San Diego Fire Facts
Case Study
Role: Communications Strategy, Brand Development, Digital Ad Strategy, Creative Design
Deliverables: New brand identity, website, social media presence, digital advertising campaign
The Outcome: Established San Diego Fire Facts as a distinct brand, reached close to 81,000 voters, and helped both candidates endorsed by the San Diego City Firefighters Local 145 to win their races.
The Challenge
San Diego City Firefighters Local 145 wanted to communicate with an external audience about the issues that were important to the over 900 firefighters they represented. They wanted to do this via an old established brand (San Diego Fire Facts) that had been dormant for 5-8 years.
Our Approach
We started the planning process by determining the overall outcome of the program. Once this was clear to us, we designed a multi-year communications program. This program included new branding, messaging, and reframing for the campaign, strategic online engagement funnel to engage their audience, multi-lingual collateral materials (website, print, etc.), social media planning, digital advertising, and email marketing. Once the plan was in place, we worked with San Diego City Firefighters Local 145 to implement the strategy by training the internal staff to support the organic social media and email marketing program while we implemented our strategy.
Reached 80,998 voters on Facebook
Facebook and display ads gained close to 1 million impressions
225% increase in website traffic
20% email program engagement rate
The Impact
Of the targeted 368,500 people, this program moved 57,200 to the funnel and established a brand presence among this larger audience. As of 2021, this program started to demonstrate real world impacts. In 2020, the program, as one of the few independent expenditures, played a role in helping San Diego candidates, Todd Gloria for Mayor and Marni von Wilpert for City Council, to win their races decisively. The program’s multi-level engagement funnel began to establish an audience.
