One Brand, Two Faces.
The World Floor Covering Association celebrated 50 years of innovation in 2009. To reinvigorate their innovative stance, Torus Marketing worked with the WFCA to relaunch both the consumer and the trade brands. The WFCA has two faces that work in harmony to help both the consumer and their membership. In the age of the buying group and the tough economy, trade associations are feeling the pinch. Suppliers and buying groups have stepped in to increase their relevance to their constituents and have taken on many of the roles that the association would have served in the past.
Being completely unbiased, the WFCA has a unique position to both its membership and the consumer. In concert with the WFCA, Torus Marketing developed a seal of recognition program. This defines and differentiates the members from their competition. The seal promotion and launch has been couched in the broader campaign, “Come see what a mouse can do for your house.” This effort is supported with national print advertising and with the creation of custom seals displayed at WFCA member locations across the country.
The crux of the effort is to drive consumers to the WFCA.org website to conduct their pre-purchase research and to use the on-site dealer locator to reach the wfca member location. It has been very successful. As soon as 4 months into the campaign, web traffic increased 42.8%!
To dovetail with the consumer effort, a special gold standard seal and award was created to exemplify and reward the best in delivering the customer service experience. This award is given annually and receives good PR as well as tremendous internal b2b marketing support.
On the trade side of the brand, the WFCA has recast itself under the banner of “Solutions NOW.” Torus Marketing has helped to create a toolkit of relevant materials to showcase the importance of the WFCA in the life of its membership and the industry in general. This also includes retooling of all print materials under the “Solutions NOW” banner in 2009.
The result: one brand, two faces and one very happy client.
