Seeking to inspire current members and attract new ones, AIA decided to reposition its brand. The organization’s annual report and major national convention provided ideal opportunities to start showcasing new services, technology and value, but the deadlines were coming up fast.
G+A leaped into action and essentially became a member of the AIA team, assisting with both planning and implementation. We helped to create a promotional email strategy, establish the organization’s new voice, refine the website architecture and more. Our copywriting infused AIA’s new tone and positioning into a diverse range of products, including an innovative online annual report, a live-streaming video and promotions for the association’s convention app.