Association of Family Practice Physician Assistants – Associations

Situation
In October 2008, the Association of Family Practice Physician Assistants launched a strategic initiative to help better identify the AFPPA as a leader in primary health care and an indispensable resource within the PA profession. Goals included a redesign of the association’s 11-year-old logo and Web site, and expansion of public awareness and media outreach.

Action
O’Neill Communications developed a rebranding strategy that included logo and Web redevelopment along with newsletter redesign as well as conference and membership campaign materials. An aggressive implementation plan produced all of the organization’s short-term goals including: new logo, corporate ID, email template; professional photography and video; newly designed Web site with interactive features; enhanced newsletter; and a fall conference mailing sent to 50,000 potential members including a 13-minute recruitment DVD, full-color 12-page conference brochure, new membership application, and online survey. O’Neill Communications is continuing to develop long-range programs for the association focusing on public and media awareness efforts.

Result
Membership numbers are on the rise, and perception of the organization is positive and increasing. Web site visits are strong and continue to grow.