Challenge

As the primary national association for the economic development professional, IEDC sought strategic communications planning for raising awareness and profile of the association as a whole. By only promoting its individual programs and services, the Council lacked a cohesive identity for the overall organization. The Council also required an assessment of its existing internal marketing communications efforts and recommendations on how to build, resource and manage an effective marketing communications function.

Strategy

D+CO performed and extensive internal and external audit across a wide variety of stakeholders from staff and board to association members, government officials, partners, media, business leaders and university educators. Benchmarks of three national professional organizations were also conducted to research marketing communications operations and process best practices.

D+CO compiled all internal and external research and identified the implications that arose from the gap between IEDC's communications objectives and current perceptions of the Council.

D+CO developed a strategy that enabled IEDC to maintain an effective and cohesive voice and a strategic communications plan that outlines specific tactics designed to meet the communication objectives of IEDC by driving shifts in perception and raising awareness of the Council.

Results

The plan was presented first to the board's communications committee and then to the entire board at the Council's annual board meeting. It was received so positively that the board unanimously voted to support proceeding with the implementation exactly as outlined in the plan.