In 2012-2013 the CANS Marketing & Communications Committee set out revitalize our brand and find better ways to communicate with you our members.
The Committee began 2012 with a comprehensive communications and marketing audit –The audit was conducted over several months and consisted of: executive interviews with CANS President and Board of Directors; an online membership survey; an online communications survey; staff interviews; analysis of CANS branded materials; analysis of CANS media coverage and perception; and member focus groups.
The communications audit had three major findings:
- A lack of consistency in materials produced related to CANS both generally and with the subsequent brands,
- Members were looking for more streamlined communication from CANS,
- And that there is a need for an enhanced positive profile of the construction industry – and that CANS should lead the charge on this.
The committee then took these findings and began the process of exploring the CANS brand. Working with members we asked two important questions:
- What does CANS represent to you?
- where do you want to see the industry and the Association in 5, 10 and 15 years?
What we heard
Through focus groups, surveys and member feedback, we heard that members wanted CANS to have a brand that captured the scope of membership across the province and region; highlight the many facets of the industry; and that is reflective of the organization’s history.
Logo & tagline rationale
BLUE: symbolizes the integrity, stability, confidence and expertise of CANS and the industry
GREEN: symbolizes growth as well as nature, representing both the growth of the industry and CANS, and the environmental or landscaping related segments of our membership.
All aspects of the industry are encompassed -bridges, roadways, buildings, and the industrial.
CIRCLE: represents the collective, working together, all-encompassing membership.
Of course branding goes far beyond just a logo, tagline and website overhaul, we also heard from our consultations that members want us to be ahead of the curve, on top of new technology, issues and services. CANS staff and committees are always working on this front to ensure that the high level of customer service you are used to and expect continues to improve as we constantly look for new ways to serve our members better.