Case Study

THE CLIENT: Not-for-Profit Organization

THE CHALLENGE

Management had been planning a major revitalization of its membership lineup for several years to address high turnover and overall declining membership levels. Despite the urgency of the problem, they were unable to implement the project due to heavy demands on senior staff schedules.

THE APPROACH

An interim executive to provide project, communications and strategic marketing expertise and leadership.

THE RESULT

· Developed US operation on time complying with the agreement

· Developed a comprehensive project plan and structure.

· Researched, interviewed and recruited a communications agency.

· Developed a communications strategy to relaunch membership and convert over 9,000 members from one membership type to one of twelve new classes of membership

· Managed the development of a new logo, positioning, and visual identity program, the latter initiative leading to thousands of dollars in artwork and material savings in the future.

· Developed completely new program of sales materials and worked with sales management to train sales force.

· Managed the development of over fifty new features and services

· Integrated the new look and positioning into all facilities, materials, stationery, and a new web site

· Developed and implemented a plan to convert 9,000 members to a new membership category, complete with new reporting systems on the Board database system.