As the leading organization of its kind, Airports Council International had a strong presence in its market. Its goal was to increase its relevance to members, and to attract more members from related industries, and to focus its communications efforts in order to be more effective. ACI-NA needed to do more within its existing resources, and this meant improving the effectiveness of its marketing channels without increasing the time or cost needed to communicate with current and prospective members.
Carousel30 performed both qualitative and quantitative research for Airports Council International North America that included focus groups with both internal and external constituents, as well as an online survey which was able to reach current, prospective and lapsed members. In addition, we performed a brand and communications audit to compare and evaluate the different methods used to communicate with ACI-NA’s diverse audiences.
The outcomes of our research and audit produced a series of strategic recommendations that improve the effectiveness of their communications, while maintaining a strong brand identity and positioning within their industry. Key to the success of our brand strategy was producing a set of guidelines that were practical yet innovative and position the organization to continue to grow over time. With a strategy focused on demonstrating value to members at every touchpoint, the outcomes of our work will continue to benefit the organization.