The Autism Society of North Carolina (ASNC) is improving the lives of individuals with autism and their families. With a goal of educating and reaching a statewide audience, the non-profit was looking to partner with an agency of record to help evolve its brand, build a new interactive website, and reach a wide audience through an integrated advertising and marketing campaign. The Brasco /// team has immersed itself in the organization’s mission and is working on creative ways to reach a diverse audience.
The conversation around autism as a condition and how it affects families has remained a relatively quiet subject over the years. We wanted to find ways to bring real-life stories of families and individuals dealing with autism to light, the challenges they face, and how they overcome those obstacles.
We began with a deep dive into the existing brand to understand current messaging and how the conversation around autism is currently being facilitated. Instead of going through a re-brand, we decided together that the best path would be to begin evolving the existing brand through the work of a new website and an improved online marketing campaign. Brasco /// developed core messaging, site architecture, website design and development, and onsite SEO. Once the website and new online presence went live, we developed a marketing strategy and are now executing phase II of the marketing strategy to reach communities with core services and support.
In working with the ASNC leadership team, we are following a marketing strategy that Brasco /// has helped develop. This marketing plan outlines goals, strategies, budgets, and metrics, among other items. We have organized metrics to ensure each strategy we employ is being measured for ROI. For the website, we have set up nearly 30 visitor conversion goals and are tracking even more performance metrics within analytics. To date, the website has seen an increase in traffic, reaching 20+%, time on-site increase of 200%, and key page visits have increased from an average of 1.2 to 4.6 in just the first 3 months. Other marketing campaign metrics have been customized and are being monitored and reported monthly.