Associations today are operating in a complex and disruptive environment where it is increasingly hard to successfully manage change and achieve objectives without losing their long-term perspective. In this climate, succeeding as an association requires innovation, transformation and leadership.
Our ability to help our clients solve their most complex issues is distinct. We deliver strategy and implementation covering all aspects of organisation management to help you lead your association to success. GainingEdge provides consultancy services tailored to your needs and budget with a focus on developing and adapting strategically and operationally. This ensures your association is ready to embrace the inevitable challenges that it will face.
Our aim is to help you build a dynamic and forward-looking association able to succeed in bringing about positive change now and in the future.
Project Brief: National business events strategy for South Africa and establishment of South Africa National Convention Bureau
GainingEdge was retained as the consulting firm to help define the national business events strategy for South Africa, as well as to elaborate the activation process and business plan.
Using an approach that involved high levels of stakeholder engagement, GainingEdge facilitated a planning process that developed strong consensus among members of the South African business events industry. This resulted in a strong buy-in from the institutional and local stakeholder community concerning the newly formed convention bureau’s vision, mission and strategic goals for the next five years.
Stakeholder engagement was so strong that key actors of the business events industry decided to create “Team South Africa”. Through this partnership organisation, SANCB has been able to implement a variety of initiatives that met the needs of regional and local DMOs, as well as those of the suppliers from the business events sector across the country.
Working closely with the newly formed team, GainingEdge has contributed to helping SANCB position itself as motor for product and capacity development across the nation. SANCB has positioned and branded the country’s business events sector, and is developing a number of sales and marketing tools that will be made available to local DMOs.
Additionally, GainingEdge provided pro-bono support which led to the establishment of the African Society of Association Executives (AfSAE). A strong AfSAE will mean a stronger association community in Africa, and more successful bids for the respective destinations on the continent.
Project Brief: Feasibility study and setting up of Malaysia Convention and Exhibition Bureau
GainingEdge was engaged by the Ministry of Tourism to first complete a feasibility study for the establishment of a national convention bureau in 2007 and were then engaged to set up and assist with strategy implementation for the Malaysia Convention and Exhibition Bureau (MyCEB) in 2009 which incorporated the Business Events (meetings, incentives, convention and exhibition) unit in 2010 and the Malaysia Major Events unit (sports, arts, cultural and entertainment events) unit in 2011.
Since its inception, Malaysia is on course to achieve the nation’s Economic Transformation Programme (ETP) targets for the business events industry by year 2020. This is illustrated by MyCEB’s current track records as well as aggressive efforts to bid for and stage world-class business events. Over the years, since its establishment and up to 2015, MyCEB has won 654 future events comprising international conferences, corporate incentive groups and trade exhibition events which will substantially add some RM4.1 billion to Malaysia’s coffers. In the same period, MyCEB provided support to 1,350 events with the aim of increasing delegate awareness and attendance, their length of stay and spending in Malaysia. These events which are already booked for Malaysia will contribute RM7.2 billion to the country’s economy.
The project to set up MyCEB and activate it covered staff recruitment, induction and training; and establishing the management systems including standard operating procedures. GainingEdge also set up Malaysia’s business development plan and implementation, including bid management strategy and support. GainingEdge further assisted in the development and implementation of industry training programmes including MyCEB’s Industry Partner Programme.
Chloé Menhinick - Partner – Association Consulting
Chloé has 15 years’ experience of working in the Associations Industry, providing leadership across all areas of Association management & operations, membership, stakeholder engagement, communications and marketing. She has various leadership positions on Boards, advisory bodies and expert committees, where she has demonstrated effective experience in strategic planning and implementation.
Chloé worked at the International Water Association from 2005 to 2018 where she was responsible for developing and executing a global growth and engagement strategy for a network of +60K members including national members, corporates, universities and individuals. Her professional experience includes international management and leadership, membership management, membership retention & growth, change management, strategic planning, organisational communications, digital engagement, awards & events management, sponsorship and partnership development, committee management, programme development, internal communications and brand management.
As a globally recognised thought leader in the Association sector, Chloé is a regular speaker on issues pertaining to Membership, Communications and Digitalisation at many industry events and also regularly contributes to industry magazines on issues ranging from Communicating Brand Value to Association Impact & Legacy.Email Chloé Menhinick
She is a nominated Active Member of the Union of International Associations (UIA) and a Board Member of the European Society of Association Executives (ESAE) where she also chairs the Communications & Membership committee.
Partner – Association Consulting