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Case Study
Greater Houston Builders Association |
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Despite being one of the oldest and most successful builder associations in the country and a major charitable contributor within the Houston market, the GHBA was relatively unknown. While it boasted one of the nation’s largest memberships, the numbers had reached a plateau, and no marketing plan existed upon our engagement.
Objective:
Based on consumer and association membership research, it was clear that the GHBA needed to: update their image, revitalize their existing membership, boost consumer awareness of who the GHBA is and why they should care, enhance their image with the media and government officials, and attract new members to the association.
Strategy & Tactics:
OTM developed a new consistent and fresh identity for the association and its’ wide range of committees and councils including: Logos, letterhead and envelopes, brochures, and an annual report. In addition, OTM helped the GHBA launch a public awareness campaign that included billboards, television, newspaper, and a consumer information website called myghba.com delivering millions of impressions and significant web traffic.
Results:
The results for the GHBA have been impressive. Membership is up significantly, consumer awareness more than doubled, and the feedback from the media and political officials has been very positive. View the comments of Toy Wood, VP/CEO of the GHBA(PDF). |
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Click on an image to view the piece.
Logo Design |
Campaign |
Billboard |
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Envelopes |
T.V. Commercial |
Website |
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