So, how exactly do you market to marketers? The Society for Marketing Professional Services (SMPS) wanted to do just that—to refresh and strengthen its brand to engage and grow its membership.
MilesHerndon began with a comprehensive DRIVE brand discovery, interviewing SMPS members and partners from across the country. From that, we were able to glean critical Insights and define the SMPS brand moving forward, both from a brand voice and brand identity standpoint. The logo was presented and approved by the Board of Directors and unveiled to the SMPS membership at their annual meeting, Build Business.
The bold new identity system helps position the brand for the future while the new website was completely restructured and reorganized to better serve its members, both now and in the future. MilesHerndon also helped establish ongoing marketing tools, including direct mail, collateral materials, trade show graphics, online videos, print advertising, social posts and more. Reactions from SMPS staff and members have been overwhelmingly positive.
Website Design & Development
One of the main objectives of the SMPS brand refresh was to design and develop a new and improved website. Organizing all the content in an intuitive, user-friendly mega menu, current and potential SMPS members are able to access the information they need, quickly and easily.
SMPS needed an overview video that talked to both current and potential members, communicating the mission and benefits of the organization.
This video featured a day in the life of three different (and actual) members. While they all work at varying types and sizes of A/E/C firms, SMPS provides a common thread and provides each of them with tools and resources they need to perform their jobs at the highest level.
SMPS Brand Reveal at Build Business 2018
After months of hard work, the new brand was unveiled at Build Business, the annual meeting for SMPS members. A sizzle video built anticipation and revealed the new look, while SMPS CEO Michael Geary stepped onto the main stage donning newly branded swag. The SMPS team did an amazing job of coordinating all the details of the event, while SMPS members amplified our message by tweeting, sharing and posting about the new brand.