IPMA Plans Vigorous Marketing Effort

"Collectively, we must define the value proposition so that it can be consistently communicated and shared persuasively to every prospective member that we can identify," she noted in a recent letter to members.

Griffin plans to discover these values by contacting members directly and using surveys. She also wants to make better use of IPMA's loyal, long-time members—"partners," she calls them. Their ideas and strong support should be utilized much more than it has been, she says.