ASCM
Brand Refresh
B2B / Digital Transformation / UX Writing / Content Strategy / Brand Positioning
The Challenge:
How do you transform a 60-year-old niche nonprofit into a global brand Fortune 500s can trust?
The Association of Supply Chain Managers wanted a massive mindset shift.
After 60 years as the globally-recognized institution for certifying supply chain managers, they wanted to become the certifying authority for Fortune 500s.
Similar to LEED certification, ASCM wanted to be the global authority for ethical, sustainable, and efficient global supply chains.
Insight:
A better business starts with a better experience.
We untangled the existing experience.
Their digital brand footprint was scattered across 5 distinct websites, serving different needs for a wide variety of audiences.
All sites required different logins. None shared data. All had separate marketing streams. It was a communications nightmare.
We became the brand experts.
This project was more than a brand and content strategy work.
We became SMEs in supply chain operation, certification, and optimization. We dug deep into ASCM’s people, processes and systems to help them define user journeys, target personas, and internal bottle necks.
We showed them what needed to happen and what needed to change.
Let the experience refine the journey.
By understanding the needs of new users, members, and targets, we evolved ASCM’s brand for the digital space with a tone that firmly established their role as thought leaders and transformational partners.
We built out a modular CMS that made page creation and modification quick and easy–very important in an ever-shifting industry.
We put thought leadership front and center.
We brought the brand’s deep library of industry content to the forefront and worked with their content team to identify existing content for outreach and social.
We made it easier for users to buy in.
We streamlined the eCommerce experience by researching the existing pain points, removing bottlenecks, and putting a priority on simplifying the flow for a user-first checkout.
The data defined what was next.
We developed and implemented a data measurement framework that tied engaged content to user profiles to define interest and target future marketing efforts.
Results
“You helped us completely transform how we do business. It was a reinvention of our entire process.
With your help, we built a digital presence that truly represents us as a global leader in our complex industry. Our members, customers and internal teams have never been so connected.”
— Sherri Goodlove ASCM VP of Marketing
Boost in corporate partnership revenue
127%
higher user satisfaction scores
92%
increase in member participation
85%
rise in certification completion
50%
growth in membership revenue
45%
member forum growth