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June 29, 2018 | Brief
THE 2018 EXCELLENCE IN NEW COMMUNICATIONS AWARDS
COMMUNICATIONS, COMMUNITIES, AND COLLABORATION
Winning the “Communications, Communities, and Collaboration” award in the Nonprofit Division, ASPB established external communication initiatives to create a more dynamic member experience. The organization recognized that an engaged community is more likely to purchase products, programs, and services; therefore, the organization created an engagement strategy to increase value and generate loyal customers. The strategy began by launching an inclusive, global online community called Plantae, bringing the plant scientist community together.
THE ISSUE BEING ADDRESSED The American Society of Plant Biologists (ASPB) needed a strategy to expand their footprint and diversify revenue streams to ensure relevance and resilience in the future. They were also, like many professional societies, seeing membership numbers on a downward trend. ASPB engaged the renowned innovation firm IDEO to help strategize new ideas for diversifying revenue. The original strategy revolved around the ideation of individual digital products to be developed and sold, and that strategy was refined to become more cohesive and long-term by launching an inclusive, global online community called Plantae, accessible to all plant scientists that would also be leveraged as a channel for revenue-generating products.
Through Plantae, ASPB launched a series of valuable, unique, and ultimately revenue-generating products and programs through a collaborative development process with community members. Not
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