National Association of the Remodeling Industry
National Association of the Remodeling Industry (NARI) is committed to advancing and promoting the interests of the U.S. remodeling industry and helping its remodeler members generate business, learn about remodeling best practices, and gain trust with consumers.
The association had identified a gap between the member services they delivered and their members’ perceived value. In short, members didn’t recognize the value of their membership. In addition, the organization lacked brand consistency across its 52 local chapters, making it difficult for consumers to connect regional NARI messaging with the larger association.
We realized that a lack of consumer awareness signaled an opportunity for a brand invigoration program to communicate the value of the organization to members, the industry and consumers.
Our first step towards refreshing the brand was to dive into research. We conducted a member satisfaction survey and a thorough competitive analysis to develop a new brand identity and logo. The new tagline set the foundation for the messaging platform and future campaigns – both internally and externally.
DEVELOPING A REINVIGORATED BRAND.
NARI’s brand identity had not been updated in nearly 30 years. The new identity communicates the relationship between remodelers, the industry and homeowners. A fresh new typeface was introduced that communicated the authority and professionalism that NARI remodelers provide.
THE TAGLINE’S BRAND PROMISE.
NARI’s brand promise is clearly and simply communicated in REMODELING DONE RIGHT® and is relevant for all internal communications – within the association, its chapters and member companies. The tagline also telegraphs the brand promise to consumers and homeowners.
DEVELOPING SUB-BRAND IDENTITIES.
Creating sub-brands allowed NARI to increase its brand value and create brand consistency and cohesion. We developed 52 chapter logos, and identities for NARI University, NARI certification and accreditation and other programs.
BRAND TRAINING AND ADOPTION.
We developed an extensive training and internal onboarding program to support brand adoption across the national organization, 52 local chapters, 6,500 member companies and within the $360 billion remodeling industry. The NARI Brand Center gave us a centralized hub to store and distribute branded assets – including stationery, marketing materials, member services guides and more.
NEW WEBSITE. NEW CONTENT.
Before the 2019 web redesign, NARI.org featured lengthy content that was difficult to scan. The content strategy included easier to read “chunks” of information, and intentional use of keywords to improve organic search results and make NARI’s website easier to find.
EVENT AND TRADESHOW MARKETING.
Design & Construction Week is one of the largest trade shows in the world. Agency McKenna developed the experience and graphics for two versions of NARI’s booth.
A benefit of NARI membership includes The Home Depot Pro program. Members are eligible for a PRO account, which provides a 2% rebate on purchases. This integrated campaign included direct mail, email, social and web marketing tactics—yielded a Return on Marketing Investment (ROMI) of 200 to 1.
PROGRAM MARKETING CAMPAIGN.
NARI’s Grow Stronger Together theme served as the anchor for their 2019 Fall Education Experience that was a new program and expanded from what had been traditionally a annual meeting for NARI leaders from across the country. Program tactics focused on digital channels of mobile, web and email. Location-based messaging supported an 10% increase in attendance and full capacity.
COTY MARKETING CAMPAIGN.
The Contractor of the Year Award (CotY) is NARI’s signature event and highly prized recognition program. More than 400 entries were received. A regional CotY award campaign also ran for 60 days leading up to NARI’s Evening of Excellence and awards show. Print ads in trade publications, email marketing, social media promotion as well as display advertising helped NARI build broad scale awareness for members in terms of award program entries and consumer awareness.