CHALLENGE
The ASSP Foundation launched a core initiative to support early-career occupational safety and health (OSH) professionals entering the workforce. While the initiative had strong potential, the organization needed to ensure the program was strategically positioned for long-term engagement and adoption before launch.
The initiative lacked a clearly defined brand identity, audience segmentation strategy, and measurable success metrics. At the same time, resources and content were decentralized, making it difficult for future participants to easily discover and engage with materials.
ASSP needed a clearer strategic framework to strengthen program positioning, improve the digital experience, and deliver more relevant resources for diverse early-career audiences.
SOLUTION
Fratzke conducted a comprehensive pre-launch gap analysis focused on the initiative’s strategic foundation, digital presence, and content ecosystem.
Key initiatives included:
- Benchmarking industry programs and auditing existing content and documentation
- Identifying strategic, digital, audience, and content gaps impacting launch readiness
- Developing actionable recommendations and a roadmap to support long-term growth and engagement
Rather than focusing only on messaging or content production, Fratzke developed a broader strategy designed to improve how this critical initiative would be positioned, experienced, and scaled over time.
RESULTS
Our partnership gave ASSP a clearer understanding of the gaps and opportunities that needed to be addressed before launch. Fratzke’s recommendations helped create stronger alignment around program positioning, digital experience, and content strategy.
The roadmap also established a more structured framework for improving user adoption, engagement, and long-term scalability while giving the organization clearer implementation priorities and success metrics. Beyond launch preparation, the engagement positioned this early career initiative with a stronger strategic foundation to support long-term member value and organizational growth.
