Case Study:

Assessing and Optimizing NAM’s Membership Department

McKinley was retained by the National Association of Manufacturers (NAM) to conduct an assessment of its Membership department, referred to as the National Division. The assessment served to evaluate the division’s business model including operations and marketing and sales tactics to identify opportunities to increase membership and the return on investment on marketing activities. McKinley conducted research with staff by leveraging a variety of methods, including an electronic survey, senior management interviews with various departments within NAM, group interviews, and on-the-job observations and individual interviews to assess the opportunities. McKinley was able to utilize the research findings along with additional analysis of NAM data and information to provide recommendations on the organizational restructuring of the department, operational processes (e.g. renewals/invoicing, etc), and marketing strategy that were implemented by NAM.