Montana State Fund

Re-energizing an established brand and reengaging its employees.

With the launch of the new brand, 93% of the employees attended the launch party in April 2018.

Safety Works Here: Results delivered 5.5 million impressions across Montana with an overall click-through rate of 0.24% (industry benchmark is 0.10%).

Since the creation of MSF’s YouTube channel, the safety videos have been viewed more than 675,000 times.

CHALLENGE

With the launch of the new brand, 93% of the employees attended the launch party in April 2018.

SOLUTION

Safety Works Here: Results delivered 5.5 million impressions across Montana with an overall click-through rate of 0.24% (industry benchmark is 0.10%).

RESULT

Since the creation of MSF’s YouTube channel, the safety videos have been viewed more than 675,000 times.

RELEVANCY

CDC/NIOSH is looking for a contractor that understands workplace safety issues and behavioral change campaigns; that can tackle a variety of obtuse subjects like winch types on trawlers; and that can execute targeted campaigns across a wide variety of media channels.

And all of the above is exactly what we’ve been doing for Montana State Fund over the past 14 years. Our latest brand, campaign and safety training work provide excellent examples.



BRAND REVAMP:

After several months of PartnersCreative working with MSF employees through brand sessions and exercises, Montana State Fund launched its new brand in 2018. Each employee received a “welcome” packet including a brand book, a desk cube with the mission / vision / values printed on it, a notebook, and a gift card to purchase logowear.

SAFETY WORKS HERE: RESULTS CAMPAIGN:

In 2019 Montana State Fund launched its new brand externally with all Montanans. Safety Works Here: Results ran in the fall of last year across several media outlets including broadcast and cable television, radio, ConnectedTV, pre-roll video, banner advertising and social ads — all driving traffic to a custom landing page.

SAFETY VIDEOS:

To aid in safety adoption, we’ve built out a YouTube channel for Montana State Fund. To date, it includes 17 videos on various safety topics, with some being viewed in excess of 100,000 times. These are the two most recent. The safety videos also are all available on the MSF website safemt.com.