SITUATIONAL ANALYSIS
AGTA was founded in 1981 to create a trade organization and trade show to support colored gemstone wholesalers. Over the years, the organization had expanded services and membership to include a broader audience without revising the mission and vision or changing the brand platform, identity, and messaging. To stay relevant, the association needed to rebrand and develop stronger marketing and advertising plans that helped manufacturers, retailers, designers, and consumers.
KEY ISSUES
This non-profit organization has a volunteer board, which changes by member election every three years, and a small paid staff. The approval process on a project of this magnitude was complicated and needed seasoned project management. Continuity of vision was held by the CEO but was greatly influenced by the board. Hearing all voices and gaining consensus to execute on objectives and meet budgetary and timeline constraints required flexibility, fluidity, and experienced listening skills. The brand strategy not only needed to include traditional marketing and sales materials, but also digital with an emphasis on marketing its trade shows which are the main source of revenue for the organization: AGTA GemFairs™ in Tucson and Las Vegas.