Association of Social Work Boards
Brand StrategyIntegrated MarketingVisual Identity
As part of its rebrand, and after intense strategy sessions with Grafik, ASWB took the bold step of reaching beyond their members to speak directly to social workers. Few people understand the workings of ASWB’s members—social work licensing boards. But without these boards, social workers could not receive the respect others—from doctors to CPAs—receive from their certification of professionalism and ethics. Only through licensing can people know social workers are fulfilling their promise to serve the public.
We created a brand video highlighting the dedication and professionalism of licensed social workers, along with a series of social media placements carrying the same message of ethics and commitment.
We brought the new brand to life through a new logo and visual identity. To ensure consistent storytelling across all channels, we created a proprietary asset library of video and still images capturing all facets of social work, from clinical settings to one-on-one interactions in the home.
Bringing Clarity to Licensure
Working closely with state and province licensing boards across the U.S. and Canada, ASWB also creates the critical piece needed for social work licensure, the social work licensing exam. With the brand established, Grafik launched a campaign focused on how and when to take the exam, and the opportunities successful passage creates for careers in social work.
Expanding ASWB’s Impact
The association approves continuing education courses, convenes training sessions for newly appointed members of the state regulatory boards, offers seminars and webinars to undergraduates deciding on career choices, and more. With such a broad, arcane and complicated role, it was agreed to adopt the crystal-clear mantra of Supporting Social Work Standards.
Outcome
Promoting pride in the social workers’ public promise to change lives for the better drove a 242% increase in site engagement within 30 days of the new brand’s launch. Paid media generated over 12,000 high-intent sessions in three weeks, yielding a 57.3% engagement rate. With the new look, feel and messaging clearly gaining traction, a solid foundation now exists to support state regulatory boards by providing clarity around and greater acceptance of the social work licensing exam.