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 CanadaBackground 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

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AIC’s New Graphic Identity

33

AIC’s New Graphic Identity

Inspired by houses and the

Institutes history

Inspired by stages of the property lifecycle

Inspired by land and the green movement

Arrow represents AIC

looking forward

Inspired by buildings

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Descriptor: For all promotional

materials

Appraisal Institute of Canada

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.

Institut canadien des évaluateurs

Experts en évaluation

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Descriptor: To be used for marketing

only (advertising, recruitment, web, etc.)

Appraisal Institute of Canada

We Value 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

Institut canadien des évaluateurs

Évaluer le Canada

Multiple-brands

One brand

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Provincial Business Card

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Member Business Card

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

Advertising Campaign

• Trade Publications 40 ads (September –

March)

• Globe and Mail (10 major cities)

• CAAMP Member Source Guide

• CMP Calendar

• Insurance Bureau of Canada

Advertising Approach

• We developed five (5) overarching ad

themes and creative treatments in which

the specific message is tailored to suit

diverse audiences.

• Each ad theme and creative treatment

follows a consistent structure to increase

recognition over the course of the

campaign.

• This approach enables AIC to optimize its

media spend, maximize frequency and

extend reach.

Ad theme 1:“Skyscraper”

Note: Headline and body

copy will vary by ad

insertion and publication.

Ad theme 2:“Door”

Note: Headline and body

copy will vary by ad

insertion and publication.

Ad theme 3:“Green”

Note: Headline and body

copy will vary by ad

insertion and publication.

Ad theme 4:“Highway”

Note: Headline and body

copy will vary by ad

insertion and publication.

Ad theme 5:“Recruitment”

Online Advertising

AIC Tradeshow Banners

AIC Tradeshow Banners

AIC Designation Pins

AIC e-Store

AACI Designation Certificate

CRA Designation Certificate

AIC Member Toolkit - CD

• AIC Overview Brochure

• AIC Professional Marketing Primer

• We Value Canada PowerPoint Presentation

• Stationery Templates

• AIC PowerPoint Templates

• AIC PowerPoint Quick Tips

• AIC Media Guidelines

• AIC Sample Letter of Engagement

• AIC Visual Identity Quick Reference Guidelines

• AIC Online Store Summary and Order Form

Recruitment Microsite

• Web-based recruitment tool

• Online advertising directed to

microsite

• Use of videos featuring AIC

members

• One stop shopping for career

information

KEY OBSERVATIONS

• Timetable = desired results or does it?

• Member consultation –finding the balance

• The value of identifying internal champions.

Lessons Learned

• Strong leadership key to change

• Communicate. Communicate. Communicate

• Engage board members as change agents

• Solid market research is essential

• Solidarity will overcome

• Devote staff to managing the consultant and the

process

• Anticipate resistance and allow ample time.

Lessons Learned

• Prepare carefully

• Earn credibility

• Win hearts and minds

• Build consensus, commitment and cooperation

• Get results – In the face of resistance

• Don’t underestimate the minority dissenters.

Embracing Change

• Turn resistance and conflict into

collaboration and consensus