National Institute for Govermental Purchasing (NIGP)

(Click to Enlarge)

Challenge:

NIGP was hampered by an image that had not been updated for almost forty years. In addition, several other associations were now competing for the same marketing dollars and drawing from their membership base, making it even more critical for NIGP to take a proactive position.

Solution:

LeapFrog Solutions conducted a marketing audit, competitive analysis, and market research of the member base to generate a report, which enabled the development of the new strategic plan. Based on this strategy, LFS designed a fresh look to reflect the new vision, energy, and direction of NIGP to appeal to their now very diverse membership. LFS created a contemporary, light and lively logo, developed the tagline, "Excellence in Public Procurement," and incorporated images that represented the broad spectrum of government procurement professionals. This new identity was carried out in a series of informational membership materials, educational catalogues, and on the NIGP web site and extranet site.

Result:

The implementation of this campaign brought about a complete transformation, portraying NIGP as an organization that was equipped to meet the needs of a diverse procurement population offering valuable benefits to its membership and the most current courseware for procurement professionals. This new image helped them retain old members and attract new ones, which included more females, minorities and younger members.

Services Provided:

• Logo & branding
• Web site
• Marketing audit
• Corporate brochure & educational catalogs