National Executive Forum on Public Property

2007 to Now

Non-Profit, Government

Founded in 1998, the National Executive Forum on Public Property (NEFPP) is a non-profit organization recognized as a leader for public real property knowledge and innovation. It brings together both the people and the information to create a sharing forum for best practices for management professionals responsible for Public Sector Real Property portfolios throughout all levels of the Canadian government. NEFPP Government members come together twice a year to set the agenda for the organization and to share critical knowledge. They are joined by the Forum’s Academic Advisors – experts in real estate and infrastructure from the finest Canadian universities – as well as the NEFPP’s Associate Members who, as private sector consultants, bring their own expertise to the Forum.

In 2007, Amplify was retained by the NEEFP to build the Forum’s first-ever website. This challenging project required that we curate a density of content information, informed by detailed understanding of different users’ specialized needs.

Based on the success of this first engagement with NEEFP, in 2019 the Forum’s Executive Director chose Amplify to participate in their major brand re-visioning. Our work encompassed brand development consultation, the provision of a new strategic marketing framework, and the creation of a new website that would both support the refreshed brand, and the specialized needs of its expert government members and stakeholders.

Through our brand re-visioning ‘amplification’ process, a strategic key insight emerged. It became clear that the NEEFP’s role had shifted substantially through the years; they had truly become the ‘Custodians’ of Canada’s real property proposition, backed by a superior level of professionalism and expert knowledge. They needed a new brand expression and marketing assets to reflect that, and a website that would facilitate the very different functional needs of its users.
We essentially created a new NEEFP ‘custodial’ brand; logo, tagline, creative treatments, and detailed brand ‘bible’. We also developed a website that was thoroughly unique to NEFPP. With a view to maximizing the different users’ needs, we created ‘two websites within one’ – one for public access, the other private and secure for the highly specialized needs of members only. And under-pinning these interfaces, we created a web framework that allowed 22 years of documentation to be easily searchable and even pleasurable to use.

‘custodians of Canada’s real property!’

Results

Did Amplify succeed in this import brand recreation? We are happy to say we did. Toby Greenbaum, NEEFP’s Executive Director, shares her response:
“Amplify was a pleasure to work with. They were creative, knowledgeable, flexible, and accommodating to all our concerns and suggestions, and had a strong client service orientation. Amplify’s work fully met our requirements and expectations, and we recommend them highly.”

Brand Positioning Statement + Value Propositions + Brand Messaging + Collateral Materials + Website Strategy + Website

Brand Positioning Statement + Value Propositions + Brand Messaging + Collateral Materials + Website Strategy + Website

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In a world of diversifying target cultures and dynamic media choices, your brand possibilities are bolder and brighter than ever. We’d love to discuss business… yours and ours!

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In a world of diversifying target cultures and dynamic media choices, your brand possibilities are bolder and brighter than ever. We’d love to discuss business… yours and ours!

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