21NTC Session
Marketing/Communications

100 Years Young: How a Historic Brand Stays Relevant

This is a resubmission of an accepted 20NTC session proposal.

Description

It’s challenging for any organization to stand out in our digital world. But how do you make your brand’s rich history feel relevant to new audiences, while still staying true to your existing constituents? In this session, we will explore how the League of Women Voters, a nearly 100-year-old organization, reinvigorated their brand and voice to reach out to a new, diverse, primarily digital audience. You’ll see how they created a new brand and voice reflected in their website, content strategy, social media, and digital marketing campaigns around a unique “She is Me” campaign and microsite they created. We’ll also show you how we used robust analytics to track and measure the effectiveness of changes to see the full effect of the new brand and its messaging.


Session Type

60 minute session

Learning Outcomes

  • Learn how to evolve your brand to stay relevant over time in a competitive landscape
  • How to attract and acquire diverse and younger audiences with digital strategies
  • Design your site around clear goals that tie back to your organizational goals

Target Audience

Staff who oversee branding, marketing, communications, website design and development

Tags

BrandingDEIWebsites
Details

Day

Tuesday
March 23, 2021

Time

1:00pm – 2:00pm