The Scottish Society for the Prevention of Cruelty to Animals (Scottish SPCA) is Scotland's only all animal rescue service. Since 1839, the charity has been advocating to improve animal welfare, through awareness campaigns and efforts to rescue, protect and rehome animals in need.
In 2024, we were excited to team up with them to launch a brand new junior membership program: Cub Club - designed to inspire the next generation of animal lovers.
The Scottish SPCA's vision extends far beyond rescue; they're committed to cultivating a deeper understanding of animal welfare among young people. To achieve this, they needed to create an impactful junior membership program that would not only raise awareness of their critical work but also foster a lasting connection with their young supporters.
First, our creative team embarked on a journey of collaborative discovery, working closely with the Scottish SPCA to develop a distinctive visual identity. From initial brainstorming sessions that shaped the Cub Club logo and brand elements, to the creation of vibrant digital assets, we ensured every element resonated with the target audience. We understood that visual appeal was essential in capturing the attention of young minds and every design decision was made with that goal in mind.
The Cub Club membership came to life in a fun and engaging welcome pack. From choosing the perfect cuddly companion to designing and refining the details of each piece, every element was created with purpose. Inside each pack, young members can discover personalised membership cards and certificates, captivating animal fact cards, a sturdy and vibrant pack folder, and even a soft toy and a welcome magazine bursting with fun activities.
To make every Cub Club member feel truly valued from day one, we implemented a seamless marketing automation journey. The moment a new member joins, they receive a series of warm, engaging welcome emails that reinforce the Scottish SPCA's mission and keep them connected.
We also developed an automated renewal journey to make continuing their support effortless. As annual memberships near their end date, personalised reminders are sent automatically, ensuring a smooth and simple renewal process.
“Ruddocks' created a vibrant, accessible, and engaging brand identity for Cub Club. The whole team have been incredibly supportive, demonstrating genuine care for our charity.”
Working with the Scottish SPCA on Cub Club has been an absolute wild adventure! From brand creation to production, fulfilment, and the development of an automated digital journey, we've covered every touchpoint, ensuring a smooth and successful launch.
We are immensely proud to support the Scottish SPCA's vital work and can't wait to see Cub Club grow and empower the next generation of animal advocates!
