Lisa Dean, general manager marketing and communications at the EMA, speaks to NZ Marketing about rebranding the 138-year-old network to reflect its valued and trusted position among members.
Tell us about the first phase of rebranding
The rebrand began in early 2023, shortly after I joined the EMA (Employers and Manufacturers Association). Our brand was outdated – visually conservative and misaligned with the modern business landscape. The logo featured a plus sign that confused people, and our tagline ‘helping businesses succeed’ lacked clarity.
We partnered with independent creative agency Yarn and undertook a full brand strategy process. Through workshops with staff, leadership and members, we developed our brand DNA and purpose: ‘Lighting the path for business.’ We adopted the ‘sage’ archetype – positioning the EMA as a trusted advisor, mentor and expert. The rebrand culminated in a new visual identity and tone, launched internally with a ‘people day’ event and externally through refreshed collateral.
Why did the EMA trigger the rebranding?
We’ve been around for over 138 years, and while that legacy is valuable, it risked making us seem traditional or out of touch. We wanted to modernise, while retaining the trust and credibility built over decades.
The pandemic also highlighted our role as a reliable source of information – our webinars attracted thousands. That reinforced our position as a ‘safe pair of hands’ and a sounding board for business. The rebrand was about aligning our identity with the value we already delivered.
How did you communicate the new brand externally and internally?
We made a concerted effort to bring both staff and members along on the journey. Internally, we transformed our office overnight before launch day – billboards, signage, new lanyards and T-shirts. It was immersive and energising.
Externally, we sent out refreshed content and collateral to members, explaining the new brand and its meaning. The feedback was overwhelmingly positive. People appreciated the modern look and clearer messaging.
Why did you commission the membership research?
We wanted to move beyond assumptions. While we had done annual surveys, they were limited to members and focused more on what we delivered than what businesses actually needed.
So, in 2024, we worked with Yarn to conduct qualitative interviews and a quantitative survey with over 1,000 responses. We asked about business pain points, priorities and perceptions of the EMA.
What did the research tell you about members’ perception of the EMA brand?
The results were affirming and insightful. Awareness was high – 92% were familiar with the EMA – and trust was strong. Members saw us as a reliable partner and sounding board.
However, only 23% viewed us as a thought leader, and just 24% saw us as a specialist. That confirmed our hypothesis: we were trying to be everything to everyone, and it diluted our impact.
We also learned that our name – the Employers and Manufacturers Association – created confusion. Many assumed we were only for manufacturers. And while ‘association’ felt old-school to some, the value of our network was clear: 91% said they benefited from being part of it.
How did the research inform the above-the-line campaign?
The research helped us identify key service lines that resonated most: our AdviceLine service, health and safety support and learning and development. These became central to the campaign.
For example, AdviceLine was described as the ‘gateway to the EMA’ – a trusted source of quick, expert answers. That insight inspired one of our taglines: ‘When you’re 99% sure, we can make it 100%’.
We also tested new service propositions like outsourced HR and whistleblower support, which received strong interest, especially from non-members. We’ve since launched those services into the market.
Tell us about the above-the-line campaign – what are your objectives?
Our ‘Make the Right Call’ campaign, launched in July, is the EMA’s first significant above-the-line initiative. Its goal is to position the EMA as indispensable to New Zealand businesses – especially during a time of legislative change and economic uncertainty.
We focused on businesses with 30 to 150 employees, across all industries. Our messaging leaned into the sage persona, with provocative headlines like:
- ‘Prevent HR from turning into PR’
- ‘Second opinion in seconds’
- ‘Let us give you a verbal warning’
The campaign spanned radio, billboards, buses and out of home placements. At the National Health and Safety Show, we created a branded phone booth where attendees could experience our AdviceLine firsthand.
We also ran targeted offers: the chance to win a year’s free membership for new members and a Sydney trip for existing members, rewarding those who’d already made the right call! Staff were trained and ready to support the campaign.
The campaign has been supported by my stellar marketing team at the EMA, including digital marketing manager Nicole Adams, content specialist Laura Vincent, marketing services manager Sabrina Justen and partnerships and agency manager Susanne Johnson.
And, of course, working with Heath Davy and his team at Yarn has been instrumental in helping us redefine our brand purpose and transform our identity. The above-the-line campaign reflects the scale and impact of the support we offer our members.
What have the results been like so far?
It’s early days, but the signs are encouraging. Since launch, the campaign has generated over 200 warm leads from non-members, indicating strong acquisition momentum. We’ve seen a noticeable uplift in calls to AdviceLine, with businesses actively seeking expert guidance. Engagement with our learning and development offerings is also trending up, reflecting the campaign’s resonance with our target audience.
These results affirm the effectiveness of our messaging and positioning, especially in driving awareness and action among businesses navigating change. Internally, the campaign has been embraced by staff and supported by the board, who’ve seen the momentum and clarity it brings.
