2. First, let’s understand what
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.
3. October 2009
MFSA Strategic Planning 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.”
4. 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.
5. 2009, 2010
• Many specific articles in Post Scripts
• Many conference and chapter meeting presentations
developed and delivered dealing with business transformation
6. September 2011
MFSA Strategic Planning 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…”
7. September 2011
MFSA Strategic Planning 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.
8. Name and Tagline
Following an 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
