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.
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.
CONNECTING WITH AUDIENCES.
Agency McKenna developed target segments based on campaign goals. Architects, construction, and code officials but also building owners, property managers, and consumers. With a keen eye for attracting the NextGen SEs targeting students, educators, and early-career engineers.
BUILDING 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.
GALVANIZING BRAND AMBASSADORS.
Agency McKenna worked with a team of NCSEA members to support the strategy, campaigns, and rollout nationally. Brand Ambassadors were armed with campaign messages, creative assets, and know-how to telegraph the campaign through paid and organic media to maximize reach and clicks.
What Our Clients Say
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!
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.
SHINING LIGHT ON THE PROFESSION.
Structural engineering has been a hidden profession as most of their work is hidden behind a wall or facade. The “Spotlight” campaign highlights iconic structures around the world and pinpoints their structural engineering ingenuity, mathematical rigor, and vision.
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