Catharine Perry

“The leading-edge research component was central to ADSA’s strategic planning process and what drew our organization to Potomac Core. Their market research approach combined with the technical skills of the research team made for an impactful set of data to build ADSA’s new strategic plan off of. Potomac Core was also a great cultural fit for both our executive team and our board. It was especially important for me to have a person that I could partner with in this process to advance the big picture goals of the organization while bringing clarity to operational and governance components as well. Because of Dan’s extensive experience in the association community, Dan has been a tremendous resource and colleague in that process. ADSA is now better positioned to be impactful for its members thanks to Dan and his team.”

Catharine Perry

Senior Vice President, the Fertilizer Institute, former Executive Director, American Dairy Science Association

Case Study – ADSA


ADSA, The American Dairy Science Association is an International membership organization which represents educators, scientists, and industry representatives. The organization and its members are committed to advancing the dairy industry and promoting the vital role that the dairy sciences play in fulfilling the economic, nutritive, and health requirements of the world’s population.

Products and services include the Journal of Dairy Science , the Annual Meeting, Discover Conference Series, searchable proceedings of Animal Conferences, Newsletters, and a Symposia Library.

Through an intensive strategic planning process, board leaders are seeking profession and industry opportunities as well as uncover new and future-focused challenges that ASDA could address through a new Strategic Plan.


The Board of Directors in concert with its staff team is utilizing state of the art research to understand similarities and differences among its stakeholders. In a period of change and disruption, its leaders are deliberating and developing long term strategies to help position the Dairy Science, its Professionals, and the Industry well into the future.

The Board will approve the new Strategic Plan plan in June of 2021.