The National Association of Corporate Directors (NACD)

CASE STUDY:

Detailing the benefits of NACD membership and services.

The client:

National Association of Corporate Directors (NACD)

The work:

NACD provides a tremendous range of support to its members, including director education programs, research, topical content, advocacy, and board services. Each of those categories encompasses numerous specific offerings.

ENC worked with NACD to document and explain the value of its offerings in:

  • A library of 20+ data sheets that explain how specific benefits or services help directors fulfill their boardroom responsibilities.
  • A series of catalog brochures that provide one-stop summaries of NACD’s education programs, membership benefits, and board services.
  • Collateral that showcases highlights from NACD’s research.
  • Web content for membership and board services.

The outcome:

ENC developed a toolkit of sales resources that:

  • Promote an overall value proposition for NACD while explaining the details of individual offerings.
  • Reinforce NACD’s brand and story across all promotional interactions.
  • Portray NACD as a modern, timely, and relevant organization.
  • Work to make a clear case for engaging with NACD.
  • Can be combined to create custom presentations for each customer.
  • Help prevent noise and conflicting offerings from overwhelming or annoying customers.
  • Enable customers to focus on just the benefits or services that are relevant to them.
  • Differentiate NACD from advisory firms or graduate schools.
  • Show NACD’s in-depth and authoritative mastery of corporate governance.
  • Help make it safe for customers to choose and engage with NACD.

These sample spreads exemplify the interior content ENC developed for each of the NACD brochures.

This pocket folder enables NACD representatives to create a custom presentation of collateral for each customer.

NACD All Purpose Folder

ENC developed the content explaining the value of membership and board services on the NACD website.

ENC capabilities included:

ENC Complex Subject Matter

Complex Subject Matter

ENC Sales Enablement

Sales Enablement

ENC Brand icon in gray

Brand Management

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