Case Study:

Strengthening a Brand and Improving Visibility

Nearly 3,000 member counties rely on the National Association of Counties (NACo) for timely, relevant communications and regular updates on key legislative issues, research and technical assistance. McKinley has worked with NACo since 2004, beginning with comprehensive marketing assessment that revealed opportunities for NACo to sharpen its message and increase awareness within its key member audiences. McKinley audited and analyzed NACo’s internal processes to identify key issues and made recommendations for improving the organization’s marketing and communications outcomes. NACo has implemented many of McKinley’s recommendations which have resulted in a new visual and verbal identity, brand standards and a variety of marketing and communications improvements – all of which have helped the organization achieve its broader goals.  Today, as a result of McKinley’s work, NACo has strengthened its brand strategy and marketing execution to become a more visible and effective organization as evidenced by its membership growth and ongoing success in legislative priorities.

In Their Words

“Since I started at NACo in July 2006, I have worked closely with McKinley to fully develop and implement NACo’s short and long-term strategic integrated marketing plan. It has been a true pleasure and positive learning experience. I can call on McKinley’s expertise at anytime to assist me in my efforts.” 

~Bill Cramer
Marketing Director