As we say goodbye to 2018, it’s impossible not to reflect on the transformative year we’ve had as a team. From transit commercials, to digital marketing campaigns, to hosting a gala with 200 attendees and contributing to the communications strategy for both the Viaduct Replacement Program and SoundTransit’s ST3 – we’re grateful for all opportunities to change hearts and minds with communications for the good of our Seattle community and beyond.
Our team grew exponentially this year with the addition of our creative lead, Rachel, and our account coordinator, Katie. Early next year, we are looking forward to moving into a new office space downtown and joining the vibrant WeWork Seattle community.
Interested in learning about our approach on a variety of 2018 projects? Take a look at our overview below and don’t forget to subscribe to our newsletter for updates on our work, industry happenings and more.
Onward to 2019!
Currently, there is no dedicated arts and culture space for the vibrant Latinx community in Seattle. To change this, a consortium of community organizations came together to form the LatinX Space Partnership, which then tasked TVA with conducting community research to inform a visual identity for the brand and a research report of the findings.
As part of our qualitative and quantitative research strategies, we held community dialogues across the city of Seattle at different locations, times and days of the week to accommodate as diverse a sample of audience members as possible. In addition, we posted an online survey for those people who were not able to make it in person.
Synthesizing our most important findings, we produced a visual identity to appeal to LatinX Northwest’s target audience and a full report to help inform the development of this future cultural hub. Visit www.latinxnorthwest.org for more information.
King County Metro
Understanding our goal of increasing awareness and ridership within the ORCA youth card program, our team began with a focus group to understand the needs and opportunities of the dynamic (and bilingual) Gen Z audience. Our learnings then informed our creative strategy and campaign tactics for this region-wide campaign – now named: Find Your Freedom.
Find Your Freedom consists of bilingual broadcast, digital, print and transit advertisements, in addition to on-the-ground outreach to public schools. The anchor of the campaign, the commercial below follows a young teen who finds freedom to explore the Puget Sound and fun with her friends through using her prized ORCA card.
Learn more in our blog about this project.
Perhaps our largest digital campaign of the year was with local health care provider, Neighborcare Health. It consisted of creative strategy and development and ad buys on social media, digital remarketing and Google AdWords.
Notably, we monitor all metrics to strategically inform targeting for all tactics based on audience segment performance. Closing out the year with a modest overall budget, the campaign has earned more than:
- 175,000 impressions on AdWords
- 3 million impressions via digital retargeting and
- 800,000 impressions on Facebook
Lastly, we delved into some bilingual storytelling with AARP Washington. In tandem with the WA Department of Commerce’s Retirement Marketplace, TVA sourced individuals across Washington state with authentic and engaging stories to tell when it came to their retirement savings plans. We interviewed, wrote about and photographed these individuals in both English and Spanish to create a series of editorial pieces and digital advertorials.