Case Study: Strengthening a Brand and Improving Visibility for the National Association of Counties (NACo)
CHALLENGE 
The National Association of Counties (NACo) represents America’s counties.
More than 2,300 member counties rely on NACo for timely, relevant communications and regular updates on key legislative issues, research and technical assistance. In 2004, McKinley Marketing conducted a research initiative that revealed a general lack of knowledge about wants, needs and expectations of NACo’s key audiences.
Awareness of NACo’s member resources and legislative activities was minimal and members’ understanding of the NACo “brand” was disjointed.
NACo was in need of a cohesive marketing plan to increase awareness and raise the organization’s visibility. In
2006, NACo’s Public Affairs Department retained McKinley to:
- Review NACo’s communications processes to identify key issues;
- Interview relevant constituents to contextualize the issues around communications;
- Explore the NACo database for solutions;
- Make recommendations for an improved communications architecture.
APPROACH
McKinley’s methodology included a study of the communications practices for all of NACo’s departments.
McKinley then audited all NACo communications and used those observations to create a “SWOT” analysis of existing practices.
The analysis pointed to a need for more targeted communications for members, revealed a lack of coordination and uncovered missed opportunities stemming from the absence of a standardized plan.
In essence, some members were receiving redundant communications while others were left out.
The analysis led to a number of recommendations, including McKinley’s suggestion that NACo add a comprehensive electronic communication that should be sent to all members. McKinley also recommended that certain communications with redundant content be merged and others discontinued. Finally, it was recommended that a list of “hot-button topics” be created and reported on regularly. Internally, McKinley suggested that NACo establish an annual e-communications calendar and revise its guidelines to ensure that all communications were effective and consistent.
RESULTS
NACo’s marketing director has executed many of the suggested enhancements, which have helped to satisfy many of the organization’s goals. Already, the actions have helped raise awareness of NACo’s brand and have increased visibility.
As a result of McKinley’s work, NACo:
- Created a tag line to better represent NACo’s mission and purpose – The Voice of America’s Counties;
- Launched a new e-newsletter, NACo e-News, designed to inform members and encourage involvement. The e-newsletter is sent twice a month to more than 25,000 readers;
- Educated all departments on the importance of branding and sending a consistent message about NACo;
- Defined its core messages, developed boilerplate text and introduced new designs and brand standards;
- Created a new look/design and professional image for NACo;
- Created a “Resource Center” at conferences to present products and services and encourage participation
IN THEIR OWN WORDS
“One of the key recommendations McKinley made up front in 2005 to NACo was the importance of hiring an in-house marketing professional to centralize marketing efforts, begin the branding process and raise the visibility of the association.
I give McKinley a lot of credit for making this recommendation, especially since some might see it as a loss of business revenue for a consultant.
McKinley was confident enough to know they offer great value and expertise and NACo was wise enough to continue to contract with them. Since I started at NACo in July 2006, I have worked closely with McKinley to fully develop and implement NACo’s short and long-term strategic integrated marketing plan. It has been a true pleasure and positive learning experience. I can call on McKinley’s expertise at anytime to assist me in my efforts.”
Bill Cramer, Marketing Director
National Association of Counties (NACo)