Immediately after the European Rental Association (ERA) was established, ERA’s leadership called upon Kellen to help grow the organization, attract new members, establish itself as the leading voice for the European construction equipment rental industry, develop an annual event that fostered networking, and create an international tradeshow that facilitated the introduction of innovative products to the market.
Kellen worked closely with the Board to develop the association’s organizational structure, financial procedures, and the day-to-day processes needed to effectively serve its members. In addition to supporting the governance functions, Kellen focused on growing the membership base by developing unique services for the industry and customizing ERA’s communications strategy for each stakeholder group. We also established the association’s convention and tradeshow in conjunction with a media partner. Kellen aligned programs and speakers with key market and industry trends – including sustainability and the sharing economy – to produce a convention and tradeshow that acknowledged the evolution of the rental industry. Other successes leading to ERA’s thriving community included an awards program to promote professionalism in the industry, the development of position papers on key issues, and continued relationships with important EU institutions and stakeholders.