North East Canvas Products Association

ABOUT NECPA

The North East Canvas Products Association (NECPA) represents manufacturers, suppliers and fabricators for the awning and marine canvas industry. The near century-old organization offers membership for qualified applicants and an annual conference and trade show that provides educational and networking opportunities for the region. Run by a volunteer board, NECPA brought on 108 Degrees to manage both the digital marketing initiatives for the organization and its annual event, as well as handle the day-to-day management of administrative tasks for membership. 108 Degrees now acts as the main communication channel for the organization to the outside world.

Project

BRAND DEVELOPMENT

While NECPA had an established brand in the industry, they sought to improve the look and presentation of that brand at both their annual event and online. 108 Degrees worked with the Board to modernize and enhance their logo, as well as build a more sophisticated brand identity through their online and trade show presence. We developed professional quality marketing materials, event signage and handouts as well as their digital presence. We also extended the efforts of the organization to work with industry suppliers and other non-profits to help increase the reach and promotion of their annual event.

WEBSITE
NECPA needed a contemporary website that provided information about the quality of content available at their annual conference. Our website work included integration of a modern, hosted customer relationship management (CRM) system to manage online registrations and payments, integration of an interactive exhibit space map that included space purchases, and development of robust content that provided detail about conference topics, speakers and events.
 
EMAIL PROGRAM
The email program that we developed for the client included a new monthly newsletter that cross-referenced content on the NECPA website, as well as providing industry news. The email promotion program for their expo and conference included separate email messaging customized for attendees and exhibitors, pre-show registration emails, emails to remind visitors of the expo in the days leading to the event, and a post-event follow up. We used MailChimp's behavioral targeting tool to alter the content delivered and ensure that no audience member felt inundated, and yet everyone who was expressing sincere interest in the January event felt a frequent, friendly touch.
 
The email program has come across very favorably in both reception and results. Email has proven to be the most effective means of communications that NECPA has with its membership and prospects. 
 
SERVICES PROVIDED

Marketing strategy
Event management
Website design and development
Email marketing
Blogging
Integrated marketing