KCMA, the Kitchen Cabinet Manufacturers Association, is the leading voluntary trade association for cabinet manufacturers. As the developer of the industry quality and performance standard for cabinets, KCMA recently created a new Environmental Stewardship Program (ESP) to encourage industry policies and practices that benefit the environment and the wellbeing of society.
The Design Channel launched ESP with a brand identity, tagline, and collateral materials. We marketed the program to KCMA members as well as buyers of kitchen cabinets—builders, sub-contractors and homeowners—with direct mail, print ads, tradeshow materials, an html email and a web page. After the campaign’s launch, dozens of cabinet manufacturers applied for ESP certification so they can display the ESP seal on their products—and ensure that more than just their cabinets last.