Case Study - NFP Marketing - Cure Brain Cancer Foundation

1

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

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

12

…..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….

15

…..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….

19

..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.

22

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….

25

so we could hold our head high in their territory

Untitled-3 1 9/10/2014 12:57 pm

Cure Brain Cancer:incredible progress

& an amazing journey.

27

www.catalystmdc.com