5 Ways to Reinvent Your Organization’s Image in 2018

Is the New Year time for a new you?

With a new year comes the opportunity for a fresh start. This is true for individuals and organizations alike! Just like your members may be setting new wellness goals for themselves, take the opportunity to look at January 1 as a time to reevaluate your organization as well. Consider who you are to members and what you hope to become.

There are many reasons organizations are ready for some reinvention and it can be a wonderful PROACTIVE approach for growth. It may be time to shake things up if:

  • You’ve been doing things, looking like or operating the same way for a very long time
  • You’re losing existing members
  • You’re interested in growing new membership
  • You’d like to differentiate yourself from your competitors

Look outside your organization.

Before you commit to a reinvention strategy, pay attention to two things: 1) your competition and 2) industry trends. First, make sure any changes you make will set you apart from others (as opposed to replicating an existing competitor). Secondly, ensure that the overall investment has longevity, given the direction of your industry.

Define the new you.

Whatever your reason for considering reinvention, define it with concrete language and goals and share it openly with your staff so all decisions stay aligned with the core purpose.

For example, if the goal is to re-engage existing members and build enthusiasm from within, an upgraded “look” can make a difference while still honoring what is appreciated about your business.

Look AND sound good.

Effective updates can be made by changing colors and images without touching the tone and language of who you are. Hiring a designer can be money well spent. The same message can be much more impactful and engaging with a better design. Apply this to print, web and don’t forget the facility itself.

Hire wisely.

If a revamp is on the docket, and there is an opportunity for some new blood within your organization, make the most of your new hires. Look for talent that will support your objectives, bring about some creative energy and tolerate change.

Plan for the change.

Depending on how much you’re taking on, don’t expect a new “you” overnight. Workloads may increase as you craft updates while fulfilling existing models. Time will be needed to train staff on new language and initiatives. Physical updates to your space may create operational upheaval. All these considerations don’t need to hamper progress if you plan for them accordingly.

By following this simple guide, you can shake things up while still holding onto your core. Consider the new year as an opportunity to make “just enough” change to take your organization to the next level.

Gina Calvert

Gina is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, YMCAs, Parks & Recs, camps, schools and endurance events, for almost 7 years.

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