WorkSpring Aligns Rebrand with New AMS, Launching in Just 8 Months

For a 75-year-old organization like WorkSpring, reinvention is key to longevity. However, when the membership-based HR, training, and wellness services provider decided to undergo a full rebrand, its leadership recognized that a new logo wasn't enough. For 20 years, the company had been running on a legacy Association Management System (AMS).

Even though Workspring had used the same AMS for over 20 years, only a handful of staff felt comfortable using it. Work often happened off to the side in spreadsheets and inboxes. The disconnect reached members too: WorkSpring's website wasn't connected to its AMS, so members couldn't manage their own accounts without going through staff.

Services Provided:
Technology Assessment, AMS Implementation, Application Manager

Client Name:
WorkSpring


Published on: July 2026


Reading Time: 8 min

Client Name:
WorkSpring

Client outcomes independently verified by Proofmap


Published on: July 2026


Reading Time: 8 min

Client outcomes independently verified by Proofmap

The Challenge

A Legacy System Holding Back a Rebrand

Workspring had been in the same system for many years, but it simply was no longer serving their needs. Difficult integrations, low staff usage, and external processes had accumulated until the organization was being held back. With the energy of a new CE behind them, leadership was ready to invest in quickly updating their technology to support big projects.

“ One of the biggest challenges we faced was that all of our systems and tracking weren't all speaking to each other,” Megan acknowledged.

The timing raised the stakes. WorkSpring's leadership had scheduled a full organizational rebrand for an upcoming conference and wanted the new AMS to launch alongside it, giving the team just eight months to replace a 20-year-old system.

"With us having a smaller staff and knowing we had less than eight months to launch the system, which I know is not common, I appreciate our leadership's vision to bring in the experts so that we could do this the right way."

Our Approach

Three Phases, One Steady Partner

WorkSpring brought in Dennison & Associates at the very start of the project to conduct a full technology assessment across every department. With those findings in hand, WorkSpring's own team explored its options and made the call on a new system, informed by Dennison's assessment rather than directed by it.

"We were on the same system for such a long time, so we didn't really know what else was out there. They made it very simple. They heard our pain points, told us what we needed, and just pointed us in the right direction of potential options,” Megan said.

Once the staff completed their selection, Dennison & Associates led the system implementation start to finish — coordinating with the new AMS's project team and vendors, managing the full data conversion, and preparing WorkSpring's staff for change, alongside the technical work.

After go-live, WorkSpring retained Dennison & Associates as its application manager for the following year, rather than asking Megan or another staff member to absorb the system as an added responsibility.

Megan commented, "our decision to keep Dennison on for day-to-day support with the new AMS felt like a no-brainer because the experience had been great all through implementation. They made it very easy and help us stay ahead of anything that might be coming."

Outcomes

Hitting the Deadline and Transforming the Member Experience

With Dennison & Associates managing the implementation, WorkSpring successfully launched its new AMS, hitting the critical deadline for their conference. The partnership turned a complex, high-risk project into a well-managed success, delivering tangible results that reshaped the organization's capabilities.

Critical 8-Month Timeline Met:

The team successfully launched the new system in time for the rebrand announcement. Megan estimates this was a massive acceleration: "If I'm being very honest, if we didn't have Dennison's support in the implementation, realistically, it would take probably one to two years minimum to do it well."

Guided Successful Change and Staff Buy-In:

Dennison didn't just manage the technology; they managed the human side of the transition, preparing the team for the change and building trust along the way. "One of our most significant impacts of working with Dennison was their ability to help us with the change management across the whole organization," Megan states. "They helped us gain support and confidence with all staff in the process, all the way through."

A Modern, Connected Member Experience

For the first time, WorkSpring could offer its members a modern, self-service digital experience that aligned with their new brand identity, finally putting members in the driver's seat.

Future Outlook

Freed to Focus on What's Next

The successful AMS launch was just the beginning of WorkSpring's transformation. By retaining Dennison & Associates for ongoing support, WorkSpring ensured the system's management wouldn't fall back onto Megan's shoulders. This continuous partnership provides the expert guidance needed not only to maintain the system but also to refine it for the future.

"Having Dennison as true day-to-day support with the system allows me to open up time to focus on those next projects and plan with leadership about where we want to take the organization from here."

With their technology finally aligned with their ambition, the WorkSpring team is no longer just maintaining—they're free to continue to examine other technology projects for the continued growth of their mission.