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FROM THE WABC PRESIDENT/CEO
Bringing Our New Brand and Digital Strategy to Life
Keep up-to-date with WABC's strategic design for our next five years

As an outcome of our recent project, we have developed a 5-year strategic plan to help bring our new brand and digital strategy to life. This plan identified five strategic imperatives of focus, which has helped guide us in formulating the key initiatives we will be focusing on in the next five years. The Strategic Imperatives are as follows:

#1 - Increase WABC Brand Awareness

#2 - Offer More Routes to Earning WABC Designations

#3 - Explore and Develop New Partnerships

#4 - Enhance and Develop New Levels of WABC Membership

#5 - Explore New Growth Opportunities

In 2018, we will be putting significant focus on Strategic Imperative #1 – Increasing WABC Brand Awareness. This is crucial in building a strong foundation, which will help propel us forward to achieve our other strategic imperatives in the next five years.

A major initiative we are currently undertaking under Strategic Imperative #1 is to source a creative partner to lead our new brand and digital strategy including a website redesign. During May, we have put forth an official RFP for our creative agency search and since then, we have received tremendous responses from top creative agencies in Canada. We are currently going through our assessment process and we are focused on selecting the right reputable, modern creative agency to assist us in our endeavor.

The New Brand and Digital Strategy

The purpose of this creative project is to bring our new brand and digital strategy to life through our brand identity and through various digital channels including our website. Further, through our website redesign, we will not only be reinvigorating the look and feel of the website, but also the functionality and service offerings to provide our current and future members and subscribers an enhanced experience with WABC.

The selected agency will help WABC to:

  • Redesign WABC brand identify
  • Design and development of a new website and potential associated microsites for accreditation, certification and other future services
  • Creation of new marketing and communications collateral
In the months ahead, we will be looking for your input as we embark on this new creative journey. We especially look forward to obtaining your feedback and perspective for the website redesign. Your input will be greatly appreciated and will be important to provide guidance to our brand and website refresh.

We are excited about the changes to come and we are eager to share this journey with you. Stay tuned for our next update on our progress as well as for your chance to provide input to our creative project.

Again, we thank you again for sharing your time, thoughts and continued support in our organization. Looking forward to continuing this journey together!

Looking forward,



Wendy Johnson
WABC President and Chief Executive Officer


More Background Information:
Update On Our Journey to a New Beginning


About WABC
The Worldwide Association of Business Coaches (WABC) is the first global professional association to exclusively represent the business coaching industry. Since its inception in 1997, WABC has dedicated itself to raising the profile of business coaching—still an emerging profession—and to differentiating it from coaching in general. By engaging in disciplined self-regulatory activities to increase public trust in our industry worldwide, WABC has done more than any other organization to identify the tasks, qualities and skills of the business coach.

We've built our reputation as a leading global authority on business coaching by insisting on the best: the highest membership standards, the most rigorous evidence-based programs, the most advanced business coaching credentials. Our activities set the gold standard for business coaching and help decision-makers around the world when they screen, hire, train and evaluate business coaches. Our membership—now spanning over 40 countries and steadily growing—includes internal and external business coaches who work with entrepreneurs, managers, CEOs, presidents and professionals from all industries in the public, private and non-profit sectors—from start-ups to Fortune 100 companies.

Whether you are a business coach, trainer of business coaches, someone thinking about a career in business coaching or an organization wanting to hire a business coach or expert to help you build a coaching program or culture, WABC is your leading global resource. Visit us today at: http://www.wabccoaches.com.

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