San Diego City Firefighters Local 145 represents close to 900 firefighters and paramedics in the City of San Diego.
San Diego City Firefighters Local 145 wanted to support the candidates they had endorsed for the 2020 general election. The union wanted to create a separate brand for their political work and this included developing a new brand identity, website, and social media presence. In addition, the union wanted a comprehensive digital advertising strategy to support their candidates.
We started the process by brainstorming different names and logo ideas for the new entity. We wanted to make it clear that this brand is related to firefighters, and after discussing the options with the union we decided on San Diego Fire Facts. We developed a style guide and created a website that featured information about the candidates and their public safety records in both English and Spanish. After that we started to work on the digital advertising campaign. We created a three-level advertising funnel and designed both still graphics and videos to be used as ads. We ran the ads on Facebook as well as on websites across the internet.
The Facebook ads gained 496,989 impressions and reached 80,998 voters, the display and video ads gained 589,833 impressions. Both of the endorsed candidates, Todd Gloria for Mayor and Marni von Wilpert for City Council won their races decisively. In addition, we were able to establish San Diego Fire Facts as a distinct brand with an engaged audience.
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