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Revitalizing an
Association Brand:
Increasing Membership and
Revenues from New Sources
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“DMR achieved more than we expected, and in record time. The results led to increases in membership revenues of 50% and event revenue climbed by 37%.“
Will Berry
President
NAFTZ |
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The National Association of Foreign Trade Zones is an association connecting global businesses with local communities. Their members include public entities, public and private companies and individuals.
Objectives
NAFTZ’s new president wanted to revitalize the brand and make it more relevant to the needs of members in the increasing global trade community. |
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Process
DMR used its proprietary brand building methodology – ACETM— together with a thorough review of current operational procedures, membership offerings and
government affairs practices.
Results
The results provided a set of action recommendations in seven categories from marketing, e-commerce, education to advocacy. These findings drove the elimination of some
offerings and the addition of others. It was a “sorting out” of what worked and what didn’t. In addition, the results identified the need for a new website with changes in content, visuals, tone and e-commerce needs. A new tagline and logo echoing the brand identity were also introduced. Implications for new member education, networking, communication and advocacy were also identified.
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