The Opportunity

To refresh the brand and execute a multi-channel activation across web, email, social and printed collateral to build awareness of the organization and the array of benefits available to home caregiving workforce of Washington State.

The Shift

ShiftUp applied a deep understanding of the mindset and needs of the target audience to formalize a refreshed brand platform that culminated in a comprehensive Brand Style Guide. We then worked with their Marketing team to execute an org-wide brand rollout, create a new system of cross-channel communications and assisted with the expansion into social media with a fresh content strategy.

The Impact

With a strong partnership, solid brand foundation and optimized communication materials, SEIU 775 Benefits Group has continued to expand its impact as the nation’s leading organization dedicated to improving the skills, health and stability of the caregiver workforce.

In addition to our creative and strategic work, the ShiftUp team developed a client-tailored project management process that has produced over 250 print and digital marketing materials. More importantly, it helped SEIU Benefits Group successfully execute the rapid deployment of urgent pandemic communications to ensure the safety of caregivers. We continue to work closely with their team to:

  • Position the caregiver as the hero of the brand
  • Increase benefits awareness and adoption
  • Expand communications into 8 languages, to advance their DEI initiatives
  • Begin a website redesign and assist with the launch of a new online caregiver training platform
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Whether it's supporting expansive marketing campaigns, refining our brand identity or aiding in platform development including our website and learning management system, ShiftUp consistently delivers excellence.
Heidi Ob'bayi, Deputy Director, People & Organizational Development
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