NAWBO is a national organization with strong representation in the Buffalo-Niagara Chapter. From 2016 through 2020 we shaped the regional brand by promoting events and spearheading print and digital campaigns. With leadership changing each year, so have chapter goals. This provided opportunity to create diverse campaigns each year, yet we maintained a strong focus on highlighting members and the board. By communicating their reasons for being part of NAWBO and offering sage business insights, we forge a connection to the audience.