Associations & Member Organizations Case Studies
#1: Assessing & Enhancing Brand
A national insurance agent association had questions about the value of its brand and wanted to elevate its position as an industry leader.
Aartrijk initiated an Image Assessment, in which it evaluated the organization’s brand identity and key touch points. Aartrijk concluded that the user group’s name and key touch points perpetuated confusion among members about its relationship with the vendor that is its primary sponsor. We also saw missed opportunities for positioning the organization’s top leaders as industry experts.
Aartrijk then was asked to develop a new name, tagline and logo, as well as a rollout plan for the new identity. Aartrijk worked closely with volunteer leaders and association staff to ensure the integrity of the new brand, and our consultants provided progress reports that enhanced buy-in among its national leaders. Aartrijk’s creative team developed a compelling ad campaign for the new brand’s introduction, and conducted trade media outreach to increase industry exposure.
The association new brand identity better articulates its leadership position in the marketplace, and its marketing-communications plan will enable it to better communicate with members and other stakeholders. The rollout itself has attracted the attention of industry media, providing the association with significant “free” media attention.
#2: Transitioning Publication to Online
A national technology users group wanted to create a new design and distribution for its print magazine. Quarterly distribution of the print publication could not deliver timely information, and the publication had experienced a decrease in advertising revenues. The group also was not utilizing social media to increase readership or engage in two-way communication.
Aartrijk worked with the user group to transition to a weekly online virtual publication. This new design and delivery decreased printing costs, created more leverage for readers on social networks, provided more timely information and engaged a broader array of audiences. To better showcase the group’s thought leadership, Aartrijk created an online blog as part of the online magazine, offering timely, two-way communication between the members and the group’s leaders. Sponsorship banners appear on the virtual magazine, offering vendors convention and marketing opportunities throughout the year.
The group saved about $100,000 in annual design and print production costs, and members have been enthusiastic about the new format. The use of social media to promote the publication has resulted in a reach beyond the group’s official membership, extending the group’s industry influence.
