Assignment
Develop a new, multi-lingual, multi-media campaign for the CPUC California LifeLine Program. The project began with multi-lingual, multi-market focus groups and survey research to determine brand equity of the current logo and to test the appeal of specific messages and images. We used this research data to build television, radio, print, web and grassroots messaging and marketing materials.

Results
This brand refresh campaign ran in two media windows for the contract year - and results suggested that the campaign was successful enough to continue into additional media windows and an extension of our contract.

Experience

• Consumer outreach and education campaign
• Collaborative project with multiple stakeholders
• Strategic consulting, planning and budgeting
• Development and oversight of multi-market focus groups and online surveys
• Incorporation and coordination of multiple stakeholder opinions
• Multi-Media materials produced in English and Spanish
• Materials and promotional items support for outreach teams
• $250,000 budget