The Challenge:  The Alliance’s membership base of 11,000 had limited awareness and understanding of the organization to which they belonged, due to sub-group affinity. The Alliance engaged CSG to conduct a communications audit, which included a full assessment of communications vehicles and approaches to reaching their members. After recognizing the opportunities for improvement, following the audit, the Alliance extended their work with CSG for long-term solutions to maintain and improve member relations.

Action Steps:

  • Conducted qualitative interviews with a subsection of their leaders and members
  • Presented to the Board a final assessment report which included strategies to improve member engagement and their understanding of the Alliance as an organization
  • Created short-term and long-term strategic communications plans, including a refreshed website, new brand, member engagement programs, and marketing for their education offerings
  • Introduced Alliance conference attendees to the “Member Center”, the hub for members to gather and network, get photos taken, have ‘Meet-Ups’ on hot topics, and discover ways to get involved

Results: Member testimonials and interviews have indicated an improvement in engagement and relevancy. The most recent conference had more than 1,000 Tweets and a 50% app download rate.

 

And now a word from our client...

"The Alliance engaged CSG to assess infrastructure and approach in preparation for launching an unprecedented communications strategy. We liked their assessment so much we asked them to help us build the strategy! CSG’s excellent listening skills, careful use of resources, mastery of political quagmires, and unfailing optimism have taken the Alliance forward by leaps and bounds in the course of a single year. From the concrete—a newly renovated and modernized website—to the ephemeral—a brand identity and message—their work consistently reflects their dedication to quality and the best interests of the client. The Alliance looks forward to continuing to engage its members, share its resources, and build its brand with the help of CSG."

– Sheila T. Costa
Director of Special Projects
Alliance for Academic Internal Medicine