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
6
Good bye confusing name, good bye mauve…..
7
Hello strong colour, strong font, clear name.
…then we built a robust digital foundation
9
..for visibility, engagement & long term SEO
10
…..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
14
…..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