Brand Study Marine Technology Society (MTS)
Brand Study | Marine Technology Society
About The Marine Technology Society The Marine Technology Society (MTS) was incorporated in June 1963 to give members of academia, government and industry a common forum for the exchange of information and ideas. MTS’ guiding purpose is: “To promote awareness, understanding, advancement and application of marine technology.” Today, MTS is a growing organization, boasting a membership of businesses, institutions, individual professionals and students who are ocean engineers, technologists, policy makers and educators.
Brand Study | Marine Technology Society Ba c k g rou n d
Why Rebrand? The overall goal of the rebranding initiative was to better position MTS to meet the needs and expectations of members and prospective members now and in the coming years. • At the time of the rebrand, MTS was currently made up of primarily older, established males (Old Boys Club) who were in their careers and industries for 20+ years • It was critical to create a brand position and identity that would appeal to and attract students and young professionals as well as international members in order to keep the organization vibrant, growing, cutting-edge, global, relevant and moving forward
Original Logo circa 1963 Remained unchanged for more than four decades
Brand Study | Marine Technology Society Ba c k g rou n d
The Process • The first real step of the initiative was having David James Group (DJG) develop several positioning statements based on independent research and conversations with MTS staff and leadership
4 Brand Positioning Angles Were Explored: Knowledge Leader The Marine Technology Society (MTS) is the leading knowledge provider for the marine technology industry.
Experiential Leader The Marine Technology Society (MTS) is the leading experience-based Society in the marine technology
• Once the positioning statements were developed, we moved on to the research phase of the process, including both qualitative and quantitative
industry.
Community of Leaders The Marine Technology Society (MTS) brings together a strong community of leading ocean engineers, technologists, policy makers and educators.
Passionate Leader The Marine Technology Society (MTS) fosters the passion our community of ocean engineers, technologists, policy makers and educators have for their careers and the work they do to further the responsible and sustainable use of the oceans.
Brand Study | Marine Technology Society Ba c k g rou n d
Reactions to Knowledge Leader Positioning
The Process • The qualitative research included three focus groups – MTS Member Professionals; Non-Member Professionals; and Students, both MTS members and non-members • The focus groups were open conversations around attributes and perceptions of MTS today, attributes and perceptions of what MTS should be tomorrow, what the participants value in an organization and what they expect from MTS, and an evaluation and rating of the proposed positioning statements • Ultimately the “Community of Leaders” positioning statement was the top choice
Professionals
Students
Non-Members
Ratings on the Liking Scale*
4, 5, 3, 4, 4, 4, 2, 2.5
4, 4, 4, 4, 4, 3, 4, 5
3.5, 3, 2, 4
Positives
• “Dedicated to strengthening Marine Industries” • Knowledge sharing • MTS has been useful to Capitol Hill in the past • We MUST tell our story in Washington DC, otherwise we will continue to be at the tail end of everything that’s happening
• Why a “4?” ‣ I want MTS to be the knowledge leader, but they’re not there yet.
Negatives • “Begins on Capitol Hill” • We’re not the “voice of the industry” that would be lobbying on Capitol Hill • We should NOT be a lobbying group • The focus should be at the grass roots level, not Capitol Hill • We can & should provide info TO Capitol Hill • We shouldn’t be using the term “Ocean Industry,” but rather we should be talking about Marine Technology
• “Voice for the • Why a “2?” Industry” would turn ‣ Not bodacious professors/academia enough. Too off. pragmatic. • It should mention • Why 3 or 3.5? “research.” • “Begins on Capitol ‣ Unclear as to who Hill” should instead say the audience is. it begins where the • Capitol Hill suggests knowledge is being gained and then make lobbying and politics, Capitol Hill aware of but the government that knowledge. DOES fund these • “Knowledge share” projects. Don’t and “Knowledge rich” mention Capitol Hill are vague until you have this capability in place.
*Liking Scale: 5 = “I love it” and 1 = “I hate it”
Brand Study | Marine Technology Society Ba c k g rou n d
The Process • Based on the results of the qualitative research, we were able to streamline the focus, develop appropriate questions and modify the positioning statement for the quantitative research – an online survey • The online survey was completed by 491 people – both members and non-members, professionals and students; another 93 respondents partially completed the survey
Likelihood of Joining MTS Based on the “Community of Leaders” Positioning Statement
10%
36%
54%
Based on reading this statement, I'd be very interested in joining MTS The statement has some favorable parts to it, but it also has some weaknesses The statement really wouldn't motivate me to join MTS
Over Half Would Join MTS Because of Its New Positioning
Based on the results of the qualitative and quantitative research and the detailed expectations that came out of that research, DJG was able to develop a comprehensive creative brief, providing direction and guidance to the DJG creative team as they began the process of creating a new logo and tagline
In addition, DJG was able to fine tune the positioning statement that most resonated with all audiences, build key messages around identified descriptors and attributes and values, and create a tagline which succinctly and creatively captures the essence of MTS
Brand Study | Marine Technology Society Ba c k g rou n d
Final 5 Steps to a New Brand The positioning statement, key messages, tagline and nine logos were presented to a subcommittee of the MTS Board of Directors
1
Based on their feedback of the initial nine logos, the presentation was culled down to a total of three logos with modifications
2
Again, these three logos were presented to the sub-committee and from that presentation one logo was highlighted as the favorite choice with slight modifications recommended
3
After two rounds of revisions and input from the subcommittee, the final recommended MTS logo was ready for presentation to the Board of Directors by the subcommittee
4
The subcommittee presented their recommendation; the MTS Board of Directors unanimously and proudly approved the new MTS brand identity – including the logo, tagline, positioning statement and key messages
5
F i n a l M e s sa g in g
Community of Leaders Positioning Statement
national community of leading ocean engineers, The Marine Technology Society (MTS) brings together a strong inter from each other and advance together as we share learn we bers mem As . ators educ and kers y-ma polic sts, ologi techn advancement and application of marine technology. our passion for and dedication to the awareness, understanding, bers through professional development and Key to this growth is MTS’ commitment to strengthening its mem t-raising outreach. Externally, our society serves networking and ensuring its future through awareness and excitemen provide honest information and relevant expertise to as the voice of marine technology in the media and our members leading-edge, knowledge-based community by policy-makers around the world. MTS supports and enhances this ical symposia and workshops. offering numerous networking opportunities, conferences, techn
Key Messages 1. 2. 3. 4.
sustain and efficiently use the oceans. MTS provides the technology, tools, and technical expertise to help orking opportunities. MTS offers career-enhancing professional development and netw efforts to positively influence relevant public policy. MTS is the voice of marine technology in the media and through young people excited about the field. MTS is dedicated to the future of marine technology and getting
Tagline Opportunity runs deep™
THE IDEA BEHIND THE NEW LOGO The graphic elements of the logo refer to a number of ocean-related imagery, such as: • Water meeting the shore •
Water meeting the ocean floor
•
Semaphores
•
Even schools of fish swimming in the ocean
•
Overall, the graphic elements convey a sense of motion and energy and are anchored by a strong combination of serif/san-serif typefaces for the Marine Technology Society name
KEY BRAND DESCRIPTORS •
Professional
•
Leading-edge
•
Technical
•
Innovative
•
Expanding
•
“Cool”
5565 Sterrett Place, Suite 108 Columbia, MD 21044
4 Color Process
2 Color Pantone
Pantone PMS 2768 C
1100 H Street, NW, Suite LL-100 Washington, DC 20005 P. 202.717.8705 F. 202.347.4302 mtsociety.org
Pantone PMS 144 C
C: 100 M: 64 Y: 0 K: 71
C: 0 M: 48 Y: 100 K: 0
R: 0 G: 30 B: 76
R: 248 G: 152 B: 29
#001E4C
#F8981D
2 Color Pantone
C: 81 M: 36 Y: 1 K: 0
C: 100 M: 64 Y: 0 K: 87
C: 2 M: 29 Y: 92 K: 0
C: 2 M: 55 Y: 100 K: 9
R: 12 G: 136 B: 199
R: 0 G: 0 B: 49
R: 247 G: 185 B: 47
R: 220 G: 127 B: 30
#0C88C7
#000031
#F7B92F
#DC7F1E
Gradient Breakdowns
Welcome New
MTS Member!
Power Your Career Forward
Dear Rich, Welcome to the Marine Technology Society! We thank you for joining our international community of leaders dedicated to the advancement of marine technology and all aspects of oceanography.
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The Marine Technology Society is where o
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opportunity runs deep. Our extensive offering of professional development and networking ensures the field of marine technology and our members’ careers continue to rise. Visit mtsociety.org to explore your membership benefits. Not a member? Join online today.
MTS is committed to furthering the dissemination of information on cutting-edge technologies, new findings, industry news, and the interdisciplinary contributions to our oceans. We encourage you to be an active member, to participate in our regional and national networking opportunities, conferences, technical symposia and workshops. You are invited as well to participate in our technical interest committees, designed to encourage and build on specialized knowledge and expertise. There are 28 professional committees to choose among, representing every critical technology interface with the oceans. The more empowered you and your fellow members are, the better equipped our Society is to innovate, influence and advocate for the future of marine technology.
Now that you’re part of our innovative society of the leading experts in marine science and technology, it’s time to start exploring the benefits. As an MTS member you not only help us uphold our role as the authoritative voice for marine technology, you also have exclusive access to a wide variety of benefits that keep you on the leading-edge of marine technology and at the top of your career.
Your MTS membership benefits include: Career-enhancing professional development Leadership and networking opportunities Prestigious honors and recognition UÊ Comprehensive news, knowledge and analysis UÊ Extensive employment services UÊ Registration discounts to MTS-sponsored conferences and workshops, such as MTS’s new TechSurge workshop series UÊ A wide range of respected technical resources, both in print and online UÊ Active Local Sections UÊ UÊ UÊ
Visit mtsociety.org to start exploring your benefits today!
Again, welcome to MTS—where opportunity runs deep!
mtsociety.org
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+1.410.884.5330 membership@mtsociety.org
Visit us at OCEANS, Booth #126 | mtsociety.org
MEMBERSHIP CARD
Don’t miss the MTS Career Fair:
Monday, October 26, 2009 at the Beau Rivage Resort Hotel
P: +1.410.884.5330
mtsociety.org