|
The Challenge:
A public sector trade association
with a $200M USD budget recognized
new strategic challenges. With an
economic development mandate, the
traditional focus of the organization
had been towards attracting global
consumers and maximizing their spending
in local markets. Management realized
that a broader constituency of stakeholders
needed to be addressed, including:
- government sponsors,
- industry businesses, and
- local communities.
In order to succeed, they needed to
enable the organization to address all
of these groups rather than just the
traditional customer. An annual Global
Conference brought together the top
100 managers in the organization, and
it was opportunity to implement the
strategy.
The Approach:
Market Edge used a diagnosis and design
process to help the client's organization
develop a deeper understanding of
all stakeholders. Representatives
from each stakeholder group were contacted
and interviewed to obtain content
for workshop sessions. Individual
stakeholders were chosen to speak,
and Market Edge worked closely with
these representatives to ensure they
were prepared for the conference.
During the conference,
managers were invited to refine the
strategy through a series of facilitated
workshops. Non-traditional stakeholders
and managers participated in focus
group sessions to communicate and
improve understanding of the strategy.
The Outcome:
Evaluations from managers attending
rated the event as the organization’s
most successful conference ever. Field
managers developed new perspectives
and direction through communication
and participation. Links to stakeholders
were established or strengthened,
and ongoing feedback loops were established
both within the organization and externally.
Significant qualitative improvement
resulted from re-aligning the organization
with its driving constituencies.
|
