The Master Plumbers and Gasfitters Association shares offices and administration with the Master Painters Australia WA Association. They also share ownership of MPA Skills, a training and apprentice employment organisation for Plumbers and Painters. All three individual organisations were growing well.
However, the three businesses were operating in siloes, with little cross selling and cooperation between them. Members, apprentices and other stakeholders were confused about, or unaware of, the different services offered. General administration and management staff floated between organisations without being able to clearly say who they worked for and why. Marketing materials were inconsistently applied on an ad-hoc basis. As the businesses grew it became clear to management that confusion would increase and opportunities would be lost.
The businesses needed a way to bring clarity and focus to this situation.
working with drg
DRG developed a simple and clear brand rationale, brand naming architecture and brand development plan based on business objectives, audience and market insight.
It then worked with MPA Group staff to effectively implement the plan.
Working with DRG has had a profound effect on this organisation.
Membership across the associations has grown by 21% and MPA Skills was forced to open up another training centre to cope with demand.
The last word goes to highly satisfied MPA CEO Murray Thomas,
"The Group Branding has been great, the marketing material is clever, easy to understand, and professional in appearance.
It is good to show the whole organisation within the life-cycle material. It helps clients see how we can help them across the board for their training and industry requirements.
I find that when you show employers the brochures that represent the whole organisation some are surprised to see we have such a wide range of services and facilities to offer that they were not previously aware of."