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Branding
Brand Communications
Revenue Enhancement
Organizational Development
Market Research
Strategic Planning
Using
the Power of Branding for Your Association
Why Branding? Why Now? (.pdf) 164kb
(First in a series of articles adapted from a presentation to the CESSE
Annual Meeting, 2002)
Truly effective branding must be focused on identifying, creating, providing and managing the sum of all member experiences. It's all about looking at the organization from the member's point of view.
A
Brand Never Sleeps (.pdf) 215kb
(Second in a series of articles adapted from a presentation to the
CESSE Annual Meeting, 2002)
Whether you know it or not, your organization has a branding program. Your brand lives 24 hours a day, seven days a week. Organizations are finding it more cost effective to maintain that "space in the mind of consumers" by managing the purchase experience rather than through marketing communications.
Standing
Firm Upon a Brand Platform (.pdf) 250kb
(Third in a series of articles adapted from a presentation to the CESSE
Annual Meeting, 2002)
You can spend $5,000, 500 hours of reading time on a pile of books on branding and you'll probably find out two essential things: branding begins with market research to understand your members, and you can expect sound financial returns from an investment in branding.
Brand
Building Dx (.pdf) 106kb
This
tool can tell you what's going well with your brand, what needs work and
where to concentrate your efforts.
Brand
Contract Worksheet (.pdf) 78kb
This
tool forces you to answer the hard questions that will help you develop
your brand.
Association
Fundraising: A Window of Opportunity (.pdf) 131kb
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.
A
Highly Visible and Tangible Road Map to the Future (.pdf) 165kb
Transforming an individual membership society from a product-based, process-driven
organization to a knowledge-based, market-driven one will require new
toools and a new way of thinking and planning.
Team
Effectiveness Survey (.pdf) 107kb
The Team Effectiveness Survey evaluates seventeen key result areas that
affect team performance and customer service.
Critical
Information Needs Worksheet (.pdf) 76kb
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.
Ten
Tips for Highly Effective Transformation (web page)
Learn ten tips when undertaking a transformational strategic planning
process.
Critical Information Needs Worksheet (.pdf) 76kb
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.
E-Survey
Research (.pdf) 155kb
Find out the facts and fiction of online reserach before you consider
outsourcing these services. Includes a section on what to look for when
outsourcing.
Member
Research Tools Description (web page)
Learn purpose and use of research findings from member research studies
such as Member Value Assessments, Branding Studies, Readership Studies,
Customer Satisfaction Studies and Product Satisfaction Studies.
Research
Methdology Comparisons (web page)
Learn the advantages and disadvantages of various types of research such
as mail, in-person interviews, telephone, focus groups, panels, etc.
E-Survey
Quiz (web page)
Take our E-Survey Quiz to test your knowledge of e-research.
Non-Traditional
Research (.pdf) 137kb
Today, more than ever, successful marketers must rely upon creating a
clear difference between themselves and the competition to succeed. Yet,
many traditional means of differentiation are no longer viable in today's
marketplace. To create such products, then, requires tools that are truly,
remarkably and substantively different from what you've been used to using.
Balanced
Scorecard (.pdf) 49kb
By uniting and focusing the complimentary strengths of Balanced Scorecard
and Hoshin Kanri, Master Planning is a powerful tool uniquely able to
undertake the formidable task of steering an organization and its employees
through the treacherous shoals and reefs of the modern organizational
management.
The
Time is Right for a Better Way to Chart a New Course: Get More From Your
Strategic Planning Budget (.pdf) 287kb
Master
Planning™ has its roots in a goal- and measurement-focused process
called hoshin kanri. Hoshin kanri emphasizes the voice of the customer
and organizational alignment and concentration on resources to produce
breakthrough strategies. It creates a simple-to-understand strategic roadmap
that offers clear, measurable connections to daily operations.
Critical
Information Needs Worksheet (.pdf) 76kb
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.
Environmental
Scan Checklist (.pdf) 40kb
This tool is essential for conducting an environmental scan, beginning
the planning process and identifying where there might be data gaps.
Download
Acrobat Reader to view .pdf files if you don't already have it installed
on your computer
