Leadership and The Workplace

Nonprofit Spark

Renee McGivern

Nonprofit Spark – DC Ad Club’s five-step rebranding process – 03/04/13

This week, we focus on rebranding and how to go about it. It’s one of those projects that sounds like a great idea but means a lot of different things to board members, staff and communication professionals. It goes way beyond a new logo and is time-consuming, so you really need to know what you’re doing before you jump in.
My guest this week is Sherri Anne Green, the volunteer board president of DC Ad Club, an association that serves advertising professionals in the Washington, DC area. She recently spearheaded a rebranding process for that organization that took a year even with advertising professionals as members. Consider that your own project could take considerably longer.

On this show, my guest describes why they rebranded and the five sensible steps they took to complete the project. The reward of all their efforts is that they are counting more members and seeing more participation.

Sherri was recently recognized as the January 2013 Volunteer of the Month by Points of Light and BoardSource. She is director of business development for LM&O Advertising in Arlington, Virginia.