Research is Complete - Now What?

By Jennifer Nix-McGerald, CPSM, Cardno, Inc.

In the previous story, we discussed how we had gathered our primary and secondary research, which was comprised of both qualitative and quantitative results - and there was a lot of it.

The committee put their heads together to understand what the research was saying. After reviewing, discussing, contemplating and more discussing, it became clear that there was a trend and it pointed to three main items SMPS Tampa Bay’s members, both past and present, seemed to want from the chapter.

Those three needs were: continuing education opportunities, networking opportunities and career advancement resources. In other words, SMPS Tampa Bay members want to learn, connect and grow.

The purpose of this entire exercise was to flesh out a local image campaign to supplement the national brand and to help demonstrate the chapter’s values to current and past members as well as the local architecture, engineering and construction (A/E/C) industry as a whole.

Three verbs would be used to remind us of the purpose of the chapter and serve as a call to action. However, there needed to be something more… something visual to add excitement and interest.

According to the Social Science Research Network, 65% of the population are visual learners, meaning they organize and learn information through the use of images, pictures, colors and other visual media. Not only that, it’s an organization for marketing professionals, and we love a good theme.

Using the three action verbs, the committee brainstormed ideas for a theme to further develop the local chapter image. There was much scribbling on a flip chart, back and forth as the potential themes began to take shape. From the slide pulled from the board presentation, one can see what the committee’s favorite was. As many puns were flying, we realized it was super easy to cross into the cheesy.

So after all the pondering, deliberating, etc. how did it all come together? That deserves its own blog post.

Jenni Nix McGerald, CPSM provides marketing communications and business development support for Cardno, Inc.’s Utility Engineering & Surveying Area. Cardno is a full-service civil, social infrastructure and environmental engineering firm.

 

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