Strategy and Innovation
Creative problem solving is at the heart of our practice. McKinley’s consultants offer deep knowledge of the issues associations face and are skilled at collaborating with executives and volunteer leaders to craft effective and practical strategies to guide their organizations.
Strategic Planning
McKinley’s consultants believe in the work of mission-driven organizations. Our dedication to helping associations thrive guides our strategic planning process, thereby ensuring our clients are equipped with the most innovative approaches to pursuing their missions.
Marketing Strategy
Our team of marketing consultants offers extensive experience in developing strategies that lead to enhanced marketing capabilities, strategic growth and revenue generation. From organization-wide marketing to promoting individual products and services, our team is ready to bring an association’s marketing practices to the next level.
Product Innovation
Regularly reviewing the product portfolio and developing innovative products and services is key for associations to engage members and attract new customers. McKinley’s team of consultants serves as a partner for innovation, development and testing.
Grounded in Research
Our strategic planning practice is bolstered by in-depth research capabilities that ensure our recommendations meet the needs of each organization and its varied stakeholders.
Expert Facilitation
Our team facilitates strategy sessions with the world’s leading associations. Our consultants collaborate with boards and executives to identify the strategies that will generate the greatest impact for their organization.
Connect with a Member of our Team
Strategic Planning for Bold Action and Transformation
A Roadmap for the Future
McKinley is committed to the success of each of our association clients. That’s why we don’t just develop a strategic plan, we provide the guidance and support to bring that plan to life!
Board and Staff Alignment
The success of implementing a new strategy hinges on the alignment of its key stakeholders. We work directly with boards, executives and staff teams to develop a shared vision of success for the organization.
Digital Marketing Transformation
In an era of virtual and hybrid customer engagement, our marketing consultants can help design solutions for associations to meet their audience wherever they are. From social to email to SMS, our team develops cross-channel strategies to engage and convert key audiences.
Conference Marketing
McKinley’s consultants craft custom marketing strategies for association conferences and events. From 200-person symposia to 30,000-attendee conventions, our team has extensive experience in growing attendance for both in-person and virtual events.
Connect with a Member of our Team
4 Ways to Maximize Your Conference Marketing
Membership Marketing
Our team brings deep experience in marketing for membership-based organizations. From growth to engagement to retention, our marketing consultants offer custom strategies to meet your association’s membership goals.
Integrated Marketing Strategy
When it’s time to break down proverbial silos, our marketing consultants will develop integrated marketing strategies that align with your cross-organizational goals. Our integrated marketing approach addresses member and non-member needs while helping associations achieve their goals.
Research and Data Collection
Our product development process starts with identifying and confirming member and customer needs. Our consultants will take a deep look into target audiences’ behavior and perceptions through qualitative and quantitative research.
Product Enhancements
Whether revising existing products and services or launching something completely new, our team will identify opportunities in the current product portfolio for optimization based on products’ health and lifecycle stage.
Connect with a Member of our Team
How to Generate New Product Ideas
Concept Development
Our concept development process is centered on audience needs. We support staff and volunteers in a generative process that aligns your organization’s goals with the needs of key stakeholders.
Testing and Prototyping
We partner with associations to test, prototype and validate product enhancements or new concepts. Our experts will provide actionable insights through exercises like concept testing, prototyping, price tolerance testing and focus groups.
Marketing Strategy
4 min read
| July 27, 2022
Conference & Meeting Marketing: What Does Innovation Look Like?
Read More
Strategic Planning
3 min read
| June 7, 2022
Is the Fear of Failure Holding Your Organization Back?
Read More
Business Models
6 min read
| February 9, 2022