Associated General Contractors of America
Constructor Magazine: Reconstructing a Brand
My role: I wrote this case study to showcase and promote Naylor’s content management services. The case study was originally written as an article and posted to Naylor.com but has since been redesigned (by another employee) into a PDF eBook.
Under what circumstances was it created?
This was the first case study that I wrote for Naylor as their new corporate marketing specialist. Naylor management did not want me to engage the AGC director except to obtain a quote by email, so the only SME that I had access to was the editor of Constructor Magazine, Jeanie Clapp (a Naylor employee).
I also had access to a Gap analysis report which highlighted results from surveys taken by association staff, members, and advertisers.
What do I consider its strengths and shortcomings?
Strengths: This case study does a good job of highlighting the importance of having a dedicated content strategy, of using consistent branding, and of using multiple online platforms to promote your brand.
Shortcomings: This piece was created to be used as a sales tool, so existing strengths of the magazine were downplayed. Additionally, it was framed to focus on “rebranding,” when in reality AGC contracted with Naylor for many different services, all of which helped to achieve the positive results reported here.
What would I do differently next time? If I were to write this case study today, I would interview people from the association to get feedback on their experience working with Naylor. I would also engage other stakeholders (via social media) to get feedback on their perception of the magazine. I may even use a service like HARO to find other relevant sources.
Material Handling Equipment Distributors Association:
Video Drives Membership and Revenue
This is a case study that I wrote for Naylor Association Solutions promoting their outsourced video solutions.
The case study highlights how video can be used to serve a variety of association challenges, including member engagement, recruitment and retention; member services such as training and continuing education; and how to raise awareness about advocacy and campaign issues.
Video provided incredible benefits for MHEDA; it increased engagement, expanded audience reach, generated non-dues revenue, created new member value and drove membership.
This case study was featured on the Digital Communications section of the Naylor website and is used as a sales tool to highlight solutions that Naylor can offer other associations that face similar issues.
It was originally written as an article that was posted at the Naylor website but has since been redesigned (by another Naylor employee) into a PDF eBook.