Marketing for Associations
After Ingenuity updated this national association’s logo and branding style guide, they requested assistance with updating their membership guide. The guide showcases member benefits, and it’s a persuasive tool for WCMA’s advocacy in the U.S. wood components industry.
Strategy
After reviewing the previous membership guide, we gathered ideas from the executive director on branding key messages. We asked her about member recruitment and retention goals. We wanted to make the guide more visually interesting and quickly informative for busy manufacturers. We had a lot of information to cover in an 8-page brochure, but the copy had to be easy to consume.
The brochure also needed clear messaging to attract and retain members: just one step to apply and three ways to be an active member.
Results
We personalized the brochure by identifying the right industry images along with photos of actual members and industry partners. We also used illustrative icons and tinted callout boxes to support eye-catching graphic design. Some of the main images in the brochure have a curvy shape to match WCMA’s logo.
Headlines throughout the brochure focus on the reader:
• Promote your industry to the world.
• Elevate your business reputation.
• Be a champion.
Current and potential members are celebrated in the brochure even as it informs them of WCMA’s role as an advocate for the industry.
The client was pleased with the fresh, branded layout for the membership brochure. Plus, WCMA staff can use talking points in the brochure for quality leads and member recruitment and retention conversations.
