We reinvogorated a brand that reconnected (and converted) with it's core audience.
Keller Williams sought to resuscitate the brand identity of their subsidiary non-profit, KWKC, in order to better connect with their 18- to 28-year-old core audience. This new brand expression would provide the heartbeat of an ongoing metrics-driven campaign that captured the attention of young adults; drove participation in events, coaching, and scholarships; attracted new instructors; and boosted donations. In pursuing these goals, KWKC was hindered by a legacy website created via an über custom-coded CSS solution that provided little to no functionality and zero ability for KWKC team members to edit and update content.
Measuring the Impact
Challenge & Objective
Ripple was challenged to create a brand identity and comprehensive marketing campaign materials that inspired action among three distinct audiences with different age demographics and interests: young adults (18-28 yrs), instructors (40+ yrs) and donors (18+ yrs, at various donor tiers).
Ripple completely transformed the KWKC brand look, feel, and voice to effectively reach and convert the 18- 28-year-old target audience. We did this by:
- Supporting marketing materials spanned multiple verticals, including Website, Email Marketing, Facebook, and Instagram. The campaign further engaged with young adults via their preferred platforms such as TikTok, and emphasized the KWKC curriculum to drive conversions.
- Converted all website content to the infinitely more customizable and functional WordPress platform, making it easy for multiple KWKC team members to update content.