BNI

BNI is the leading networking organization in the world, offering members the opportunity to share contacts, ideas, and, most of all, referrals.

THE PRESENTING ISSUE

BNI, founded by Dr. Ivan Misner in 1985, was built for the purpose of generating fruitful referral networks. When BNI stretched its influence across the globe, planting chapters as far as Malaysia and New Zealand, it needed a means to consistently communicate its message.

OUR THINKING

There’s a reason why BNI has soared: smart leadership. Before BNI was a trans-continental organization, it worked hard to clearly communicate its core message at home—through a print newsletter called SuccessNet. The medium wasn’t broken, but it needed scalability. We collaborated with BNI to expand its editorial grid. And, most importantly, we moved SuccessNet online and integrated Web 2.0 features, allowing readers to post comments and stories. CZ manages the ongoing publishing of SuccessNet.

RESULTS

SuccessNet has become a key messaging component to sustaining BNI’s global brand. The online community educates members and nonmembers alike, promoting Givers Gain (BNI’s core philosophy). Each year, BNI generates millions of referrals resulting in billions of dollars worth of business for its members.