Rebranding & Digital Strategy: Click & Pledge
Background
Click & Pledge is a multi-million dollar company based in Blacksburg, VA that provides fundraising software for non-profits. They came to PRISM seeking digital marketing services as well as help in rebranding their company as a whole. Since they did not have a social media presence, we needed to create a strategy that would build an audience and drive traffic to their website.
Research & Insights
By performing a competitive and SWOT analysis for Click & Pledge, analyzing existing focus group data and scouring online reviews/discussions and social media mentions, we were able to pinpoint key features that differentiated C&P from competitors, and understand general consumer sentiment about the C&P product suite.
We kept hearing things like...
While Click & Pledge's comprehensive product suite, with a wide range of fundraising solutions, stood out as the main benefit to consumers amongst competitors, consumers also found this large number of options available to be very intimidating - leading to the perception of the C&P suite as complicated versus beneficial.
Strategy
Dispel the notion that high-tech means intimidating by positioning Click & Pledge as a company that cares deeply about their clients and the non-profit causes they support. Click & Pledge is not just a processing platform, but a partner for customers. Messaging should be focused on on the end benefit of the C&P suite for customers (i.e. more donations) how C&P can help create more social good in the world. We created "authority on all things good" as a way to communicate the C&P mission at the most basic level.
"Good-centered" messaging presents C&P as service-oriented and incredibly simplistic.
Executions
Logo & brand identity
PRISM's creative team developed this logo with the idea of using a "C" and "P" to form an ampersand that would brand Click & Pledge as a company that can be both high-tech AND simple to use, both an industry expert AND customer-service oriented.
Social Media Activations
PRISM's social media, graphics and copywriting teams have been working to implement this strategy on social through blog posts highlighting non-profit case studies, as well as several Facebook and Twitter campaigns.
In the upcoming months I will be working with the Click & Pledge team on a paid Facebook ad campaign, not promoting Click & Pledge, but instead encouraging highly customized target audiences to donate to C&P's non-profit customers. C&P will be paying to run these ad for the non-profits who use their platform, emphasizing C&P's commitment to acting as a partner to their customers and helping them advocate for their causes. Ads will include content with emotional appeal and a "Donate Now" button as a call to action. ROI for Click & Pledge is (1) Recognition as service and customer-oriented; (2) Profit - when C&P clients make more money through the platform, C&P also profits.
As a secondary campaign, I will also be working with Click & Pledge to import existing lead data for paid ads focused on driving potential customers to the Click & Pledge website.