National Council of Structural Engineers Associations

OUR CHALLENGE.

National Council of Structural Engineers Associations (NCSEA) is comprised of NCSEA HQ, 44 regional associations, and over 10,000 structural engineers as members. Its mission is to support practicing structural engineers (SEs) to be highly qualified professionals and successful leaders. While NCSEA serves the needs of its members – a large gap in awareness of the value of structural engineers persisted.

OUR SOLUTION.

NCSEA engaged Agency McKenna to tell the remarkable stories of what structural engineers do. We developed brand pillars for the profession. Our strategy enabled SEs to own a distinctive position and build stronger relationships with target stakeholders and the public. By “peeling back” the extraordinary work of SEs, we revealed the unsung heroes that keep built structures standing. Every day. Our campaign drove 1,023,133 impressions and well over 11,000 unique page views.

CREATING AN INDUSTRY BRAND.

Structural Engineers needed an industry brand to raise the image profile and bolster the profession through messaging. We SEE activates structural engineering excellence (SEE) while Above & Beyond communicates the vision, life-safety, and technical leadership SEs uniquely possess.

Structural Engineering Excellence

DEFINING A BRAND PROMISE.

Structural Engineers needed to define their “why” and communicate their vital and valuable purpose. The “SEE” in We SEE Above & Beyond, stands for Structural Engineering Excellence and captures the essence of what SEs do and the value they bring to the architectural, engineering, and construction (AEC) community.

SEE LIKE A STRUCTURAL ENGINEER.

The “You See. We SEE.” Campaign is a video-driven campaign that features three different structural engineers. Agency McKenna led this campaign to reveal a new side of the SE profession. It allows the viewer to SEE through a structural engineer’s eyes like never before. Follow along as Instagram sensation Matt Carsello, Alyssa Beasley, and Omar Sheikh explain a favorite project of theirs. Viewers get a backstage pass at what it’s like to think, analyze, and plan projects as a structural engineer.

YSWS Social Posts

BUILDING BRAND AWARENESS.

Agency McKenna created advertising, social media, and short videos to build awareness for SEs and the profession. These videos showcased the industry branding and highlighted SE’s vital purpose, designing the backbone of society and elevating experiences.

The We SEE Above & Beyond campaign has been educational and exciting. I really appreciate all that Agency McKenna has taught me about brand awareness and building branded campaigns. I feel like our collaboration has made me a better professional and a business owner, and I am super excited about the potential it has for elevating our profession. Cheers for all that you and AGMK do!

Ed Quesenberry, S.E., NCSEA Board President
outdoor billborad

REVEALING THE EXPERTISE.

We created the “Reveal” campaign to demonstrate the structure, designs, and technical expertise of SEs. Our campaign took a market approach showcasing retail, mixed-use commercial, sports and entertainment, healthcare and more.

WEBSITE HUB.

Agency McKenna developed a microsite to house a variety of the campaign’s resources including Why SEEing matters to further the conversation with the key audiences. Learn more at WeSEEaboveandbeyond.com

Do you need to brand your industry or profession?

We’d love to work with you and your leadership to craft a message that resonates. A campaign that moves your market.

OUR SERVICES.

Branding Strategy | Brand Identity | Positioning Strategy | Tagline | Digital Campaign | Website Design | Video Production | Chapter Engagement