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Is it time to rebrand your organization to speak to your existing and potential members?
Wendy KavanaghPresidentGeorgia Society of Association Executives
Bob MooreExecutive DirectorTechnology Councils of North America
Thursday, April 30, 20152:00 – 3:00 PM ET
PresenterWendy Kavanagh, CAEWendy Kavanagh is the President of the Georgia Society of Association Executives, a position she has held since 2005. Ms. Kavanagh reports to the Board of Directors and is responsible for its overall operation. As president, she serves the membership and community by furthering the mission of the organization to advance the profession of association management and to enhance the professionalism of association executives. During her tenure, GSAE launched the highly-regarded Leadership Academy, celebrated its 90th Anniversary, implemented a significant branding and membership marketing campaign, and created a Supplier Council for the corporate member constituency.Ms. Kavanagh has been a nonprofit manager since 1995 and previously owned and operated Tessera Association Management, an association management company. Her prior work experience includes positions with the International Association for Financial Planning, Phi Mu Fraternity and the Institute of Industrial Engineers. She earned her Certified Association Executive (CAE) designation in June, 2002. Wendy Kavanagh
Presenter
Bob Moore, CAEBob Moore, CAE, is a Certified Association Executive with 15 years of association management experience. Bob currently serves as the first executive director for the Technology Councils of North America (TECNA), an amalgamation of over 50 technology trade organizations representing more than 22,000 technology-related companies across North America. Previously, Bob worked as the Vice President of Knowledge & Learning Experiences at the Institute of Food Technologists and supported a variety of associations while associate director of education at SmithBucklin Corp., the world’s largest association management company. He’s an active volunteer with the American Society of Association Executives and Association Forum of Chicagoland.
Bob Moore
Webinar Reminders
Please note, all participants are placed on “MUTE”
The Webinar will begin at 2:00 p.m. EST
This webinar networking session is not a Continuing Education Program. No CE credit will be given for your attendance.
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Why We Began the Project……
Energize | Elevate | Modernize
Research….
Branding Task Force QuestionsOur name is or is not exclusionary?Leadership understands what members want from and appreciate about GSAE?Core, compelling value statements about GSAE?Harness member enthusiasm and good will into tangible, measurable outcomes?
With Whom We Spoke….
LeadersEvent attendeesEngaged & “checkbook” membersLapsed membersNonmembers CEOs, Sr staff, all levels
Random (not really)Set Up Success Our Business is Helping Your Business Succeed
Ta Da …
Then Now
connecting leaders, advancing associations
Meaningful Connections & Member Potential
Peer Connections & Table Hosts & Meet & Greet
Member Orientation Membership WG Professional Development Web Warriors 6 Shared Interest Groups Supplier Council
Annual MeetingWebinars, workshopsLeadership AcademyOnline resourcesCAE Study GroupLuncheonsBenchmarkingCareer resources through GSAE & ASAE
Welcomed, Connected Informed
Storytelling & The Video Series…
7 GSAE volunteers; 5 story buckets to fill1. Education/Knowledge exchange2. Networking, professional
connections and community3. Compelling resources4. Leadership development 5. Career paths and growth
Website Themes and Feelings
Other Initiatives
1. Re-aligned our volunteer opportunities to match welcomed, connected, informed
2. Upgraded our educational programming
3. Updated our Leadership Academy curriculum
4. Launched GSAEtv 5. Revamped our GSAE Tradeshow
Results 3 years later …
88% of all respondents plan to continue membership until they leave association work
85% intend to attend GSAE meetings frequently 79% have made professional friends and
meaningful contacts through GSAE
THESE NUMBERS INCLUDE NONMEMBERS!
GSAE Interactions . . .
Top 4 – Members 1. GSAE has a strong community of practice (4.52)2. GSAE has an inclusive culture, welcoming my
participation and contributions (4.46)3. GSAE is a transparent organization— I understand
what they do and why they do it (4.40)4. GSAE has improved the quality of its services over
time (4.31)
GSAE’s Net Promoter Scores
On a scale of 1 to 10 (10 being best), how likely are you to recommend GSAE? GSAE members: 69% promoters Non-members: 19% promoters
And 74% report that they have encouraged others to belong to GSAEActual NPS – subtracting Detractors from Promoters
59% - association execs and 54% - corporate suppliers
Commercial applications of the survey consider mid-30s normal
Lessons Learned . . .
1. Research is king 2. Organization is critical3. Mapping is helpful4. Vendor choices matter 5. Aligning everything to the end
result makes a smoother transition
6. Evaluate and measure 7. Tweak as needed8. Don’t rest on previous successes
Wendy Kavanagh, CAEPresident
Georgia Society of Association ExecutivesAtlanta, GA
(404) [email protected]
www.gsae.org Resource page: https://gsae.site-ym.com/?315
Contact Us Anytime …
PAGE 20
TECNATECHNOLOGY COUNCILS OF NORTH AMERICA
• North American focused• 52 IT and Technology trade organizations • 30 State/Provincial; 20 Regional; 2 Country-based• Network represents 22,000+ technology-related companies
PAGE 21
OBJECTIVES
Upgrade the brand to a contemporary standard
Enhance relevance with current customers (communications quality aligned with the level of value delivered)
Assist in attracting new customers
Increase relevance with the tech companies that belong to TECNA member organizations
Increase efficiency and effectiveness with which new communications can be developed
PAGE 22
PROCESS
Developed RFP
Solicited bids from vendors
Selected:
http://www.6pmarketing.com/ Board appointed 3-person task force with final decision making authority
Conducted all work virtually over 5 months time-frame
ONE APPROACH DOESN’T FIT ALL
PAGE 24
RESEARCHProject kick off meeting to confirm primary audience, research objectives, timeline, responsibilities
Shared: • Strategic plan• Member surveys
Defining TECNA exercise (now and in the future):TECNA is the place where leading Tech associates meet! Members will benefit from peer to peer exchange. They will be most excited when they can improve their business practices.
PAGE 25
RESEARCHLEADERSHIP TEAM QUESTIONNAIRE (13 Q; GOAL OF 5)
Let’s assume you are at a Chamber of Commerce lunch and it comes up at the table that you’re involved with TECNA. If someone asks “what exactly does TECNA do?” - what do you tell them?
How will new members of TECNA be better off (personally and professionally) as a result of joining TECNA?
What unique value can TECNA deliver to members that is different from what they can get elsewhere?
PAGE 26
RESEARCHIN-DEPTH INTERVIEWS COMPLETED WITH LEADERSHIP TEAM (~13Q; GOAL OF 5)If TECNA could have a famous spokesperson, which of the following people would best represent the personality of the organization? And why?
• Abraham Lincoln • Albert Einstein • Alexander Graham Bell • Alfred Hitchcock • Aristotle • Benjamin Franklin • Beyonce • Bill Clinton • Bill Cosby
PAGE 27
RESEARCHDEVELOPMENT AND DEPLOYMENT OF MEMBER SURVEY (15Q; GOAL OF 25)Provided $20 Starbucks gift card to survey respondents
When you first heard of TECNA, what intrigued you most about it?
When you first considered joining TECNA (or renewing), what were the TWO most important functional/practical needs you expected to have fulfilled?• Learn how to better manage my board• Ability to grow my overall network • Increase my organization’s ability to affect public policy
PAGE 28
RESEARCHOTHER INPUTS & ANALYSIS
Competitive Scan (6)
Research analysis and brand strategy development
Presentation of results and recommendations
Note: > 50% of TECNA’s member organizations participated in the research process
PAGE 29
BRAND STRATEGYKey components include:
Primary audience description (demographics and psychographics)
FunctionalAccess to tech association best practices
Peers (and a network) to call on for advice
Education (learn the disciplines required to run a tech association)
Psychological
Affirmation and Validation
Join a community of like-minded people (who know my job)
Feel like making a contribution to others
PAGE 30
CLIENTS’ NEEDS SUMMARY OF BENEFITS TO PROMOTE
FunctionalAccess to tech association best practices
Peers (and a network) to call on for advice
Education (learn the disciplines required to run a tech association)
Psychological
Affirmation and Validation
Join a community of like-minded people (who know my job)
Feel like making a contribution to others
PAGE 31
BRAND STRATEGY (CONT.)Key components include:
Key attributes (main ideas that we want the audience to associate with TECNA)
Brand personality (personality traits that describe the nature of the TECNA brand)
PAGE 32
TECNA’S BRAND PERSONALITYCollaborative and ConnectedThis brand works exceptionally well with others and fully believes in synergy. It has a broad reach and is respected, enabling it to bring people together for their mutual benefit. There is a selfless aspect to its nature as it strives for collective good to be created.
Innovative and EntrepreneurialWith a a spirit of innovation and invention, this intelligent brand works relentlessly to create a new and better way – inspiring people along the way. Resourceful in nature, this brand gets things done. Using its expertise to help the collective group succeed.
PAGE 33
CREATIVE DEVELOPMENTPROCESS OUTLINE
• Presentation of logo and tagline options• Final logo / tagline feedback to 6P Marketing• Final logo and tagline approved by TECNA• Brand expression concepts presented, revised and finalized
• Fonts• Color palettes (primary and secondary)• Web mock layout• Use in social media (Twitter, LinkedIn, Facebook) logos/images• Newsletter/Blog images• Collateral ideas (Hats, mugs)• Stationary (Press release, letter head image files)• Email Signature• PowerPoint template
PAGE 34
We build strong technology associations that help drive the
innovation economy.
LOGOS/TAGLINESBEFOREAFTER
BEFORE
AFTER
BEFORE
AFTER
PAGE 39
TIPS/LESSONS LEARNED• Secure a small task force to help guide and approve efforts• Identify key check-in points to gain Board feedback• Create an inventory of everywhere you have a logo/your brand and
how it’s used – incorporate into RFP• Ensure proper scaling of social media images• Think of pre-work exercises before selecting vendor – don’t pass up
opportunities for input now• Ask for vendor to create MS Office based files if you don’t know how
to create templates yourself• Sync up timelines if working on a website – have a plan B
PAGE 40
TOOLS
• Sample RFP• Vendor vetting spreadsheet• Post-branding checklist
6P Marketing Contacts:Paul Provost [email protected]
Tracey WinchDirector of Client [email protected]
6P Marketing421 Mulvey East Winnipeg MB204.474.1654