New York Women In Communications (NYWICI)

Embracing Change


New York Women in Communications (NYWICI) came to Kellen as a small, niche industry group searching for an identity. The association was looking for a powerful growth strategy that targeted young professionals, while still delivering high value to its loyal, experienced members.


Together with NYWICI leadership, Kellen developed long-term growth strategies, branding, and communications plans to engage a wider audience of women, build the organization’s membership, and help plan, promote, manage, and execute an annual awards event that celebrated some of the industry’s most innovative women. We leveraged existing contacts to bring A-list hosts and speakers, such as Katie Couric, Martha Stewart, and Arianna Huffington. We implemented a mix of traditional and digital marketing to drive engagement among young professionals, including panels, workshops, and scholarships, as well as regular communications and happy hour events highlighting professional development opportunities.


  • Sustained membership growth of more than 25% over five years
  • Continued support of five next gen focused committees
  • Created a thriving scholarship program benefiting women at every stage of their career, with more than $2 million scholarships awarded
  • NYWICI’s Matrix Awards, their annual celebration of innovative women in communications, has become a star-studded gala hosting more than 1,200 guests
  • Built excitement through the group’s active digital community, live-streaming and live tweeting to audiences across the U.S. throughout the year

Media Coverage