PLAN-IT PLAYED AN INTEGRAL ROLE IN THE REPOSITIONING AND RENAMING OF THE AD CLUB, the largest communications trade organization of its kind in the country, representing more than 7,000 individuals in over 700 companies. Its mission is to uphold and promote the highest standards in advertising, best marketing practices and innovative communications disciplines. Membership and involvement in The Ad Club had diminished in recent years, prompting the organizational leadership to partner with PLAN-it for strategic guidance in maintaining its relevance in a rapidly changing business environment.

Initial qualitative exploratory research determined that the organization’s value was perceived as more networking and socially focused, and was generally considered to be outdated and peripheral to the industry’s changing educational needs and professional demands. Building on this learning, PLAN-it worked with creatives representing the mid-sized and large ad agencies in the Boston area to generate potential new names, logo treatments and bylines to position the institution as an innovative and progressive organization representing the full spectrum of industry interests. Suggestions were also made for future education and program content.

PLAN-it then conducted a qualitative communications check to ensure that the final positioning and brand identity communicated an appropriate and motivating message, and worked with creatives to tweak the final names and designs. PLAN-it’s direction helped the organization launch a new identity, Boston Idea Group, and a revised mission, to better serve the advertising and communications industry.

Visit www.bostonideagroup.org

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