Mid Market Business Association
Mid-Market Business Association turned to Plinth Agency to amplify their voice & credibility with a targeted PR Campaign, a new fully branded website and a developed series of case study videos.
Background
The Mid-Market area of San Francisco faces many challenges and opportunities. It was once a bustling entertainment and commercial corridor. The construction of BART and suburban flight decimated the area. In the 21st century, years of redevelopment efforts are starting to bear fruit. Numerous tech companies have planted their offices there. New housing and hotel developments are underway.
Business stakeholders in the area recently created the Mid-Market Business Association (MMBA) as a way to coordinate efforts, build advocacy for the needs of the neighborhood, and create a mutual-aid network among members. One of its more recent accomplishments is the shepherding of the Joint Task Force, an alliance of the 3 neighboring Community Benefit Districts to pool resources for intensive interventions and actions.
Dynamic new retail operators such as Supreme and the forthcoming IKEA will help continue the march forward.
Objectives
Rebuild the website to reflect the professionalism of the organization
Develop the verbal identity via brand tagline and brand promise statements
Train client on website updates and maintenance
Strategy
New website will be featured as a resource center for small businesses.
Develop case-studies demonstrating MMBA’s work in a video storytelling format
A targeted PR Campaign will help bring credibility and new audience awareness to MMBA
The Community Based Safety Program is based upon a core belief that ALL individuals in the Tenderloin, Mid-Market and UN Plaza should have safe public spaces to conduct their lives.
VERBAL & VISUAL IDENTITY
When developing the verbal & visual identity for MMBA, we conducted several branding exercises with the team of board members.
From positioning exercises so we could better understand where the organization lives in the landscape of their competitors to creating target personas that represent the behavior and motivations of their target audiences.
The positioning and persona information guided our decision-making and creates empathy with users during the brand tagline & design process.
MMBA's vision is a safe and clean business setting that fosters a sense of community, inclusion, and contribution, by and for everyone. MMBA envisions the Mid-Market corridor as home to a thriving business community. MMBA believes a strong business community is one important step of many towards an increased quality of life, and a more beautiful and welcoming neighborhood for current and future residents and businesses.
CASE STUDY VIDEOS
Once the online foundation and digital presence was set in place, we developed a video case study series to amplify the messaging of MMBA’s work.
Explore how MMBA is shaping a thriving Mid-Market corridor in San Francisco.
PR CAMPAIGN
Partnering with PapaLoDown PR Agency, a boutique public relations company specializing in BIPOC (Black, Indigenous, and People of Color) owned businesses and organizations.
Through publicity and brand awareness campaigns the PapaLoDown team amplifies the unique stories behind each project; that in turn will create buzz, increase conversion rates, and build lasting relationships in the communities our clients serve.
The paired campaign with front page & featured digital articles through SFWeekly and HereSay Media created an awareness surrounding the MMBA initiative with their progressive, local San Francisco audience help generate buzz surrounding their new fully branded website.
Results
A cohesive brand & verbal identity with a fully redesigned website helped position their marketing and PR Campaign to receive overall positive feedback.
With good branding and strategic PR campaign anything is possible. What do you have in mind?
