Big Words for Big Changes
Idealliance capitalizes on its integrated capabilities to advance technical and management best practices, research, education, and certification for professionals in the visual communications industry. Following years of mergers, Idealliance needed to recapture their audience by building awareness around the combined organizations and brand equity for their more than thirty (30) programs. Both their marketing and website was disorganized, lacked brand awareness and didn’t support their global initiatives.
After conducting interviews and surveys, TGD produced an in-depth analysis of the brand, its perception and marketing approaches. We provided a strategic plan to build awareness and to market their programs, going beyond membership and to instead focus on selling to the entire industry. This plan allowed for growth without dependence on dues revenue while the new product groupings allow for evolution and additions within a defined brand platform. The repositioning took two years to complete. Promotional materials are now standardized to work with a flexible marketing plan.
Marketing included replacing traditional names for association resources with engaging, motivational words to further stimulate interest in the programs. A publication was established to increase product awareness along with a new website designed on the iMIS RiSE platform. The site now offers increased engagement opportunities and data collection for marketing. The new site design mirrors the new thinking behind the initiative. Significant time was spent on navigation and consolidation of Idealliance services to communicate their value to the industry.
The new application and marketing has supported the repositioning of the association as a global leader and has allowed for expansion of programs and services. Focus is primarily on content and advancing the industry using Idealliance’s targeted programs, and secondly on membership.