#6: The Formula to a Successful Brand Reinvention with Bill Rowan of NAPA

Clear communication and marketing directly translates to how an association is resonating with its members … or not.

In this exciting episode, we’re diving deep into the world of association communication and marketing strategies and rebranding efforts with our special guest, Bill Rowan, Senior Director of Communications & Marketing for the National Asphalt Pavement Association (NAPA).

Bill shares his incredible journey from designing ads for the Yellow Pages to spearheading a comprehensive overhaul of NAPA’s marketing and communications. Together, we explore how data-driven decisions, a strategic communications gap analysis, and the power of stakeholder feedback led NAPA to a more member-centric approach. We’ll also touch on Bill’s passion for the Japanese business philosophy of Kaizen, which emphasizes continuous improvement.

Bill provides valuable insights on enhancing member engagement, driving non-dues revenue, and the intricate details behind a successful association rebrand. This episode is packed with actionable advice and inspiring anecdotes.

You’ll learn:

• How data and member-feedback can drive meaningful change.
• The details behind a successful association rebrand.
• The power of plain language and clear communication.
• The impact improved communication can have on non-dues revenue.

About the guest:

Bill Rowan is the Senior Director of Communications & Marketing at the National Asphalt Pavement Association (NAPA). Bill shapes NAPA's internal and external communications. He helps staff, members and media convey compelling information about the asphalt pavement industry and inspire action to advance the industry, its members, and its critical role in U.S. infrastructure. 

Resources:

Case study: Strategic communications gap analysis

Recommended reading: Everybody Writes

Explore more on communication strategy.

Visit: https://www.naylor.com/

Connect with NAPA & Bill Rowan:

LinkedIn: @Bill Rowan.css-j9qmi7{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;font-weight:700;margin-bottom:1rem;margin-top:2.8rem;width:100%;-webkit-box-pack:start;-ms-flex-pack:start;-webkit-justify-content:start;justify-content:start;padding-left:5rem;}@media only screen and (max-width: 599px){.css-j9qmi7{padding-left:0;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;}}.css-j9qmi7 svg{fill:#27292D;}.css-j9qmi7 .eagfbvw0{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:#27292D;}