Elevation has directed many rebranding initiatives, all of which go far beyond simply updating a strategy, website and logo. Efforts must infuse a sense of belief, vision and conviction to a mission. One example is our work for the Maryland Jockey Club (MJC) and its legendary Preakness Stakes, which in early 2000’s, had devolved from an Internationally renowned event to a day of debauchery and overflowing Porta Potties. So much so, that it was evident that from a partnership/sponsorship side of things… Corporate America wanted nothing to do with it.

Campaigns that connect to our collective struggles, emotions, and dreams make people stop, listen, and react. Elevation’s ability to transform research-based insights into compelling campaigns is seen in our work on the No Mas Cruces en la Frontera (No more crossings/crosses on the Border (NMC) campaign for the U.S. Border Patrol.

While our creative may end up being humorous or lighthearted, our strategies are always deeply rooted in substantive insights gleaned from tangible data… we call it Inspiration with Insight!  As an example, CBP’s Western Hemisphere Travel Initiative (WHTI) was about improving border security. But research showed that the critical pain-point for travelers was the time and hassle of crossing the border. So, it quickly became clear that a “fear-based” or heavy-handed law enforcement approach would not succeed. We advocated for an effort that focused on the efficiency and ease of travel that the WHTI documents would deliver. When CBP initially launched the campaign in 2008, less than 25% of frequent travelers had heard of WHTI. By 2011, our efforts resulted in more than 10 million travelers obtaining radio frequency identification (RFID)-enabled, WHTI-compliant cards; and average compliance rates as high as 98% nationwide.

Frequently, Elevation’s challenge is to influence a range of audiences to take better care of themselves and to develop healthier habits. Such was the case in our work for the American Lung Association (ALA), where we were charged with targeting African Americans, Hispanics, Lesbians/Gays/Bisexuals/Transgenders (LGBTs), and at-risk youth. Because each audience had distinct motivators and a different set of values/beliefs, Elevation pursued a uniquely targeted approach for each. In all of these distinctly different campaign approaches, Elevation made it matter for each target audience.