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.
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.