#9: In Conversation with Joy Burwell, on How a Small Staff Successfully Rebranded and Refocused

Aug 9, 2022

Joy Burwell is the director of communications and membership at the American Orthotic and Prosthetic Association (AOPA). She manages the communications and marketing for the organization and oversees the membership department.

Before joining AOPA three years ago, Joy was assistant vice president of communications at the National Council for Mental Wellbeing. She also spent six years at Amplify Public Affairs and has worked at the American Academy of Nursing. She is a graduate of James Madison University and received her master’s degree in public policy from Johns Hopkins University.

Joy recently oversaw the launch of AOPA’s new logo, vision, mission and strategic priorities—with a small association staff of only 14 people. 

Topics covered:

• Combining the communications and membership teams into one department and what that means for strategy and content. 
• Undergoing a strategic planning process that led to a rebrand. 
• Making a plan to come out of the COVID-19 pandemic focused and reenergized. 
• The benefits of hiring an outside consultant. 
• Creating a new “rallying cry” for the association and its members. 
• The process of creating a new logo with an outside firm. 
• Tips for creating—and then launching—a new logo (including a video launch). 
• Focusing on telling members’ stories on social media. 
• COVID-19 silver linings: less-formal communications, and people across industries more willing to help one another.
• Using data to inform and drive decisions. 

Resources:

• Joy on LinkedIn 
• AOPA’s #WeAreOandP social media campaign
• AOPA relaunch video
• AOPA’s website 
• Melanie on LinkedIn
• Melanie on Twitter @MelEdits
• Email your podcast guest and topic recommendations to [e-mail]