Print, Web, and Video Marketing Campaign for Gloria Soto for Santa Maria City Council

Print, Web, and Video Marketing Campaign for Gloria Soto for Santa Maria City Council

Gloria Soto Campaign for Santa Maria City Council Print, Web, and Video Marketing

Non-Profit Campaign | Marketing Campaign

Gloria Soto for District 3 | Fall, 2018

A young community non-profit leader launches an ambitious campaign for a seat on the Santa Maria City Council. She will face a disengaged voting constituency and an even sleepier dais of returning, good-old-boy candidates. She will meet this challenge with a passionate group of volunteers and eye-catching digital and print marketing campaign that can not be ignored. She will win.

Goal

I was originally contacted by Gloria Soto’s team to help them create some vintage political campaign buttons (those 3 inch, t-shirt pins with bright colors and fun slogans). As an acquaintance of Gloria ‘s through a near decade’s experience of volunteering and serving on board’s of organizations that she supported, I was pleased to help and wanted to do more. 

Approach

I set out to be a graphic design resource to help Gloria with her digital and print marketing assets. I wanted her brand materials to be crisp and eye-catching. I wanted to lead with close-up, isolated visions of her on bright backgrounds with large, bold copy. I wanted voters to connect with her pictures and be sub-consciously impressed by and connected to her modern brand aesthetic. 

We designed an excellent set of handouts, mailers, social media posts to start. I then suggested a video series, knowing the power of connecting through online video and the tendency for young and millennial voters to watch vs. read content online. She agreed and set up a video studio in her garage. We wrote scripts and shot interviews for a full day. We covered all of the main points on her platform as well as some friendly, more personal, get-to-know-you type content to help make it all more consumable. 

I took that footage home and created a series of 6 interview shorts. Each included a custom intro sequence, branded title graphics throughout, and infographics to help connect the viewer to the concepts. Each features Gloria isolated against a crisp white background, allowing her to pop right off the page and speak directly to you. 

I created a landing page connected to their existing website and included the video series organized by campaign platform topic. I branded and connected a campaign YouTube page to guide voters and donors back to Gloria’s campaign website. We created promoted social media posts featuring the videos and connecting them back to the landing page where they could watch more or explore the site, getting to know Gloria as a candidate through the process. 

Results

In November 6, 2018 – Gloria Soto, at just 29 years old, was voted the youngest member to ever join the dais of the Santa Maria City Council in its history. This thanks to her incredible team of life-long civics enthusiasts and non-profit organizers, and perhaps in small part due to her attractive marketing campaign.

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Katie Novo

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Small Business Brand Strategy & Launch Campaign – Santa Maria Valley Wealth Advisor

Small Business Brand Strategy & Launch Campaign – Santa Maria Valley Wealth Advisor

Santa Maria Valley Wealth Advisor Small Business Launch Campaign & Branding Strategy

Small Business | Campaign Design | Brand Strategy

Santa Maria Valley Wealth Advisor | 2021-2022

I created a branding strategy for a local Wealth Advisor with a unique challenge. Their situation was such that they had to incorporate the parent brand of their main office in a big city in Orange County while creating a presence and messaging that would resonate with a small country town in the Central Coast of California. 

Goal

My client was moving her business from a large metropolitan community to a small, “rural-esque” community on the Central Coast of California. While still technically operating under this big-time corporate entity, she had to establish her name and create a presence in her new home town that would resonate with a tight-knit, ranching and wine community. She would need to include her existing parent brand with a newly established local brand somehow.

Approach

I started by examining the parent brand and their online presence. Their current website did not lend itself to her needs. She would need to begin creating content and marketing strategies relevant to her small-town, local market. The existing website was non-extensive and could not be altered. 

We decided to create a “satellite” website. This website would allow her to establish her new brand but link back to the corporate site to ensure a clear connection between the two entities. She would be able to tailor her marketing and content strategies to her new audience while also have the luxury of backing up her credentials with this major, corporate wealth advisory group with a proven track record. 

We created a sub-brand that would lend itself most obviously to her focus on this geographic area and community while including the brand stamp of her parent brand. The brand would be called “SMV Advisor” and would be accompanied by the tagline, “Your Santa Maria Valley Wealth Advisor.” Her brand aesthetics would include herself (to introduce her to the community by face), her family, and scenes of the Central Coast hillside. 

I created a branded website, I created Instagram and Facebook pages with coordinated branding, and I created a Mailchimp email marketing account and designed branded templates. I designed and ordered a full event booth with pop-up banners and give-away tchotchkes with her face and brand all over them. I created various targeted direct-mail materials and coordinated their release with USPS through their direct-mail program. I branded document templates so that when she gave in-person presentations that even her hand-out materials would be precisely coordinated with her brand and with the desired, professional but friendly aesthetic. 

Results

My client was very pleased to achieve a corporate-level, professional looking brand across all public and private-facing touchpoints. The brand, while maintaining a clean and pleasurable aesthetic, achieved a warm, Central Coast, family-oriented feel and established her as a friendly new face in the community. 

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Katie Novo

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Old Orcutt Small Business Saturday Community Event Design & Promotion Strategy

Old Orcutt Small Business Saturday Community Event Design & Promotion Strategy

Old Orcutt Event Design & Promotion Strategy – First Annual Small Business Saturday

Event Design | Process Design | Campaign Design

Old Orcutt Small Business Saturday | Fall-Winter, 2021

I helped a local business owner to create, promote, and execute a large community event to begin to establish herself as a leader in the community and to make more connections for her wealth advisory business. I used years of community event planning expertise to set up the communications and promotions infrastructure, create a brand and a look, and get her set up to run the event for years to come.

Goal

I was contracting as a marketing consultant for a local Wealth Advisor who wanted to establish herself in a tight-knit community that she was relatively new to. Her target clients would include local business owners and community leaders so she came up with the idea to throw a first ever “Small Business Saturday” event for the public. However, she had not planned and executed a large community event of this nature before. 

Approach

I started by guiding them through what an event like this could look like – what makes sense for a first time event, what might be too ambitious, what the ultimate goals were and how to focus on those. We created the concept for the one-day event and while she and her volunteer began connecting with contacts and resources, I created a full brand and campaign look and feel for the event. I jumpstarted their communications infrastructure by setting them up with a WordPress website, Google suite, and Mailchimp accounts.

I designed the website as a landing page with a “Small Business” participation sign up form. I integrated Mailchimp and created an automated email workflow so that as soon as a small business or vendor signed up they would receive a series of instructional emails that would see them through the process – from welcome, to registration processes and fees, to reminders and final event preparation.

I created print and social media promotional assets, such as banners, posters, postcards, instagram posts and even the day-of event materials including a detailed “Small Business Vendor Map.” The assets I designed included graphics that tied into the local community so that the materials seemed intimate and personal to the community. To be more specific, they included a custom map graphic of Old Orcutt as well as the Old Orcutt Water Tower graphic. 

I designed the Small Business Vendor Map to help the flow of visitors so that they would be incentivized to visit not only the main, obvious vendors, but also those tucked away in the further regions of the small town. I sketched images for main businesses and tried to make the map as fun and interactive as possible.

Results

The event was a huge success. We saw hundreds of families (a large count for a small town) come and participate exactly as designed – visiting every region on the Small Business Vendor Map and competing for raffle prizes. More importantly, to my client’s benefit, she received rave reviews by all of the small business owners that participated for the way the event was run, from start to finish – from the registration and onboarding process, promotions for the event as well as each participating small business, and for the number of participants and the huge amounts of foot traffic each and every vendor received in an otherwise sleepy town.

My client gained a huge number of new contacts and established herself as a successful volunteer and leader, capable of executing on her huge ambitions for the community. 

Even better, the infrastructure remained in place so successfully that in the subsequent year and beyond she was able to take the event and run with it without having to undertake a huge amount of set up or adjustments to the process.

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Katie Novo

Connect with me on Linkedin or send me a message and I’ll get back to you as soon as possible.