Management - doing things right. Leadership – doing the right things.

Clear, strong, differentiated

value proposition

Relevant Meaningful Attractive

Positive and memorable impression

and experience

Effective touch-points

with members and sponsors

Thought leadership

Designs contribution

to society and culture

Design community

building activities

Mutually beneficial

relationship with strong

partners

Co-creation of design

value ecosystem

Raise the commercial

value of design awards

apply value

attract attention

generate value

Balanced and sustainable value creation cycle Opportunity landscape

show benefit

gain investment

Be relevant… People Time Place

Andrew Hartman October 2012 confidential 1

American Institute of Graphic Arts

global

local

interdisciplinary ID centric

1.) Benchmark Design Organizations Reality check Inspiration for change Strategy

Assessment – offer, benefits, USPs, vision, mission, values, business models Positioning – differentiation, competitors, allies, partners, communication style, look and feel SWOT – what should IDSA keep doing, start doing, stop doing, do better? Andrew Hartman October 2012 confidential 2

IDSA membership

members

sponsors

business

education

2.) IDSA stakeholder engagement survey Outside in understanding of likes, dislikes and expectations of people Know our stakeholders opinion, needs, desires and feelings better Understand who we (truly) are

Like

Don’t like

Andrew Hartman October 2012 confidential 3

IDSA value

proposition

members

sponsors

business

education

3.) Develop IDSA Value Proposition Develop our definition of self - Design Manifesto, Beliefs, Philosophy Sharpen Vision, Mission and Values Define: Who we are What we do How we look, feel and behave Differentiate our offer to different stakeholders Resonate with them and deliver specific value Exceed their expectations Do more than justify the cost of doing business

take

give

Differentiate our offer to different stakeholders Resonate with them and deliver specific value Justify the cost of doing business Andrew Hartman October 2012 confidential 4

4.) identity refresh IDSA does not appear modern, fresh, innovative or inspiring. -where is the design X-factor? Name change? – IDSA=International Design Support Association…? Brand strategy - Professional help ? Guidelines on brand articulation, logo, communication, mar-com, website, conference, exhibitions, etc

Andrew Hartman October 2012 confidential 5

Association of Professional Design Firms

5.) identify strategic partners Who could benefit from our offer/positioning/network Connect to appropriate design related entities and networks Establish mutually beneficial relationships and synergies

IP

industry

designers government

Andrew Hartman October 2012 confidential 6

6.) Corporate fund raising opportunities Showcase design’s capacity to benefit business and society, and the pivotal role a professional designer plays in that process. Be the ideal platform for them to innovate, show their value and reach their customers Help them help themselves Follow the money !

Function Point

IP and Venture Cap

industry

designers

government

Andrew Hartman October 2012 confidential 7

global

local

Commercial Designer

7.) Benchmark and differentiate Design Awards Programs Raise the commercial value of the IDEA award – link with commercial success? Raise the demand for proven design talent

VALUE

Andrew Hartman October 2012 confidential 8

IDSA innovation

Technology

Business

Design

Socio-Cultural

8.) Reinforce or establish beneficial relationships Be visible, relevant and desirable to those who matter

Andrew Hartman October 2012 confidential 9

IDSA Services

Tools

Events

Social media

9.) Develop new communication channels Empower others to tell our story, make connections, attract business and or funding

Andrew Hartman October 2012 confidential 10