Speed Branding MPI Chapters: The Heart of The MPI Brand Story

Crowded Marketplace Currently, there are over 48,877 professional associations registered with the American Society of Association Executives (ASAE) Over 32 of these apply directly to the meeting/hospitality industry (CIC-2007 Certified Meeting Professional Report) Alphabet Soup of Associations

Personal Growth Initially, it was professional… “I joined for my company…”…but it helped me on a personal level. In this business, professional and personal life are the same.” – MPI Focus Groups “Professional development is important……but personal growth is most important to me because it’s what I get to keep with me.” – MPI Focus Groups “My reasons for staying in (MPI) are different than when I joined…it was for business…” …now it’s for me.” – MPI Focus Groups …now, it’s personal

Deliver Relevant Education for Career Growth “MPI focuses way too much on the basics and not enough on more advanced material for senior meeting planners.” – IT & ME Focus Groups Basic, elementary level Planner focused only MPI staff driven Evolving to meet changing needs Broad variety to appeal to all members Co-created using member talent “Indispensable—that’s how MPI should be thought of.” – Management Interview “Knowledge has to be more strategic, we have to elevate the discussions.” – Management Interview “Our education can’t strictly be staff driven. We’re going to engage our community to develop content.” – Management Interview *SRG Quantitative Survey for MPI Brand 2007 TodayFuture

Looking for Strategic Value “We have to be strategists in order to move our industry forward. We need to drive up the lines to the ears of those making decisions that meetings are a strategic tool, not just a party.” – Expert Interviews “Our members have higher expectations, they want to grow professionally and personally and want to meet career needs.” – Management Interviews “MPI could be the association to lead the strategic initiative. CMM touches on this, but we need to go deeper.” – Expert Interviews Higher expectations and changing needs Deliver Strategi c Value

MPI Experience Important but MPI Could Improve Important and MPI Delivers Less Important but MPI Could Improve Make It Personal Elevate Experience

Sailing toward Blue Ocean What We Want to BeWhat We Want to Leave Behind Crass Threatening Untrustworthy Phony Pompous “Me too” mentality Follower Commodity Functional No style Dated Cheap Unsafe Unreliable MPI recently developed a clear and relevant vision and mission A brand architecture to support this new vision and mission A brand architecture that leaves behind old perceptions and develops new, relevant, exciting ones Example:

MPI’s Brand Essence Continuously harness the collective imagination, expertise, perspectives and opportunities of our global community for mutual success. Energy of Many

The Energy of Many Continuously harness the collective imagination, expertise, perspectives and opportunities of our global community for mutual success.

Ideas Marketplaces Cultures Partners Generations Skill Sets Experiences Through The Energy of Many Communities Opportunities Igniting Connections….

Member Value Deliverable MPI is the global community that inspires your ongoing success by igniting connections with relevant people, knowledge, and opportunities

LifeDrivers: Belonging – Know Me Target Insight I want to be part of an association that really knows me and gives me what I need Link to Vision/Mission Global and Local Know Me: A community where people really know me, where I can develop personal connection, and where I can get everything I need Resources Customization of My MPI Networks designed to connect members in a meaningful way Personal tools and resources Bring community to life Move from human to personal Local chapters focus on personal and local needs Make global information relevant at the local level

Ignite Energizing catalyst, inspiring, connective and passionate Thought-provoking Stimulating, enlightening and strategic Progressive Global, future-focused, and culturally & sustainably engaged Personalized Individual relevance with human connections to people, knowledge and opportunities Transformational Leading the community towards success through life-changing ideas and connections The MPI Brand Filter

MPI Student Community Launch

Chapter Brand Activation EliminateRaise ReduceCreate

Brand Action Game Plan Each chapter can prepare a specific game plan that details all the activities that will help deliver the new brand positioning Brand Architecture Game Plan Team ActivityObjectiveResponsibilityTimingResourcesMetrics Internal / External Phase People Financial

Brand Action Game Plan For example … Brand Activation Game Plan TeamMarketing ActivityObjectiveResponsibilityTimingResourcesMetrics Redesign MPI magazine Every member receives.We need to make the experience consistent with the new “The Energy of Many” positioning Internal: Magazine Staff Marketing Knowledge Creative Services Phase 1: Preview at August 2008 WEC People – fully staffed, no additional needs Financial – covered in ’07 budget, no incremental funds needed Readership Survey

Chapter Brand Activation EliminateRaise ReduceCreate