Case Study:

Outsourcing the Marketing Function

McKinley provides a host of services for the International Code Council (ICC), a multi-disciplinary organization of nearly 40,000 members who help advance building safety and sustainability. In the aftermath of the 2008 economic downturn, ICC sought an outsourced marketing solution to continue product and service initiatives. To support ICC’s needs, McKinley teamed with print and digital design experts Breckenridge Design Group (BDG) and forged a partnership which combined our core competencies —association marketing expertise and design. Today, McKinley continues to provide a combination of strategic direction and tactical support to accomplish a variety of marketing outcomes for ICC and its subsidiaries. We serve as an extension of ICC’s marketing department with a dedicated multi-level project team.

In addition to our outsourced responsibilities, McKinley has overseen three, in-depth quantitative research studies for ICC that have yielded important new insights on member needs and the association’s strategic direction. With each study, McKinley has synthesized the key findings and led productive discussions with the senior staff and Board of Directors to help put the data and knowledge to work in the organization.