The National Association of Manufacturers (NAM) faced the challenge of attracting more small- and medium-sized manufacturers in order to retain its leadership among manufacturing trade associations. NAM retained Plexus to help change its image, its membership programs, and its governance and staffing structure. Plexus achieved this by implementing a six-phase program, which directly resulted in a practical action plan. The programs designed as a result of this plan have gone on to win prizes of excellence.