Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren

A Maine Education and Outreach Campaign

Nature is ME

A campaign to educate Mainers on the value of nature.

•  Mass-market appeal

•  Engagement components

•  Build new partnerships

May - October 2013

Campaign Value

$200,000 foundation grant

$125,000 value from media partners (MaineToday Media, Down East, WCLZ, more)

$16,000 pro-bono services

$15,000 in prizes

$356,000 donated value toward broadening support

Success metrics

•  3M impressions for digital ads

•  10M impressions through 50+ print ads

•  10M TNC impressions: Down East channel

•  27,000 website page views

•  3,600 contest entries

•  1,400 new contacts

•  In-person engagement with thousands

•  Bolstered relationship with 10+ NGO/agency partners, 10 prize sponsors and 5 media companies

•  TBD new members (mailing out to new contacts)

Platform website, contact db, social

Components

•  Sweepstakes for engagement

•  Website as HQ

•  Member communications

•  Advertising: Print, web, radio

•  Event booth

•  Partnership development behind it all

Tactics Overview

Themes: Recreation, Food, Economy

Partners

Prize Sponsors

Promotion mail, print, web, radio

Website

Microsite in news site nav

Right column: - Drive to photo, recipe and quiz challenges - View other pics

Nav: Drive to themes, entry

Drive to Mike’s blog

Feature box: Drive to themes, entry

Website

Website

Mailer

Newspaper insert

Sweeps Ad

Sweeps Ad

Outdoors Quiz Ads

Outdoors Quiz Ads

Sunday Outdoors, PPH/KJ/MS 23 ads x 215,000 impressions/placement = 4.9M impressions

Web Ads

Fishing Profile Ad

Farming Profile Ad

Forestry Profile Ad

* All prize awards determined through random drawings. Restrictions apply. Must be a U.S. resident and 18 years or older to play. Visit natureisme.org for complete rules and instructions.

Learn more about nature’s benefi ts, and enter for a chance to win cool prizes* at natureisme.org

Will and Don Cole grew up in Maine’s woods. That’s why, for them, forestry is as much about the trees they leave standing as the trees they cut. By respecting sensitive habitats and practicing sound forest management, they hope to help guide Maine’s forests toward a healthy future. “Timber professionals, forest managers and landowners are stewards of a 17-million-acre resource,” says Don, “Our work together supports Maine’s economy and environment, as well as our tradition of public access for outdoor recreation.” To Will and Don, the Maine way is to care for the forests that provide for us.

Mainers steward the forests

that provide for us.

Water Profile Ad

Sweeps Ad Video

Engagement social, events

Engagement Metrics

•  3,600 contest entries

•  1,400 new contacts

•  Thousands of conversations at Maine fairs and farmers' markets, including Portland, Bath and Brunswick farmers' markets, Yarmouth Clam Festival, Rockland Lobster Festival, Machias Wild Blueberry Festival, Blue Hill Fair, Common Ground Fair and Portland's Harvest on the Harbor.

Event Booth Portland Farmers”

Market

Portland Farmers” Market

Event Booth Event Booth

Rockland Lobster Festival

Event Booth Machias Wild Blueberry

Festival

Event Booth Blue Hill Fair

Springfield, MA - Big E

Event Booth Event Booth

Portland Harvest on the Harbor

Photo Entries

Member Acquisition Mailing

Assessment

Success metrics

•  3M impressions for digital ads

•  10M impressions through 50+ print ads

•  10M TNC impressions: Down East channel

•  27,000 website page views

•  3,600 contest entries

•  1,400 new contacts

•  In-person engagement with thousands

•  Bolstered relationship with 10+ NGO/agency partners, 10 prize sponsors and 5 media companies

•  TBD new members (mailing out to new contacts)

Assessment: Delta

•  Intensive use of staff time

•  Events, sweeps

•  Funding sources limited ability to market for TNC in campaign

•  Online contact capture below goal

•  Balance of print/education ads vs. online/sweeps ads?

•  Need better prize?

•  Not effective for short-term member revenue

Assessment: Plus

•  $350k marketing value to engage and educate public on the value of nature

•  Increased awareness of TNC and partners

•  Engagement and awareness support long-term goodwill

•  Some new contacts, members

•  Members/donors like TNC presence

•  Bolsters and creates partnerships

Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren

A Maine Education and Outreach Campaign