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Case Study: Reallocating Resources to Enhance Member Value

How a deep dive assessment of ICPI’s product portfolio identified strategies for enhancing its member value proposition

Challenge

The Interlocking Concrete Pavement Institute (ICPI) is the trade association representing the segmental concrete pavement industry in the United States and Canada. Wanting to optimize the value that membership in their organization provides and ensure their future relevance in the industry, ICPI came to AMC for a thorough assessment of their sizeable portfolio of programs and products to distinguish which provide value to members, and thereby the organization, from those that did not have the same level of recognition or impact.

Process

AMC Consultants worked with ICPI to first gather a wide range of qualitative and quantitative data about their programs and products, including revenue, expenses, staff hours, and member feedback. With such a significant amount of data to assess, AMC’s Creative Media Services created visually compelling graphs that outlined the products and programs based on their usage, satisfaction, importance, and profitability, giving ICPI an easy way to quickly absorb all of the cumulative information.

Following a thorough analysis of the data and graphs, AMC consultants then recommended which program and products should be maintained, which should be sunsetted, and which needed to be reassessed.  

Results

The detailed analysis and resulting recommendations helped ICPI to identify strengths and gaps in its portfolio as well as acquire new strategies on how to either reallocate resources or develop new products and services to enhance its member value proposition. The deep dive review of their products and programs also enabled them to see new ways to free up staff time and budgetary revenue that could then be reinvested in new product development, with new ideas to pursue proposed by AMC consultants and key stakeholder members.

Finally, as a result of this analysis, AMC was also able to make informed recommendations on streamlining future product development processes and setting appropriate return on investment goals and milestones to maintain a fresh and relevant product portfolio.

“We were impressed by the approach taken by AMC. They first analyzed the data from the perspective of importance and satisfaction comparing that to member benefits, staff resources and profitability. That was then verified with focus group sessions of our manufacturer members. This process resulted in identifying programs to sunset to allow staff time to focus on new opportunities to increase membership value.”
—Charles McGrath, FASAE, CAE, Executive Director, ICPI