LES CAMP PENDLETON
In order to reach a new audience of military spouses for their seminar program, LES Camp Pendleton needed help revitalizing their brand and social media in a way that was not only consistent to their branding but that updated their visuals for a more modern audience — their images had not been changed in years!
-CASE STUDY-
The Challenge
The purpose of LES Camp Pendleton is to enrich the military spouse community by providing education and skill development to inspire military spouses to grow everyday as leaders through a three day seminar that teaches techniques for personal and professional development.
The biggest obstacle to overcome for this project was the ever-changing hands in charge of this seminar program and all of its components, including branding, marketing and social media.
Because military families typically move every few years, this brand refresh also needed to be able to be maintained and refreshed as needed with future members without losing the messaging or brand.
The Plan
I began by gathering all the branding assets acquired over the years and familiarizing myself with LES Camp Pendleton’s core values and mission statement in order to craft messaging and a list of keywords future spouses could use to continue staying on brand with messaging. Next I went through several year’s worth of images to refresh an outdated website and give it a cleaner, more professional feel.
To combat the ever-changing hands, I created an easy-to-navigate branding guide that could be passed along from chair person to chair person without losing the LES Camp Pendleton branding and messaging in the shuffle of constantly moving military families.
I focused my social media revitalization strategy on content and engagement by establishing a posting schedule across Facebook and creating an Instagram account for LES Camp Pendleton. I also worked to position board members as leaders within their online communities. Because LES also has chapters in other military installations, I reached out to other chapters to help promote and revitalize a leadership book club for former LES graduates as well.
By sharing and engaging with their followers and former graduates with curated articles and posts discussing leadership, the unique struggles military spouses face and the overall landscape of military life, I was able to continue spreading awareness about LES Camp Pendleton and position them as a leader within the military spouse community.
This also included assisting with the event planning for the Spring 2020 seminar, though due to COVID, this event had to be cancelled. Rather than miss an opportunity, however, I worked with the board to create a series of online seminars in order to continue the growth and momentum of their messaging and awareness.
The Results
Though the in-person seminar was unable to be held due to COVID, the online workshop series was met with a lot of success and their social media following on Instagram went from newly created account to a following of about 200 within just a couple of months.
