Leadership Montgomery

by

In January 2017, Leadership Montgomery unveiled a new brand, and a new strategy for growth, including this announcement, which outlined plans for program expansion to include the Corporate Volunteer Council of Montgomery County. The organization, under new leadership, understood that it had just one chance to get their expansion announcement right— to ensure its range of supporters saw the expansion positively, rather than the possible perception that one organization was “saving” a weaker partner organization. In October 2016, Mission Partners came on board to develop a strategy for announcing the expansion, including a comprehensive review of the brand, the development of a marketing plan, and message training for all senior executives in the lead up to the announcement. Mission Partners also conducted In-Depth interviews to close-in supporters to ensure that the message we intended to deliver in early January 2017 would be received positively. Indeed, the message was rolled out with great enthusiasm and community support, and in just the first few weeks of the expansion news having gone public, Leadership Montgomery has witnessed a positive spike in member and community engagement.