Client

World Millwork Alliance

World Millwork Alliance (WMA) is an association of millwork distributors, manufacturers, service providers, and affiliates. For over half a century, they have been dedicated to supporting and connecting all factions of the millwork industry.

Client

World Millwork Alliance

Challenge

When WMA approached us, they were known as the Association of Millwork Distributors (AMD). They gave us three main jobs: rebranding and remarketing their organization, redesigning their website, and rethinking their internal association management software. The client’s overall goals were to: increase membership and membership retention, increase member engagement, and establish their organization as the voice of the millwork industry, regaining its relevancy for the next generation of millworkers.

Challenge

Strategy

In order to recapture the attention of their target audience, WMA would need to effectively communicate the benefits of association membership, improve the usability of the website, and develop campaigns that would draw new eyes to the organization. TruBrand completely rebranded the company from a new name to high-level messaging, to a new visual style. We kept the identity true to the millwork and woodworking industry but updated it for the 21st century with a mobile-responsive website and an improved member database.

Results

WMA’s most well-known member benefit is their annual convention and tradeshow, considered to be the prime event for the millwork industry. Since beginning their relationship with TruBrand, WMA has been able to expand their event offerings, including an annual leadership conference and an annual Women in Millwork conference. The association is able to reach more people than ever, providing new resources for the next generation of millwork professionals.