Situation
While the Purdue Alumni Association made bold moves in new, more strategic programming and added key new staff members, many still perceived the Association as one with a narrow, older alumni focus. The Purdue Alumni Association wanted to define its brand, craft a new strategic plan, and unite its staff and key volunteers via a set of focused brand communication messages, both internal and external.
Listen to Associate Executive Director Nicki Meneley describe their success:
Solution
Adayana guided the Purdue Alumni Association through the Adayana Inside-Out Branding™ process. Adayana analyzed market research to understand current attitudes, needs, and behaviors of Purdue Alumni Association stakeholders, facilitated an Executive Branding Session, and tested outcomes from the session.
Stakeholder feedback then guided the development of a brand position statement, which defined the new brand and served as a base for the new set of brand values. To better reflect the “new” Association, a new logo and tagline were introduced along with a shorter nomenclature: “Purdue Alumni.” Then began the inside out brand rollout, staff, current Board members, and local alumni club leaders were introduced to the brand before it was launched externally to members and the broader Purdue community.
Success
Success of the Purdue Alumni Association has continued to grow since its successful brand implementation. Adayana conducted a survey one year after the brand launch, which showed that staff and leaders of local Purdue Alumni Association clubs responded positively to the changes. It also showed that most Purdue alumni who were surveyed described the Association in terms of its new brand. More importantly, staff member enthusiasm about work increased, and members are recognizing more benefits provided to them.
