American Supply Association Education Foundation
OUR CHALLENGE.
The American Supply Association Education Foundation (ASAEF) is the educational arm of the American Supply Association, which serves members of the plumbing, heating, cooling and piping (PHCP) and industrial pipe, valve and fitting (PVF) industries. Looking for new growth opportunities, the foundation sought to increase awareness and demand for its educational and workforce development offerings.
OUR SOLUTION.
ASAEF charged Agency McKenna with promoting the ASA University, its five colleges and its signature program, the Master of Distribution Management (MDM) certification. We rebranded and positioned these educational offerings, resulting in increased interest and profitability.
We further assisted ASAEF with a capital campaign for the Karl E. Neupert Endowment Fund to support future education. This resulted in adding $1,650,000 to a now $13,000,000 endowment, allowing the foundation to strategically grow the industry’s pipeline 30% for trained employees.
ASA UNIVERSITY ADVANCES ITS IMAGE.
ASA University’s new logo and tagline distinguish the institution as the industry’s leading source for training, credentialing and distance learning. The overall brand identity is guided by an upward pointing triangle signifying change and success.
CAMPAIGNS DRIVE CONVERSIONS.
We created a system of marketing and communications to grow the education and training programs while also stoking the fire of fundraising development.
LAUNCHING THE BRAND ROLLOUT.
We initiated the brand rollout with “Leaders Are Made” campaign, followed by a series of sales and marketing collateral that ultimately grew education revenue by 30%.
“Agency McKenna has helped us communicate a brand-new, innovative certification program to an industry reluctant to go out of their comfort zone. The amount of research and understanding they put into a program was astounding. The creative and collateral is unlike anything we’ve done – professional, succinct and judging by the amount of candidates we already have for the program –very successful!”
CREATING A CREDENTIALING CAMPAIGN.
We helped ASAEF create the MDM Certification program—the centerpiece of ASA University training. This campaign appealed to students by showing how education could take them from the warehouse floor to the corner office.
NEUPERT ENDOWMENT CREATES MORE RESOURCES.
ASAEF’s commitment to education meant securing resources to serve the needs of its future students. We worked with the foundation to ensure that they would be prepared to meet eager students for many years to come.
