Case Study:

Brand Strategy and Marketing Plan to Adapt to a Changing Industry

As a trade association at the center of an industry in transition, the Document Management Industries Association (DMIA) realized that its identity no longer resonated in a new era of printing services. To address the issue, DMIA retained McKinley to conduct comprehensive research and provide recommendations on its brand and marketing strategy. The research study consisted of telephone interviews, focus groups, and an electronic survey including both members and non-members. McKinley also collaborated extensively with DMIA staff and volunteer leadership, including facilitating a branding exercise and an internal analysis.

Based on member and non-member feedback, McKinley recommended a new name, Print Services & Distribution Association (PSDA) and provided a detailed brand launch and marketing strategy. With McKinley’s guidance, the association revamped its identity, developed a new website and created a launch video to roll out the new identity and display its dynamic, future-focused brand and commitment to members and the print services industry.

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After