Brand Development and Building A Case for Support
The Challenge: A longstanding client asked SCA Direct to join them in a first-in-their-history initiative to develop and launch a new program and strategy surrounding one specific focus of their mission — the explosive growth of autism.
The Solution: SCA Direct facilitated Easter Seals in engaging Siegel+Gale, a fellow Omnicom company, and world-class branding agency. The goal: to create and develop a new program brand, brand identity and voice, to engage a new and younger constituency, build awareness and generate revenue to support Easter Seals role as the nation’s leading provider of autism services.
The Results: Through extensive collaboration between Siegel + Gale, SCA Direct and an Easter Seals cross-discipline leadership team, an endorsed brand was created — Act for Autism with Easter Seals™ or simply Act for Autism®. SCA Direct became the agency of record to develop and implement a comprehensive direct marketing strategy for the new program, encompassing direct mail and online services.
A series of online communications, direct mail packages, and a detailed test matrix were developed to determine strongest offers, formats, price-points, lists, audience and messaging. Still in its infancy, the program continues be refined as it grows the support base of this new program offer.