TRI ACHIEVES SOLID FOOTHOLD IN THE FUTURE

Challenge

Since its founding in 1971, the Roof Tile Institute (RTI)—a non-profit trade association with a membership primarily of tile manufacturers—had established itself as a leading technical resource in the tile industry. In 2003, however, RTI recognized it was time to grow beyond its technical base and examine its structure, assets, and marketing strategies in order to increase its presence and recognition in the concrete and clay tile industry. That’s when the organization turned to Bostrom.

Solution

Bostrom led RTI through a strategic planning and branding process coupled with market research. This process, in turn, built a path of goals and objectives for the Institute’s future. One important goal was to expand the Institute’s reach in the industry through a new brand identity and membership structure. RTI received a new name as the Tile Roofing Institute (TRI) and opened up its membership for the first time in its history to contractors, suppliers, distributors, builders, architects, designers, and trade associations.

Subsequently, Bostrom worked with TRI to develop marketing initiatives to support these new membership levels. In addition, Bostrom teamed with TRI committees to create and execute a comprehensive marketing plan including an integrated communication system, membership development campaigns, conference growth, and programming targeted to members.

Results

TRI posted impressive gains just 18 months after plan implementation. Some of the highlights include:
• 500% growth in membership
• 50% increase in bi-annual meeting attendance
• 25% growth in non-dues revenue

Bostrom shares in TRI’s success. According to TRI Past Chairman Mike Penny, “Based on Bostrom’s experience with trade associations we are extremely pleased with the expertise and direction they’ve built for TRI’s future.”