First 5 San Bernardino
Strengthening visibility and positioning First 5 San Bernardino as a trusted, go-to resource for families across the county
The Moment
Westbound has been working with First 5 San Bernardino (F5SB) since 2021 on robust marketing and communication initiatives. We have been asked to build the reputation and awareness of F5SB as an indispensable organization known and valued by families and partner organizations within San Bernardino County. Marketing and communications efforts are limited to San Bernardino County, a county with no broadcast TV market and limited media outlets. Another challenge is communicating the purpose of First 5 San Bernardino beyond a perception that they are only a funding agency, but rather, a valuable resource to county families.
The Solution
Westbound built a research-driven communications program grounded in a countywide survey and stakeholder focus groups, using those insights to guide strategic planning and brand development. We launched the organization’s first-ever general brand campaign – Monsters & Aliens – and developed a series of annual tentpole campaigns, including Little Me, Big Responsibility, designed to deliver clear, actionable messages to families while reinforcing awareness throughout the year. To ensure consistency and longevity, we created a comprehensive Style Guide and Branding Manual and produced ongoing owned content, including the Milestones newsletter and stakeholder communications. The result is a sustained, multi-channel presence that clarified the organization’s role and made it more visible and relatable.
The Results
170
pieces of annual coverage secured in one year
3
pillar campaigns launched and executed annually
20+
Milestones e-newsletter editions distributed
The Impact
First 5 San Bernardino is now recognized not just as a funder, but as a trusted, visible resource supporting families across the county.
