Rebranding & Repositioning an Association and Their Conference

Client

Georgia Association of Physician Assistants (GAPA)

Overview

GAPA represents the PA profession among state and national legislators, helps PAs find jobs in Georgia, promotes public awareness and understanding of PAs among prospect employers, offers opportunities to earn CME credits, and more.

In 2018, Gavilan & Associates (G&A) partnered with GAPA to:

Update their 43-year-old brand identity.
Build a brand identity for their Summer CME Conference.
Conduct a Communications Audit which evaluated messaging, identified areas of disconnect and offered concrete recommendations for improvement.
Conduct a Competitive Analysis to determine approaches, in particular messaging, that will distinguish GAPA from its competitors.
Conduct an online member survey to measure satisfaction, reasons they belong, identify attributes they associate with GAPA and more.

Implementation

The overall objective was to collect research that would inform future efforts—from messaging strategy to tactical outreach. Therefore, based on insight gained from the Communications Audit, Competitive Analysis and Member Survey, we:

Developed two new logos: one for GAPA, another for the Summer CME Conference. Both logos are modern, with vibrant colors, and showcase GAPA as a growing and engaged community.
Developed new marketing messages which focus on “What’s in it for me?” and that communicate the attributes members associate with GAPA, such as informative, leadership and careers
Introduced the new logo to members via social media, the website and email
Wrote a comprehensive, marketing communication plan for the Summer CME Conference, complete with themes, social media ideas, and more.
Built a comprehensive Member Recruitment Plan, which included various channels for reaching prospects, sample messaging and ways to stand-out from competitors.
Created new Brand Guidelines for the corporate logo and the conference.

Results

The Gavilan team provided the research, logos, plans and messaging to GAPA for implementation, all of which is in use today.