RTD Small Business Opportunity Office Branding Project
Challenge:
In 2005, CIG was retained to assist with branding and marketing strategies for the Regional Transportation District’s (RTD) Small Business Opportunity Office (SBOO). The SBOO provides business opportunities and support to businesses certified by RTD as either a Small or Disadvantaged Business Enterprise.
With more than $6 billion in transportation projects slated for implementation through Denver’s Regional Transportation District over the next decade, the Small Business Opportunity Office needed a clear identity to communicate strong support for the thousands of small and minority-owned businesses looking for contracting opportunities. While the SBOO is technically part of the overall RTD organization, it needed a distinct brand that could communicate small business advocacy and allow stakeholders to quickly and easily identify communication materials and business opportunities.
Solution:
CIG developed a complete branding and identity package for SBOO, including the logo, collateral, letterhead, business cards and Web site. SBOO required a consistent look, feel, identity and graphic standards manual to ensure messages are received in the most effective manner possible. CIG also facilitated the approval process for the new identity package with the RTD Board of Directors.
In addition, CIG made recommendations for a strategic communications plan for the SBOO that included a complete redesign and redevelopment of its existing Web site, creation of a newsletter targeted specifically to small and disadvantaged business enterprises, informational brochures and public outreach programs.
The SBOO has realized an immediate benefit from the implementation of a new brand identity, with increased small business traffic to their office and increased interest in new business resource programs.