Insight
The Structural Timber Association (STA) is a leading timber sector membership organisation, promoting the use of structural timber within the UK construction industry. In 2013, the Association rebranded and we acted to promote the new brand, establish its presence throughout the sector and with stakeholders and secure support for the organisation.
Idea
A national trade show, Timber Expo, was chosen for a high profile public launch but we also needed to fully brief, and gain the support of, the STA’s members so that all was ready on the day. Controlling the message was crucial, so announcements both internally and to the media were tightly co-ordinated. To accompany the new logo at the Expo, we also gathered a number of positive newshooks such as new members and increased benefits and we created a strong social media persona for the organisation.
Impact
Our rebrand campaign enhanced awareness and brought a significant increase in reputational focused interviews, and features about the organisation and the benefits of timber construction. The STA’s sphere of influence grew, taking its place on judging panels and the chief executive being invited onto advisory committees and to key industry events.
