CASA Speaks Out, Campaign Increases Volunteers
San Antonio, TX (April 2009) – Drew/Walker was selected by Court Appointed Special Advocates (CASA) San Antonio to assess the agency’s current print advertising effectiveness. CASA needed to ensure their media spending was being maximized when recruiting new volunteer advocates.
“A core part of our methodology for assessing effectiveness is determining a sustainable competitive advantage, a reason to believe, and the consistency over time,” said Mollie Walker, strategic partner of Drew/Walker. “We took a look at the advantages CASA was promoting about their program to understand if the program’s key benefits were being articulated. The findings revealed that CASA could receive better results by placing a stronger focus on the child versus the volunteers CASA was trying to recruit.
As a result, Drew/Walker developed a print campaign showing a child silenced with theheadline “SPEAK OUT, ABUSED CHILDREN NEED A VOICE.” The campaign proved to be successful with the rate of volunteers rapidly surpassing the previous year in half the time.
“They taught us how to brand ourselves,” said Janet Ketcham, Executive Director of CASA, “We now have a better understanding of branding, the power of words, and templates to brand our organization in all we need to do.”