The DMA needed a new look to represent its fresh and modern outlook on the direct marketing industry
Who or what are you?
The Direct Marketing Association (DMA) is the largest professional body aimed at protecting and promoting the interests of the thousands of businesses operating in the UK’s multi-billion pound direct marketing industry. The DMA represents every kind of business that makes up the entirety of the DM industry – from data list brokers to agencies, spanning all direct marketing channels.
What was the problem?
Direct marketing is a dynamic, fast-moving industry at the cutting edge of digital and data technology. The DMA, in contrast, was increasingly perceived as out of touch – a serious issue for a professional body representing a modern industry.
Between 2008-2010 the DMA transformed from an organisation stuck in a pre-digital age to a dynamic professional body fit to serve the 21st century direct marketing industry.
The DMA’s inhouse communications team, partnered with digital and direct agency Jacob Bailey, engaged key stakeholders in developing a bold vision for the DMA: ‘To be a vital and inspiring business partner – always positive, always in touch, always informative.’
What was the ‘big idea’?
Jacob Bailey and the DMA communications team then worked together to develop ‘Conversations’, a brand signifying leading debate and one-to-one engagement. A new logo, colour palette, design and tone of voice were crucial in reinforcing the DMA’s unique industry position and expressing its vision and values. Every brand component and experiential touchpoint was carefully crafted to communicate the core vision.
When and how?
The rebrand was deployed seamlessly and rapidly in June 2011 to really ring the changes and create maximum impact.
The focal point of the rebrand was the DMA website – the primary point of contact between the organisation and its many stakeholders. A new user-centric website was built from scratch, providing the digital embodiment of the new branding. The team then simultaneously rolled out the new-look communications materials; the façade of the DMA’s head office was also overhauled to reflect the new vision.
News of the rebrand was communicated to the DMA’s members and stakeholders via tailored emails and to its audience on Twitter and LinkedIn. A trade media relations campaign was also effective in broadcasting the news to a wide industry audience.
Did it work?
The DMA measured the success of its rebrand on the basis of the number of new members joining, new member leads and traffic to its website. Since the launch of the new brand, the DMA has seen membership numbers rise significantly, average monthly web traffic has risen by 44 per cent and monthly new-member enquiries increased by 240 per cent.
