Helping HAE EHA reclaim its voice in the hire industry

The Hire Association Europe and Event Hire Association (HAE EHA) is the leading trade association for hire and rental companies in the tool, equipment, plant and event-hire sectors and wanted to improve its marketing strategy to better communicate the benefits of membership to three key audiences: existing members, potential new members, and industry professionals looking to hire from accredited members.  

The Brief.

HAE EHA engaged us to provide a fresh perspective on their marketing efforts. The challenge was to refine their messaging to clearly convey why businesses should join HAE EHA, why customers should hire from accredited members, and why existing members should continue their membership.  

Additionally, there was a need to raise the visual quality of marketing materials and optimise the tactical channels used to execute campaigns. 

The Research.

Our team conducted an in-depth analysis of HAE EHA’s existing brand, marketing collateral, and member engagement strategies. Key findings included: 

• That the core brand identity was strong, but inconsistencies in existing collateral affected its impact. 

• The messaging around HAE EHA’s purpose was too broad and needed simplification. 

• Digital engagement, particularly through LinkedIn and email marketing, required optimisation to reach and resonate with the target audience. 

• SafeHire, a key accreditation within HAE EHA, was underleveraged in positioning the association as an industry leader. 

The Big Idea.

We developed a refreshed marketing strategy centred around the concept: “Setting the Standards in Hire.” This positioned HAE EHA as the authoritative voice in the industry, emphasising their role in mitigating risks for members and customers. We streamlined messaging into three clear value propositions: 

1. Why businesses should become members. 

2. Why customers should hire from HAE EHA members. 

3. Why existing members should stay engaged. 

A new content approach was introduced, reinforcing HAE EHA’s impact on business success, safety standards, and industry advocacy. We also recommended a more visually compelling and cohesive brand identity across all marketing materials. 

The Activity.

To bring this strategy to life, we executed a series of targeted activities: 

• Brand & Messaging Refresh: a clearer, more concise brand narrative focusing on risk mitigation and industry leadership was developed. 

• Content & PR Strategy: we created engaging content including case studies, thought leadership articles, and industry insights to showcase the tangible benefits of membership. 

• LinkedIn Advertising: highly targeted LinkedIn campaigns to reach specific job roles within the hire industry was launched, boosting brand awareness and driving conversions. 

• SafeHire Promotion: a suite of collateral and digital assets was developed to highlight the importance of SafeHire accreditation, reinforcing the value of HAE EHA membership. 

• Video Content: we produced an animated video outlining the benefits of joining HAE EHA, making it easier to communicate the value proposition across digital channels. 

• Email Marketing Optimisation: the quality and segmentation of email communications was improved to ensure relevant messaging was delivered to different audience groups. 
• Event Engagement: we created a 50th-anniversary campaign celebrating HAE EHA’s legacy, using creative assets to generate excitement and engagement within the industry.