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Resources
Branding
A Brand Never Sleeps
(.pdf) 209kb
Your organization already has a branding program, whether you know it or not, and your brand lives 24 hours a day, seven days a week. The products and services your company or organization provide (and how they are provided) are at this very moment creating a “brand” in the minds of your customers.
The challenge is to take control of that branding effort and make it work for you.
Building the Value Behind Your Brand
(.pdf) 24kb
It’s a changing world. People are drowning in information. Travel seems risky. Networking is online. Members and customers have more choices than ever. Communicating value isn’t enough anymore. You need to build value.
So how do you help your organization build the value that will build your brand? Lead the way in four areas: focus, learning, development, and communication.
Strategic Planning
Strategic Planning: The Time is Right II (.pdf) 495kb
Strategic Planning doesn’t have to be an oxymoron.
Hewlett-Packard, Motorola and others pioneered hoshin kanri — a way of powerfully integrating planning and management — in this country as part of the quality revolution. It incorporates an intense, goal-driven focus on metrics and measurement, an emphasis on the voice of the customer, and alignment of the organization through deployment, catchball and visual communication processes that concentrate resources on breakthrough strategies.
Metric-Driven Strategic Planning and Organizational Alignment (.pdf) 259kb
Recognizing that Balanced Scorecard offered some new dimensions to the hoshin process, MPI developed an approach it calls Master Planning. Master Planning takes the top-to-bottom, total organizational-involvement of hoshin, marries it with the measures and metrics focus of Balanced Scorecard and adds elements of team-building and organizational development to provide strategic planning efforts that truly transform and improve organizations.
Environmental Scan Checklist (.pdf) 42kb
This tool is essential for conducting an environmental scan, beginning the planning process and identifying where there might be data gaps.
Critical Information Needs Worksheet (.pdf) 32kb
This tool helps answer the questions of what membership, product, organization, etc. data we have, what data we need and where we can get it.
Readiness Assessment Guide (.pdf) 32kb
This tool helps answer the question of how ready your organization is for the strategic planning process.
Product Design
Non-Traditional Research (.pdf) 137kb
Today, more than ever, successful marketers must rely upon creating a clear difference between their products and the competition's products to succeed. To create such products requires tools that are truly, remarkably and substantively different from what you've been used to using.
Watching Your PDQ's (.pdf) 90kb
Using Sensorial Research to Uncover Perceived Design Quality
Organizations are using sensorial research to maintain that “positive space in the mind of the consumer” by managing Perceived Design Quality before engaging in marketing communications.
The Nuts and Bolts of PDQ (.pdf) 99kb
Building and Using Product Knowledge from Perceived Design Quality Research
Organizations are using innovative sensorial brand research methodologies to build an inventory of unsurpassed consumer and product knowledge for product design improvements – much to the delight of anticipating consumers.
Fundraising
Fundraising: A Window of Opportunity
(.pdf) 89kb
In today’s economy where accelerating change and the pressure to identify new sources of revenue are issues of the day, there’s a source of support that too many individual membership societies and associations are ignoring.
Philanthropy. To be more specific, both individual member and allied-industry corporate fundraising campaigns.
View Marketing Partners' Gap Analysis approach that outlines standards for top performing foundations in the areas of planning, leadership, resources, organizational culture, etc.
