Project Management Institute
PMI is the world’s leading project management professional organization with over 450,000 members and 600,000 certification-holders worldwide. PMI offers the well-known Project Management Professional certification, and is a pioneer in project management best practices and thought leadership.
PMI initially brought Backe on board to help with the promotion of a new product launch.
As we became immersed in the brand, we also discovered that PMI had a larger messaging issue that needed to be addressed. As a result, PMI asked that we broaden our assignment into a larger messaging and strategy effort. To help refine PMI’s messaging and differentiation, Backe conducted a brand messaging immersion session, which became the foundation for all future work. Our role evolved further, into the creation of strategic tactical programs for both certification and membership. This included full product roll-out programs, media promotions and implementation, strategy development, brand and product messaging, and campaign execution and implementation.