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FCMA unveils new brand strategy

The First Coast Manufacturers Association (FCMA) has unveiled a new brand strategy to reflect the image of an industry that is now more high-tech and energy/green efficient and to assist in its effort to better educate the public as to the value of manufacturing in Northeast Florida.

The new strategy, which is being launched over the next several months, consists of an upgraded logo identity and brand slogan, association graphics, a new website, an improved community website for association members, a 30-second broadcast infomercial and an increased educational outreach to the public.

The strategy came out of research conducted last year that revealed that the public, community leaders, and government leaders appreciate the manufacturing industry but don’t understand what manufacturing involves or its economic impact on the First Coast.

“With a major change in our economy in Northeast Florida, emphasizing the demand for manufactured goods, increased trade and logistics with our port and with our transportation assets, we believe our association needs to be more active and visible in the economic mix of our community,” reported Lad Daniels, president of FCMA.

The branding campaign was developed and launched by FCMA’s public relations committee, under the direction of committee chair Jane Bachtell. “After our research it was clear that our mission needs to be one of educating the community about manufacturing,” Bachtell said. “So we created a comprehensive marketing program to help accomplish our communication goals.”

One of the major marketing elements is a modernization of the association’s logo, reflecting the network of manufacturing and logistics along with a new brand slogan “Driving the future of manufacturing.”

Another major part of the campaign is FCMA’s new website, which offers easier access to the public and association members to obtain information on manufacturing news and practices and the association’s viewpoint on related economic issues. The site is located at www.FCMAweb.com.

The First Coast Manufacturers Association is a non-profit trade association serving Northeast Florida. There are over 1,500 manufacturing companies on the First Coast, supplying over 30,000 jobs and generating nearly 15% of the total gross regional product.


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