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Case Studies

Not for profit: Transforming brand & communications for growth

Client: Cure Brain Cancer Foundation

Cure Brain Cancer had a new, bold mission….

…to increase five year survival to 50% within 10

years.

…BUT• brain cancer & brand awareness was low • brand was tired, soft & dependent on founder • credibility with research community was poor • the supporter base was small & NSW centric • digital presence/content was limited & weak

So we took the brand…..from…. to….

tired VIBRANT

old school NEW SCHOOL

victim WARRIOR

analogue DIGITAL

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Good bye confusing name, good bye mauve…..

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Hello strong colour, strong font, clear name.

…then we built a robust digital foundation

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..for visibility, engagement & long term SEO

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…..generated rich content (including UGC)

for multiple audiences

11…..and distributed it out

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…..not just social media, but social fundraising

- driving $, margin & SEO

…but the key goal…

was to reach every member

of the brain cancer community in Australia

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…..so we leveraged free SEM for not-for-profits…

…for great targeting….

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…..as well as ‘interests’ in facebook.

With the clock ticking for patients, we needed to massively accelerate

awareness…

…so we used our most powerful message…..

…children….

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..in an online campaign + TV, cinema, print, PR & merchandise

20..so in summary…..

Rebrand

Digital set up

Content marketing

Social media marketing

Social fundraising

SEM/PPC

Campaign

…& the results were phenomenal.

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RESULTS

Website traffic

Supporter base

Social following

Awareness of brain cancer

post rebrand post campaign

+300% +1200%

+34% +310%

+40% +425%

+40%

Along with:• > $1m media donated • 1000’s of user generated web pages • page 1 in google for all key terms • & MASSIVE increases in fundraising

Meanwhile…

credibility with government & the research community

grew….

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so we could hold our head high in their territory

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Cure Brain Cancer:incredible progress

& an amazing journey.

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www.catalystmdc.com