case studies

Silicon Valley Leadership Group

Brand Identity

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Challenge

The Silicon Valley Leadership Group concerned its name recognition and brand was lagging particularly among community residents despite having the elements of a knowledgeable staff, excellent track record and a strong reputation among government stakeholders wanted a minor brand refresh. The new MarComm team took on the task by creating a comprehensive digital strategy, an action plan to improve their visual identity and streamline content to improve message pull through and staff efficiency.

Tactics

We consolidated the visual identity through re-imagining and updating the website, merging the CEO blog with website content for greater SEO and message pull through, created core organizational color themes, refreshed the digital newsletter using more digitally appealing content, and increased content rotation and efficiency by using staff curated content on digital channels such as Facebook, LinkedIn, Twitter and YouTube. Finally, using data insights, we increased traffic flow to social media channels with pertinent content and design of paid and non-paid social media campaigns. In 2019, we also focused on designing member marketing materials such as a membership guide, sponsorship guide and brand guidelines.

Website Redesign

Social Media Campaigns

Results

  •  A greater focus on the organization’s unique attributes and successes through e-newsletters, online campaigns, advertising, special projects and collateral.
  • Addition of social media paid and non-paid campaigns: Better Together carousel ads, Mercury News digital brand ads Brand, Game Changers 2018-2020 essays, RoadMap to a Better Future and 2018-2019 Silicon Valley Poll results.
  • Website splash pages for special initiatives and launches: Voter’s Guide, Candidate Questionnaire, Road to the White House, Celebration of Women Leaders
Client

Silicon Valley Leadership Group

Project

Digital refresh and message repositioning

Industry

Public Policy Advocacy

Location

Silicon Valley, CA

Project Year

2016-2019

Digital Redesign

E-Newsletter Refresh

Physical Environment