Joanne Charlebois Director, Marketing & Communications Appraisal Institute of Canada
Re-Branding a 70 Year Old Not for Profit Association • A case study of the process 2004-2008
Appraisal Institute of Canada Background and History • A decade of decisions – Embarked on an ambitious restructuring plan, in 1988 – Relocated to Ottawa, in 2002 – Strategic Plan 2002-2007
Appraisal Institute of Canada • Accreditation body • Self-regulating body • “Triple E” approach to designation (Education, Experience and Examination) • 5,000+ members
The Fundamentals • Background Research and Analysis • Competitive Overview • Business Objectives • Target Audiences • Audiences Objectives • Benefits • Marketing Strategy • Communications Objectives • Tactics and Implementations • Measurements of Success • Budget
External Consultants • Branding Agency of Record RFP – Association experience • Involve CEO, Board of Directors and committee(s) • Selection based on pre-determined criteria and rating. • Manage the project, internal relationships and the consultants. • You know your audiences best.
Branding • Board approves Branding project – November 2004 • Four phases – Qualitative research/measure brand equity – Testing of new brand – Consultation and decision – Implementation and launch of new brand
Planning Session for AIC Branding • Review Mission, Vision and Values • Review issues driving the branding program • Setting objectives • Identify target audience priorities • Develop a pre-research, internal positioning • Identify additional information requirements for research
Phase 1 Qualitative Market Research • The methodology was: – Most cost effective – 16 independent in-depth interviews with stakeholders (+4) • The results were qualitative in nature and were used to identify issues and understand stakeholder perceptions.
AIC Research Findings • Very consistent themes emerged • Stakeholder Needs and Behaviour • Desired Benefits/Attributes – Appraisers – AIC • Impressions of: – Appraisers – AIC • Positioning Opportunities
Key Conclusions • AIC members and, to some extent, the appraisal profession as a whole, was pigeon-holed into a narrow area. • AIC members were not viewed as being proactive marketers. • There was a need to “reinvent” the profession along different lines. Implies: – Broadening of scope of practice. – Possibly renaming. – Getting much more proactive in marketing to key stakeholders. • Significant opportunity to build a unique positioning stance.
Phase 2 Testing of the New Brand • BrandLab – Measure options for a new corporate name and designation – Measure positioning statement – Proprietary software branded
Phase 2 Testing of the New Brand (cont’d) • Member opinion survey 1. Status Quo 2. New organization name/preserve current designation 3. Keep AACI designation/use as organization name 4. One new organization and designation name
BrandLab – 400 participants – 140 names developed/explored • Naming and designation options – Institution/professional names – Evocative names – Symbolic/associative names – Results inconclusive
Leadership • Board decision – The trade name of the Institute be changed to AACI Canada – The designations of the Institute continue to be AACI, and CRA, respectively. – The provincial associations be asked to adopt the trade name that is established at the AIC 2007 AGM , e.g., AACI-Ontario or AIC-Ontario
Phase 3 Member Consultation • Board approves: – All-inclusive plan to educate the members about the value of adopting a new organization name and new designation and the risks associated with „no change vs. change‟. – Providing an overview of the branding process and the Institute's strategy to respond to the Strategic Plan‟s direction to “Define and Brand our National Organization”.
Pursuing a One Brand Strategy • Member focus groups conducted in 8 major cities in two week period • Brand champions identified • Consulted linguist • Benefits promoted – One moniker for all designations – Supported stakeholder research confirming AACI had greatest brand equity – One brand for chapters, provincial, national
Focus Group Findings • Demographic diversity • Candidates privately endorse change • Designations divided • Pride vs. anger • Leadership stands united • Strong economy, status quo prevails
Communicating Proposed Changes • Personalized messages from the President • e-Communiqués • Testimonials • Presentations at provincial AGMs and chapter meetings • Developed branding glossary
Communicating Proposed Changes • Branding articles in Canadian Appraiser magazine • Branding 4-page insert in C.A. magazine. • Branding WebPages – Audio and video messages – 7 week series – Multi-media web-based presentations
Member Communication
WHY REBRAND? ENHANCING THE APPRAISAL PROFESSION • Multi-media presentation – Why rebrand? – If It’s not broke, why fix it? – Why one brand? – Brand equity? – Why not a new name? – What is the proposed one brand? – Where do we go from here? – Invited comments at: branding_comments@aicanada.ca .
Member Communication
Decision Day • AGM – June 2007 – Member apathy overcome – Largest AGM historical attendance • The vote: • Trade name remains the same • Designation remains the same One trade name at chapter, provincial, national endorsed
Planning the Future • Board approves: – AIC Strategic Comprehensive Marketing & Communication 3-year Plan – Total aggregate program cost for 3-year Plan $1,662,000 – Membership dues increased $100 per member
Branding = The road to Marketing • Marketing Agency of Record – Institute of Communications and Advertising – Selection process – Media announcement (August 9, 2007) – What members have been waiting for – The real work begins
Branding • Building the relationship with AOR, Cundari SFP – Planning and market research – Communications planning – Program design – Launch plan
Branding • Board of Directors unanimously approves – Brand positioning and key messages – Communications blueprint – New identity, brand character • Presented to and unanimously endorsed by: – Provincial Presidents – Provincial Board of Directors – Provincial Executive Directors
Communicate…Communicate… Communicate • Communicated with: – AIC Board of Directors – All standing committees – Provincial associations – Members – Service providers, insurance, legal – Advisory council – University partners – Stakeholders
Internal Champions • Identify your change agents. • Valuable spokespersons. • Staff versus volunteers. • Keep an eye on saboteurs. • Focus on innovators and early adopters.
Internal Champions • Marketing & Communications committee members • Board of Directors • Past Presidents • Provincial Presidents and Board members • Candidates • Supportive AIC members • International associates
AIC’s New Graphic Identity 32
AIC’s New Graphic Identity Inspired by land and the green movement Inspired by buildings Inspired by stages of the property lifecycle Arrow represents AIC looking forward Inspired by houses and the Institutes history 33
Descriptor: For all promotional materials Appraisal Institute of Canada Institut canadien des évaluateurs Experts en évaluation Real Value Experts Rationale: Multiple meanings of real value address all audiences. Very scalable… from residences to commercial. Real experts promotes authority of designation Simple, easy to understand. 34
Descriptor: To be used for marketing only (advertising, recruitment, web, etc.) Appraisal Institute of Canada Institut canadien des évaluateurs We Value Canada Évaluer le Canada Rationale: Positions AIC as the national authority. Value as verb enlarges the scope of appraisal. Very scalable… from residences to commercial. Active, collective voice. Simple, easy to understand. Builds on existing program. Authoritative 35
Multiple-brands
One brand
Provincial Business Card 38
Member Business Card 39
The Brand Promise • AIC members advised: – Every exposure adds to the relationship and contributes to the brand’s equity. – The brand must be understood, owned and managed by staff and association members when interacting with clients, service providers and related organizations. – The responsibility for the brand is shared by staff and members – it is the one common element – we are the brand.
Internal Launch • Strategically planned for AIC members only • Navigating our Future, – Audio Message from the President • Valuation at the Crossroads, – Powerpoint slide show • New corporate identity • What member’s are saying • Q&As • Graphics and Usage Guidelines
External Launch • Media campaign – Trade publications – Globe and Mail • New Website • Corporate brochure • Tradeshow resources – Provincial co-op program • Public relations
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