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Industry association was losing members rapidly and finding their value proposition diminished by changing technology and practices
Client description:
Private industry association
Challenge:
This Industry Association had seen a dramatic decline in membership as technology and changes in markets began to marginalize its original purpose.
Methodologies:
Geo Strategy Partners conducted stakeholder interviews and additional secondary and primary research to understand the overall competitive environment. Based on these insights and findings a report was prepared and submitted to the client along with an agenda for a facilitated strategic positioning session. The three-day session included two Geo Strategy Partners principals and 8 board members. We were able to reinvigorate the original purpose of the association through an innovation in the business model which expanded the mission to serve non-members with value-added training and services and to benefit its members and fee-paid providers of these services.
The result:
The association became a global virtual community focused on the needs of an expanding large population of “users” rather than just a “club” with declining membership.
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