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.

To Ask a Question and Collapse Control Panel

Expand or Collapse

Type your question here

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) 577-7850wendy@gsae.org

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 Presidentpaul@6pmarketing.com

Tracey WinchDirector of Client Servicestracey@6pmarketing.com

6P Marketing421 Mulvey East Winnipeg MB204.474.1654