Case Study
International Facility Management Association | Global Not-for-Profit
Creative Strategy, Brand Development, Integrated Marketing, Events & Tradeshows, Print, Socal, PPC, ROI + for days!
The International Facility Management Association (IFMA) offers globally-recognized credentials in classroom and online self-study format, an organizational membership association, tradeshows, and events for people in the facility management industry.
2017–2022
Case Study
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Led global event strategy and brand campaigns for a membership-based not-for-profit across 5 countries, driving awareness and engagement. Events attracted 4,000 attendees, and branded social content earned 107.3K impressions during the campaign period.
Generated $2.4M in earned media value through digital-first campaigns using only first-party data. Achieved 250M+ organic views across channels, boosting global visibility and thought leadership without paid media.
Drove business development and strategic growth, managing client relationships, leading consultative selling, and aligning brand and communication strategies with evolving client needs.
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Creative Strategy & Graphic Design, Brand Strategy, Brand Development, Integrated Marketing, Internal Communications Alignment, Audience and Landscape Research, Customer Journey Mapping, Digital Marketing Strategy, Content Writing, Content Strategy, Traditional Marketing, Direct Mail, Print, Video Production & Business Advisory
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5 years Agency-of-Choice | Creative Strategy | Brand Strategy | Integrated Marketing | Membership Recruitment & Retention | Professional Credentialing Sales | Events & Trade Shows | Website | Print | Socal | PPC | ROI + for days!
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We recommended combining IFMA’s statistics on the career benefits of earning credentials with testimonials to create stories that educate on the long-term value of the credentials, instead of explaining only what the credentials taught.
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Red Thread also helped FMs convince their bosses to pay for or supplement the hefty cost of earning a credential by creating infographics to clearly present the organizational benefits of employing credentialed FMs.
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As a product with a premium purchase point and a multistage purchase funnel, IFMA needed to communicate to facility managers (FMs) the long-term value of investing in credentials. We gathered video testimonials at an industry conference so potential customers could hear directly from credentials-holders how the investment propelled their careers.
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We worked with IFMA to implement a digital strategy designed to reach facility managers at all stages of their careers, using a combination of channels and tactics: paid social advertising, paid search, display, video campaigns, email marketing, landing page development, print advertising and internal resources.
Using selective targeting, including first-party data and internal email lists, allowed us to create many engaging touchpoints for digital awareness and grow the IFMA credentials audience.
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Account Team
Designers (3) digital marketer (1) web developer (1) account manager (3) operations & chief of staff (1)
The Tassel | When all the threads come together as one!
Team Overview -
Director of Marketing - Main point of contact and Strategic Partner
Director of Membership Recruitment & Retention
Director of Global Events Marketing
VP of Marketing
Marketing Coordiator
Website Director
Chief Executive Officer
IFMA Board of Directors
