Situation
STEMbusUSA’s mission is to inspire a passion for a career in science, technology, engineering and math (STEM) in K-12 students through hands-on learning environments in their summer camps and 60-foot interactive STEM bus. The organization had recently changed their name and was experiencing a lack of registrations for its summer camps in Idaho and North Carolina. STEMbusUSA approached Red Sky looking for an agency partner with branding, marketing and public relations expertise who could help them better communicate and generate awareness of their new name and offering.
Approach
Seeking to better understand the evolution of the organization and how it had been reflected and communicated, we kicked off the project with a comprehensive brand and marketing audit. Our assessment uncovered several opportunities for STEMbusUSA to bolster their new brand while making it easier for their audience to find and register for camps, including the following recommended tactics:
- Creating new brand identity to support the new name as well as a new sub-brand logo focused specifically on camps
- Revamping the website to reflect the new brand, enhance user experience, improve SEO and streamline the registration process
- Refreshing existing website copy to improve the user experience and navigation as well as explaining the reason for the name change
- Updating all marketing materials, including the bus wrap, to reflect the new brand and be consistent across all channels
- Launching media and community relations campaigns in Idaho and North Carolina to increase brand awareness and drive registration for summer camps in both states
Results
Thrilled with their cohesive, engaging brand identity across audience touchpoints and an improved website experience for prospective registrants’ parents, STEMbusUSA surpassed their February-May 2016 camp registration goal by 129 sign-ups. During that timeframe, targeted media pitching efforts produced a total of 6,425,484 across TV, print, online and community calendars.
