Approach
We knew that launching a refreshed brand couldn’t be just a flash in the pan. Instead, we worked with the organization to design and deploy a surround sound campaign that maximized the brand refresh for long-term impact. Our strategy hinged on increasing GLAD Law’s profile by highlighting their newsworthy legal work, growing and strengthening their supporter and donor base via increased visibility of that work across earned, social, and paid media, and, in the long term, increasing investment in GLAD Law’s impactful work.
The team managed the brand refresh process, which included updating the organization’s shorthand (now GLAD Law instead of GLAD) and logo, drafting new core talking points, and supporting GLAD Law teams across the organization in communicating the changes to staff and incorporating the refreshed branding into all collateral.
Pre-Trump Inauguration
With the refreshed brand in place, our strategic communications experts got to work deploying our surround sound campaign in order to maximize our goals of elevating the new brand identity and raising their national profile.
We made the most of the immediate post-election period opportunities by inserting GLAD Law’s new executive director and legal team into the post-mortem conversation through reporter briefings with the New York Times, Metro Weekly, New Hampshire Public Radio, Maine Public, New Hampshire Bulletin, Granite Post, and Axios Boston.
We also launched organic and paid social media content, including producing video content with their new executive director and launching ads campaigns focused on major LGBTQ issues being litigated in multiple courts, including the Supreme Court.
Inauguration Day and Beyond
Donald Trump’s inauguration in January 2025 and the onslaught of anti-LGBTQ executive orders that followed presented both a need and an opportunity to level up our surround sound campaign even further. GLAD Law immediately filed numerous lawsuits against the new administration, including a challenge to the transgender military ban — which they also successfully led during the first administration. We seized on this action with a communications full court press, resulting in over 100 articles across regional, national and trade publications. Our social media and digital ads experts similarly capitalized on these microphone moments to engage current and prospective supporters and donors. All ad campaigns — fundraising, lead generation, and awareness — outperformed industry benchmarks, with campaigns timed to peak media moments driving the strongest performance — demonstrating the impact of integrated, surround sound communications.
