program development

Be In Bakersfield

Purveyor-House_Be-In-Bakersfield_Heroo.jpg

Services

Branding

Web

Program Development

Content Creation

Be In Bakersfield is a grassroots movement + nonprofit that shares the interesting, creative and captivating side of Bakersfield.

As founding members, we helped build a marketing campaign turned movement to rally around the city we call home. From brand identity to creative direction to event planning, Purveyor House’s development of Be In Bakersfield is at the helm of changing the conversation in Bakersfield.

Visit WebsiteFollow on InstagramLike on Facebook

Situation + Strategy

Bakersfield’s lack of economic diversity + low number of educated professionals make it seem unattractive to the burgeoning creative class. Limited marketing efforts put us at competitive disadvantage when new residents contemplate moving here. When that is paired with a perception of low quality of life by outsiders + a lack of civic pride by residents, the conversation tends to be negative.

Our team used to think that Bakersfield wasn’t where we wanted to be because of its lack of developed creative business opportunities + overall poor perception. We were planning to move to a cool city in a few years because we didn’t see what was right in front of us.

Instead of living in that negative mindset, we chose to start a business in this seemingly “uncreative” town. To our delight, it’s working. There is a tremendous need here for new thoughts, innovative businesses and a positive conversation. It all starts with us residents.  

Back in early 2017, we were brought into talks with folks who believe the same things. It was time to build a platform to share what we knew to be true—Bakersfield is a great place to live, work + enjoy.

Videography by ResCo.

Plan + Implementation

We developed a brand behind the Be In Bakersfield movement, defining the mission, vision + story. Our strategy was to build a marketing campaign to share the experiences we all have—triumph, pushbacks, success, challenges + excitement.

We wanted Be In Bakersfield’s website and social media to be a place of connection + positive conversation, but we also wanted it to be real. It's ok that we have things to work on here in town. That means there are opportunities for growth.

Our plan was simple—create a brand around what we know Bakersfield to be. Be In Bakersfield is a movement that shares the interesting, creative + captivating side of Bakersfield.

Our team has worked tirelessly to capture personal accounts on film and in writing, asking our community to share their vision for the city by filling in the blank: “Be ________ in Bakersfield.” We launched a website, social media presence, events + an ambassador program to connect potential residents to our community.

Results + Transformation

Be In Bakersfield has moved from a marketing campaign to a movement. We see cars with the BKFLD bumper sticker driving around town. We see people posting about their hopes + dreams for their city. Our team is asked to share about this movement to high school students in hopes they come back to town after college or consider staying in town to attend our great university or community college.

One special success we saw was our inaugural event, which happened to be in the middle of summer. The heat didn’t seem to bother many—the event sold out in a few weeks, and over 100 residents joined together to share their Bakersfield stories. It was a time of connection + fun that supercharged the conversation through a thoughtful activity.

We have also leveraged this marketing campaign to partner with financial sponsors in the industries in Bakersfield that benefit from the creative class. These businesses are the ones who hire + retain talented people, and they have a heart for sharing their story. We see this platform as a way to come alongside Bakersfield businesses in their own marketing efforts.

From where we started to where we are today, it’s an inspiring story. We set out to share our perspective + came to find out we weren’t alone. Our community has supported us and, most importantly, shifted the conversation from “we have to be in Bakersfield,” to “we GET to be in Bakersfield.”

We are excited to continue developing this project as we collaborate with even more partners to share this version of Bakersfield. We like to think we’re re-branding this city + think we’re on to something quite big!

///

BE IN BAKERSFIELD

Visit WebsiteFollow on InstagramLike on Facebook


Bakersfield Second Saturday

ss_april2018-81.jpg

Services

Branding

Web

Program Development

Content Creation

Second Saturday brings the community and local businesses together in Downtown Bakersfield.

Second Saturday is a monthly event downtown. We connect with the farmer's markets and businesses open on Saturdays to create a fun, family-friendly experience.

We work with businesses to encourage special discounts, offers or experiences to make Second Saturday an event that is not to be missed.

Every month, we release a new map of downtown the Monday before Second Saturday. The map includes details about all the businesses, farmers markets + events happening so that attendees can plan their route for the day.

Visit WebsiteFollow on InstagramLike on Facebook

Situation + Strategy

Second Saturday is a community gathering centered around Downtown Bakersfield that launched in October 2017. We partnered with Councilman Andrae Gonzales to revamp the offering, create a brand identity + website and manage all the connection points between organizers + local businesses.  

The main need for this partnership was to find a way to involve businesses, both brick + mortar and vendor-based, by providing an opportunity for them to showcase themselves to the community. 

Bakersfield's growth is contingent on downtown. While there are many places to visit in the area, most people aren't aware of the offerings + events that make Downtown Bakersfield such a great place to spend time. We also need to bring more business downtown. By focusing on the storefronts, we're able to share where they're located and keep them top-of-mind for prospective visitors.

Plan + Implementation

Our first course of action was to craft a strategy that was repeatable monthly, scalable + exciting for the community. We decided to center our offering around a monthly map, released the Monday prior to the event, to gather attention and share details with our community. We invested time to communicate with each business who signed up to create a special offer for attendees of Second Saturday—from a photobooth to 40% off to free accessories.

We designed a website using SquareSpace to communicate our vision, gather email addresses and provide more information for interested businesses. 

We also partnered with Lex & Ev, a duo creative team, to photograph + capture video of our December Second Saturday. We wanted our imagery + video to set us apart from other community events as the top tier of community-oriented marketing + branding. [click here to watch]

Each month, we facilitate sign ups using our website, design custom maps + marketing materials, generate content for our social media channels and advertise so that businesses gain more traffic every Second Saturday.

Results + Transformation

Our community looks forward to this monthly gathering, and it is a great marketing tool for local businesses to leverage. Sign-ups each month exceed our expectations. Our hope is that this event helps foster a positive view of Downtown Bakersfield while boosting the local business economy.

///

BAKERSFIELD SECOND SATURDAY

Visit WebsiteFollow on InstagramLike on Facebook