Reimaging Relevance: Turning the Tide at a Trade Association

Things were looking grim at a trade association focused on issues around housing. Despite a 25-year history, the firm was entering a classic doom-loop, with revenues dwindling, warring factions, staff exits, and a faltering brand. To stabilize and grow, the firm needed to reimagine itself. At the behest of the Board, a WhiteLabel partner joined in a senior leadership role. During their tenure, they led initiatives to develop strategic plans, rebranding and, most importantly, developing a research function that would define the issues, and support its core outreach function. As part of their work, they redesigned the firm’s key revenue-producing research product, and the process of putting it together, integrating greater member feedback and expanding the scope, but narrowing the focus, of the organization’s work. They also worked in member recruitment, and in advocacy, developing campaigns, and working with legislators to enact significant reforms. During their tenure, the firm significantly increased revenues, membership, and efficacy.