Transcript
Page 1: Extreme Makeover: Associations Edition

EXTREME MAKEOVER:

Associations Edition

What It Really Takes To Rebrand Your Organization

Page 2: Extreme Makeover: Associations Edition

CHANGE is tough.

For associations,

CHANGE is also NECESSARY

to remain

RELEVANT.

Page 3: Extreme Makeover: Associations Edition

On Aug. 4, 2013, ACGI Software attended a session at #ASAE13, titled

“Creative Marketing for the

Budget-Challenged Association”

We’d like to highlight the bits of knowledge shared by

Lee Lowery, MPS, CAE, executive director of

Accounting & Financial Women’s Alliance.

Page 4: Extreme Makeover: Associations Edition
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REBRANDING:

A Case Study

Presented at ASAE’s

2013 Annual Meeting

Accounting & Financial

Women’s Alliance

Staff Size 3 FTE’s

Total Members 3,500

Total Chapters 80+ across the US

National Rebrand Launch Date January 31, 2013

Logo Rebranding Old vs. New

Page 6: Extreme Makeover: Associations Edition

As with all

extreme makeovers,

there are

CHALLENGES…

Page 7: Extreme Makeover: Associations Edition

Challenges

AFWA

faced

75 Year

History

Multiple

States to

Cover

Long-term

Members

Clinging to

Past

Reliant on Volunteers

Little/No Budget, Chapters

Limited Budget, Organization Level

Need for new

IDENTITY What are some challenges your

association might face prior to

rebranding?

Be ambitious with the goals you set!

THINK:

DO:

Page 8: Extreme Makeover: Associations Edition

The

APPROACH

“Chapter Rebrand Packets”

Included FAQ, new logos,

press release templates,

anything volunteers would

need to adapt to the new

image of AFWA.

Rebrand Webinars

Illustrated to chapter volunteers

how to use the new website

redesign resources.

Rebrand Launch Parties

Celebrated with chapters on

incorporating change!

What methods would you use to

communicate rebranding to your

association members?

Ask your members what your

brand means to them.

THINK:

DO:

Page 9: Extreme Makeover: Associations Edition

The

RESULTS 43% of chapters participated in rebrand webinar

69% of chapters requesting signage/swag for

Launch Parties

15% of chapters requesting reimbursements for

rebranding

30 rebranded websites, and rising!

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What can you learn from AFWA’s Extreme Makeover?

Here are a few tips for your association to consider:

Take the necessary time to simplify your

strategy to increase membership ROI.

Prepare your leadership. Rebranding

requires reprioritization of resources. Let

them know growth is not an immediate

outcome. It’s a process..

Be flexible. Not everyone is guaranteed

to adapt to change so quickly. Show

members the positives of rebranding and

encourage their efforts.

Be BOLD. Take chances. Embrace CHANGE.

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And, to make your rebranding process

a success, you need the right AMS.

We recommend

Association Anywhere (naturally).

Here are a few reasons why: 1

2

3

4

Know Your Members:

Track interactions like

renewals, event

participation,

certifications, donations,

and more.

Engage and Communicate:

With e-marketing, 40+ self-

service Web apps and your

choice of online community

platforms, you’ll build

stronger relationships.

Create, Deliver, Manage

new services, products,

events, and training with

Association Anywhere.

Evaluate, Analyze, Grow

your organization with

user-friendly Association

Anywhere reporting and

business intelligence apps.

Page 12: Extreme Makeover: Associations Edition

For more ways you can

TRANSFORM your association

with ACGI SOFTWARE

CLICK HERE

Special thanks to Lee Lowery for an

excellent session, and ASAE for hosting a

great Annual Meeting in Atlanta, GA!

#asae13


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