CASE STUDY: Brand Positioning
Kitchen Cabinet Manufacturers Association
KCMA needed a website update, but the existing content was confusing and overwhelming. Additionally, KCMA member companies were asking the organization to provide content to help them support the value of KCMA's cabinetry certification programs.
Water Street recommended developing key messaging statements to serve as benchmarks for the future website design. An all-day workshop with KCMA leadership and key partners in the association's membership resulted in strong messaging statements for three key audiences: KCMA Membership, Cabinetry Industry Professionals, and Consumers.
The website and subsequent marketing efforts are clear and maintain relevance for each of the audiences KCMA serves.