New Work: General Building Contractor’s Association (GBCA) 125th Anniversary Campaign

December 7, 2015 at 11:38 am

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One of America’s oldest trade associations, General Building Contractors Association (GBCA), advances commercial construction in the Philadelphia region by serving as a powerful voice, an industry watchdog and a critical resource. GBCA provides proven advocacy, networking opportunities, safety services, and education and training programs for their 300+ member companies.

After a successful launch of their website, GBCA looked to Munroe Creative to help them find ways to leverage their 125th Anniversary to increase awareness of their organization in Philadelphia, as well as to boost membership.

In addition to creating a 125th Anniversary mark that seamlessly locked up with their existing logo, we developed a print and digital ad campaign featuring the names of GBCA members to celebrate those companies that helped the organization thrive for the past several decades. To support this campaign, we also developed a new tagline, “The Standard of Building Excellence,” which speaks to the high standard that both GBCA and their member companies have set for Philadelphia’s commercial contractors.

Our team worked closely with GBCA to put together a Philadelphia-centric media buy that included a diverse mix of radio, transit (bus wraps, bus shelters), outdoor (street banners), print and digital placements. Some guerilla tactics were also employed, including graphic wrapping of GBCA’s safety vehicle and branded coffee sleeves placed at heavily trafficked independent coffee shops throughout Center City, Philadelphia.

The GBCA celebratory anniversary campaign, supported by a strategic, localized media buy and new membership collateral, helped bring the organization to the next level and increase memberships for that year and beyond.