The Association of Nutrition & Foodservice Professionals (ANFP) is a national not-for-profit association established in 1960 that today has over 14,000 professionals dedicated to the practice of providing optimal nutritional care through foodservice management. Senior Management at ANFP sought to expand its membership and turned to The Ritterbusch Group to assist in getting priorities and identifying opportunities for growth.
To assist ANFP, TRG coordinated a research process that sorted through the wealth of existing data and information ANFP had already accumulated, including various strategic and marketing plans, surveys, brand awareness studies, website reviews, focus group results, and more. The discovery process uncovered information necessary to analyzing potential target markets and quantifying best opportunities for success. Utilizing this data, TRG evaluated each criteria based on opportunity and penetration. This approach allowed TRG to best evaluate the primary growth opportunity markets moving forward.
At the project’s conclusion, TRG identified three critical areas of focus to help ANFP expand its membership. In addition, several key message points were highlighted in support of this overarching goal. TRG also recommended a complete articulation of ANFP’s credentialing programs, including a value proposition and analysis of how they interact/relate to the parent ANFP brand.