TISweb_LogoTagline
loading
MENU
toggle menu
< Back

Case Study: Local First

Maintaining Brand Consistency from Creation to Growth

“TIS has served as our marketing ally for 12 years. I highly recommend the whole team, and I don’t know what we’d do without them!”

-Elissa Hillary, Local First Executive Director

MAIN BENEFIT

Being responsible for the Local First brand from its creation through today has allowed our entire team to manage a huge organization with lots of pieces and parts. This has ensured brand consistency from day one through its evolution, allowing Local First’s mission and purpose to gain traction and become a strong, viable, brand leader in the community.

BENEFIT SUMMARY

Membership: 892 members as reported in the 2016 Annual Report (Up 200+ members from 2015)

Online Presence: Local First reported 30,166 social media followers in their 2016 Annual Report—a 41% growth from 2015

Impact: 70% of Local First members report seeing a positive impact as a result of being involved with Local First. 46% see an increase in business thanks to Local First efforts (Local First 2016 Annual Report).

STORY TELLING

THE CHALLENGE

TIS was called on by Guy Bazzani to help create a local organization that followed the mission of national organization BALLE to support local businesses in the West Michigan market. We wanted to create a credible platform that Grand Rapids business owners and community members could get behind, participate in and promote the reasons why local business is vital to our communities.

THE SOLUTION

TIS created a public visual identity for Local First that made the community take notice. A strong logo, membership materials including window decals and a directory, and website allowed business owners and community members to recognize the businesses affiliated with Local First. TIS helped Local First create a brand that more stakeholders wanted to become involved with, as well. 

THE RESULT?

A consistent, ever-growing brand that both local business and community members want to engage with in some way—whether it be becoming a member, supporting, shopping, and/or promoting. Local First’s strong, consistent visual identity has allowed the brand to grow and become more recognizable, as well as become the base to support growth of the brand with sub-entities.