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In three short years, from the time we
identified a need to add value, image, identity,
and influence to ACA and the camp experience,
we have successfully completed a significant
step in accomplishing our goals!
Delegates and attendees at our national
conference in San Francisco in February
got a preview of ACA's new image, which
includes an updated logo, a name change
to prevent confusion about who we are and
what we do, and a tagline to describe our
value.
Allow me to recap how we got here.
During 2002, we completed opinion research,
which provided ACA with critical information
about who we are, how we are perceived,
and who and what we wanted to be. This information
was used to aggressively advance our efforts
to contemporize our image.
An association-wide survey was completed
in 2003 to catch the best thoughts of our
members about improving our image. A majority
agreed that, in order to clarify who we
are and what we do, we should slightly alter
our name from American Camping Association
to American Camp Association. The research
confirmed that, while retaining the acronym
ACA, we could make clear our position by
dropping the "ing," which commingled
us in people's perceptions with the activity
of camping out and traveling in RVs.
A task force of the national board, comprised
of PR-skilled members from sections around
the country, worked closely to reflect back
to the design firm the wishes of the membership.
The national board also helped inform the
process by pinpointing positioning messages
to be used in our promotion efforts.
Finally, in October 2003, a branding design
draft was proposed to the national board
by the Project VIII Team (VIII is an acronym
for Value, Image, Identity, Influence!)
and was followed by legal trademark research
to make sure our mark was distinctive.
I am honored to tell you how this leadership
team incorporated your shared vision:
Four key elements were consistently expressed
by members:
- Enriching lives
- World of good
- Community
- Fun
Words like fun, friends, belonging, networking,
growth in children, and diversity were constantly
used by members, the public, and board members
throughout our research.
The problem we had to solve was not a simple
brand awareness quandary; rather it was
a brand strength issue that had failed to
promote value or experience. Our dilemma
was the brand had become the commodity and,
as such, was outdated. The critical questions
revolved around inquiring if the new brand
would sell value rather than a commodity;
would express what we do well; would serve
multiple interpretations within a diverse
association; would clearly express camp
and the association; would convey our business
specialty; and would stand without explanation?
The next question was — Did we capture
the elements we said we wanted — not
a lot of words, playful, forward, the word
"camp" strong, fresh, clean, crisp,
contemporary, professional but light, and
warm?
The answers were all a resounding YES,
according to the Project VIII Team (James
McCafferty, chair; Cindy Beaudoin, Bill
Cole, Michael Chauveau, Don Wood, Bill Hoch,
and Sharon Kosch), the national board, and
the national staff (led by Peg Smith with
Glenn Santner, Joyce Koeper, and Tom Schenk).
Out of the box, it was determined that
we are in the business of enriching the
lives of people, so the primary image is
two people, one of whom is smaller than
the other, which could suggest counselor
and camper, or two adults, or two children,
and/or intergenerational relationships.
Additionally, the two figures are stylistically
rendered to suggest a "bridge"
— to learning, to growing, to becoming
successful adults . . . . When displayed
in color, the different colors also put
forward diversity. While not all camps are
set in the outdoors, most are; therefore,
the stylistic line beneath the main image
may evoke a sense of hills or water or some
other natural element. Finally, in the design
of the name, the word "camp" is
strong and bold and at the same time playful,
while the words "American" and
"Association" are more subdued
to suggest an organization. The image is
intended to be used as a stand-alone, with
a section name, or with the tagline.
The tagline is a separate descriptor, apart
from a vision or mission statement or even
a motto, intended to help define the mark.
As such, the tagline "enriching lives,
building tomorrows" was thought to
call to mind all the adjectives that members
identified. ("Camp Gives Kids a World
of Good" remains a viable option for
marketing. It was thought by the task force
that while we definitely agree that we can
"change the world," it could be
construed as a somewhat pompous and even
immeasurable phrase.) A tagline serves as
an explanation of what we do . . . it is
not a vision statement or as some call it,
A Big Hairy Audacious Goal.
While it is true that the acorn has
a deep emotional connection for many of
us, unfortunately it does not connote to
the public that we make a difference in
people's lives. We must expose the secret
and connect with the public.
So now, thanks to the hard work of so many
association leaders and the contribution
of so many members, we have an image to
carve out our identity, which in turn will
give us influence when combined with our
good work. Then, we will truly be able to
establish and promote our value —
and to ensure that more people have an
opportunity for a camp experience!
I know that while change is hard on so
many levels, it also can be exhilarating
and inspiring. On behalf of the national
board and a very dedicated national staff,
I thank you for your valuable input in this
process. The time is here for the world
to know our role in human development —
and now we have an icon to reflect our importance.
— Marla
Coleman, past ACA national president
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