The Society of Actuaries
Need
The Society of Actuaries (SOA) introduced its revitalized brand and “Actuaries: Risk is Opportunity” at its annual meeting in October 2006. Designed to proactively promote actuaries as leading risk management professionals in an increasingly competitive marketplace, the revitalized brand had to distinguish and differentiate the profession in the minds of key audiences to be successful. One of these audiences was the membership of the SOA itself. At the culmination of a year-long initiative, the question the SOA asked was how to measure success?
Solution
User-friendly, touch-screen kiosks featuring customized survey content, as well as the Society of Actuaries’ new brand and graphics, were present at the launch. The survey captured member feedback in response to the brand presentations and graphics used at the event.
Results
The SOA was able to measure members’ understanding and perception of the revitalized brand at the launch. This allowed the Society to validate the re-branding initiative’s success in hard numbers and to compare them to survey data gathered before the launch.
