Total Rebranding for Gravure Trade Association
The Gravure Association of the Americas (GAA) is the premier international industry association for Gravure printing in the Western Hemisphere. They promote innovation in the gravure printing process, provide education and training for Gravure, establish industry best practices and problem solving, and of course facilitate networking among members from around the Americas, and the world, including print buyers, suppliers, and printers.
- Branding and Identity
- Strategy and Research
- Creative Direction
- Web Design
- Web Development
- Online Marketing
Context and Objectives
Referred by another client in the printing industry, GAA was initially seeking some updates to their website. However, when we began discussing pain points, managing the member database was more complicated than it should have been. Pulling member-specific information required technical expertise to navigate parsed data across a network of database tables. Obviously this was totally inefficient for the non-technical users who are responsible for day-to-day communications.
Instead of starting with the website, we engaged in establishing business requirements for a CRM system, and then procured, implemented, and trained key stakeholders on how to use their new technology.
Process
We knew we needed to update the site’s technology, and decided it was also smart to modernize the brand to show a fresh, vibrant, and passionate love of the brilliance associated with Gravure.
Old Website
New Website
Brilliance because gravure is simply the highest quality print process, produces the brightest colors, and depending on the product, despite a reputation for expense, can often be a more cost-effective option once all costs are included.
We completed a full BrandMap, created a new ‘Big Idea’, and updated the identity. GAA moved from a standard typeface and global logo to something bright, sleek, modern, and reflective of the gravure cylinders and print process so deeply true to their core – Brilliant!
Technologies
Once the identity had been modernized, we turned our attention to doing the same on the website.
We moved from Drupal to WordPress (more user friendly for internal users), and built a robust membership module that manages companies as members and allows employees of those companies to access all kinds of protected content, such as event materials, membership directories, discounts, libraries, job boards, and more. You can see their site live here: gaa.org
WordPress
Membership
Job Board
Events Calendar
If you visit the site, you’ll also see new brochures, forms, white papers, etc. We also created new ads for use on social media, advertising their Certified Operator Training program as well as the benefits of membership itself.
In addition to some of these more visible elements above, we also updated the look of their e-marketing in their Constant Contact account and took over creating and publishing new content, we helped reduce expenses by automating processes and changing internal technologies, and we have been making ongoing recommendations for adding/changing programs and a slew of other ways to help increase value to members, loyalty to GAA, and ultimately help make the organization more sustainable.
Feedback
Kompani Group accepted the challenge of developing a new website and marketing tools, including a total rebranding and image update from the logo up, for our trade association. The task was made more difficult as we needed to transpose old and evolving information from our old systems to the new. Our database was out of date and resided on a cumbersome platform; all of our communication tools were also outdated and required renovation, or replacement - our social media presence was next to zero.
Adam Olen and his team went to work and then went the extra mile. With Adam’s leadership, we soon had a striking new website, a social media presence and an array of marketing tools for our many events and training services. We are now serving our members better and attracting new prospects for both training and membership.
Kompani Group offers us continuing support and development; ultimately delivering measures that drive more traffic to our site and enabling our members the use of exclusive benefits such as network collaboration, job opening postings, etc.
Kompani Group came highly recommended by one of our members and we have no hesitation in recommending them highly to you!
We love the folks over at GAA and if you are in any way related to the Gravure industry and are not yet a member, we suggest you reach out to them today!