May 18, 2012
This is part two of a four part series on the ABCs of Rebranding featuring case studies of organizations that successfully rebranded. These organizations shared their stories at the New York Society of Association Executives‘ Communications Institute on May 16 in New York City.
Having a successful event is not a bad problem to have. But when that signature event eclipses the rest of your association’s work, it may be time to reprioritize.
The Produce Marketing Association’s “Fresh Summit” event each October was very popular, but most of the attendees didn’t think that the PMA had anything to offer them the other 51 weeks out of the year. Kelly Koczak, VP of Marketing at PMA, and her team wanted to raise the profile of the association without eroding any of the brand equity of the event.
PMA’s previous branding, shown below, needed a major upgrade.
Kelly and her team performed both qualitative and quantitative research to determine what their members wanted out of the association and how PMA’s identity could reflect those needs. The new logo, below, reflects a more modern PMA, and was coupled with a new online platform for social networking called XCHANGE.
The new visual identity is also easily applicable to PMA’s many subsets, from its Foundation to the Fresh Summit event to its international branches. Click photo to enlarge.
The rebrand was debuted at Fresh Summit with a sleek PMA booth, below, and to rave reviews. The PMA raised awareness about its other programs and offerings and helped gain attention for the new social network for members.
Does your key event eclipse your association? Have you found a way to incorporate both your group and your event in your branding? Share your thoughts in the comments section. And stay tuned for parts three and four of our ABCs of Rebranding series.