Case Study

  • Construction


    One of the world's leading trade associations in the concrete/building materials sector was stagnant – membership was sliding, segment share was slipping to other building materials, and a key specifying influence – architects – was being under-served, in part because it held a negative view of precast concrete as a "design friendly" building material.Our team captured relevant and timely insights from architects via in-depth qualitative research and developed several key growth opportunities:
    • • 43% increase in show attendance over previous year
    • • 2nd most attended show within past 5 years
    • • Increased membership 3% nationally and 50% at local level
    • • Developed a new brand image both in logo identity and communication style that emphasized value versus promotional
    • • Designed a robust microsite to drive interaction and provide up-to-date information
    • • Developed communication strategy for five different target audiences and a Spanish-speaking audience
    • • Implemented demographic online and call tracking to measure success of each tactic.