ADVOCACY MARKETING
WASHINGTON EMPLOYERS FOR RACIAL EQUALITY
Background
Washington Employers for Racial Equity (WERE), a coalition of CEO’s and corporate leaders in Washington, aimed to advance racial equity in the state. They hired our firm to lead a comprehensive advocacy digital media campaign, focusing initially on advancing equity for Black Washingtonians. The goal was to build momentum in the business community and generate support for a more equitable future.
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Strategy
Message Development
Crafting a compelling and resonant message framework that emphasizes the importance of racial equity and its benefits to society and the economy.
Stakeholder Engagement
Identifying and engaging key stakeholders, including business leaders, media outlets, and community organizations, to garner support and amplify the message.
Multi-Channel Approach
Implementing a multi-channel digital media strategy, including earned and paid media, website development, targeted digital ads, and social media.
Content Creation
Developing engaging and informative content, including articles, videos, and infographics, to convey the importance of racial equity and inspire action.
Targeted Advertising
Placing targeted digital and print ads, sponsored stories, and video content across local publications and social media platforms to reach and engage audiences around racial equity issues.
Results
Earned Media Success
The campaign generated 87 earned media stories, resulting in over $1 million in ad value equivalency and significant exposure for the campaign's message.
Digital Reach and Engagement
Through our social media efforts, the campaign reached over 12,475,000 users and generated 1.37 million impressions across targeted and engaged audiences.
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Increased Awareness and Support
The campaign succeeded in raising awareness of racial equity issues within the business community and mobilizing support among key stakeholders.
BRISTOL BAY NATIVE COPRORATION
Background
BBNC is an Indigenous-owned corporation with 9,900 Alaska Native shareholders primarily of Eskimo, Aleut, and Denaʼina descent. Bristol Bay Native Corporation (BBNC) had a long-established brand identity, but their advertising efforts had become stagnant and failed to accurately represent their role in Alaska's economy and culture. S360 was tasked with developing a fresh digital media campaign to reinvigorate BBNC's shareholders and reposition the corporation as not only an economic powerhouse but also an integral part of Alaska's cultural fabric and future.
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​Strategy
Concept Development - "More than a Corporation"
Developed a concept that positioned BBNC as more than just a corporation, emphasizing its commitment to serving the community, protecting Native culture, and contributing to the region's well-being.
Flexibility and Adaptability
Adopted an "always-on" strategy that could adapt to changes in Alaska's political and media climate, allowing for optimal use of BBNC's budget across paid, owned and earned media channels.
Targeted Messaging
Tailored messaging to resonate with Alaska residents and shareholders, highlighting BBNC's unique values and contributions to the community across relevant channels, including social media, search engines, and industry-specific websites, to reach target audiences
Brand Repositioning
Revamped BBNC's brand image to reflect its modern values and commitment to the local community.
Continuous Monitoring and Optimization
Monitored campaign performance metrics in real-time and optimized strategies based on data insights to maximize engagement and conversion rates.
Results
Increased Awareness
The "More than a Corporation" campaign successfully increased awareness of BBNC's role in Alaska's economy and culture among residents and shareholders with a favorability rating increase of over 10% according to our tracking polls and focus groups.
Improved Perception
The campaign helped reposition BBNC as a modern corporation driven by values of community service and cultural preservation, enhancing its reputation among stakeholders. Improved perceptions has helped lead to an increase in revenue which has now impressively surpassed $2.2 billion per year.
Positive Engagement
The campaign received extremely positive feedback from Alaska residents and shareholders, who appreciated BBNC's commitment to serving their interests and safeguarding Native culture.
Flexible Budget Utilization
The "always-on" strategy allowed BBNC to adapt its digital media efforts to readily address changes in Alaska's political and media landscape while maximizing the impact of its budget.
MONTANA DEPARTMENT OF TRANSPORTATION
Background
The Montana Department of Transportation (MDOT) recognized a need to enhance public engagement and communication regarding infrastructure updates and road work improvement projects. Despite the importance of these projects to the daily lives of Montanans, public awareness and understanding were lacking. Our marketing team was tasked with modernizing MDOT's approach to public engagement, ensuring transparency and fostering community involvement in transportation initiatives.
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Strategy
Assessment and Planning
Conducting comprehensive assessments of each road work improvement project to identify communication and support needs.
Comprehensive Communication Packages
Tailoring communication materials for each road work improvement project, including public polling research, digital marketing, stakeholder engagement, public relations, logo design, print collateral design, and public meeting facilitation.
Targeted Digital Campaigns
Utilizing digital advertising and marketing channels to disseminate project information, raise awareness, and solicit feedback from the greater public.
Engagement and Facilitation
Facilitating public meetings and stakeholder engagement sessions to provide opportunities for community input and to address residential and business concerns directly.
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Brand Identity and Collateral
Developing consistent branding and design elements to enhance recognition and credibility of MDOT's communication efforts.
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Results
Enhanced Public Awareness
The modernized approach to public engagement led to increased awareness and understanding of MDOT's infrastructure projects among Montana residents with over 10 million ad impressions served per year to 800,000 Montana drivers.
Improved Community Engagement
Stakeholder engagement sessions and public meetings provided valuable opportunities for community input and feedback, fostering a sense of ownership and involvement in transportation planning processes.
Increased Transparency
Transparent communication and access to project information through digital channels and public meetings improved trust and accountability between MDOT and the public with public perception increasing every year based on tracking polls.
Positive Feedback
Feedback from stakeholders and the community indicated a greater appreciation for MDOT's efforts to engage and communicate effectively.
