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 acted as the main communication channel for the organization to the outside world.

Project

BRAND DEVELOPMENT

While NECPA had an established brand in the industry, it sought to improve the look and presentation of that brand at both its annual event and online presence. 108 Degrees worked with its Board to modernize and enhance the association’s logo, as well as build a more sophisticated brand identity for its online and trade show presence. We developed professional quality marketing materials, event signage and handouts as well as its 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 its annual event.

WEBSITE
NECPA needed a contemporary website that provided information about the quality of content available at its annual conference. Our website work included a complete redesign with the Drupal CMS, 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 the ability to purchase space, and development of robust content that provided details about conference topics, speakers and events as well as highlighting conference sponsors.
 
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 its 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 up to the event, and a post-event follow up campaign. Utilizing MailChimp behavioral targeting tool to alter the content delivered, our program ensured that no audience member felt inundated with communications, while everyone who expressed sincere interest in the event felt a frequent, friendly touch.
 
The email program came across very favorably in both reception and results. Email proved to be a very effective means of communications for NECPA to engage with its membership and prospects. 
 
SERVICES PROVIDED
Blogging
Email marketing
Integrated marketing
Marketing strategy
Website design and development