On August 23, 2019, SMPS published an article, “Flipping the Script on Rebranding: How an Association Told Its Member Story” in Association Adviser. The article focuses on how SMPS launched a rebrand and new vision statement that advocates on behalf of members in the profession. The following is an excerpt:
In the association space, we often think that advocacy means fundraising for the organization and lobbying to members of Congress on behalf of the organization’s and members’ missions. Advocacy can also mean telling your organization’s and members’ stories through branding. At SMPS, that’s exactly what we did–and on behalf of our mission statement and members, we went through a two-year rebrand.
From the early days, SMPS sought to highlight the value that marketing and business development has brought to the architecture, engineering, and construction (A/E/C) industries. And for 45 years, SMPS has been going against the grain to reinforce that design and construction are not just “design and construction.” We have been “flipping the script” on this perspective for a long time. In other words, SMPS has been showcasing the value of marketing and business development to help grow and sustain business, and to be successful at building business, firms need marketers and business developers on staff.