Building a Memorable Brand Identity and Integrated Communications Strategy

The Project

Inspire worked with Protect|ED, a PPE supplier for schools, universities and families, to create a brand identity and to provide strategic marketing and communications counsel to introduce the brand to schools and parents through ongoing social media, earned media and influencer engagement.

As a new company, Inspire worked with Protect|ED to select a name and create a brand identity package that included a logo, tagline, brand assets, branding guidelines and messaging. The brand package allowed Protect|ED to develop its website and create marketing materials to help drive sales.

To announce the new company, Inspire distributed a press release over the national media wire. When mask recommendations were announced for all children K-12 returning to school, Inspire positioned Protect|ED as an expert media resource for mask order stories in Ohio and surrounding states.

Inspire helped grow Protect|ED’s social media following through a combination of paid and earned engagement strategies to drive traffic to the company’s website, while also serving as community managers.

To help raise awareness about Protect|ED’s unique children’s mask offerings, Inspire engaged with five prominent influencers across the United States to share information on how to purchase the masks on their blogs and social channels. Influencers included were elementary school teachers whose audience consisted largely of other educators, and family and lifestyle influencers, whose followers are made up primarily of other parents.

The Results

  • In two months, Inspire secured 127 media placements for Protect|ED in national and regional print, online and broadcast media outlets, resulting in more than 49 million impressions. Placements were included in media outlets such as Spectrum News, Yahoo News, Cincinnati Enquirer and Good Day Columbus.
  • In one month, Protect|ED’s Facebook page likes increased by 127 percent; their Instagram ads reached over 2,000 users; and on Twitter, they earned over 950 impressions per day that totaled 26.8K.
  • Influencers shared posts about Protect|ED’s children’s masks offerings on their blogs to a combined 33,800 readers, which received an estimated 4,440 views and 81 social shares.
  • Social media posts by the five influencers reached 196,900 Instagram followers; 99,200 Facebook fans; 151,330 Twitter followers; and 30,000 Pinterest followers.
million media impressions
increase in Facebook likes
readers reached through influencer blog posts