Challenge: Supplier Diversity Program.
How do you promote a program to a very specific audience? BNA Communications was hired to provide print advertising for the California Water Association. CWA is a trade organization representing investor-owned water companies regulated by the California Public Utilities Commission (CPUC) that provide high-quality water utility services to nearly six million people throughout California. CWA member companies work collaboratively to identify and share best practices to encourage opportunities and minimize barriers to procurement with Woman-, Minority-, Disabled Veteran- Business Enterprises (WMDVBE).
Create a memorable ad design that adheres to CWA’s brand while promoting the WMDVBE supplier diversity programs of a core group of CWA members. The design had to be approved by a committee. The same design had to be used throughout the year in a variety of print formats during national events as well as magazines. The ad needed to fulfill ongoing print deadlines throughout the year and be versatile to meet various specifications, whether it was full color, black and white, half page or full page. The ad needed to be visually appealing with copy, images and the logos of seven CWA member companies.
BNA wrote and designed a versatile ad for CWA with robust, creative content. By using images from the CWA image library, we were cost effective and delivered a professional design. The ad could be adapted to work well in various formats and meet a variety of specifications. We incorporated a specific URL to drive diverse suppliers to the relevant pages on the CWA website, where they could learn more about the supplier diversity programs and get contact information for each of the CWA member companies.
The ad developed by BNA on behalf of the CWA Supplier Diversity Committee was approved with a consensus and placed in over six different publications across the United States for representation with the American Indian Chamber of Commerce, Elite Service-Disabled Veteran-Owned Businesses, Western Regional Minority Supplier Development Council, Regalettes Inc., Asian Business Association, National Association of Minority Contractors and MBE Magazine. The ad was formatted in full page/color, ¼ page/black & white, and half page/color versions with customized headings.