Case Study
Rebranding Thompson for
Greater Impact
Intro
Thompson is a mission-driven nonprofit that originated in North Carolina and is now expanding its footprint across the Southern United States. The organization is dedicated to strengthening children and families through trauma-informed care, with a growing presence and impact in multiple states.
As their agency of record, BRK Global Marketing leads the organization’s comprehensive marketing strategy across digital, content and creative.
In fall 2024, following a complete rebrand, we launched “Changing Lives Changes Everything”—a full-funnel brand awareness campaign designed to introduce Thompson’s refreshed identity to the community, increase recognition and grow engagement among supporters, donors and prospective foster parents.
Services
- Branding
- Digital Marketing
- Radio
- Web
The Results
360% increase in website traffic during the campaign window
Notable growth in digital engagement and content interaction
Improved visibility and understanding of Thompson’s renewed mission and services
Strong foundation laid for future campaigns surrounding foster parent recruitment, lead generation and donor outreach
The Challenge
Thompson’s mission is powerful, and their community impact undeniable, but public awareness hadn’t kept pace. The organization was entering a new era, with a modernized brand and a renewed focus on inclusive, hope-forward messaging. Our team was tasked with:
- Elevating awareness of the rebrand and multi-state expansion
- Driving high-intent traffic to the newly redesigned website
- Inspiring action through donations, volunteer involvement and foster parent recruitment
- Strengthening connection to the mission in both new and legacy communities
- Establishing a strong foundation for future lead generation and donor campaigns
All efforts needed to speak to existing supporters, attract new audiences and consistently reflect Thompson’s evolving voice—while maximizing impact across every channel.
The Solution
We launched a high-impact digital brand awareness campaign unified under the message: “Changing Lives Changes Everything”—a line that reflects Thompson’s deep commitment to lasting transformation.
The campaign spanned multiple digital platforms and included:
- TargetIQTM Tactics to reach high-intent audiences and drive volunteering, donations, foster care involvement and brand awareness
- Online video storytelling that shared real, emotional narratives
- Email marketing to reintroduce Thompson’s mission and re-engage existing supporters
- Organic social media content featuring personal stories, staff spotlights and community involvement
- Custom landing pages and website support to ensure a seamless, on-brand digital journey
- Partnership activations in Charlotte and across new regional communities
All tactics were data-driven and optimized in real time to maximize reach, relevance and ROI.
Looking Ahead
Today, Thompson operates with a refreshed identity, a growing digital presence and a multi-state footprint that supports its mission at scale. With ongoing growth and an ambitious vision to become the South’s most trusted and impactful trauma-informed care provider, Thompson is well-positioned for long-term success.
BRK Global Marketing is proud to be a strategic partner, building campaigns that don’t just raise awareness—but drive lasting, life-changing action.
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