Founded in 1950, the Billy Graham Evangelistic Association (BGEA) is a global organization that exists to support and extend the ministries of Billy Graham. Today, Billy’s son, Franklin Graham, serves as president and leads an annual series of evangelistic events called Franklin Graham Festivals in cities around the world.
BGEA took a step back to evaluate the effectiveness of the Festivals’ global marketing efforts, consisting mainly of direct marketing and traditional advertising campaigns. The organization saw a need to establish an online platform that would bring brand consistency across all Festivals, while also helping to streamline complex communication needs.
Fully understanding BGEA's goals and challenges, Union (formerly Studiobanks) delivered a scalable strategy that enables BGEA to promote the Festivals' energetic experience from a big-picture perspective, as well as the city-specific Festivals with more tailored messaging. Additionally, Union offered key insight to the organization as a whole and recommended the implementation of a global navigation system across all BGEA websites.