With more than 40,000 members, ASCO is the world’s leading professional organization representing physicians who care for people with cancer. Committed to conquering cancer through research, education, prevention and delivery of high quality patient care, ASCO membership represents more than 140 countries. ASCO sought an experienced firm to partner with to provide strategic positioning and to increase membership recruitment and retention. McKnight Kurland was selected and quickly began an intense discovery and interview process culminating in an organizational and competitive messaging analysis report. This led to the messaging development phase where we identified 23 stakeholder categories and developed nine personas. Then, after completing value propositions, a stakeholder messaging matrix, and recruitment, retention and reinforcement plans, our team led key personnel through an interactive training session on effective messaging use.