For years, YBA relied on an in-house Marketing Director to manage these efforts.
The Challenge
When that position became vacant, YBA faced a decision:
• Replace the role with another full-time hire
• Or explore a more flexible, scalable approach
At the same time, their marketing needs were expanding. They required:
• Consistent social media management
• Regular email communication
• Ongoing website content and SEO support
• Event promotion strategies that could drive measurable attendance
Hiring a single employee to manage all these areas would require a broad skillset and significant overhead.
The Approach
Rather than replacing a single role, YBA partnered with Higher Information Group (HIG) to implement a fully outsourced marketing model.
This included a structured monthly program with defined deliverables:
• Two monthly e-newsletters
• Social media strategy, content creation, and management
• Blog and website content development
• Custom graphic design aligned with campaigns
• Video content for web, email, and social
• Foundational SEO and keyword strategy
• Monthly reporting
Beyond monthly execution, HIG also supported targeted initiatives such as digital ad campaigns for major events like the Home & Garden Show.
Over time, the HIG team became an extension of YBA’s organization, developing a deep understanding of their brand, audience, and goals.
The Results
Increased Engagement & Visibility
• Facebook content interactions reached 15.3K (+100%)
• Link clicks grew to 10.4K (+388%)
• Website visits climbed to 23.3K (+100%)
• Instagram reach exceeded 22K (+100%), with strong growth in engagement
Stronger Website Performance
• Annual users increased from 25K to 33K
• Continued growth in high-performing pages, including event-related content
• Expanded presence in page-one keyword rankings, improving search visibility
Improved Event Participation
• Strategic promotion across email, social, and web contributed to increased awareness and attendance for key YBA events
“Working with the HIG marketing team has been a game-changer for our association. Their expertise in social media strategy and content creation has significantly boosted event participation and attendance. The team is professional, creative, and always delivers on time. They’ve truly taken our social media presence to the next level!”
Consistent, Measurable Marketing
• Monthly reporting provides clear visibility into performance
• Data-driven insights guide ongoing strategy and content decisions
Cohesive Brand & Visual Identity
• Developed and refined a consistent visual identity across all marketing channels
• Ensure alignment across social media, email campaigns, website content and video
• Elevated the overall professionalism and recognition of the YBA brand
• Provided ongoing creative direction to maintain consistency as campaigns evolve
This consistency not only strengthens brand recognition, but also builds trust with members, sponsors and event attendees.
Cost Efficiency & Strategic Advantage
By transitioning from a full-time marketing role to an outsourced team, YBA gained access to a full bench of specialists across content, design, strategy, and analytics.
This model delivers:
• Estimated 55–80% cost savings compared to a full-time hire
• No additional overhead for benefits, training, or turnover
• Senior-level strategy paired with execution across channels
• Flexibility to scale efforts based on priorities
As noted by YBA leadership: “The savings are incredible, especially with benefits costing employers on average 30% of an employee’s salary. Best thing we ever did!”
“Awesome marketing team! Creative, quick, and thorough, plus always easy to work with and consistently on budget. I especially appreciate the monthly wrap-up reports and their helpful insights. I highly recommend!”
Laurie Lourie
Executive Vice President
York Builders Association
The Takeaway
Outsourced marketing is not just a cost-saving alternative. For organizations like YBA, it provides a more strategic, scalable approach to growth.
With the right partner, businesses gain:
• A team of specialists instead of a single resource
• Consistent execution across all marketing channels
• Clear insights into performance and ROI
• The ability to adapt and grow without increasing overhead
