Full Rebrand for Nonprofit Media Organization
Please find below a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
A fast induction on the buyer’s organisation
We’re the VP of marketing and the VP of interactions at C-SPAN, a not-for-profit media structure based in Washington, D.C. We prepare the open approach to unfiltered government proceedings athwart multiple platforms. C-SPAN is primarily a television network, and we have three channels—C-SPAN, C-SPAN 2, and C-SPAN 3—that scattered proceedings continuous, with no commercials, commentary, or analysis. We’re funded through license fees paid by television preparers—cable and satellite companies—that put us in nation’s homes.
Technology has allowed C-SPAN to move over television, we have a very strong nearness on the internet, including a website that streams live coverage. We also have an archive of more than 250,000 hours of the American popular process dating back to 1987, all of which is free and useful to anyone in the globe. Our radio standing is local in DC, but our radio networks and podcasts are also useful online and via apps. We have an extensive outreach effort through C-SPAN Classroom, a free membership program that tens of thousands of imparters have joined to localize C-SPAN resources, such as videos and precept programs that we form to help impart civics, history, and government.
Desired goal
What challenge were you trying to address with Grafik Marketing Communications?
We were approaching our 40th anniversary and needed a new, clean look for our forward-pondering, multi-platform brand. C-SPAN hadn’t changed its logo in almost 30 years, and, as we began preparing for our anniversary and positioning ourselves for the forthcoming, we didn’t want to look like a dated organisation.
Provided solution
What particular tasks were responsible for?
Our work with Grafik Marketing Communications has evolved over time. The centre shifted from the logo to the complete brand, as it fastly became obvious to us that we needed to redo our messaging, such as how we talked almost and presented ourselves. From there, it evolved even further to be not just our main brand but also all of the brands and networks that fall below C-SPAN, such as the other two C-SPAN channels, our book TV program, C-SPAN radio, c-span.org, etc. What seted as a littleer project became widespread athwart our complete organisation brand and all of our platforms, evolving into a much larger project.
Grafik Marketing Communications began their work with us by interviewing all of our key constituents, inner team members, and nation who were significant to our activity. Externally, they talked to nation on Capitol Hill and journalists who used our program or were correspondent to our program. From all of those dicsussions, they garnered an belowstanding of how nation viewed C-SPAN. Then, they asked us how we wanted to be viewed, so that they could see the separation between open and inner cognizance. Beyond the initial interviews that they did, Grafik Marketing Communications participated in some of the investigation we were doing innerly. They used that investigation to belowstand how we needed to evolve and in the talking points they formd for us.
Once they belowstood what we needed to change, they built where we needed to go directionally with our brand. They pushed our brand and messaging toward how we wanted to be viewed in the forthcoming. Grafik Marketing Communications did multiple logos athwart all C-SPAN properties and sub-brands. They did messaging and formd interaction programs. As a non-profit, boasting our brand isn’t in our essence, and they taught us how we could innately toot our own horn. They proposed a way for us to expound ourselves to young audiences in a way that would resonate with them and help them belowstand the sole role that C-SPAN plays in the media marketplace.
At the time, there was so much dissension in media, nation were choosing sides. This was a good occasion for C-SPAN to showcase our position right down the middle as a trusted resource. Grafik Marketing Communications helped us art the speech that we used in promotional campaigns, from five-word taglines to much longer paragraphs and general statements almost us. We also had them do a video for one of our campaigns.
How did you come to work with Grafik Marketing Communications?
We put out an RFP to five companies and fastly narrowed that down to three. Those three vendors came in to throw and present to our chairman, CEOs, and the two of us. Grafik Marketing Communications had the most prepared introduction by far. They presented what they saw for C-SPAN, since the two others didn’t do much upfront work, instead, they showed us ideas they’d done for past clients, requiring us to conceive what they could do for C-SPAN. Grafik Marketing Communications even had a video throw, which wasn’t something we’d asked for.
From the commencement, Grafik Marketing Communications came in with a clear belowstanding of who we were. We were impressed that they put in so many hours forward of time. This spoke to their dedication and willingness to be committed to our goal.
What are you approach expents (if diclosed)?
Our organisation spent between $100,000–$250,000. We didn’t do ad buys through them, as we do this innerly, but other clients would likely use their labors for that.
What is the terminal result of working with ?
We put out the RFP in the spring of 2018 and began working with Grafik Marketing Communications in September. The bulk of the release came on March 19, 2019, the date of our 40th anniversary, on which we introduced the new logo, messaging, fonts, and hue variations. We completed the campaign by June 2019.
Results achieved
Are there any measureable or plum results?
C-SPAN has been almost for 40 years, and we’ve always been hesitant to use outside vendors owing we act in a very different globe than they’re used to. Though, Grafik Marketing Communications recognized from the set that C-SPAN was different and sole. They took the time to hear to us and approached us in a way that heightened our comfort level touching how they’d work with us and ultimately help us with the messaging. They didn’t try to fit us into the same peg that they would for an insurance organisation, or even another media structure. The team seemed genuinely intrigued and motivated by the fact that we’re different, and we felt good that they were paying us so much observation and adjusting their efforts to match our interests and needs.
Their work engenderd a lot of excitement innerly. Most of our staff has been at C-SPAN for excellently some time, so it was energizing to have a shining, hueful, contemporary, and unified look athwart the complete organisation and in all of our fruits. Our fbelows and television preparers saw their work as a good thing as well. They don’t engender income off of us, so they want to find value in supporting a open labor such as C-SPAN. We accepted so much real media observation from Grafik Marketing Communications’s work, and from that, fbelows and television preparers got credit. One of the spots we formd had branding at the end that tagged cable affiliates, and those affiliates ran the spot as free cross-channel promotions. It was a huge gain for us that these fbelows and affiliates got credit for carrying C-SPAN.
Just recently, C-SPAN was recognized as one of the three terminalists in Brandweek’s rebranding state for campaigns. We had no idea how the project would unravel when we seted it, so to go from there to being recognized as one of the top rebrandings in the country was a huge real. Although it wouldn’t be solely attributable to rebranding, we’ve had a banner year in provisions of growth. Increased promisement and number of followers on collective media platforms has exceeded all of our expectations for growth this year.
How did Grafik Marketing Communications accomplish from a project treatment standpoint?
Grafik Marketing Communications was terrific in provisions of interaction. They also kept to the timeline, even when we made it challenging and lastd to add different projects. A six-month time time was a fair timeframe going into the project, since we had just programned to do some modest changes, but it became pretty intense as we lastd to swell the aim. We were so excited by the things we were seeing that we swelled the work athwart all of our platforms and sub-brands, we saw this as a real occasion to position C-SPAN for a much stronger forthcoming by making our brand oneness more contemporary.
The nation at Grafik Marketing Communications were our favorite part of the process, they were easy to work with and grateful, and they occupied with our fruit in a way that went over expectations. We have nothing but real things to say athwart the board almost their nation. While we attend ourselves pretty organized and capable of accepting new challenges, I don’t ponder we could esteem the degree of what was going to happen when we began this project. Though, Grafik Marketing Communications knew, owing they had the experience. Their structureal experiences kept us centreed on the right things. They helped us make decisions to get things done by March 19th, proving to be efficient and powerful guides in working our little cluster through the process. It was a high-stress time of time, and Grafik Marketing Communications kept us calm, lucky, and on track. They gave us lots of options, from the logos to the messaging points. We did different rounds of proposals, during which everyone from our top executives down had a chance to go back-and-forth with Grafik Marketing Communications, expressing what we liked or disliked and what we reflection resonated.
The best thing we can say almost Grafik Marketing Communications is that we’re continuing to promise them. They’ve helped us with at smallest two other littleer projects, and they’ll last to do so. They’re that easy to work with.
What is (from your point of view) the key factor to pay observation while intercourse with ?
We were very impressed by their power to belowstand us and our marketplace, they veritably did their work upfront and got to know who we were. We’re a broad-pondering media structure, driven by our comcommission to prepare the American open with unfiltered approach to things. They put themselves in our shoes so that they wouldn’t interfere with our comcommission or befoul it with adherent messaging. Grafik Marketing Communications was well-rounded in serving both our marketing and interaction needs.
What aspects of their work would you like to get improved?
There isn’t much we can ponder of. The toughest challenge for them was probably that they hadn’t done much work with a television organisation. All of the work they did had to be suitable to separate platforms. Though, we ultimately got there.
Any advice for possible clients?
Share with them as much as you can almost yourselves. Trust them, owing they have a veritably good feel on how to help clients.
