Amplifying a Legacy of Impact: Indiana Black Expo
Indianapolis-based Indiana Black Expo (IBE) is a non-profit that strengthens communities across the state through education, health, and economic initiatives. We’ve had the pleasure of working with IBE for over six years. Our work with their team has included developing a communication strategy for the core brand story, celebrating IBE’s 50th year, and supporting ongoing marketing efforts for their two large annual events digitally and in print.
SERVICES
– Marketing Strategy
– Brand Guideline Creation
– Web Design and Management
– Social Media Strategy + Deployment
– Reporting and Analytics
– Brand Storytelling
– Email Marketing
– Print Design
– Copywriting
– Creative Direction
– Logo Design
– SEM/PPC/Paid Placement
– SEO Services
Brand Story Evolution
When we first partnered with IBE, their two annual fundraisers dominated the marketing focus, leaving the brand’s year-round impact largely overlooked. Before we could help with ongoing communications we needed to solidify the brand story and outline a hierarchy of messaging.
IBE’s rich legacy offered a wealth of compelling stories to share. We collaborated closely with IBE’s leadership and team to identify messaging types and priorities, define variations and platforms tailored to different audiences, and document key annual milestones for marketing to achieve on a monthly and quarterly basis.
This gave us an approach for weaving impact stories into the fabric of all IBE’s marketing activities across three websites, email campaigns, and multiple social media properties.
Redesigning with Intention
Guided by the evolution of the brand story and messaging plan, we focused on the look and feel of IBE’s marketing collateral. IBE leadership emphasized the importance of a professional aesthetic for major annual fundraisers and professional conferences. At the same time, the identity needed to be adaptable enough to incorporate an on-brand, fun flair for the many Summer Celebration and Circle City Classic events.
Pivoting with the Client
Being a go-to marketing partner means the willingness and ability to problem solve when the unexpected happens. You know, something unexpected like a global pandemic. When in-person events were canceled due to COVID safety measures, we worked with IBE to shift elements of their major in-person fundraisers to virtual, including an interactive small business development series, virtual film festival, and a wildly successful virtual education summit.
Multi-Site Web Design and Maintenance
With multiple events, goals, and audiences, IBE’s digital properties include three websites, a robust email marketing platform, and multiple social media and social advertising accounts. Our team manages, measures, and produces content for all of IBE’s digital properties so they can focus on what they do best—building relationships in the community and making a difference in the lives of those in Indiana.