A Professional Association with a 100-Year Legacy Steps
Confidently into Social Media and Digital Communications

CLIENT’S CHALLENGE

Good work does not always get recognized. For longer than 100 years, this association dedicated to a particular medical profession and its predecessors have been remarkably influential in achieving milestones such as: (1) new state laws establishing the profession and legally codifying key tenets of its support to patients, (2) institutionalizing the legal right of practitioners to use the title of doctor, and (3) uniting disparate groups of these professionals early in the 20th century into a single, united organization representing all members across the state.

Comparable achievements in today’s fast-paced digital environments require, like any other nonprofit organization or industry association, a multi-disciplinary approach to lobbying, advocacy, press relations, and social media promotion. Toward this end, the association reached out to Strategia and requested guidance and support.

THE STRATEGIA SOLUTION

It’s one thing to bring the full power of communications to a start-up nonprofit – a small entity that hasn’t yet achieved its mission or advanced the interests of its members. It’s another to translate the same expertise and knowledge into a powerful new platform under an organization that is already mature, respected, and established. As it frequently does, Strategia began by creating a communications strategy based on a comprehensive assessment of the association’s core activities, operations, and resources, as well as interviews with its board and other leaders on the organization’s mission, current challenges, and goals over the next three-to-five years. The strategy included long-needed updates to today’s digital norms in how the group engages with its many audiences simultaneously across multiple communications channels.

IMPACTS + OUTCOMES

The association accepted Strategia’s recommendations and authorized the firm to begin implementing them.  Every day, the firm is actively promoting the organization – writing and publishing its quarterly journal and weekly newsletter, drafting and disseminating press releases, facilitating its advocacy for relevant legislative reforms at the state level,and managing its social media footprint, including six accounts on four platforms.