Events with Strong Brands See Big Benefits

Events with Strong Brands See Big Benefits

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For years, SCANPO (South Carolina Association of Nonprofit Organizations) used a theme to promote the SCANPO Annual Conference. That theme didn’t necessarily have much to do with the topics discussed.

“In 2014, we underwent a rebranding effort, evolving the Conference to a Summit and ultimately naming it, ‘South Carolina Nonprofit Summit hosted by SCANPO’ so that event belongs to the sector rather than the organization,” said Madeleine McGee, president of SCANPO.

Since the rebrand, the state-wide summit has grown by almost 50 percent requiring it to move to a larger venue to accommodate more attendees in 2016. A second benefit is that it opened the door for subsector groups to convene their own constituents at the summit. Finally, the name was less cumbersome and offered SCANPO flexibility to strengthen the organization’s brand in the future apart from the event.

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