- Jim Vaile
- Kate Thompson
- Chet Strange
- Lewis Media Partners
- Concept Development
- Campaign Execution
- Creative Direction
- Art Direction
Connected To What Matters
VPM, Virginia’s home for public media, is a trusted source for lifelong learning. We created a brand campaign to increase awareness of the NPR/PBS affiliate, formerly known as Community Ideas Station. Inspired by its vision statement to create more connected, informed and empathetic Virginians, we developed the campaign line, “Connected To What Matters.” This unifying message helped define VPM beyond its insightful programming, bringing the brand's core values and personality to life.
Through an ownable voice, aesthetic and positioning, we shaped the VPM brand to be reflective of the region, yet with national impact and influence. At the heart of the “Connected” campaign are real stories of real people to amplify the authenticity we wanted to achieve. This approach compliments VPM’s focus on curated content and community outreach.
By sharing stories that highlight commonalities within our diverse community, we show how despite our differences, we remain connected. This inclusive approach allows us to engage a wider, more diverse audience and create new brand loyalists.
During creative development, COVID-19 hampered our production capabilities. Despite the challenges, we were able to leverage existing and new assets to create a brand campaign that resonates on a deep, personal level. Results from a Facebook Brand Lift study showed the success of the campaign: an additional 70% in ad recall, 276% in brand awareness and 636% in recommendation showing strong brand sentiment.
EVERGIB worked on our recent campaign... Rachel brought depth and nuance to the copy and elegant art direction to the visuals, making our vision real with photography from our local creative community. Brian designed several sets of beautiful ads for multiple channels, giving us creative for launch and beyond. I’m so thankful for their above-and-beyond efforts and in awe of EVERGIB’s creative superpowers.
— Benae Mosby, Director of Marketing & Communications, VPM