This Is SoCal is supported by six pillars, which can be communicated collectively as well as individually. Together, the pillars communicate the uniqueness of the region. All are brand truths that can be fully substantiated by every SoCal community.
Each is an important part of the community DNA in its own right, and together, they fully define the region and act as pillars to support our This Is SoCal rallying cry.
The six pillars represent the core themes that will be supported through messaging and content. From the way that simple visual media is used within communication channels to powerful large-scale activations, such as a podcast series or even a documentary—the potential to bring each pillar to life is endless.
THE PILLARS IN ACTION
The pillars enable topical stories and new announcements from our diverse communities to be brought together and communicated as one. For example, to communicate what makes our Maximum Inclusion pillar unique, we will regularly group together newsworthy profiles of key players from different backgrounds, submitted by communities, who are new to the region and who together represent our collective commitment to inclusion under the banner of This Is SoCal.
When it comes to the Life Redesigned pillar, This Is SoCal will be used in a series of snapshots of the region that together paint a picture of SoCal’s entrepreneurial approach to life that dispel the usual stereotypes and provide spotlights for communities that could possibly sit in the shadow of LA.
To communicate ongoing progress and bring our Unstoppable Talent pillar to a wider audience, This Is SoCal will collate and present newsworthy research and statistics from different communities as a single announcement, such as the number of regional tech jobs, tech graduation stats and profiles of a cross section of individuals from every part of the region. The same approach applies to our other three pillars.