Case Study: Cancer Assault Challenge – Elkhorn, Wisconsin

Cancer Assault Challenge New Logo New Website

Fundraising Run Benefits from Signalfire’s Web Design and Branding Expertise

Cancer Assault Challenge (CAC) fundraises for the American Cancer Society by holding a 5K mud run each spring. The event helps raise awareness in the community as well as raising money for the ACS. Their event description says it all:

Our event is designed to get YOU OFF the couch, out of the house, having fun together and raising cancer awareness. In groups. In costumes. In mud. We don’t require training or any particular level of athleticism. Instead, we encourage you to “come as you are.”

CAC enjoyed a very successful first year, drawing over 400 runners and participants. However, their website needed an overhaul to provide a better user experience and to better tell their story. That’s when another satisfied client suggested that they contact Signalfire.

“Non-for-profits groups face a real challenge when it comes to marketing,” says Signalfire President Matthew Olson. “Funds are always tight, and it can be hard to justify spending them on marketing. We can help smaller organizations leverage their resources and do as much as possible without breaking their budget.”

What Signalfire Accomplished

Step One: Create a new website that provides a better user experience and use images to create a stronger visual experience.

Signalfire designed and developed a WordPress website for CAC. The new website included a variety of new features such as:

  • Slider to display images from the mud run on the home page
  • Photo gallery
  • New section to make it easier for companies to learn how to sponsor the event and a thank you page for sponsors
  • Rotating slider in the sidebar featuring sponsor logos
  • Contact form and email newsletter sign-up

The WordPress content management system meant that the CAC volunteers could update the website content and manage the photo gallery without needing a lot of technical expertise.

Step Two: Design a new logo and brand identity for CAC to use on the website, in print materials, and for t-shirts and sweatshirts.

When Signalfire worked on the website, CAC wanted to keep its current logo for consistency. After a few months, they changed their mind. “We kept thinking, we have this beautiful website, but the logo just wasn’t strong enough. We wanted something that people would be proud to wear on their race t-shirts and that would help raise awareness in the community for our event,” said CAC Chairperson Julie Lopez. CAC again approached Signalfire for help. This time, however, there was a time crunch: it was mid-February, the event takes place in May, and CAC needed to order print materials and t-shirts right away.

“Since we had worked with CAC previously on the website, we already had a good grasp of their audience and what their logo needed to accomplish. They provided us with some general guidelines, and we went to work,” said Sarah Lobdell, Signalfire project manager. Signalfire Art Director Jodi Heisz developed a logo that uses strong, bright colors contrasted with dark brown mud splotches and a black boot print. Lopez presented the first concept to the CAC board, and they loved it!

The distinctive design stands out on t-shirts and hoodies and provides a strong brand across a diverse range of mediums. The logo also appeals to a younger audience to help encourage more teens to get involved in the CAC event and in their communities.

Step Three: Create print materials using the new logo and brand identity to help spread the word about the upcoming event.

For the first year of the event, CAC created all of its own print materials. In order to meet their goal of attracting 600 runners for this year’s event, they wanted to reach out with a more consistent look. Signalfire updated the majority of CAC’s marketing materials to match the new logo design with a fresh, energetic, and adventurous look. The intent was to help CAC bring in more attendees to the event, receive more sponsors, and create a buzz within the community.

Signalfire created a range of print marketing materials for CAC:

  • Poster
  • Tri-fold brochure
  • ½ page flyer
  • Registration form
  • Raffle ticket and flyer promoting raffle ticket sales
  • Email marketing template
  • Billboard

Signalfire utilized event images from the previous year’s race to visually show the fun and excitement attendees had at the mud run. All the pieces were created with consistent branding that was carried across a wide range of platforms from print to website design and development.

Step Four: Assist with email marketing and social media.

CAC knew they needed a better method for communicating with their race participants, volunteers, and community members, but they weren’t sure what the best solution was. They were collecting email addresses by hand and sending out emails through traditional email clients. Signalfire provided CAC with an email marketing solution that allowed them to use a custom email template, collect email addresses directly from the website, target emails to different audiences, and maintain compliance with CAN-SPAM regulations. The email marketing platform allows CAC to create campaigns, easily add their own content and images, and schedule email blasts in advance.

What’s Next for Signalfire and Cancer Assault Challenge?

CAC’s new logo and branding was well received by the client and board members. CAC is very excited and eager to distribute their new branded materials to the public with the intent to drive up the number of event attendees and sponsors and bring their fundraiser to a new level. Signalfire will continue to provide guidance to CAC on leveraging social media before and after the event.

Signalfire greatly enjoyed working with CAC as they are very passionate about helping others and working hard to make a difference in the community. Signalfire even agreed to put together a team to participate in the mud run. Thank goodness there is a couch potato division!

Signalfire’s ability to serve as a partner to non-profit organizations is wonderfully demonstrated by the close relationship with CAC. Does your business or non-profit organization need direct, personal attention combined with a deep understanding of your marketing goals? Do you need to discover a “big idea” to take it to the next level? Signalfire would love the chance to learn more about your needs and how we can do so much more than simply build you a website. Contact Signalfire today, and tell them you want the same results as Cancer Assault Challenge!

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