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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, is 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.
Through our efforts, web traffic has increased exponentially 4x from 33K to 142K.
By the Numbers
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