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First Five San Bernardino
Research, Branding, Messaging, Integrated Marketing, Advertising, Social Media, Event Production, Media Relations, Video
Campaign to build the reputation and awareness of F5SB as an indispensable organization known and valued by families and partner organizations within San Bernardino County.
Challenge
The Challenge
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, are a valuable resource to
county families.
The Solution
A multifaceted program is built on solid research including a county-wide resident survey and stakeholder focus
groups that informed strategic planning. Westbound launched the organization's first-ever general brand campaign
in celebration of the organization's 25th anniversary, called "Monsters & Aliens," along with three pillar campaigns
conducted annually. A Style Guide & Branding Manual was created, and Westbound publishes the quarterly
newsletter Milestones, as well as other stakeholder communications documents each year. Through our efforts,
web traffic has increased exponentially 4x from 33K to 142K.
By the Numbers
170+
.pieces of annual coverage secured in one year
3
pillar campaigns launched and executed annually
13+
Milestones e-newsletter editions distributed
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