Creating Value Through Brand Awareness
Remanufacturing Industries Council (RIC) was formed to provide a common platform and a unified voice on reman issues and challenges. They needed a professional, contemporary looking website that would give them a stronger identity and build credibility for their mission. Their main challenge was that many of the existing members and target prospects are already involved with other associations in the industry, so they needed to see adequate value to justify maintaining membership or becoming a new member of the organization.
Corporate Communications was selected to help RIC identify and develop their brand. A series of branding workshops and customer assessment focus groups were conducted to accomplish that. The goal was to better define the promise that the council fulfills for its members and highlight the differentiation that RIC can offer over other memberships.
"This is the kind of marketing we should be doing!"
- Nabil Nasir, Provost of the Sustainability Institute at RIT, Rochester Institute of Technology