Challenge: Association Forum was looking for ways to bolster existing revenue streams, and wanted to explore new and innovative sources that would be sustainable assets valued by their members and industry partners.
While the organization hosted several marquis events and activities, it was not clear whether these were driving significant member value and sponsorship opportunities.
Solution: MYB conducted a full analysis into the business of Association Forum, including a deep dive of all aspects of their Annual Meeting, Association Week activities, and Holiday Showcase. We conducted research which included stakeholder interviews with a variety of association members, leaders, exhibitors, and sponsors. Then, we fielded, analyzed, and presented an in-depth member survey which uncovered untapped opportunities.
From this intel, MYB created a refreshed strategic framework and presented comprehensive findings, insights, and recommendations to senior staff and then to the board. We then facilitated a strategic discussion around these findings and our recommendations.
Results: MYB re-positioned Chicago Association Week by redesigning, rebranding and relaunching the Annual Meeting (now Forum ForwardTM). The post-meeting survey generated the highest attendee satisfaction scores in four years.
A re-invigorated and elevated CEO educational program was facilitated by MYB which secured higher CEO attendance than the previous two years.
A newly designed audience acquisition strategy to build awareness and attendance brought in the highest attendance in four years.
And, as a testimonial to the value of our work, Association Forum engaged MYB for a Phase 2 project to continue strategically evolving the organization and their activities to meet the changing needs of their members.