Brand Messaging April 2015

EWI Key Messaging This document includes brand attributes and key messages for EWI based upon primary and secondary research. The key messages are meant to provide appropriate guideposts for communicating the brand position and benefits of EWI.

EWI Brand Attributes ConnectionGrowthEnthusiasm IntegritySupportService SharingDiversityEsteem Below are nine concepts that define the EWI brand. Together, they provide a brand “language” that communicates the core essence of Executive Women International®. These concepts should be used to convey EWI in written and spoken communications.

Key Message: Premiere Organization Executive Women International® (EWI) is the premier organization dedicated to supporting a professional woman’s ability to positively affect her company, her career, and her community. Proof point(s): Established in 1938 Focused on professional women and business International network of local chapters Focus on the three Cs: Connections | Career | Community

Key Message: Connections EWI offers a unique opportunity to build lasting, valuable business, and personal connections locally, and throughout North America. Proof point(s): Network of member firms and member representatives locally and throughout North America Chapter and Corporate events offer opportunities to showcase member firms’ products and services Local, regional and Corporate events offer a multitude of networking opportunities

Key Message: Professional Development To support the growth of member representatives at varying career stages, EWI offers a diverse portfolio of hands-on professional development opportunities geared toward women. Proof point(s): Hands-on EWI professional development programs and events Academy of Leadership Monthly professional development webinars Leadership skills through Committee or Board participation

Key Message: Leadership EWI affords its member representatives the ability to build leadership skills through real-world leadership opportunities. Proof point(s): Leadership skills through Committee or Board participation Academy of Leadership Supportive atmosphere that brings out the “inner leader” in any woman/participant Recognition as a leader through various EWI Corporate and Chapter projects

Key Message: Belonging Active EWI member representatives experience a sense of belonging through the enthusiasm, support, inspiration and respect they receive from their network of peers. Proof point(s): A community of like-minded peers EWI promotes the sharing of success, challenges and experiences Member representatives take a personal interest in their fellow EWI reps Participants demonstrate enthusiasm for EWI and a deep loyalty to, and respect for the organization EWI provides an opportunity for women who may not have a similar support structure in their place of business

Key Message: Experiences Local EWI Chapters and the Corporate organization offer a number of cordial, welcoming events and activities that promote mentoring and the sharing of experiences. Proof point(s): Monthly Chapter meetings/gatherings EWI’s Leadership Conference & Annual Meeting Community involvement opportunities

Key Message: Diversity EWI member firms represent a diversity of local businesses and organizations, and their representatives hold a diverse range of professional titles. Proof point(s): Member firms range from sole proprietorships to corporations from dozens of industries Member firms and representatives gain access to a diverse group of local business and organizations EWI members consist of employed business professionals at all levels including CEOs, entrepreneurs, executive assistants, sales managers and more

Key Message: Community Involvement EWI encourages and facilitates impactful community involvement. Proof point(s): Executive Women International Scholarship Program (EWISP) for high school students Adult Students In Scholastic Transition (ASIST) scholarship for non-traditional students facing economic, social or physical challenges Reading Rally programs to promote literacy Support of local philanthropic actives and organizations

EWI, In One Brief Line Through EWI, professional women come together to help their companies, their careers and their communities thrive.

EWI, In Under 20 Seconds Executive Women International® (EWI) is the premier organization dedicated to supporting a professional woman’s ability to positively affect her company, her career, and her community. Member firms and their representatives benefit from a diversity of high-value business connections (locally and throughout North America), professional development, leadership opportunities, and community involvement.