At JLV Communications, we love a good challenge, and Virginia’s Gateway Region Economic Development Organization (VGR) handed us exactly that. VGR promotes business investment in the cities of Colonial Heights and Petersburg and the counties of Dinwiddie, Prince George, Sussex and Surry—but for years, they had been flying under the radar. Their new leadership knew it was time for a bold transformation, and we were thrilled to help them rewrite their story.
Here’s how we turned things around for VGR, even in the face of a global pandemic.
The Challenge: A Hidden Gem in the Shadow of Richmond
VGR was ready to step into the spotlight. Sitting just south of Richmond, the region boasts abundant opportunities for business growth, but inconsistent branding and two years of “radio silence” had left them nearly invisible.
When they came to us, their ask was clear:
Refresh the brand.
Reignite public relations.
Reintroduce VGR as a prime destination for business investment.
Our first step? Taking a deep dive into what was—and wasn’t—working.
Laying the Foundation: Research and Strategy
We started with a full communications audit, combing through VGR’s branding, website, social media, media relations, and more. Then, we got the community involved.
Jill Vaughan, JLV’s Founder:
"Through Appreciative Inquiry, we facilitated visioning sessions with regional stakeholders. It wasn’t just about a brand; it was about giving the community a voice."
These insights shaped a 5-year Strategic Plan, with a clear objective: Deliver a Regional Branding and Marketing Strategy.
Some highlights of our plan included:
A modernized logo and brand standards integrated across all platforms.
A fresh annual marketing plan spanning owned, earned, and paid media.
Elevating VGR’s leadership as thought leaders in economic development.
Then, COVID-19 hit. But we didn’t slow down.
Implementation: Turning a Vision into Reality
While the pandemic disrupted our original timelines, it didn’t disrupt our resolve. We pivoted to execute the campaign with virtual tools, creative approaches, and a healthy dose of hustle.
Here’s what we delivered:
Rebranding
VGR’s new logo and cohesive visual identity debuted in the 2020 Annual Report, which we mailed to stakeholders after canceling the in-person event. By September, the updated branding was live across their website, social media, signage, and more.
Digital Growth
Refreshed website featuring a vibrant “sizzle reel” video (shot creatively with exterior footage due to lockdowns).
Monthly newsletters launched, with readership climbing from 28% to 41%.
Social media audiences grew by 24%, far surpassing the 10% goal.
Storytelling & Media Relations
With an emphasis on owned and earned media, we helped VGR share the stories of businesses thriving in the region, even during COVID-19:
17 earned media placements (compared to the original goal of 10).
13 contributed articles highlighting regional businesses adapting to the pandemic.
9 thought leadership pieces showcasing VGR’s leaders and board members as economic development authorities.
Engagement with Stakeholders
Our work extended beyond just materials. By amplifying VGR’s President & CEO as the spokesperson for the region and empowering ambassadors to share local success stories, we built a sense of pride and ownership within the community.
Results That Speak for Themselves
Despite the hurdles of a global crisis, VGR’s campaign was a resounding success:
Brand Awareness: A cohesive, modern brand identity now represents the region’s potential.
Visibility: Overachieving on media placement goals gave VGR the spotlight it deserved.
Community Engagement: Stories of resilience and growth united the community and attracted outside interest.
VGR Leadership:
"Using business strategy, public relations, and storytelling, we’ve raised VGR’s profile in our region and throughout Virginia."
What We Learned
This campaign reminded us of the power of adaptability. Even when the world changed overnight, our commitment to VGR’s vision remained steadfast. By listening to the community, leveraging creativity, and focusing on results, we transformed challenges into opportunities.
Ready to Tell Your Story?
At JLV Communications, we’re passionate about helping organizations like yours shine. Whether you need a brand overhaul, a strategic PR push, or a partner to navigate unexpected challenges, we’re here for you.
Let’s make your story unforgettable. Contact us today!
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