A Virtual Brand Launch Story
Leading the Charge
The Electrical Association, formerly Minnesota Electrical Association, has been proudly supporting electrical contractors for over 90 years. As times have changed, so have the products and services that they extend to their members. To continue evolving, they realized it was time to reconnect to their brand and create a fresh and relevant identity that is a better reflection of their dynamic, energized, and connected association.
With our guidance, their leadership and staff engaged in several strategic working sessions to dive deep into their association. Everything from their name, to their offerings, to how, what, and when they communicate with their members was examined. All to ensure that they stay current and continue to provide members the resources they need to be successful.
Establishing an Essential Value
After analyzing the association as a whole, we were able to distill the essential value they bring to their members down to one memorable word – conduit.
They serve as a conduit to information, education, connections, and protection for their members.
A Different Kind of Brand Launch
Originally planning to launch their brand during a large in-person conference, the Electrical Association had to get creative in the face of the Covid-19 crisis. We developed an online launch plan including an email series, a social media plan, a printed mailer and a fun video. When we suggested video, the Executive Director Clara got very excited and proceeded to share a few Tik-Tok videos that she loved. Her idea sparked a video that shares the excitement around the rebrand, features the association team and highlights some board members.
See the video (below) that has association members talking (in a good way!).