The workforces of corporate members are the warmest audience NAWO has. We build respectful pathways from those organisations to individual joins.
Inclusion Habits (When Ready)
The future subscription offer launches into this same engine, with leaders already segmented and nurtured in Zoho.
Content Strategy
Five Pillars Driving The Monthly Mix
A content calendar built to grow membership without ever sounding like an ad: inspire with real stories, educate the searcher, showcase the community, and equip the leaders. Every post serves a persona and points somewhere deliberate.
Pillar 1 • Member Stories & 100 Women
Career journeys, role models, the “no linear path” truth. The most authentic growth lever NAWO owns, amplified properly on LinkedIn and Instagram.
35%
Pillar 2 • Career & Leadership Education
Practical content for women building operations careers: progression, visibility, negotiation, leadership. Search-friendly and built to capture intent.
25%
Pillar 3 • Events, Mentoring & Programs
What’s On, GEM Mentoring, forum highlights. Shows the tangible value inside membership and gives every campaign a timely hook.
20%
Pillar 4 • Inclusive Leadership
Everyday Inclusion thinking for operations leaders: retention, team performance, practical habits. Speaks to Tier 2 and seeds the Inclusion Habits launch.
10%
Pillar 5 • Community & Industry Voice
NAWO’s view on the operations world: industry moments, partner highlights, the community behind the network. Keeps the brand human and present.
10%
KPIs & Reporting
How We Measure Success
Because the goal is membership revenue, we report on the metrics that actually move it, with Zoho as the source of truth. Everything upstream (reach, rankings, followers) is optimised toward one number: individual members joined, at a cost the membership maths supports.
90-Day Foundation KPIs
Building the membership engine
Zoho Marketing Automation stable, with member journeys live by persona
Tracking live from first touch to joined member
Become a Member page conversion rate baselined and improved
Social cadence hit rate: 100% to calendar, LinkedIn and Instagram
First measurable lift in individual member joins
SEO review complete with the priority content cluster in market
12-Month Growth KPIs
Membership and presence at scale
Steady-state individual member growth, month on month
Cost per new member tracked and trending toward the membership maths targets
Instagram presence finally matching the strength of LinkedIn
Search visibility for the career, mentoring and inclusion terms that matter
Renewal journeys holding year-one members into year two
Inclusion Habits launch-ready, with a warmed leader audience waiting
Roadmap
From Today’s Call To Live In Under 2 Weeks
A clear path from alignment to launch, paced for a not-for-profit team: foundations first, evidence before spend, and the organic engine running inside two weeks of sign-off.
Fri 12 June • 2:30pm
Strategy Walkthrough
Walk Louise through this proposal. Confirm scope, preferred package, and a start date.
Week 1
Agree & Sign
Engagement confirmed. Package, start date and approval workflow set up. Access to Zoho, the website, social channels and analytics arranged.
Week 1 to 2
Onboard (5-day sprint)
Brand voice workshop with your comms lead, Zoho Marketing Automation health check, persona refinement, member journey mapping, Become a Member conversion review, SEO baseline and the 30-day content calendar.
Week 2 to 4
Launch
First journeys and content live inside 10 to 14 days. LinkedIn and Instagram rhythm established. Conversion improvements on the Become a Member page shipped.
Day 30
First Performance Report
Member joins, journey conversion, page performance, reach and follower growth. An honest read on what is working and what we adjust for month two.
Day 90
Foundation KPI Review
First full strategy review against the 90-day KPIs. Scale the channels gaining traction, decide the paid test with evidence in hand, and plan the quarter ahead.
Your Team
Senior Specialists, Dedicated To Your Growth
Every channel is managed by a senior specialist. No offshore outsourcing, no juniors learning on your account. Direct access to the people doing the work, with a team of around 60 that has built membership, automation and community growth for purpose-led organisations before.
Adam Ducquet
Managing Director
Engagement oversight
Kate Lawrence
Account Director
Day-to-day partnership lead
Katryn Fremlin
Head of Strategy
Content & pillar strategy
Michael Potts
Paid Social Director
LinkedIn & paid social
Chris Castellano
Senior Growth & SEO Manager
SEO & search visibility
Scott Campbell
Head of Design & Development
Zoho journeys & conversion build
Pip Tyssen
Graphic Designer
Daily social & story creative
Steven Pythas
Strategic Account Director
Quarterly strategy reviews
Our Commitment To NAWO
No lock-in contracts. Month-to-month. Full strategy consultancy contractually included.
We keep your business by delivering results and respecting your mission, not by trapping you in a contract. We know every dollar of a not-for-profit budget has to justify itself, and we plan, report and pace the work accordingly. Most of our clients stay with us for years because they choose to.
Packages
Choose Your Engagement Tier
All packages are management retainers, month-to-month with no lock-in, and every tier includes SEO: Foundation fixes everything the audit found and keeps the technical side healthy, Growth adds the full content program, Authority runs it at the highest velocity. We have recommended Growth as the best-fit starting point: the Zoho member journey, LinkedIn and Instagram fully managed, the full SEO content program, and Become a Member conversion work, with a disciplined paid test once the journey earns it.
No ad spend is required to start, and none is recommended until the journey converts. The first months are organic and conversion led. When a paid test makes sense, media budget is separate, paid directly to the platforms, sized modestly and fully transparent. As a not-for-profit you should never pay an agency to spend money a working journey has not yet earned.
Foundation
Get the engine running. Zoho journeys live, LinkedIn and Instagram consistent, conversion fixed.
One-off onboarding: $1,500 + GST, brand voice workshop, Zoho Marketing Automation health check, persona refinement, member journey mapping, Become a Member conversion review and the 30-day launch calendar. Waived on 12-month agreements.
