SHRM has more than 225,000 members in more than 100 countries. With an increasingly diverse and growing membership, the association sought to more clearly communicate the range of products and services it offers members through the creation of a new logo and a global branding campaign.
IDEA: By modifying its logo and enlisting members for its branding, SHRM hopes members will better understand the wide range of services it offers, from dealing with unions to working with varying workplace rules, said Stacey Holvenstot, SHRM director of marketing and business development. "We had a couple of different logos, and we were starting to look like a house of brands rather than a branded house," she explained. The promotion aims to aid in both recruitment and retention of members and help convey the key role HR plays in any organization's success.
TOOLS: The group unveiled the new logo at its annual conference in Las Vegas. To promote the customized services SHRM can offer members, the campaign will employ media outreach, internal communications focused on its 575 chapters, ads featuring members in HR trade and national publications, and continued sponsorship of NPR's Marketplace through the end of the year. In 2008, SHRM will modify the campaign to include members in other countries.
MEASUREMENT: Success will measured based on a brand-equity index by Greenfield Belser's research arm, comparing a prelaunch survey with another survey planned for November.
Organization: Society for Human Resource Mgt. (SHRM)
Campaign: "I am SHRM"
PR team: SHRM, Greenfield Belser Ltd.
Other marketing: Radio sponsorships, print ads, internal comms
Launch: June 25