Communication Strategy: Major Professional European Trade Association

Key questions

• To redefine the client marketing and communication strategy, including a new logo, website and promotional material to be used across all European markets.

Methodology

• We conducted a situation assessment across the five major European markets in order to understand the perceptions, needs and expectations of the client target audience and internal stakeholders.
• This was done via desk research and in-depth interviews of industry experts and users of materials including architects, developers, contractors and manufacturers.

Outcome

• We developed a two-word brand positioning statement for the client that encapsulated the essence of coil coating. This was illustrated by a mood-board and a series of communication examples in different formats – website, press ads, promotional material and exhibition material etc.
• These materials act as the organising intelligence behind every marketing and communication activity undertaken by the Association, and the client developed their new logo and website on that basis.