Brand Marketing
for Impulso Cultural
The Project
I was promoted from Project Manager in the Communications Secretary of the Mayor’s Office to Senior Marketing Manager in the Ministry of Culture. One of the many challenges we faced was to rethink and refresh the communication strategy of the 8 lines of grant funding the Ministry has had for over 20 years.
Main challenge: redefining the brand value of government programs for internal and external stakeholders.
Main learning: hands-on experience leading a team in creative and marketing projects from brief to implementation.
Creating the brief for this project and its launch campaign involved:
- Conducting interviews and surveys with key stakeholders
- Defining the segmentation, audience prioritization and user personas
- Spearheading the concepts for a new brand narrative and key messaging
- Learning to collaborate in the heart of municipal bureaucracy, co-creating the project and aligning with decision-makers unfamiliar with digital marketing
- Defining the segmentation, audience prioritization and user personas
- Spearheading the concepts for a new brand narrative and key messaging
- Learning to collaborate in the heart of municipal bureaucracy, co-creating the project and aligning with decision-makers unfamiliar with digital marketing
I also defined the processes to integrate a siloed PM team with the social media and press departments by creating a new content workflow, identifying team gaps and creating an editorial calendar and “briefing” practice.
The Results
We created a new brand to encompass the communication of the 8 lines of grant funding, targeting a younger audience of artists, producers, and cultural innovators.
In 2018, Impulso Cultural had a 35% increase in projects submission, getting over 4000 projects requesting funding, from which 97% were first-timers.
- I co-directed the brand identity creation process and helped pitch the brand concepts.
- We improved the data segmentation in the CRM and defined an email marketing strategy.
- We improved the usability of the submission website with better content explaining the application process.
- We launched a Social Media campaign with hundreds of videos, events coverage and graphic assets for Instagram and Facebook showcasing previous success stories.
- We improved the data segmentation in the CRM and defined an email marketing strategy.
- We improved the usability of the submission website with better content explaining the application process.
- We launched a Social Media campaign with hundreds of videos, events coverage and graphic assets for Instagram and Facebook showcasing previous success stories.
This project was tackled while working at the Ministry of Culture.