Crafting an Inclusive and Purpose Driven Industry Message
Building excitement, buy-in and adoption among members and stakeholders.
The Independent Electrical Contractors (IEC), a national trade association federation responsible for supporting over 3,500 independent member businesses totaling more than a billion dollar industry of trade professionals, was faced with a growing industry with immediate talent needs, increasing demands from members and major opposition from union trade organizations.
Gavin conducted national research, tapping into the lens of stakeholders, decision-makers, potential students, and those seeking workforce development opportunities. Through a complete national market and member perception assessment, Gavin developed a deep persona strategy for national implementation.
Gavin presented a highly relevant new brand voice as the Hero, designed for the market ahead to address the core challenges of the industry today and anticipated changes in the market tomorrow. By design, messaging carried a dual strategy, hitting priority goals of adding value to membership and supporting talent attraction to soothe the greatest pain points of members. Leveraging use of Archetypes to guide the new brand persona, Gavin delivered a powerful and exciting presentation of the new face of IEC – building momentum among internal decision-makers for the future ahead with a profound and empowered new voice and go-to-market approach to take on the industry.
Project Outcomes
- National Market Study
- Persona Strategy
- National Student Recruitment Campaign
- Communications and Marketing Plan
- National Rollout Strategy
