Intermodal Association of North America
We developed a campaign to refocus on the IANA brand identity and increase membership. This was successfully done through a strong integrated campaign across various platforms.
One Award
INDUSTRY
Business-to-Business
Case Study
Case Study
challenge
While IANA possessed a brand identity, most of the marketing efforts went to promoting the annual trade show. So how do you ensure your target sees past an annual one-off event and sees the overall value your organization brings to the table?
strategy
Develop a groundbreaking campaign for the association that strengthens and solidifies the IANA brand through repetition and consistency. The goal is driving membership while informing and educating our target.
execution
An integrated marketing campaign was deployed across both digital and traditional mediums. The campaign included video, print, social content, and experiential, but most importantly? It created brand cohesion across touchpoints.
outcome
Record high attendance at the association’s largest event of the year. Grew prospect list by 37%, exceeding the goal by double. Website traffic increased 40% year-over-year.