Is it time to rebrand your organization to speak
to your existing and potential members?
Wendy Kavanagh
President
Georgia Society of Association Executives
Bob Moore
Executive Director
Technology Councils of North America
Thursday, April 30, 2015
2:00 – 3:00 PM ET
Presenter
Wendy Kavanagh, CAE
Wendy 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, CAE
Bob 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
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Why We Began the Project……
Energize | Elevate | Modernize
Research….
Branding Task Force Questions
Our 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….
Leaders
Event attendees
Engaged & “checkbook”
members
Lapsed members
Nonmembers
 CEOs, Sr staff, all levels
Set Up Success
Our Business is Helping Your
Business Succeed
Random (not really)
Ta Da …
Then
Now
connecting leaders,
advancing associations
Meaningful Connections & Member Potential
Welcomed, Connected
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Peer Connections & Table
Hosts & Meet & Greet
Member Orientation
Membership WG
Professional Development
Web Warriors
6 Shared Interest Groups
Supplier Council
Informed
Annual Meeting
Webinars, workshops
Leadership Academy
Online resources
CAE Study Group
Luncheons
Benchmarking
Career resources through GSAE
& ASAE
Storytelling & The Video Series…
7 GSAE volunteers; 5 story buckets
to fill
1. Education/Knowledge exchange
2. Networking, professional
connections and community
3. Compelling resources
4. Leadership development
5. Career paths and growth
Website Themes and Feelings
Other Initiatives
1.
2.
3.
4.
5.
Re-aligned our volunteer
opportunities to match
welcomed, connected, informed
Upgraded our educational
programming
Updated our Leadership
Academy curriculum
Launched GSAEtv
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 GSAE
Actual NPS – subtracting Detractors from
Promoters
59% - association execs and
54% - corporate suppliers
Commercial applications of the survey consider
mid-30s normal
Lessons Learned . . .
1.
2.
3.
4.
5.
6.
7.
8.
Research is king
Organization is critical
Mapping is helpful
Vendor choices matter
Aligning everything to the end
result makes a smoother
transition
Evaluate and measure
Tweak as needed
Don’t rest on previous successes
Contact Us
Anytime …
Wendy Kavanagh, CAE
President
Georgia Society of Association Executives
Atlanta, GA
(404) 577-7850
wendy@gsae.org
www.gsae.org
Resource page: https://gsae.site-ym.com/?315
TECNA
TECHNOLOGY COUNCILS OF NORTH AMERICA
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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 20
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 21
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
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ONE APPROACH DOESN’T
FIT ALL
RESEARCH
Project 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.
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RESEARCH
LEADERSHIP 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?
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RESEARCH
IN-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?
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Abraham Lincoln
Albert Einstein
Alexander Graham Bell
Alfred Hitchcock
Aristotle
Benjamin Franklin
Beyonce
Bill Clinton
Bill Cosby
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RESEARCH
DEVELOPMENT 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 27
RESEARCH
OTHER 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 28
BRAND STRATEGY
Key components include:
Primary audience description
(demographics and psychographics)
Functional
Access 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
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CLIENTS’ NEEDS
SUMMARY OF BENEFITS TO PROMOTE
Functional
Access 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
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 31
TECNA’S BRAND PERSONALITY
Collaborative and Connected
This 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 Entrepreneurial
With 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.
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CREATIVE DEVELOPMENT
PROCESS OUTLINE
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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
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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 33
LOGOS/TAGLINES
BEFORE
AFTER
We build strong technology
associations that help drive the
innovation economy.
PAGE 34
BEFORE
AFTER
BEFORE
AFTER
TIPS/LESSONS LEARNED
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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 39
TOOLS
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Sample RFP
Vendor vetting spreadsheet
Post-branding checklist
6P Marketing Contacts:
Paul Provost
President
paul@6pmarketing.com
6P Marketing
421 Mulvey East Winnipeg MB
204.474.1654
Tracey Winch
Director of Client Services
tracey@6pmarketing.com
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