case studies

Silicon Valley Leadership Group

Owned & Paid Media

Challenge

While the Leadership Group presence in traditional media forums was well established, the organization desired a greater presence on owned media channels requiring a cohesive multi-channel strategy building on its extensive policy knowledge while humanzing the issues most affecting the Bay Area – education, housing and transportation. 

Tactics

We developed and implemented a communications relaunch focusing on building strategic, integrated plans leveraging internal policy area expertise, merging the CEO blog into a newly branded organizational website, employed an organic and paid strategy to increase followers and engagement, refreshed the e-newsletter,t while also encouraging more frequent and diversified submittals of owned and earned media including blog posts, newspaper opinion pieces and letters.

Policy leads were encouraged to submit 5-10 opinion pieces or blog posts a year in the areas of their expertise: education, health care, energy, environment, government relations, housing, technology and innovation, tax, and transportation and then positioning those articles regularly on Facebook, LinkedIn and Twitter. Furthermore, we tackled the inkind advertising giving the advertising a more polished branded look while visually telling the story of the organization’s community contributions and involvement. 

BRAND IMAGE ADVERTISING

INKIND ADVERTISING

SOCIAL MEDIA RESULTS

FACEBOOK 2018-2019

17%
Increase page followers

FACEBOOK 2018-2019

135%
Total of organic reach

TWITTER 2019

93%
Increase total link clicks

LINKEDIN (1/1/19-12/31/19)

33%
Increase total org. Followers

MEDIA RESULTS

  • Print Exposure

    2019 - approx. 415 newspaper, blogs and opinion pieces domestic and international in 1st qtr.

  • Increased Blog Activity

    More than 76 blog submiitals edited and posted for Leadership staff and CEO

  • Positive Feedback

    Increased positive feedback and comments from Leadership Group member companies, staff members and the community at large

  • Improved Access

    Improved access to resources and tools such as the Leadership Group Candidate Questionnaire, Voter's Guide, Silicon Valley Competitiveness and Innovation Project