Case Study

National Marketing Campaign

Minority Business Development Agency // Traditional Marketing

The Challenge

Rebrand federal agency marketing

U.S. Census data show recent growth in the number of minority-owned companies has outpaced those owned by non-minorities. This trend is due in part to support from the Department of Commerce’s Minority Business Development Agency (MBDA), the only federal agency solely dedicated to the growth and expansion of minority business enterprises (MBEs). MBDA hired IGS to design and implement rebranded marketing to its existing certified MBEs, partners, and other stakeholders.

Woman and man business meeting

The Solution

Time for a complete brand overhaul

IGS conducted primary and secondary research with MBE’s and with business center operators who certify minority businesses throughout the United States. Using the research, we developed a detailed marketing strategy with the theme ‘where businesses come to grow’ and overhauled the agency’s branding materials. We planned and delivered ongoing messaging and brand implementation for earned, paid, shared, and owned media such as op-eds, stories, fact sheets, and newsletters for distribution through targeted traditional and social media; content and execution for webinars led by business subject matter experts; and communications and support materials for special marketing events in the U.S. and Germany.

We developed a detailed marketing strategy with the theme ‘where businesses come to grow’ and overhauled the agency’s branding materials.
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1.2M
Impressions

The Results

IGS increased business-community awareness of MBDA through research-based creation of core messaging themes and materials. Our messaging resulted in 233 story pick-ups, 1,234,909 impressions, and a 12% attendance increase at MBDA special events. Our work also helped increase the number of MBDA business center inquiries.


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