RESULTS THAT WE’RE PROUD OF

Case Study: World Millwork Alliance

CLIENT

World Millwork Alliance

World Millwork Alliance (WMA) is an alliance of millwork distributors, manufacturers, service providers, and affiliates. For the past 52 years they have been dedicated to supporting and connecting all factions of the millwork industry.

WHAT WE CREATED

New Brand, Including New Name, New Logo, & New Tagline
Marketing & Membership Collateral
Award-Winning Mobile-Responsive Website
New Internal Association Management Software

RESULTS

5 Months Since Website Launch

50,729 Page Views
200% Increase In Time Spent On Website
173% Increase In New Visitors
47% Increase In Returning Visitors To Website
1st-Page Seo Rankings For Relevant Keywords
105 Leads Of New Membership Interest
Ranks 1^st in Google, Ask, and Bing for a search of “Millwork distributor association.”
Revitalized Brand Embraced by Members

WMA Case Study Davey Award

Winner of a Silver Davey Award

1st-PAGE

SEO RANKINGS FOR RELEVANT INDUSTRY KEYWORDS

1st in Google, Bing, & Ask

FOR THE SEARCH TERM “MILLWORK DISTRIBUTOR ASSOCIATION.”

UPWARD TRAJECTORY

IN MEMBERSHIP IN 5 MONTHS SINCE LAUNCH

105 LEADS

OF NEW MEMBERSHIP INTEREST IN 5 MONTHS SINCE LAUNCH

173% INCREASE

IN NUMBER OF NEW VISITORS TO THE WEBSITE

47% INCREASE

IN NUMBER OF RETURNING VISITORS TO THE WEBSITE

200% INCREASE

IN TIME SPENT ON WEBSITE

CHALLENGE

When WMA approached TruBrand Marketing, they were known as the Association of Millwork Distributors (AMD) and they gave us three main jobs: rebranding and remarketing their organization, redesigning their website, and rethinking their internal association management software. The client’s overall goals were to: increase membership and membership retention, increase member engagement, and establish their organization as the voice of the millwork industry and regain its relevancy within the community and for the next generation of millworkers.

SOLUTION

After an extensive Discovery process in which members and key management figures were interviewed, TruBrand identified the main problems that needed rectification: the extent of membership benefits was not being fully communicated; the website was unintuitive, lacked user engagement, and wasn’t mobile-responsive; the branding was dated; and the name Association of Millwork Distributors was alienating for non-distributor members. We were given the association’s three-year strategic goals, developed by their board of directors, and using this, along with the feedback from the CEO and members, we set out to not to just meet their 3-year goals but to exceed them.

In the rebranding of AMD, we developed their new name, World Millwork Alliance, and their tagline, “Connections that Matter,” as well as their new website, www.WorldMillworkAlliance.com. In addition, we developed a full brand story, including brand purpose, messaging, and visual design. We renamed AMD to World Millwork Alliance because it is simple, strong, inclusive, and reflective of the millwork community. The name also recognizes the fact that the organization has a reach and footprint that’s global. The new tagline – “Connections that Matter” – was chosen because it represents WMA’s main member-driven benefit of networking: building relationships within the millwork industry. It also suggests the idea of connection in a digital world, bringing WMA back into relevancy with the younger generation. We specifically included the acronym WMA in the alliance’s logo, to increase recognition of the new name and the new acronym, and crafted the look and feel as something classic and long-lasting. The colors – brown and blue – were derived from the imagery of wood and denim, staples within the millwork industry. Everything on the website, from copywriting to design, was created by TruBrand.

Along with the new website, we selected new association management software (AMS) for the organization. Our team customized the branding, features, and programs of the AMS, maximizing its potential for WMA. We transitioned the previous database records into the new AMS, which allowed for greater administrative record keeping and better communications between WMA and its members. This new association management software provides members with intuitive tools and opportunities for both professional and social networking.

As part of our efforts to have WMA become a leading industry resource, we developed and implemented content marketing strategies, including WMA’s extensive news center. Their News Central page is a hub for current events and innovations within the millwork industry, split into ten different categories, ranging from Government & Legislative to the Housing Industry to internal association news. Additionally, there is an outreach for WMA on both Twitter and LinkedIn. We also maintained and improved WMA’s search engine rankings with our SEO techniques. All of these strategies work towards elevating WMA as the leading resource in the millwork industry.

One of the main objectives for any association is to increase membership, so our first round of advertising campaigns for WMA focused on the most compelling member benefits. One campaign was designed in WMA’s visual branding style and the other was concept-driven; both were run in industry publications. From these efforts, we saw an increase in new membership leads and interest in the association.