Case Study: National Association of County and City Health Officials
Guiding Day-to-Day Operations and Building Long Term Success
CHALLENGE 
In 2007, the National Association of County and City Health Officials (NACCHO) retained McKinley Marketing on a strategic effectiveness project to identify opportunities for becoming a more member-centric, responsive, and efficient organization. Shortly after the project was completed, NACCHO decided to continue the engagement in order to preserve the momentum of the project and ensure that the key recommendations of the strategic organizational plan would be realized. Some of the specific goals included:
- Coordinating and consolidating functions across the organization to ensure efficiency, effectiveness and financial sustainability;
- Ensuring a unique and valuable member experience;
- Raising awareness through more targeted communications and outreach to members and customers.
To achieve these goals and transition from the plan to actual implementation, NACCHO sought McKinley’s support with an on-site, retainer project that would provide high-level, day-to-day staff support and simultaneously help NACCHO build the infrastructure necessary to be self-sufficient.
APPROACH
NACCHO asked McKinley to assist with the implementation of its recommendations. Recognizing that total immersion is the best way to provide meaningful support, NACCHO contracted with McKinley to send a team to work directly with NACCHO staff in the areas of marketing, membership, communications, meetings, and organizational development. McKinley worked hand in hand with NACCHO staff and leadership to target – and create core infrastructure around – the areas identified in the strategic effectiveness plan.
The benefit to NACCHO of retaining dedicated staff was twofold. First, onsite experience allowed McKinley to assist NACCHO in areas identified as having the greatest need while still responding to unanticipated, pressing issues critical to NACCHO’s success. Second, NACCHO was able to ensure, through onsite engagement, that the strategies and tactics of the plan were realistic before committing to a full time transition. Specific tasks included ongoing, comprehensive research and translation of data into actionable knowledge; development of core processes and procedures; data gathering and preservation, particularly around marketing efforts; staff training and engagement; marketing and other general copy writing; and member retention and engagement campaigns and activities.
RESULTS
With assistance from McKinley, NACCHO began to realize the goals and tactics of the strategic effectiveness plan and build the resources necessary for ongoing organizational success. McKinley optimized NACCHO’s resources by helping to align staff, identify areas for better internal coordination, and ensure ongoing value to members and prospects. Based in part on McKinley’s recommendations, NACCHO developed a new senior level position in Membership and Marketing, realigned existing departments, and began to develop processes and procedures to leverage data and translate it into knowledge.
The final result – McKinley empowered NACCHO to continue to grow and provide outstanding member service by using its own resources in the most effective way.
IN THEIR OWN WORDS
“While NACCHO had a long track record of success in developing public health tools and resources and building national partnerships, we recognized room for great improvement in our infrastructure for member communication and engagement. The expertise and creative thought in association management that McKinley brought to NACCHO has set us on a clear path towards building and sustaining this vital dimension of our work.”
-- Robert M. Pestronk, Executive Director