Firefighters in front of a fire truck

Case Study

San Diego Fire Facts

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. 

San Diego Fire Facts support Todd Gloria digital advertising
San Diego Fire Facts supports Marni von Wilpert digital advertising
San Diego Fire Facts supports Todd Gloria digital advertising
San Diego Fire Facts supports Marni von Wilpert digital advertising

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