Bristol Bay Native Corporation, 2022
Bristol Bay Native Corporation (BBNC) had a well-established brand identity, but their ad campaign became stale and didn’t represent who they were as a modern community and corporation. Alaska residents and their shareholders consistently reported (in annual research conducted by S360 Research) that they weren’t fully aware of BBNC’s role in their lives or the Alaska economy. S360 was tasked with developing a fresh campaign to reinvigorate the shareholders and reposition BBNC in Alaska as not only an economic powerhouse, but as an intricate part of Alaska’s culture and future.
S360’s full-service approach, Alaska office, national footprint, and understanding of how to navigate the intersection of media and public policy has made us an ideal partner for overseeing the execution of BBNC’s internal and external marketing and communications needs.
Our concept “More than a Corporation’’ explores the values that traditionally define a corporation, and differentiates BBNC as driven by a commitment to serve their shareholders, protect their Native way of life, and safeguard the region. Additionally, this campaign allows us to differentiate BBNC from the corporate universe in general.
This fully-integrated campaign works across a broad range of paid, owned, and earned channels, allowing an “always on” strategy designed to be as flexible as possible to make best use of BBNC’s budget and the shifting political and media climate in Alaska.
Why it Worked
A strong brand foundation gave us an excellent starting point for a campaign. While developing a strategy, we ensured that all stakeholders were present for critical approvals prior to moving into next phases. This gives our team clear goalposts by which to develop media strategies and advertising content. We are especially proud of our multichannel approach, which is especially challenging in Alaska. This approach has elevated our brand awareness by two times in the three years since its inception in our most recent statewide poll brand awareness. More importantly, our work has been noticed by the press and state leaders, setting a new bar for Alaska Native Corporations’ communication moving forward.
This approach has elevated our brand awareness by two times in the three years since its inception in our most recent statewide poll brand awareness.
Scope and Services
- Brand strategy
- Design and content development
- Digital marketing
- Paid media strategy and management
- Public affairs and government relations
- Video and audio production
- Web development and engineering