Case Study:

Support NACD’s Branding Efforts through Effective Communications

Over the past few years the National Association of Chemical Distributors (NACD) has retained McKinley for multiple engagements. Our initial project was to conduct the association’s first member needs assessment and help NACD identify the greatest opportunities to enhance member value. The research methodology was tailored to NACD’s members to help to secure a strong response rate. Findings from the research were distilled to provide strategic and tactical recommendations for NACD to implement to better serve their members. This project raised the need for a communications audit, which McKinley also conducted. The audit included a comprehensive review of membership and marketing materials, including the NACD website, to ensure NACD was effectively communicating the work of the association, its benefits, products and services while delivering information that members value most. Since the audit, NACD has taken McKinley’s recommendations as a guide in redesigning their primary member publication, website and how they deliver government relations information. McKinley has also led NACD’s leadership through a strategic planning process with a focus on membership recruitment and retention.