Does the Economic Alliance of the San Fernando Valley need to revamp its marketing campaign? Yes, says Alliance President Bruce Ackerman. That’s because the Alliance first came about in the aftermath of the 1994 Northridge Earthquake. The goal at inception was to help the Valley physically rebound from the quake, while re-branding it as a place that deserved to be known for more than the disaster that quickly came to define it during that period. “They have currently outgrown their initial vision. They really started as an earthquake recovery center. Now, they’re way past that point,” said Jean-Marc Durviaux, chief executive officer of Distinc Design and Communications. The Los Angeles-based company is now in the process of giving the Alliance’s marketing campaign a facelift of sorts. Distinc’s clients have included the Aveda Corporation, the American Cinematheque, the Autry Museum of Western Heritage, Balcony Press, the California League of Conservation Voters, Chronicle Books, Didi Hirsch Community Mental Health Centers, the Fine Arts Dealers Association and Inner-City Arts. It has received an AIGA Environmental Award and a Prize of Excellence from American Printers Association. The Alliance chose Distinc out of a pool of a half-dozen firms to help re-brand its image. Ackerman said that last year the Alliance decided it was time to reassess its campaign. “The Alliance has had a huge impact on the Valley,” Ackerman said. “We wanted to make sure our programs are still relevant. It started as a result of the earthquake, but where are we now, and where are we going? Are we still meeting the needs out there?” The Alliance, a private, nonprofit economic development and marketing corporation, works with public and private stakeholders to grow and sustain the economic base and improve quality of life in the San Fernando Valley. It offers economic development programs and business assistance to help companies expand and relocate, obtain permits, recruit and train employees, obtain financial assistance, obtain up-to-date market data information, expand and retain international trade development and take advantage of measures such as enterprise zones. From the campaign the Alliance has now, however, one might not realize all of the work the group does, according to Durviaux. “The consequence [of having an outdated campaign] is very clear,” he said. “They do have a lot more than what the general public is aware of.” With help from Distinc, by July the Alliance will have a blueprint for a campaign that more accurately describes what the group does and what its mission is, not to mention the fact that it partners with the Valley cities of Los Angeles, Burbank, Calabasas, Glendale and San Fernando and hosts summits, expos and related events. Durviaux said that re-branding the Economic Alliance is a six-month process of with hiring Distinc just the beginning. “We’re currently working with them on assessing their brand equity,” Durviaux said of Distinc’s work so far with the Alliance. “We’re currently helping them with brand architecture, brand identity and brand position.” Next up is charting the Alliance’s goals and objectives and trying to implement them. “The last part is going to identify a marketing strategy to reach out and make people aware of all of [the Alliance’s] initiatives,” Durviaux said. Distinc’s CEO considers this final component to be the real beauty of the process because it will result in the community knowing all that the Alliance offers. “They’re still growing based on their initial image all these things they do to help the employees, the community as a whole, is far beyond what they’re known for,” he explained. Though he has an inkling of what the final marketing plan will look like, Durviaux said that it’s a little premature at this point for Distinc to reveal its plan for the Alliance. For one thing, the company isn’t exactly sure how it will play out. “All we know for now is that they do need help,” he said.
