Scope: A national industry body for 600+ specialty drinks manufacturers was at a crossroads. The organization lacked the strategic direction to represent members’ needs with regulators + government during a time of extraordinary growth and profile for the industry.

As a result, the sector was fragmented + suffering reputational damage from regulatory non-compliance, while the association was losing members and influence.

Methodology: Canvass was brought in on an interim management basis, taking the five year old organisation into a new phase of professionalism during a period of intense advocacy activity in state and federal elections.

Canvass researched + developed a strategic plan, defining key member benefits and new revenue streams. In support of advocacy and member retention, Canvass created uniquely branded multimedia communications which profiled the culture and identity of the sector.

Driving Change: Canvass consolidated and relocated sector leadership, with a raft of professional management systems and processes.

Over the course of a year, Canvass undertook revised media + advocacy programs which found their mark, delivering public profile, media attention and attracting new members.

The advocacy also delivered ongoing state and federal government support and critical regulatory change. Targeted member communiqués drove member compliance with labeling laws, helping to repair reputational damage.

Ultimately, growing membership and sponsorship placed the organisation on a sustainable financial footing + unified a previously fragmented industry.