APPA (Association of Physical Plant Administrators)




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Challenge: Ensure the organization speaks a language that long-time “Physical Plant” administrators and newer “Facilities Management” types can appreciate.

Scope: Naming Strategy, Tagline (as part of a larger brand refresh.)

Results:APPA went the way of NAACP and AARP, choosing to keep their acronym and drop the long-form “Association of Physical Plant Administrators.” As hoped for, the percentage of early-career professionals is increasing.

Trivia: The tagline now in use (Leadership in Educational Facilities) was originally conceived of by Stokefire as an alternate acronymic name.

For more information on this project please contact us.