Association of Administrative Professionals NZ
“The visual identity has become a recognisable brand across all collateral, publications and materials.”
AAPNZ is a voluntary member-based organisation that supports and provides professional development to New Zealand administrative and executive professional assistants. AAPNZ has developed a certification process which meets NZQA-level standards. The association relies on sponsors and partnerships along with member fees to support itself.
AAPNZ approached Freshfields when the organisation was in a position to contribute resources to a dedicated marketing strategy. Prior to this, we had produced occasional graphics and print-based design projects for AAPNZ. A logo had been developed, though few marketing materials had been produced.
We needed to clarify the brand values and vision before developing a marketing strategy, including how the brand was perceived, and how to market the brand to members, potential sponsors, and stakeholders. AAPNZ was administered by a national executive team who met once a month. This presented a challenge for quickly reaching a consensus and making decisions.
The organisation holds three key events each year. It was decided to introduce a consistent visual identity and then build brand awareness by concentrating on these three events. This gradual approach satisfied a limited budget and has provided consistency, with many materials simply requiring updating, keeping costs manageable. Meantime, the visual identity has become a recognisable brand across all collateral, publications and materials.