aiaa branding update

1. AIAA Branding Update Sharon Grace AIAA Corporate Communications July 12, 2007

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3. 3 Research Methodology Over a 5 week period, Focused Image interviewed: Employees (9) Members (26) Participants were asked 20 open-ended questions, centering around their thoughts on AIAA and its position within the marketplace To ensure candid responses, participants were assured confidentiality Communications audit of current AIAA marketing materials

4. 4 Research Interview Findings There is inconsistency in describing the organization and presenting the AIAA brand Members view the organization as highly professional The organization is seen as a conference provider and publisher rather than a prestigious brand The high stature of the individual member(s) needs to be leveraged Growth and diversity of memberships is a major concern The organization must embrace change

5. 5 Research AIAA brand audit The clarity of the AIAA messaging The professionalism of the AIAA image The use of the AIAA logo The consistency of design The use of color Current photography Overall communications

6. 6 The brand audit produced the following findings: No consistency in the use of the AIAA logo Inconsistent messaging Multiple versions of presentation materials No defined template for brochures or marketing materials Dated images There is an identity manual, but no documented brand standards or guidelines Research

7. 7 Establish AIAA as the leader in the aerospace association marketplace Create a clear, consistent message for the organization Ensure the message is relevant to new members Evolve the AIAA image and bring it into the 21st century Bring discipline and standards to all marketing communications and materials Make AIAA the �hero� Build the AIAA Brand Brand Recommendations

8. 8 To position AIAA as the premier brand in the aerospace association marketplace through a consistent marketing and image campaign. Brand Strategy

9. 9 Understanding the fact that members and future members will differentiate AIAA more on the basis of a brand than a product Create an image that establishes AIAA as a premier organization leading the future of aerospace Create a message that resonates with current and future members It is critical to bring consistency and discipline to the AIAA brand Brand Strategy

10. 10 Development of the AIAA Brand Guidelines Standards Rules Logo usage Identity Collateral Color Fonts Design Brand Guidelines

11. 11 Cover Brand Standards

12. 12 Header Pages Brand Standards

13. 13 Header Pages Brand Standards

14. 14 Header Pages Brand Standards

15. 15 Header Pages Brand Standards

16. 16 Header Pages Brand Standards

17. 17 Header Pages Brand Standards

18. 18 Building the AIAA brand campaign included the following: Image Core values Key marketing messages Boiling it all down to something that is relevant AIAA Brand Campaign

19. 19 Integrity We conduct all activities honestly, truthfully and ethically. We treat everyone with dignity and respect. Leadership We believe we must lead our global aerospace community into the future with visionary inspiration and the talent of our membership. Community We are a diverse community that values sharing information among pioneers, practitioners, future generations, staff and partners to enable personal, professional and business growth. AIAA Brand Campaign-Core Values

20. 20 Excellence The critical consequences of our work require nothing less than near perfection in all we do. A passion for overcoming risk drives us. Education Our passion for overcoming risk demands lifelong learning, a never-ending thirst for knowledge, and the ability to inspire future generations to continue the quest for understanding. Diversity We appreciate diversity and believe each member contributes valuable and unique skills and characteristics, making the entire organization greater than the sum of its parts. AIAA Brand Campaign-Core Values

21. 21 The best and brightest belong to AIAA I can better myself and my career by being part of the AIAA community I am proud to be a member of AIAA and continue the legacy of aerospace pioneers An AIAA member was involved in every major milestone in modern American flight AIAA is a global and diverse community AIAA uniquely understands: risk must be conquered daily to achieve excellence AIAA Brand Campaign-Marketing Messages

22. 22 AIAA nourishes my passion for aerospace Young professionals, educators and corporate managers all benefit from being an AIAA member Through AIAA, I have the opportunity to meet and learn from the pioneers Look forward with AIAA. Make an impact on the future of the profession, our country and the world AIAA provides me with the perfect forum for networking, publishing, discovering, developing, learning and advocating AIAA Brand Campaign-Marketing Messages

23. 23 The Challenges for the AIAA Brand: 35,000 different members A diverse membership in demographics, culture and career Unique geographic regions and sections Distinct committees Worldwide conferences, events and meeting Member Involvement

24. 24 What is Success for the AIAA Brand? Membership growth over the next three years Adoption of the AIAA branding standards Brand consistency and discipline throughout the organization Consistent marketing materials, both member and staff An �80/20 scorecard� of brand adherence by the organization Member Involvement

25. 25 How Can You Help? A brand is not created merely through a campaign or advertising � every aspect of what we say, do and deliver establishes it We need you to become brand ambassadors We need your support Member Involvement

26. 26 Member Involvement The Rewards Allowing AIAA to clearly communicate its value proposition Creating internal unity of staff and members Increasing awareness of AIAA and its capabilities Fostering future growth into new markets A strong AIAA brand brings added value to regions and sections

27. 27 Questions?

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