| Plexus Consulting Group | Success Stories | ||
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National Stone, Sand & Gravel Association |
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The Challenge How to develop a new name and logo following the merger of the National Aggregates Association and the National Stone Association? In June 2000, the boards of directors of the National Stone Association (NSA) and the National Aggregates Association (NAA), voted to merge the two associations into a single entity. In describing the rationale behind the merger, NSA Chairman Kim W. Snyder said "[by] joining forces with our friends at NAA, we can leverage our strengths and speak with one voice. There is no doubt in my mind that, in this case, one plus one most definitely equals three." Combining the two associations was intended "to provide additional services to the entire industry, add credibility, and enhance the ability to speak with one voice to all levels of government and the public." Since popular programs of both organizations were to be maintained, it was expected that the merger would have the practical effect of permitting the new association to focus solely on its mission of serving the industry. Under the merger plan, the new association moved immediately into new office space leased by NSA in Arlington, Virginia. Joy Wilson, the president of NSA, was selected to serve as president and CEO, and Charlie Hawkins, the president of NAA, was selected to serve as executive vice president and COO. While the NSA and NAA boards recognized that "there will be savings related to eliminating the duplication of efforts and services, the greatest beneficiary is the aggregates industry, which will have a progressive organization to advocate its interests, educate its workforce, and develop new markets." The Solution Worked with an outside consulting firm to create and implement a branding initiative including a new association name and logo. The first order of business for the newly merged NAA-NSA was to settle upon a name and logo for the association. This was not an easy task because there were strongly voiced opinions from many quarters about what the new organization should call itself. For example, the NAA-NSA staff developed an initial list of some 25 alternatives. Recognizing that need to reconcile the strongly felt opinions of its diverse membership, the NAA-NSA team retained the services of an outside consulting firm, Plexus Consulting Group, to assist the new association in the selection of its name and creation of an appropriate logo. The Process Plexus Consulting Group recommended that the NAA-NSA poll its membership to develop statistically significant data about various name choices and explanatory "tag-lines." Following the internal survey, a telephone survey of select "external" audiences would be conducted to provide further insight into whether or not the selected name conveyed the "right" message to selected target audiences. Internal Survey As a first step, the consultant designed a short opinion survey that was distributed to the combined NAA-NSA membership and select others "within the family." The written surveys were returned directly to the consultant for analysis. The consultant's survey report was submitted to the NAA-NSA board of directors on October 30, 2000. Findings from Internal Survey Due to publicity and interest, the internal survey achieved a high return rate of 30%. The survey results showed that the industry preferred some variation of: "Aggregates Association," "Construction Minerals Association," or "Stone, Sand & Gravel Association." With regard to the use of a geographical "qualifier," the word "National" was the clear preference. An important finding was that 78% of the respondents said that the use of the word aggregates would require a "tag-line" that made it clear that aggregates = stone, sand, and gravel. External Survey Following the internal survey, in November and early December 2000, the consultant contacted some 48 people outside the NAA-NSA organization. This external survey was aimed at Congressional staffers, Executive Branch decision-makers, and journalists. Findings from External Survey As a second step, the various leading names were tested with external audiences through telephone interviews in late November to early December 2000. One suggestion that tested well was "Construction Aggregates Association." However, there was near universal opinion that the word "aggregates" would require explanation if it was used in the name. Also, the external audiences thought that the word "National" should be included in the name to indicate that this was a trade association with national scope. Summary of Internal & External Survey Results From the two surveys it was clear that: - The word "aggregates" in the name would require clarification (through the use of the word "construction") and explanation (through a tag line indicating that aggregates meant "stone, sand, and gravel") - The word "national" should be in the name Thus, the semifinal choices boiled down to: -But, mostly, the name "National Stone, Sand & Gravel Association" was judged the most straightforward and easily understood alternative. |
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