Elevating Black Voices
Nearly 300K registration clicks
for the 2021 Annual Legislative Conference
$30,000 raised
through digital advertising
Secured speaking engagement at SXSW EDU
a conference with over 8,000 in person and online attendees
Overview
The Congressional Black Caucus Foundation (CBCF) works to advance the global Black community by developing leaders, informing policy, and educating the public. CBCF offers a wide range of programs focused on creating opportunities and building a platform for Black people to learn about critical issues. Hatcher has partnered with CBCF for years to foster a new generation of leaders within the Black community. Through strategic communications, creative services, and digital media engagement, CBCF has positioned itself as a leading authority on critical societal issues by securing prominent speaking opportunities, garnering media coverage, and enhancing its visual identity.
Challenge
Although CBCF is acknowledged as the non-profit arm of the Congressional Black Caucus (CBC), the organization faced a lack of comprehensive understanding regarding its range of capabilities, initiatives, programs, and research. This ambiguity often led to confusion between CBCF and other entities such as the CBC, the CBC Institute, and CBCF’s signature event, the Annual Legislative Conference (ALC). Additionally, CBCF sought to amplify its research nd findings to showcase their expertise on critical topics and policies that affect Black Americans.
Solution
Hatcher served as an extension of CBCF’s marketing and communications team, providing strategic guidance, creative and multimedia production support, and digital strategy guidance and support. By developing comprehensive strategic communications plans, advising on earned media opportunities, and delivering graphic design support (including a rebrand) and multimedia production services, Hatcher helped CBCF amplify its voice and maximize its impact.
Lifting Up, Leading Forward
In the spring of 2021, we launched the CBCF rebrand. Our creative team began their brand development process with insights from the communications audit and team brainstorming sessions to identify values to incorporate in the new brand. We designed rounds of new logos, updating, and refining each to find one that best represented the CBCF mission of advancing the global Black community by developing leaders, informing policy, and educating the public. The final logo, which is based on a Capitol Building dome painting, takes a unique perspective on CBCF’s work and emphasizes the its to lift the Black community to new heights. We also proposed a new tagline, “Lifting up, Leading forward,” which connects CBCF’s mission and branding. The CBCF rebrand was recognized with a Graphic Design USA award and a Platinum MarCom award.
Strengthening Position as a Thought Leader in the Black Community
In 2022, Hatcher expanded its work with CBCF beyond design to include strategic communications support, digital advertising, and video production. Hatcher’s strategic approach focused on identifying “hot topics” that not only impacted Black communities nationwide but were also often politicized, influencing American voters. Consequently, we sought opportunities for CBCF’s executive leadership to engage in national conversations. From participating in discussions surrounding the confirmation of Supreme Court Justice Ketanji Brown Jackson to speaking as a keynote at SXSW EDU to discuss critical race theory, CBCF successfully elevated its executive leaders on prominent platforms. We also aided with media outreach to generate increased visibility for CBCF’s key events, solidifying its reputation as a leading authority within the Black community.
Elevating Awareness Through Smart Digital Strategies
We conducted an audit of CBCF’s social media and reviewed current messaging and materials on CBCF’s website to amplify its reach and engagement across various digital platforms. We bolstered CBCF’s online presence through both organic and paid media initiatives. Leveraging our proficiency in digital advertising, we implemented various strategies including programmatic advertising, search engine optimization, social media ads, search engine marketing, and pre- and mid-roll digital video ads. We orchestrated an influencer campaign to drive clicks and encourage audience registration for CBCF’s main event, ALC. These influencers positioned the conference as a premier policy event addressing issues impacting the global Black community, thereby motivating their followers to attend.
Impact
Through collaborative efforts, CBCF achieved significant milestones in amplifying its voice and impact. Hatcher worked with CBCF to secure prominent speaking opportunities for leadership, specifically with NAACP for the confirmation of Supreme Court Justice Ketanji Brown-Jackson and as a participant of the 2024 SXSW EDU Conference. These opportunities positioned the organization as a thought leader on critical social issues. Additionally, Hatcher aided with media outreach to generate increased visibility for CBCF’s key events, solidifying its reputation as a leading authority within the Black community. Hatcher’s creative solutions, including graphic design support and multimedia production, enhanced CBCF’s visual identity and storytelling capabilities, effectively engaging audiences and showcasing the organization’s impact. Hatcher also provided digital advertising support for key fundraising campaigns such as CBCF’s annual Giving Tuesday campaign.
Capabilities
Branding
Graphic design
Social media
Strategic comms planning
Visual (video and photo)