MFSA Transition Background Timeline

MFSA Transition Background Timeline

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  MFSA “Transition” Background andTimeline Ken Garner
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  First, let’s understandwhat this is not… • We are not abandoning any of our current core responsibilities • In fact, we are examining plans to continue to strengthen the traditional product and service offerings to our mailing and fulfillment service providers.
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  October 2009 MFSA StrategicPlanning Meeting • The resulting “BHAG” read – “To be the preeminent brand guiding the convergence of digital management, marketing services, and distribution.” • The “Vivid Description of Our Desired Future” read – “MFSA is known for leading an industry transformation and providing solutions for its members to succeed in meeting the changing needs of their customers in the US.”
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  November 2009 White Paper Launch “The Move to Marketing Services: A New Strategic Pathway for Production Companies” - a Collaboration with NAPL and DMA • A MFSA member survey connected with the white paper  indicated that 68% of respondents (130 of 190 respondents)  already considered themselves to be marketing service  providers.
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  2009, 2010 • Manyspecific articles in Post Scripts • Many conference and chapter meeting presentations developed and delivered dealing with business transformation
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  September 2011 MFSA StrategicPlanning Meeting • The “BHAG” was updated to read – “To be the preeminent trade association guiding the convergence of data and digital management, multi- channel messaging, and distribution services.” • The “Vivid Description of Our Desired Future” continued to reference change management, “MFSA is known for leading transformation and providing solutions for its members in meeting the changing needs of their customers…”
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  September 2011 MFSA StrategicPlanning Meeting • Among a number of specific goals and objectives set during the meeting, meeting participants directed to staff to develop and execute a re-branding strategy that would include a name change, new tagline, and a redesigned logo. • To that end, staff engaged the services of “TGD Communications” and “Grow Socially” to assist with the rebranding process.
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  Name and Tagline Followingan involved, iterative process involving a pool of 40 potential new names and taglines, the Board of Directors chose the following for your consideration and approval – Association of Marketing Service Providers Delivering Education, Networking and Advocacy