Expertise Applied:
Consulting
Brand positioning
Marketing communications
A Word From the Client
"This is the most effective campaign we have ever done"- Susan Tramposh, Manager, WaterISAC, Washington, DC
Marketing a cause to address
challenging times
WaterISAC, a resource of security information for America’s drinking and wastewater utilities, provides a unique link between the water sector and federal environmental, homeland security, law enforcement, intelligence and public health agencies. Basis worked with WaterISAC, alongside a PR partner, Advocacy Communications, to develop their brand and marketing campaigns, and continues to work with ISAC on an ongoing basis.
As part of our work together, the newly developed brand was introduced to two specific groups within ISAC’s constituency: middle managers and upper level executives of water municipalities. A bilateral membership campaign was created to target both groups. Using the new brand, Basis created a 2-postcard series followed by a calendar for the middle managers. The executives were then targeted with the unique “Executive Concept Book”—a photo-rich, text-minimal piece housed with a DVD followed by two oversized postcards.
Response to the campaign was immediate. WaterISAC not only received requests for information, but additional members as well. When the six-month-long campaign came to a close, overall membership had increased by more than 60 percent—a number that had never been accomplished in such a short timeframe, and which has not been replicated since.
Learn more about our consulting or branding services by calling 703-536-9775 or
emailing us.