More
than any other trade association, the Precast/Prestressed Concrete
Institute relies on marketing its services and member
capabilities to engage and sustain its marketplace—architects,
engineers, and general contractors, as well as building owners and
developers. While PCI had captured a large share of its industry
producers as members, the challenge was to develop a widely recognizable
industry brand to stay competitive. The Institute also needed to
position itself more competitively in the marketplace, as steel,
wood, and other forms of concrete building applications were increasingly
considered for utilization in the same marketplace.
With a building methodology perfected over 50 years and the determination
to repackage the industry association, PCI engaged Warren McKenna
Design Group to revamp its marketing communications. PCI’s
marketplace saw the organization as an institute of research & development
and its product as predominantly suitable for bridges and parking
decks. In order to convey that the precast concrete industry was
a compelling, integrated system of people, products and services,
PCI relied on W/M Design Group to refine its industry advantages
into one voice and to anchor its marketing communication through
brand assessment, communication audit, and identity realignment.
Working with W/M Design Group, PCI has achieved a clearer understanding
of its industry and marketplace drivers and is endowed with a framework
for communicating its unique position with a unified, cohesive
image.
View Our Work >
Launch
E-Newsletters >
Comprehensive Solution Included:
• Strategic Positioning Framework
• Member and Market Assessments
• Competitive Analysis
• Brand Communications Audit
• Brand Strategy and Marketing Direction
• eMail Strategy and eNewsletter Design
• New Marketing Collateral in Print |
