Case Study - National Association for Catering and Events Rebranding

 

CHALLENGE

 

In 2012, The National Association of Catering Executives recognized that many of its members worked in and represented a broader faction of the catering and events industry. These included event planners, event designers and professional specialists such as disc jockeys, florists, photographers, linen providers, and others.

 

The association needed to reposition itself in the marketplace and demonstrate its inclusiveness of all players in the industry.

 

 

SOLUTION

 

We executed a rebranding campaign that included a name change to the National Association for Catering and Events, retaining the acronym, NACE.

 

NACE now appeals to the consumer segment of the marketplace more effectively and to additional components of the industry. Visibility has grown through articles in trade and consumer magazines, as well as through national television appearances.

 

Prior to embarking on the name change, we conducted with NACE several surveys of the membership and prospective members to gauge acceptance of the idea.

 

We executed a national PR campaign to raise awareness and establish the new identity:

 

  • Articles and trade advertising began appearing in late 2012 and early 2013

  • NACE President Lisa Hopkins appeared on the FOX station in New Orleans on the day after the name change to announce the organization’s new identity

  • NACE representatives across the country conducted television and print interviews showcasing the new name

  • A CNN Newsource story discussing wedding trends and showcasing the new name appeared in early 2013 and reached more than 1.2 million consumers

  • NACE President Lisa Hopkins appeared on the Marie Osmond show, demonstrating party planning tips and  introducing NACE to a national consumer audience

 

RESULTS

 

  • More than 100 million media impressions were generated through earned media

  • Acceptance of the name change was near-unanimous

  • Membership in NACE reached a high of 4,200 in early 2013

  • The rebranding received a 2013 PRSA Best in Maryland Award