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The Brook Run had been held over three successful years in the local Inner North Brisbane suburbs but took a year off to consolidate resources due to a strain on volunteers and organisers. The Run is organised by a not-for-profit organisation that gives back to the local sporting community and has a strong charity alignment. The Brook Run engaged with Prodigy+ to lead a brand overhaul and performance strategy working towards sustained success, high levels of community engagement and building participant numbers year-on-year.
Prodigy+ took the organising team through a strategy session to outline the barriers to success, brand awareness, brand identity, KPI’s for race numbers and steps to success moving forward. Prodigy+ created a new logo, introduced colours to represent a dynamic new direction, designed and built a new website to give life to the Brand, which subsequently created a positive user experience that had a strong impact on the target audience. The adoption of a colour run for the kids race to promote fun and a healthy lifestyle was also a Prodigy+ initiative.
The 2017 Brook Run saw:
Mercy Ships is a charity that has in the past rested on its Christian laurels, which has worked well in the past. But, with census data showing religious sentiment being on a continual downward slide since the 1990’s, and a slew of other charities and causes popping up in recently, it was time to take another approach, and re-educate the market and client to a new way forward.
Our answer was to focus on the positive result of a patient visiting Mercy Ships, as positivity is non-secular, and speaks to people on a more universal scale. All executions feature happy smiling faces, to show the outcome of a happy interaction with the charity. Colour palette is based around the original brand colours of dark blue and green, with brush typography to further show how approachable and the personality of the brand.
Executions have covered print and digital (direct mail campaigns, Facebook ads, remarketing, website), and the outcome has been conclusive, with recent campaigns showing that, when compared to the previous year’s statistics, the number of donors has increased, as well as the value of each donation has increased, while the overall cost of the exercise was lower.
The key performance indicator is return on investment, with last year’s results showing an ROI of $24 for every dollar spent, compared with 2015 the results show $32 for every dollar spent, a 134% increase.
Unit 3.3 / 5 Kyabra Street
Newstead Q 4006
GPO Box 1650
Brisbane Q 4001
To experience something positive
T +61 7 3226 5000
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