Elevating the ISSA Hygieia Network’s Impact

The Challenge

ISSA Hygieia Network is a nonprofit community dedicated to advancing and retaining women in the cleaning industry. They needed to expand their visibility and amplify their mission of advancing women in the cleaning industry. The organization wanted to raise awareness of its programming, increase participation from companies and individuals, and strengthen its reputation as a leading advocate for gender equity.

Strategy

Mulberry Marketing Communications partnered with the ISSA Hygieia Network to deliver an integrated marketing and communications program. The campaign strategy focused on four core areas:

Driving Awareness: Amplifying Hygieia’s mission and initiatives through press coverage, social media, and direct communications.

Promoting Involvement: Creating compelling calls-to-action for professionals and organizations to engage with events, mentoring and fundraising programs.

Educating the Industry: Sharing thought leadership on gender equity and diversity through editorial placements and storytelling.

Building the Community: Leveraging digital channels, regional communities, and the ISSA Show to connect with members, mentors, and allies.

IMPACT

Mulberry Marketing Communication’s program has consistently delivered measurable growth for the Hygieia Network:

Public Relations

Averaged more than 100 media placements annually,

Consistently achieved annual total media value of more than $2 million.

Social Media

Gained a 37% increase in followers year-over-year.

Generated 175,910 impressions and more than 10,000 engagements in a calendar year.

Developed eight Regional LinkedIn Mentoring Communities with more than 1,000 members

Email Marketing

Created 35+ dedicated e-blasts to promote events, mentoring and fundraising annually with an average 22% open rate and 10% click-through rate.

Membership Engagement

Helped secure more than 1,000 attendees fort the in-person annual Awards Reception

Averaged 345 attendees for online educational webinars