Speed Branding

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Speed Branding

• MPI Chapters
• The Heart of
• The MPI Brand Story

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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
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Personal Growth
Initially, it was professional
now, its personal
I joined for my company
but it helped me on a personal level. Inthis
business, professional and personallife are the
same. MPI Focus Groups
Professional development is important
but personal growth is most important to me
because its what I get to keep with me. MPI
Focus Groups
My reasons for staying in (MPI) are different
than when I joinedit was for business
now its for me. MPI Focus Groups
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Deliver Relevant Education for Career Growth
Indispensablethats how MPI should be thought
of. Management Interview
Today
Future

• Basic, elementary level
• Planner focused only
• MPI staff driven

• Evolving to meet changing needs
• Broad variety to appeal toall members
• Co-created using member talent

Knowledge has to be more strategic, we have to
elevate the discussions. Management
Interview Our education cant strictly be staff
driven. Were going to engage our community to
develop content. Management Interview
MPI focuses way too much on the basics and not
enough on more advanced material for senior
meeting planners. IT ME Focus Groups
SRG Quantitative Survey for MPI Brand 2007
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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
Deliver Strategic Value
Higher expectations and changing needs
Our members have higher expectations, they want
to grow professionally and personallyand 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
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MPI Experience
Important and MPI Delivers
Elevate Experience
Important but MPI Could Improve
Make It Personal
Less Important but MPI Could Improve
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Sailing toward Blue Ocean

• 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
What We Want to Be
What We Want to Leave Behind
Dated Cheap Unsafe Unreliable
Crass Threatening Untrustworthy Phony Pompous
Me too mentality Follower Commodity Functional N
o style
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MPIs Brand Essence
Continuously harness the collective imagination,
expertise, perspectives and opportunities of our
global community for mutual success.
Energy of Many
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The Energy of Many
Continuously harness the collective imagination,
expertise, perspectives and opportunities of our
global community for mutual success.
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Igniting Connections.
Marketplaces
Experiences
Opportunities
Cultures
Partners
Generations
Through The Energy of Many
Skill Sets
Communities
Ideas
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• Member Value Deliverable
• MPI is the global community that inspires your
  ongoing success by igniting connections with
  relevant people, knowledge, and opportunities

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LifeDrivers Belonging Know Me
Target Insight
Resources

• I want to be part of an association that really
  knows me and gives me what I need

• Customization of My MPI
• Networks designed to connect members in a
  meaningful way
• Personal toolsand resources

Know Me A community where people really know me,
where I can develop personal connection, and
where I can get everything I need
Link to Vision/Mission
Global and Local

• Local chapters focus on personal and local needs
• Make global information relevant at the local
  level

• Bring community to life
• Move from humanto personal

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The MPI Brand Filter

• 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

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MPI Student Community Launch
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Chapter Brand Activation
Eliminate Raise

Reduce Create

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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 Brand Architecture Game Plan Brand Architecture Game Plan Brand Architecture Game Plan Brand Architecture Game Plan Brand Architecture Game Plan
Team
Activity Objective Responsibility Timing Resources Metrics
Internal / External Phase 1-2-3 People Financial
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Brand Action Game Plan

• For example

Brand Activation Game Plan Brand Activation Game Plan Brand Activation Game Plan Brand Activation Game Plan Brand Activation Game Plan Brand Activation Game Plan
Team Marketing Marketing Marketing Marketing Marketing
Activity Objective Responsibility Timing Resources Metrics
RedesignMPI 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, noadditional needs Financial covered in 07 budget,no incrementalfunds needed Readership Survey
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Chapter Brand Activation
Eliminate Raise

Reduce Create