NEW YORK, NY (May 18, 2012) --- The state of their brand is a top priority for associations and nonprofit organizations across the country, as the competition for revenue remains fierce and social media continues its astounding ascent. The New York Society of Association Executives (NYSAE) recently held a Communications Institute entitled “The ABCs of Rebranding” to share knowledge with association and nonprofit leaders on how to relaunch, protect and measure an organization’s brand.
Held this week at a packed house at New York’s University Club, the event was organized by Lauren Beneri, account executive at Kellen Company, and a member of the NYSAE education committee. Kellen Company Vice President Michael Cummings moderated “Relaunch Your Brand!,” a Q&A panel on rebranding that focused on the unique challenges of revising an established organization’s identity.
Kellen Communications Vice President Joan Cear presented “Protect Your Brand: Issues Management & Crisis Communications.” Cear, a veteran of multiple crisis situations where organizations faced intense media scrutiny, shared with the attendees her experiences on the critical elements of crisis communications for nonprofit organizations.
“Reputations are the most important asset a nonprofit organization can have,” said Cear. “The choices an established organization makes during a crisis can either undo years of hard work or build a solid foundation for growth moving forward.”
Jon McGinley, Director of Marketing at Salesforce / Radian 6 rounded out the Institute with a compelling presentation on Social Media Monitoring, “Measure Your Brand.”
More than 50 association executives from organizations throughout the United States attended the Institute including executives from Girl Scouts of the USA, the Produce Marketing Association, the Eye Bank for Sight Restoration and The Professional Liability Underwriting Society.
“The ABCs of Rebranding was great -- an extremely valuable educational event for me to attend,” said Kathleen Brown, MPA, CAE, Director of Research, Lymphoma Research Foundation, who attended the event. “I left with a higher level of knowledge in the areas of branding, social media and crisis communications.”