Connex – formerly known as PRSM (Professional Retail Store Maintenance) – is a leading association for retail facilities management professionals and vendor partners. The members-only association provides indispensable research, reports, networking events, conferences and much more.
The CHALLENGE for Connex
The retail industry is changing, and the PRSM team knew their association had to evolve to stay one step ahead. PRSM’s new business strategy called for expansion beyond the retail sector into everything from restaurant chains to medical and dental practices. Problem was, “retail” was right there in their name.
As PRSM’s long-time agency partner and branding experts, Agency Creative was perfectly positioned to help the association evolve. Using the “power of connection” as the association’s key strategic positioning, we delivered a complete rebrand – new name, logo, voice and campaign – plus a comprehensive rollout strategy to bring it to life in a big way.
The new Connex brand launched at the 2019 National Conference in Denver with high impact presentations, videos, signage and swag. Post-launch, the new “Bring It” campaign has brought a new level of confidence and empowerment to the association, while maintaining positive momentum in digital, video, print, social media and more.
The evolution from PRSM to Connex started with Agency Creative’s 'Chemistry' process, which helped us distill down to our unique value proposition and map out a launch strategy. As true partners, Agency Creative led us from new brand creation through a high-visibility reveal that maximized the impact of the new Connex brand.
The Connex launch was met with rave reviews from members – many of whom have been with the association for years. Members clearly understood the need for a strategic shift to stay relevant and top-of-mind in such an evolving industry.
It’s still too early in the campaign to have quality comparable metrics, but from the early numbers, things are looking up. Check back soon to see how far up!