Medical Alley

Reimagining a Non-Profit Trade Association

With new leadership and a transformative mindset, Medical Alley was ready to reimagine the future while celebrating their heritage as a 40 year-old trade association.

We collaborated with the CEO and Board of Directors to shape a new strategic plan, align on priorities and build the resources needed for marketing to help deliver new growth.

Responsibilities

• Marketing and sales leadership on executive team

• Strategic planning, budgeting and forecasting

• Brand strategy, identity and messaging

• UX, design and writing

• Content, event and campaign planning

• Lead generation and nurture

• Measurement and analytics

• Talent recruitment, onboarding and integration

Outcomes

• Defined and built new marketing and sales teams

• Identified, recruited and onboarded creative partners

• Brand strategy informing rebrand of entire Medical Alley experience

• Integrated campaign targeting prospective members

• Increased promotional activity, attendance and quality of events

• Refined sales approach, collateral and marketing automation

• Built confidence in marketing and sales with CEO and Board of Directors

• Transitioned marketing and sales leadership position to FTE

“When I started as CEO at Medical Alley, I knew marketing leadership was critical to helping us achieve our vision. Craig and his team proved me right. He served as our fractional marketing lead for more than a year, turned the brand around, took over the sales team and gave us the clarity we needed to establish a longer-term strategy for marketing and sales.”

~ Roberta Dressen, CEO, Medical Alley