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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
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

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Case Study - NFP Marketing - Cure Brain Cancer Foundation