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CASE STUDY: National Association of Industrial and Office Properties (NAIOP) The National Association of Industrial and Office Properties (NAIOP) represents approximately 11,000 members in 49 chapters throughout North America. These commercial real estate developers, owners, investors and asset managers rely on NAIOP for continuing education, public policy advocacy, networking and business opportunities.
NAIOP wanted to look closely into how its members value and prioritize NAIOP’s products and services. The association had previously used Ellipsis Partners to conduct a market research project on elearning, and selected us again to support this broader-scope effort. The goals were to develop a survey that generated results allowing NAIOP leadership and staff to:
Working through a discussion of key initiatives, priorities and member patterns, Ellipsis Partners engaged the staff team and solicited cross-departmental input to help define the survey instrument. Then, using their extensive database of member emails, NAIOP marketed the online survey.
In addition to providing an analysis of the data, Ellipsis Partners’ report and presentation offered a series of both tactical and strategic recommendations to aid NAIOP in using the results to address their four objective goals for the project. CASE STUDY: American Gas Association (AGA) AGA member companies account for roughly 83% of all natural gas delivered by the nation's local natural gas distribution companies. AGA is an advocate for local natural gas utility companies and provides a broad range of programs and services for member natural gas pipelines, marketers, gatherers, international gas companies and industry associates.
The American Gas Association (AGA) has supported a web presence for many years. The site has been a primary service delivery tool, particularly in the areas of advocacy and information. AGA staff and volunteer leadership intuitively believe the site’s performance is satisfactory, but the association had not critically assessed its members’ or visitors’ activities or desires for this important communication tool. They believe that usage hit critical mass, particularly among the segment deemed their “power users”—namely, volunteer committee members and wanted to tap into that critical mass for input.
AGA cross-departmental Web Advisory Group wanted to establish a baseline for measuring their online communications and have a basis of research from which to build its future direction with the Web. AGA asked Ellipsis Partners to develop a plan for and conduct the necessary data gathering, analysis and recommendations to meet this objective.
Ellipsis Partners conducted an extensive online survey of website users, collected feedback from members and other website users, and solicited input from staff and stakeholders. The data and anecdotal comments were summarized in a strategy document and presentation to the Web Advisory Group and AGA’s management team. Armed with this information, AGA then worked with their web development vendor to create and launch a site redesign that reflects the association’s continued focus on delivering high-value news, resources, products and services to AGA members, while also serving as a trusted source of information about natural gas trends for the general public. For more information, read the AGA's press release. Click here to read more about our Information service offerings. |
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