United Brain AssociationNonprofit · Health
A New Name and a Voice for Brain Health
Renaming and rebranding a national brain-health nonprofit, then building the content and paid search program that grew its organic traffic 701% in six months.
- Client
- United Brain Association
- Project
- Rebrand and Digital Marketing Program
- Services
- Brand Positioning · Content & SEO · Paid Search · Social Media
The Challenge
The organization struggled to communicate its mission, and earlier agencies had sold it services rather than a strategy.
Founded as the American Brain Society, the organization serves people affected by brain and mental health conditions. It needed a name and a voice that matched the size of its mission, and a marketing program built around strategy rather than a menu of services.
The Approach
How the work unfolded.
Rename and rebrand
Market research and surveys informed a new name, United Brain Association, along with a new logo, mission statement and brand standards.
Build the content engine
A social media audit and ongoing content across Facebook, Twitter, Instagram and LinkedIn, plus keyword research that refreshed existing blog posts and shaped new ones.
Rebuild paid search
Restructured the Google Ad Grants account with tighter keyword match types and dedicated landing pages, alongside Facebook Ads and Outbrain.
The Outcome
What changed.
- Organic blog traffic up 701% in six months.
- Paid search traffic up 395% in six months, and website goal events up 364%.
- Click-through rate up 39%, reaching 6%, and the Google Grant stipend doubled.
- Facebook post reach near 7,000 a day, and website traffic from Facebook up 588%.
- Twitter followers up 75%, with over 3,000 organic impressions a month.