SCMA
Building a Supply Chain Management Thought Leader
The Supply Chain Management Association (SCMA) is Canada’s largest association for supply chain management professionals. In 2015, the SCMA rebranded itself from the Purchasing Management Association of Canada (PMAC) in an attempt to better position itself for recognition and awareness. Unfortunately, after the rebrand, the SCMA suffered from a decrease in brand awareness. The SCMA approached us to develop and implement a communication strategy that would build value and raise national awareness for their new brand.
After identifying the target audiences, the next step in our strategy was to create the core idea that would make our strategy implementable. We found that, much like athletes, business leaders want their organizations to out-perform their competitors by looking for advantages and strategies they can use to win. Similar to the definition and refinement of an athlete's abilities, supply chain management excellence is a strategic advantage that can make an organization smarter, faster, and stronger than its competitors. This idea of “Smarter, Faster, Stronger” provided a simple way to describe the value and potential that supply chain management can bring to an organization.
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