What evidence can you share that demonstrates the impact of the engagement?
C-SPAN has been around for 40 years, and we’ve always been hesitant to use outside vendors because we operate in a very different sphere than they’re used to. However, Grafik Marketing Communications recognized from the start that C-SPAN was different and unique. They took the time to listen to us and approached us in a way that heightened our comfort level regarding how they’d work with us and ultimately help us with the messaging. They didn’t try to fit us into the same peg that they would for an insurance company, or even another media organization. The team seemed genuinely intrigued and motivated by the fact that we’re different, and we felt good that they were paying us so much attention and adjusting their efforts to match our interests and needs.
Their work generated a lot of excitement internally. Most of our staff has been at C-SPAN for quite some time, so it was energizing to have a bright, colorful, contemporary, and unified look across the entire company and in all of our products. Our funders and television providers saw their work as a good thing as well. They don’t generate revenue off of us, so they want to find value in supporting a public service such as C-SPAN. We received so much positive media attention from Grafik Marketing Communications’s work, and from that, funders and television providers got credit. One of the spots we created had branding at the end that tagged cable affiliates, and those affiliates ran the spot as free cross-channel promotions. It was a huge gain for us that these funders and affiliates got credit for carrying C-SPAN.
Just recently, C-SPAN was recognized as one of the three finalists in Brandweek’s rebranding category for campaigns. We had no idea how the project would unfold when we started it, so to go from there to being recognized as one of the top rebrandings in the country was a huge positive. Although it wouldn’t be solely attributable to rebranding, we’ve had a banner year in terms of growth. Increased engagement and number of followers on social media platforms has exceeded all of our expectations for growth this year.
How did Grafik Marketing Communications perform from a project management standpoint?
Grafik Marketing Communications was terrific in terms of communication. They also kept to the timeline, even when we made it challenging and continued to add different projects. A six-month time period was a fair timeframe going into the project, since we had just planned to do some modest changes, but it became pretty intense as we continued to expand the scope. We were so excited by the things we were seeing that we expanded the work across all of our platforms and sub-brands; we saw this as a real opportunity to position C-SPAN for a much stronger future by making our brand identity more contemporary.
The people at Grafik Marketing Communications were our favorite part of the process; they were easy to work with and pleasant, and they engaged with our product in a way that went beyond expectations. We have nothing but positive things to say across the board about their people. While we consider ourselves pretty organized and capable of accepting new challenges, I don’t think we could appreciate the extent of what was going to happen when we began this project. However, Grafik Marketing Communications knew, because they had the experience. Their organizational skills kept us focused on the right things. They helped us make decisions to get things done by March 19th, proving to be efficient and effective guides in working our small group through the process. It was a high-stress period of time, and Grafik Marketing Communications kept us calm, happy, and on track. They gave us lots of options, from the logos to the messaging points. We did various rounds of proposals, during which everyone from our top executives down had a chance to go back-and-forth with Grafik Marketing Communications, expressing what we liked or disliked and what we thought resonated.
The best thing we can say about Grafik Marketing Communications is that we’re continuing to engage them. They’ve helped us with at least two other smaller projects, and they’ll continue to do so. They’re that easy to work with.
What did you find most impressive about them?
We were very impressed by their ability to understand us and our marketplace; they really did their work upfront and got to know who we were. We’re a broad-thinking media organization, driven by our mission to provide the American public with unfiltered access to things. They put themselves in our shoes so that they wouldn’t interfere with our mission or pollute it with partisan messaging. Grafik Marketing Communications was well-rounded in serving both our marketing and communication needs.
Are there any areas they could improve?
There isn’t much we can think of. The toughest challenge for them was probably that they hadn’t done much work with a television company. All of the work they did had to be suitable to several platforms. However, we ultimately got there.
Any advice for potential customers?
Share with them as much as you can about yourselves. Trust them, because they have a really good handle on how to help clients.