Thursday, June 10, 2021
By Denise Roosendaal, CAE
In November, I.C.E. announced new branding architecture with a revamped look for all its products and services. And as we get closer to the launch, the feedback has been overwhelmingly positive so far: “It’s modern, dynamic.” The Branding Advisory Group and the brand consultant, Mekanic, were intentional on ensuring that all brands under the I.C.E. umbrella have connection and a similar look. We believe we have achieved that goal.
Such a dramatic change takes time to transition and incorporate into an organization’s structure and operations. We intentionally planned a longer process to move all of the I.C.E. programs and material under the new graphic look. The biggest component and the most predominant opportunity to engage with our members is the I.C.E. website. We have been working behind the scenes to update our website and connect it to a new association management system (AMS). Having both of those assets in transition has been an important focus for the management team over the past 12 months.
The good news: we’re almost there! By the end of June, you’ll see both come online simultaneously.
The countdown is on! I.C.E. will reveal its new website at the end of June.
In addition to a new graphic look of the website, the new AMS system will operate in the background and improve overall functioning. Together, these components will offer members and users a cleaner, more efficient experience. Specifically, you can expect:
- A new interface for the online store with improved search functions
- Streamlined member profiles and information
- Opportunity to indicate personal preference for communications
- Updated directories that tie to membership data
- A more customized experience
We chose Impexium as our new AMS. For the management team, the new system is more powerful for gathering and aggregating data. It also provides additional functionality for managing member information and engagement with the organization. The backend is more user friendly as well.
One feature of our current website that will change is the member community discussion group, and we are in the process of researching a solution that will fit our needs. If you have technology solutions for robust online community conversation, please let us know. Until we find a replacement solution, we suggest members go to the I.C.E. LinkedIn page to post questions and engage in the community. We’ll keep you posted on our search for a solution.
You might also take this chance to update your member profile, since all the data in our system will be ported over. The transfer of information will take place the week of June 21, so be patient if you encounter any delays or outage on our website. Once we are in the new system, you should check your member data to help us catch any issues you see.
We will offer several training and orientation opportunities (emails, videos, webinars, etc.) at the time of launch and in the months afterward, to answer your questions, assist in getting you comfortable with the navigation and help you find your favorite I.C.E. resources.
This is an exciting time for I.C.E., and we’ll be looking for your feedback. We want to hear your perspectives, trouble spots and any functionality that you find helpful. Feel free to forward your questions to firstname.lastname@example.org.
Positioning I.C.E. for the Future
I.C.E. refreshed our brand to represent the evolving needs of the credentialing community, and to create clarity in the marketplace. You will begin to see new messaging that highlights I.C.E.’s unique value and connects with key stakeholders of the credentialing community, in addition to offerings that align with this new branding.
I.C.E. would like to thank our Branding Advisory Group for all of their guidance and thought leadership. We also want to acknowledge our branding agency, Mekanic, for their time and hard work assisting I.C.E. in this transformation.
Take a look at the below video to see how our brand has evolved!