U.S. General Services Administration, Office of Strategic Communications
Research and Strategy for an Evolving Brand
Client Overview
The U.S. General Services Administration (GSA) provides an effective and efficient government for the American people. The GSA delivers centralized procurement for the federal government, offering billions of dollars worth of products, services, and facilities that federal agencies need to service the public.
Activities & Deliverables
Brand and communications audit
Primary and secondary research and analysis
Brand strategy with brand architecture
Messaging platform
Creative strategy
What We Did
GSA’s brand had remained unchanged for 22 years while the agency’s responsibilities, scope, and target audiences expanded during that time. GSA worked with LMD to uncover their audience’s attitudes and perceptions of the brand to determine if the agency should undergo a rebrand.
“I’m so glad we went with LMD. You all work so well together and with us, and your decision-making has been spot on all along the way. You made this complex project easy.”
As the federal agency responsible for many essential government functions, GSA needed a trustworthy partner who could help them understand internal and external perceptions of their brand. Federal agencies, government stakeholders, and the public rely on GSA, but many of these audiences were not fully aware of the scope of GSA’s role, services, and impact.
Uncovering Perceptions of the GSA Brand
LMD conducted a brand and communications audit, interviewing key leadership and reviewing and assessing GSA’s existing internal and external branding, marketing, and communications efforts. LMD also conducted a focus group with GSA employees to gain a comprehensive “inside-out” perspective of the current GSA brand.
To help external stakeholders understand the brand, LMD worked with GSA to develop a brand survey research plan, develop and deploy the survey, and analyze the findings into a succinct report. The final report included a STEP analysis and peer and competitor review.
Maintaining GSA’s Strong Brand
LMD’s research revealed that GSA should continue to invest in and optimize its current brand, which is one of the most recognizable and enduring in the government. Using the research findings, LMD worked with GSA’s Office of Strategic Communication to develop a comprehensive brand strategy with brand architecture, a messaging platform, and a creative strategy.
The Results.