Who: BetterInvesting (formerly known as National Association of Investors Corporation (NAIC)
Industry: Investor education and support
Situation: Aging membership anchored by local clubs; total membership shrinking; organization needed to recruit and retain younger investors
What: Re-branding, re-positioning, and a new look, supported by a comprehensive communications initiative

Non-Profit Investor Education Organization Re-casts its Image to Address Changing Market Dynamics
Since the 1950s, NAIC had enjoyed a growing membership by offering unique educational programs and tools for the individual investor. Membership peaked, however, in the late-90s, as internet-based (and other) resources began siphoning off younger investors. NAIC regional chapters and local clubs, the “glue” that had kept NAIC members loyal and renewing annually, were less attractive to a new generation of busy parents and singles.

Smith-Winchester (SW) worked as part of a client-led branding team to examine and re-think the value proposition, value delivery and positioning strategies. The four-letter name, NAIC, was cumbersome, non-descriptive, and sometimes confused with other organizations that used the same acronym. Since “Better Investing” was already well-recognized by members (as the name of NAIC's monthly magazine), it was upgraded to the primary brand name, used without a space between the two words: BetterInvesting.

The value proposition was refined and new supporting messages crafted. Anchored by a new logo, corporate signature and positioning phrase, SW created a multi-phase communications program to help launch the new brand, including:

• multi-piece new-member recruiting kit
• 20-page membership guide outlining products, programs, and resources
• trade show exhibit graphics
• new packaging for software products
• email promotional program for existing and potential members

A new DVD video was produced for use at trade shows and during chapter meetings, with comments from members that let the viewer visualize themselves as part of the community.

The website got a complete face-lift, with a new, more open “look and feel" emphasizing content options, accessibility and ease of use. The key was to appeal to young internet-savvy investors while adding value for the established member base.

In addition, SW made format refinements to the monthly magazine, and produced advertising templates. All new materials work in harmony with the new, interactive, information-rich website.

LeAnn Richards, Marketing Manager, BetterInvesting commented: “We needed to reposition our brand to attract a new generation of investors while maintaining the loyalty of our 200,000 existing members. Smith-Winchester delivered the right solutions every step of the way.”