What It Really Takes to Rebrand Your Organization. A case study shared by Lee Lowery of the Accounting and Financial Women's Alliance, with tips on how to empower your association to take on the challenge of rebranding.

1. EXTREME MAKEOVER:
Associations Edition
What It Really Takes To Rebrand Your Organization

2. CHANGE is tough.
For associations,
CHANGE is also NECESSARY
to remain
RELEVANT.

3. On Aug. 4, 2013, ACGI Software attended a session at #ASAE13, titled
“Creative Marketing for the
Budget-Challenged Association”
We’d like to highlight the bits of knowledge shared by
Lee Lowery, MPS, CAE, executive director of
Accounting & Financial Women’s Alliance.

5. REBRANDING:
A Case Study
Presented at ASAE’s
2013 Annual Meeting
Accounting & Financial
Women’s Alliance
Staff Size 3 FTE’s
Total Members 3,500
Total Chapters 80+ across the US
National Rebrand Launch Date January 31, 2013
Logo Rebranding Old vs. New

6. As with all
extreme makeovers,
there are
CHALLENGES…

7. Challenges
AFWA
faced
75 Year
History
Multiple
States to
Cover
Long-term
Members
Clinging to
Past
Reliant on
Volunteers
Little/No
Budget,
Chapters
Limited
Budget,
Organization
Level
Need for
new
IDENTITYWhat are some challenges your
association might face prior to
rebranding?
Be ambitious with the goals you set!
THINK:
DO:

8. The
APPROACH
“Chapter Rebrand Packets”
Included FAQ, new logos,
press release templates,
anything volunteers would
need to adapt to the new
image of AFWA.
Rebrand Webinars
Illustrated to chapter volunteers
how to use the new website
redesign resources.
Rebrand Launch Parties
Celebrated with chapters on
incorporating change!
What methods would you use to
communicate rebranding to your
association members?
Ask your members what your
brand means to them.
THINK:
DO:

9. The
RESULTS 43% of chapters participated in rebrand webinar
69% of chapters requesting signage/swag for
Launch Parties
15% of chapters requesting reimbursements for
rebranding
30 rebranded websites, and rising!

10. What can you learn from AFWA’s Extreme Makeover?
Here are a few tips for your association to consider:
Take the necessary time to simplify your
strategy to increase membership ROI.
Prepare your leadership. Rebranding
requires reprioritization of resources. Let
them know growth is not an immediate
outcome. It’s a process..
Be flexible. Not everyone is guaranteed
to adapt to change so quickly. Show
members the positives of rebranding and
encourage their efforts.
Be BOLD. Take chances. Embrace CHANGE.

11. And, to make your rebranding process
a success, you need the right AMS.
We recommend
Association Anywhere (naturally).
Here are a few reasons why:
1
2
3
4
Know Your Members:
Track interactions like
renewals, event
participation,
certifications, donations,
and more.
Engage and Communicate:
With e-marketing, 40+ self-
service Web apps and your
choice of online community
platforms, you’ll build
stronger relationships.
Create, Deliver, Manage
new services, products,
events, and training with
Association Anywhere.
Evaluate, Analyze, Grow
your organization with
user-friendly Association
Anywhere reporting and
business intelligence apps.

12. For more ways you can
TRANSFORM your association
with ACGI SOFTWARE
CLICK HERE
Special thanks to Lee Lowery for an
excellent session, and ASAE for hosting a
great Annual Meeting in Atlanta, GA!
#asae13

13. PHOTO
CREDITS
1. RobJay1982
2. BenGoZen
5. AFWA
6. HDWallpaper
9. Mindflash
12. Clker