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BRANDING SESSION QA PowerPoint vFINALnmshmm.org/BRANDING_Presentation.pdf · The Branding Task...
Transcript of BRANDING SESSION QA PowerPoint vFINALnmshmm.org/BRANDING_Presentation.pdf · The Branding Task...
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Building for the FutureRebranding ACHMM
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What is Branding?
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What is Branding?
Brand=Reputation!
• It is intangible, emotional bonds created by every interaction—even insignificant ones
• It is the feeling the organization name evokes when heard or seen
• A brand has a name, personality, character & reputation—just like you!
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What is Branding?
A good brand will:• Deliver messages clearly
• Confirm credibility• Connect with members & prospects
• Solidify member loyalty• Motivate prospects to join
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Why Rebrand ACHMM?
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Why Rebrand ACHMM?
• ACHMM Vision: “…to be the recognized global leader and resource for hazardous materials professionals.”
• Secure organization’s future by expanding member base & benefits.
• Evidence pointing to need for new brand has been building for several years.
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Why Rebrand ACHMM?
• Current name limits growth (only 50 non-CHMMs are affiliate members)
• Misperception: Must be a CHMM• Membership aging (45 average age)• Current members will not sustain
organization
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Why Rebrand ACHMM?
Sustainability of organization in doubt.
We need:• Diversified membership
• Stronger position in EHS&S industry• A brand that will secure our future
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Benefits of Rebranding
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Benefits of Rebranding
A broad-based community of EHS&S professionals would deliver more:
• Professional-development resources, tools & educational programming
• Informational exchanges across all segments of EHS&S industry
• Networking opportunities • Influence in EHS&S industry• Public understanding and appreciation
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Benefits of Rebranding
Newly rebranded organization would be member-driven and would:
• Enhance member experience & value
• Improve member professionalism through broader benefit offerings
• Create stronger voice in industry
• Secure organization’s long-term future
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The Branding Task Group
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The Branding Task Group
• Charge: “To develop a new organizational name that will appeal to all professionals in the EHS&S industry”
• Comprised of four respected past presidents & current national and local chapter leaders
• ACHMM’s communications & marketing firm, Communications Resources, LLC, provided professional counsel
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The Branding Task Group
• Studied rebranding since January 2008
• Made recommendation to Board of Directors
• Board strongly supported recommendation
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Leadership Survey
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Leadership Survey Results
Survey of national & local leaders found:
• 73% support a name change• 94% think all EHS&S professionals will
benefit from membership• 71% feel the current name is hurting
recruiting• 82% think a new name would attract
new members
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The Proposed Brand Identity
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Proposed Name, Tagline & Logo
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Name: Alliance of Hazardous
Materials Professionals
• Conveys inclusiveness & expanded professional development & networking opportunities for all
• Effectively positions organization as a premier leader within the EHS&S industry & with the public
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Name: Alliance of Hazardous
Materials Professionals
Meaning of each key word:
• Alliance. Objective is to unite EHS&S professionals from diverse specialties & rally them around common goals and needs
• Hazardous Materials. Our core niche; it defines who we are
• Professionals. We are EHS&S professionals regardless of different titles & designations
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Tagline: Global leadership for a
sustainable future
• Positions organization as a leader in the national & global EHS&S industries
• Tells all professionals & industry partners that it is the preeminent organization for them
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Logo
• Logo is forward-thinking, modern & visually appealing
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Membership & Governance
Impact
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Membership & Governance
Impact
• Changes to accommodate the new identity and welcome new members
• Board of Directors to consider & vote on recommendations this week
• Will be communicated to you and all members after National Conference
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Next Steps
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Next Steps
Membership Proxy Vote on Rebranding:
• Who: All Members• What: Proxy Vote• When: Oct. 15-Nov. 17• How: Via E-mail
Please vote “Yes” to enhance your future and that of your organization!
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For more information
For the most current information, visit theBranding Resources section of the ACHMM
Web site at www.achmm.org or [email protected].