Reprographic Services Association
The Reprographic Services Association (RSA) is a North American network of 80 affiliated companies in more than 175 locations. While the association serves the architectural, engineering and construction industries, RSA companies also create display graphics for businesses in retail, office, restaurants, grocery, hospitals and education segments. RSA needed help developing signage and creative assets for its member companies to serve customers as they reopened their businesses from the COVID-19 shutdown.
Agency McKenna quickly devised a strategy that allowed RSA members to create and market social distancing signage for its varied customer segments. We began by conducting a focus group with a selection of the cooperative’s companies. We then developed sign templates, size and shape formats and messaging options that members could tailor for specific uses. We also developed a rapid-response website storefront, email marketing, social media calendar, and campaign and SEO recommendations to market these services.
SIGNS, SIGNS AND MORE SIGNS.
We developed over 200 signs in three styles, Boxy—Sandwich—Double Bubble, so that any company could make customized signs in minutes.
GREAT DIGITAL RESPONDS 24-7-365.
We created a sleek, WordPress web presence to support return-to-work campaigns that could be easily optimized for search engines.
EMAIL, SOCIAL MEDIA AND DIRECT RESPONSE.
We combined email marketing, a social media calendar and posts with brochure-ware in this campaign. These assets allowed RSA companies to respond quickly to the increasing demand for social distancing signage.
“Agency McKenna leading this effort has done an outstanding job.”
“I just wanted to say thanks again! What a great resource this is, very well done and ready to go. These sign templates and marketing resources have saved us hundreds of hours of work. Now we just need to get the word out!”
“Just wanted to share that we had Agency McKenna update our website today to highlight the COVID signage program. Setting up SEO optimization as well as preparing my Constant Contact email templates. Their programmer was very responsive. I am pleased with the results – especially considering the time frame.”
ONBOARDING, IGNITION AND IMPACT.
Digital asset management was critical for this project, so we created a portfolio of assets with tool tips and training to ensure success.