The Scout Association Raffle brand was created through our four-stage development process:
1. Immersion
Every client is unique, so it’s important for our creative team to fully immerse ourselves in the culture, history and spirit of our charities. We spent time researching The Scout Association’s proposition to compose the creative brief – our project blueprint.
This nationally recognised brand had spent many years building a reputation and identity. Our role was to deliver a gaming identity with an exciting new energy that would complement and elevate the established core brand, message and positioning.
2. Development
The most exciting part of any creative project is teasing out new ideas and forming them into fully-fledged design concepts. Our designers worked on different angles, ranging from very prize-led concepts to much more cause-led. This showed the Scouts the breadth of possibilities, and by gauging their feedback, helped our team to find the right balance. We presented a selection of our ideas to the Scouts team, and together we selected a clear direction to develop.
3. Refinement
There are many ways to market a product effectively across all channels and engage with an audience – particularly when it comes to raffles! Different audiences respond differently to prize-led or cause-led asks. The Scouts planned to use their raffle for both supporter development and acquisition, so our gaming proposition had to achieve both outcomes!
Through mock-ups, feedback and refinement, we put the new raffle identity through its paces, creating promotional materials for print and digital to ensure a message that always packs a punch!
4. Launch
The launch programme centred around a direct marketing campaign – the first a mailing pack, and the second a website launch. The packs were sent in an established Scouting magazine mailing, reaching an audience already engaged with the charity.