Goal

Measure the success of a year-long brand revitalization initiative – “Actuaries: Risk is Opportunity” – at the Society of Actuaries’ (SOA) annual meeting. Designed to proactively promote actuaries as leading risk management professionals in an increasingly competitive marketplace, the brand refresh had to distinguish and differentiate the profession in the minds of key audiences to be successful. The annual meeting was an opportunity to survey one of the most critical audience segments – the membership of the SOA itself.

Solution

SOA used NikaTec event technology to create a solution to capture member feedback in response to brand presentations and graphics used at the event. User-friendly, touch-screen kiosks featuring customized survey content in the context of the Society of Actuaries’ new brand and graphics gathered candid feedback.

Result

The SOA measured members’ understanding and perception of the revitalized brand at the launch in comparison to pre-launch survey responses. This pre- and post-launch brand measurement enabled the Society to validate the re-branding initiative’s success in hard numbers.