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Marketing Strategy + Branding

APPA > Featured > Marketing Strategy + Branding

April 17, 2025

APPA is turning up the volume on its voice through a new marketing strategy that’s clearer, more consistent, and built for growth.

With strategic support from Greenough Communications, our refreshed approach is designed to increase brand awareness, connect with new audiences, and better communicate APPA’s impact on educational facilities across North America. It’s not just about what we say—it’s about how we say it, and who we’re reaching.

This initiative is a cornerstone of APPA’s broader 2025 transformation. While the strategic plan sets the vision for organizational and operational growth, this marketing effort is what brings it to life, making APPA’s mission more visible, accessible, and engaging for both longtime members and those just discovering us.

What the Strategy Focuses On

The marketing and communications plan centers on three core goals:

Raise brand awareness through a stronger presence across media, events, and digital platforms.
Grow membership and influence by reaching untapped audiences—especially in community colleges and K-12—with targeted content and paid campaigns.
Refine the brand identity through messaging and visuals that reflect a more modern, unified, and inclusive APPA.

Early Momentum, Measurable Wins

In collaboration with Greenough, we’ve launched high-impact campaigns and made fast progress:

  • 48% increase in LinkedIn followers
  • 733% jump in comments
  • Stronger engagement across member stories and thought leadership content.

These aren’t just vanity metrics—they reflect a growing connection between our content and our community. APPA is resonating in new ways and reaching more people where they are.

A Brand Debut in New Orleans

The 2025 Spring Conference in New Orleans offered a powerful stage to debut this new approach. From session slides and signage to print materials and social content, our updated branding was front and center—more unified, more intentional, and more aligned with who we are and where we’re headed.

Every message—from the first Mailchimp invitation to the final event recap—was crafted to reflect this next chapter. Behind the scenes, we’ve been overhauling our core publications, creating smarter collateral, and streamlining our tools to support clear, consistent communication across all regions and chapters.

This is about more than aesthetics—it’s about building a marketing engine that works harder, reaches farther, and speaks directly to the needs of our members.

Built for the APPA Community

At its core, this marketing evolution is member-focused. We’re creating APPA-centric content that reflects our community’s real stories, challenges, and successes. We’re also building systems that make it easier for chapters and regions to participate, sharing tools, templates, and messaging that better align local and national efforts.

This is marketing with purpose. It’s communication with clarity. And we’re just getting started.

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