"They were good leaders and listeners, always taking into consideration what we wanted. They developed insightful questions to guide our planning, which turned out great."

- Gerri Combs, Executive Director, Southern Arts Federation

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Featured Case Study: National Conference of State Legislatures
Home » Services » Creative Services » Featured Case Study: National Conference of State Legislatures

The Challenge:
As it approached the anniversary of its twenty-five years of service to state legislatures, NCSL engaged MCo to help update and refresh its organizational image and develop a national recognition program.

The Solution:
After conducting research with NCSL stakeholders and facilitating strategy meetings with management and leadership, the plan was developed and resulted in a realignment of priorities to better serve the organization’s thousands of members. MCo also developed a comprehensive communications plan to reveal NCSL as – The Forum for America’s Ideas – highlighting the essential role that NCSL members play in our democratic system of government.

A new logo and system of graphic identity was designed to amplify the message and unify the look of all NCSL outreach materials and programs. MCo consulted in the repackaging of many NCSL publications and presentations in accordance with the new ‘branding.’ MCo wrote and co-produced video and Web resources to stimulate greater member participation in fulfillment of the organization’s goals, and we also extended the fresh, new look to NCSL’s annual conferences, enhancing staging and electronic presentation modules, which now communicate the organization’s themes and event topics through professional staging and attractive visuals in both public areas and session rooms. In addition, the plan and the resulting products have won the Award of Distinction from the Communicator Awards, a Platinum Award from League of Communication Professionals and a Gold Marcom Creative Award, among many others.

In support of NCSL’s goal to improve the quality and effectiveness of state legislatures and inspire greater civic participation, MCo helped to conceive, create and launch the Trust for Representative Democracy and its annual Legislators Back to School Day event, which included accompanying print and video resources. As a result of all these grassroots efforts, NCSL is better prepared to meet the communication challenges of the information age as the nation’s only bipartisan organization “dedicated to serving the lawmakers and staff of the nation's 50 states, its commonwealths and territories.”

MCo was also independently chosen by five of America’s leading organizations representing local government, including the National Association of Counties (NACo), National League of Cities (NLC), United States Conference of Mayors (USCM), the National Civic League (NCL) and the International City County Management Association (ICMA), to facilitate planning processes on their behalf. MCo worked with senior organizational leadership and staff to define each organization’s future direction and deliver comprehensive plans. Most recently, MCo has worked with a number of organizations to refresh and re-craft new plans, building on the solid planning originally accomplished.

The Results:

Comprehensive strategic communications plan

New tagline and system of graphic identity to amplify the message and unify the look of all NCSL outreach materials and programs

Increased attendance at NCSL's annual meeting and other conferences

Award of Distinction from the Communicator Awards and the Platinum Award from League of Communications Professionals for conference videos

Winner as one of the Top 50 Campaigns of 2002 for "Your Ideas Count" campaign by Magellen

Services Provided:

Brand audits

Campaign development

Design and branding


Findings reports

Focus groups and surveys

General counsel

New media and online strategies

Stakeholder interviews

Strategic communications plan creation

Video/audio production