Started in 1927, the North East Roofing Contractors Association is an affiliate of the National Roofing Contractors Association in Washington D.C. NRCA originated in 1886 and is responsible for writing building codes and working with the Occupational Safety and Health Administration (OSHA). NRCA literally handles every building in the USA and is especially concerned with roofing issues and professional roofers. Nonprofit Organization Rebranding starts with understanding its legacy.
The North East Roofing Contractors Association (NERCA) represents premier roofing professionals in ten northeast region states: Massachusetts, Connecticut, Maine, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont, and Delaware.
NERCA recognized the need for a redesign of their logo and a reassessment of their brand. Being almost 100 years old, they wanted to ensure that their website and their brand appealed to their marketplace. The roofers of today are high-end professional tradesmen and women who apply their craft to both residential and commercial buildings. The nonprofit website needed rebranding to attract architects, engineers, consultants, manufacturers, distributors, developers, business owners, and general contractors.
It is important that NERCA, approaching its Centennial, resonates with the changing membership over the many years of its existence. Roofing contractors are no longer simply handymen who replace or repair roofs. They are professional craftspeople who keep up to date with the changes in the industry, the newest products and technology, including solar energy materials and installation techniques.
NERCA approached Xhulio Jamaku at Rootless Agency to design a new logo and to kick-start a social media campaign for the organization. Xhulio has years of experience in digital marketing and consulted with NERCA to plan a comprehensive program for a non-profit rebranding one step at a time. He stresses that “… a logo is not a brand. Furthermore, a company’s brand is much more than a logo – it is the company’s reputation, its personality, and it represents the years of experience and expertise it has developed.”
The design of a new logo underway, Xhulio got a social media program started. Initially, he posted photographs of NERCA Board members on Facebook, LinkedIn, and Instagram to introduce them to NERCA members. This – presented a face on the organization’s leaders, making it a more personable and approachable group. Xhulio used a question-and-answer format so that members were exposed to frequently asked questions. In addition, he posted information about the upcoming NERCA trade show so members were able to easily learn about and register for the annual event. Xhulio also used the power of video by posting snippets of interviews with board members, sometimes using humor, making the organization more relatable. With over 80 Board members, this was a major endeavor that represents just the beginning of the rebranding process.
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