Strategy. As part of a long-term strategy to help grow and strengthen SITE — and the incentive travel industry as a whole — the association is embarking on a new chapter in its evolution with the strategic decision to rename the association – the Society for Incentive Travel Excellence.
“As we implement the first year of SITE’s strategic plan, every aspect of what we do is being questioned and scrutinized by the SITE Board of Directors, “ shared Paul Miller, SITE President 2014, “We have listened to the membership and will continue to react to the changes and demands of our industry as well as member expectations. These subtle but necessary changes in the SITE name and word mark pave the way to building a more robust global community which will help us achieve our goals and aspirations.”
The name change is based on feedback received from surveys and focus groups with SITE members and industry professionals worldwide. In alignment with the new name, a new logo, a new tagline, and refreshed values better illustrate the association’s philosophy and value proposition. A new SITE tagline, “ Incentive Travel. Business Results,” will be prominently promoted on the web site, in marketing collateral and at trade shows and SITE events.
Feedback also clarified that there was brand confusion between SITE and the SITE International Foundation. As a result, the SITE International Board of Directors and Foundation Trustees made a joint decision that the SITE brand will be the umbrella brand for everything SITE does including research, education, fundraising and advocacy.