The U.S. Small Business Administration (SBA) is the only cabinet-level federal government agency dedicated to aiding, counseling, assisting, and protecting the interests of small business concerns; preserving free competitive enterprise; and maintaining and strengthening our nation's economy.
LMD was hired to rebrand the agency, develop a comprehensive marketing and public relations campaign plan, and develop a variety of marketing materials showcasing the new brand, including a suite of video assets.
What We Did
LMD rebranded the SBA and continues to deliver integrated marketing services to improve recognition and relevancy of the SBA brand among key target audiences, increase small businesses' use of SBA programs and services, catalyze employee engagement within the SBA, and position the SBA as a competitive business resource and employer.
Activities & Deliverables
- Primary and secondary research
- Brand strategy and development
- Messaging platform development and copywriting
- Awareness and public relations outreach strategy
- Graphic design for print, digital, and social media; video production
- Message and media training
Building a Brand that Means Business
The SBA has been supporting the success of small businesses since its creation in 1953—but in today's dynamic marketplace, it needed a way to stay current and resonate with new generations of entrepreneurs while combating the misperceptions and negative connotations often typical of a federal agency. LMD used research findings to develop a reinvigorated brand strategy, messaging platform, and visual identity that reflect the passion and energy of America's small business community and align with the modernized services and solutions the SBA offers to entrepreneurs across the country. Keeping pace with the speed of business, the new brand was developed efficiently in time for a highly visible public launch during National Small Business Week 2018.
Bringing the New Brand to Life
For the new brand's digital rollout, LMD also produced a series of video assets designed to inspire action and speak to the diverse nature of today's small business and entrepreneurial community. Videos showcased new brand messaging over exciting visuals and music, connecting with viewers at an emotional level and conveying the positive outlook and confidence you'll walk away with after working on your business with the SBA.
Turning Staff into Brand Advocates
Strong brands aren't just built and displayed on a shelf. They are lived and breathed, and they come with do's and don'ts. LMD designed and led multiple training sessions to make sure the new brand was championed effectively among SBA staff at headquarters and across the country throughout an expansive network of field offices. LMD provided trainings that ranged from interactive classroom-style presentations to one-on-one, on-camera simulations.
Increasing Visibility, Awareness, and Support
LMD designed a variety of ads and outreach materials to build awareness and understanding of the SBA's full scope of services.
Outcomes & Accomplishments
- 8 months to develop and deploy an enterprise-wide national federal brand.
- 225 people trained across the SBA’s DC headquarters, 10 regional and 74 field offices across the country.
- 207 million people reached through social media for the brand launch.
- 20,000 media hits generated across the nation.
- The new SBA logo received an Addy Award from the American Advertising Federation, indicating positive reception by industry.