Wyoming Outdoor Council 50th Anniversary Campaign
- Laura Baldwin
- Aug 1, 2016
- 14 min read
Note: This campaign plan was developed on behalf of Linden Marketing for their client, the Wyoming Outdoor Council. As the agency's strategist, I conducted interviews with stakeholders and secondary research in order to prepare a campaign plan to meet the client's goals and complement their grassroots approach to public outreach.
TABLE OF CONTENTS
{I} Overview
{II} Campaign Objectives
Objective #1: Gain New Members
Objective #2: Grow Digital Networks
Objective #3: Raise Funds
{III} Campaign Strategy
A. Networking
B. Public Relations
C. Advertising
D. Fundraising
{IV} Campaign Preparation
A. Anniversary Logo & Commemorative Stationery
B. Anniversary Promotional Materials & Merchandise
C. Anniversary Website Development
D. Schedule
APPENDICES
Press Releases and Advisories Preparing Public Service Announcements Digital Advertising Guides
{I} Overview
2017 marks the 50th anniversary of the Wyoming Outdoor Council, the state’s oldest independent conservation organization.
The milestone is an ideal opportunity to launch an energetic, year-long statewide campaign designed at engaging the public, attracting new interest from younger generations, and rallying support for the next 50 years and beyond. Throughout the year, the Outdoor Council can also spotlight its freshly formed fundraising project, Give Wyoming, and secure early financial contributions.
As tourism grows and the energy industry continues to change in Wyoming, it’s more important now than ever for the public to understand and connect to the Outdoor Council’s mission to protect Wyoming’s environment and quality of life for future generations.
The anniversary campaign plan explores themes and activities to generate public involvement, grow membership, and strengthen partnerships with other conservation- focused organizations across the state.
CAMPAIGN GOALS
To honor the Outdoor Council’s past, its accomplishments, and all those who have been a part of its journey.
To grow awareness for the organization and educate the public about past and future initiatives.
To engage new interest and a renewed commitment to conservation in Wyoming and its need for ongoing support.
{II} Campaign Objectives
OBJECTIVE #1: GAIN NEW MEMBERS
Current membership is approximately 1,600 people. The desired outcome for the campaign is to reach 5,000 members by the end of 2017.
Since the Outdoor Council is primarily known in Fremont, Albany, and Laramie counties, a subset of this objective could be to show memberships in all 23 counties or an increase per county.
OBJECTIVE #2: GROW DIGITAL NETWORKS
In addition to securing new members, the Outdoor Council needs to grow its network of supporters and advocates, who help spread awareness and may become members in the future.
FACEBOOK: June 2016 = 3,660 | Dec 2017 Goal = 7,500
TWITTER: June 2016 = 1,485 | Dec 2017 Goal = 3,000
EMAIL: June 2016 = 2,500 | Dec 2017 Goal = 5,000
OBJECTIVE #3: RAISE FUNDS
By incorporating a moderate amount of fundraising opportunities throughout the campaign, the Outdoor Council could set a baseline to raise $50,000.
As an example, the campaign might monetize its activities in the following ways:
{III} Campaign Strategy
The strategy for the anniversary campaign involves a blend of networking, public relations, advertising, and fundraising. Since the campaign will be a year-long celebration, it needs to stay fresh and relevant for target audiences.
Wyoming residents and would-be supporters will have a mixture of motivations and abilities to participate or contribute. While many will want to be publicly recognized or more outwardly expressive with their involvement, others will prefer to remain anonymous. Therefore, the campaign will provide a variety of ways to get involved, appreciate accomplishments, and help further Wyoming Outdoor Council’s mission.
NETWORKING
EVENTS
Events are an ideal way to increase awareness, create advocacy, and generate support. Events can range from large conventions to small informal gatherings.
Hosting Host a series of events across the state to engage new communities and create personalized introductions to the Outdoor Council.
Attending / Speaking Seek out opportunities at events hosted by other organizations to set up a booth and present on relevant topics.
Sponsoring When it’s not possible to attend an event in person, being a sponsor is a great way to gain awareness. Plus, the event host manages the advertising and promotion on your behalf.
CROSS-PROMOTION
Cross-promotion or cross-media marketing allows brands and organizations to work together to communicate actions in a way that benefits all parties through shared costs and simultaneous brand endorsement.
PARTNER ORGANIZATION OUTREACH
Ask organizations you’ve partnered with or supported in the past to share the 50th anniversary campaign announcements and materials with their audiences for earned reach (organic, unpaid publicity).
Partners can be listed on the 50th anniversary website and o ered access to co-branded materials.
SPECIAL PROJECT COLLABORATION
Develop special projects with other organizations, state agencies, or individuals to increase interest in the 50th campaign, such as: - An interactive timeline of Wyoming conservation activities co-produced with the state Archives Office, UW Department of History, or Historical Society - An outdoor adventure or recreation pledge co-administered with the WY Game & Fish Department; State Parks, Historic Sites & Trails; or WY Outside - A photo contest or a special 2018 wall calendar developed with photos taken by popular Wyoming photographers on social media, particularly Instagram
PUBLIC RELATIONS
MEDIA ADVISORIES / PRESS RELEASES
Before, during, and after the campaign, keep media contacts apprised of newsworthy opportunities, schedule of events, and significant status updates on reaching goals. Press releases need to focus on active next steps and strategies, not just serve as a summary of activities. In other words, use these opportunities to drive your message and get the public involved (e.g. “We’ve reached 95% of our goal, but we need your help to finish the race!”).
Media Kit
Develop a media kit to send to journalists (or link to webpage with these resources) that includes press releases, fact sheets, news clips, video, interview clips or quotes, photos, logos, and sample social posts.
*SEE APPENDIX A FOR TIPS FOR CREATING PRESS RELEASES
PUBLIC SERVICE ANNOUNCEMENT
Broadcast media—radio and television— are required by the FCC to serve “in the public interest” and devote a certain percentage of air time for PSAs to meet this requirement. Most stations allocate one-third of commercial spots to non-commercial causes (about 6 of 18 commercial minutes in one hour of air time).
Outdoor Council PSA
Produce television and radio versions of a 50th anniversary PSA to raise awareness for your mission and need for support. Prioritize media outlets based on audience t and reach and maintain close communications with media representatives to encourage optimal plays and air time.
*SEE APPENDIX B FOR TIPS FOR CREATING A PSA
ADDITIONAL EARNED MEDIA
Though it’s essentially free, earned media requires some extra leg work to achieve. To get published, you need to attract the attention of influencers who hold the keys to accessing their audiences and talking about your organization.
Interviews / Podcasts
Solicit interviews and opportunities to be seen and heard. Tip: Reach out to LinkedIn connections via InMail or ask your existing network to introduce you to new contacts.
Articles
Reach out to publishers, editors, journalists, and bloggers with sample content and ask for opportunities to contribute articles to their publications (or invite them to write a story about you in turn).
ADVERTISING
Traditional
The most effective advertising campaigns today are omni-channel, or those deployed across traditional and digital channels. While digital is highly effective at reaching targeting audiences, traditional advertising still offers advantages for reaching mass audiences and can have a longer-lasting resonance (especially print ads).
Deploy paid advertising on the following traditional channels:
High Country News
WREN Magazine
Local newspapers (prior to events only)
Broadcast (Radio)
Sponsored / Daily Feature message with ad spot (i.e. news or weather broadcasts)
Sequential messaging (for longer-form brand awareness and narratives)
Digital
Digital advertising allows for the most scalability and real-time adjustment of campaigns. These platforms capture extensive data points to create user profiles, making it possible for brands to use demographic targeting to reach audiences across all devices based on age, gender, location, interests, and other factors.
Deploy paid advertising on the following digital channels:
Facebook:
Page Like Ads
Page Post Engagement Ads
Clicks to Website Ads
Video Views
Event Response Ads
Twitter:
Website Card (for website clicks)
Followers Campaign
Content Engagement
Pandora
Geo-targeted ads for impressions and call-to-action (visit website)
Spotify
Geo-targeted ads for impressions and call-to-action (visit website)
Sequential messaging (for longer- form brand awareness and narratives)
*SEE APPENDIX C FOR TIPS FOR DIGITAL ADVERTISING
FUNDRAISING
Merchandise
Branded products not only help extend awareness, they can be an excellent revenue generator. In fact, promotional products often have a better return on investment than purchased media. Plus, these items can be used for staff appreciation, thanking supporters, or volunteer recognition.
Online Store
While merchandise should be available at events, it can be cumbersome to transport large quantities and display multiple varieties / options. Online tools make fundraising merchandise sales convenient and pro table. Stores like Shopify present an attractive storefront, include security and payment processing, give administrations options like free shipping to incentivize higher purchases, and allow users to “round up” purchase amounts as an added donation. The online tool DoJiggy offers nonprofits a different style of store—with no money up front, the administrators can upload the style elements for a variety of items (imagery, logos, messaging, colors, taglines, etc.). Users can then pick the design they like and customize their items and a portion of each sale goes to the nonprofit organization as a donation.
Donations
Moving imagery, success stories, and tangible examples (e.g. “A single donation of $50 will accomplish....”) compel potential donors to give to your organization. Donors are making more contributions than ever through online channels, especially mobile.
Text-to-Give
Mobile donating is primarily done through SMS. Direct mobile donations can only be made to organizations that have a live mobile campaign, so the first step is to select a software provider. Next, your organization will receive a unique phone number that donors use to text in their donations. Text-to-Give is quick and easy to promote across all channels, and produces additional donor data (names, phone numbers, and email addresses).
{IV} Campaign Preparation
To maintain cohesiveness, the anniversary campaign will need its own logo, promotional materials, website, merchandise, and messaging, all connected by the same theme.
The theme needs to reflect on the progress made since 1967 and a focus on continuing to advance the cause for decades yet to come. For example, the theme for the Outdoor Council’s anniversary campaign could be “Past 50 / Next 50.”
The theme serves as an umbrella for the whole campaign and will be used across all marketing materials and channels. An impactful theme requires consistent calls- to-action and a central hub to direct as much traffic as possible from any campaign material or advertisement.
By distinguishing the campaign with its own brand and website, the Outdoor Council will be able to isolate important metrics and measure performance in real-time. Strategy or budget adjustments can be made based on the performance reports to guide the Council’s decision-making and influence progress toward achieving goals.
ANNIVERSARY LOGO & COMMEMORATIVE STATIONERY
Develop a unique logo or add an anniversary element to the organization’s existing logo to be used for the full year’s outreach, events, web and social media, advertisements, and other printed materials. Applying the anniversary look to professional correspondence (letterhead, envelopes, proposals, annual reports, email signatures, etc.) adds longevity to the campaign and brings the topic into view even when it’s not the focus of a particular communication.
ANNIVERSARY PROMOTIONAL MATERIALS & MERCHANDISE
1. PRODUCE AN ENGAGEMENT PIECE FOR THE CAMPAIGN: “50 WAYS TO LOVE WYOMING”
The engagement piece is a checklist that can be handed out at events, mailed to lists, and downloaded from the website that contains a wide range of actions and activities for the public to get involved with the campaign.
The list is flexible for all demographics, with items that require minimal effort or no-cost to larger, more involved efforts. Supporters can track how many items they accomplish during the year and stay interested for a much longer timespan. Printed checklists can trigger audiences to find more tips and ideas on the website.
The checklist creates additional content to share on social channels and create conversations with followers.
50 WAYS TO LOVE WYOMING
Update your profile picture
Post a picture with hashtag #wyo50
Send an email or letter to the legislature
Text a $10 donation to XX-XXX
Pick up litter in your neighborhood
Add a memory to our interactive map
Send a birthday card to Tom Bell
Attend the Red Desert Run
Host a community party
Screen a movie about conservation
Celebrate Wyoming’s birthday on July 10th
Join us for Old Bill’s Fun Run
Give $50 for 50 more years
Sign a recycling petition
Like us on Facebook
Fly a kite
Display our anniversary sticker
Wear green on Earth Day
Visit a State Park or Historic Site
Test your knowledge with our quiz
Have a family campout night
Join our email list
Organize a community mural
Take a canoe trip (or go for a swim)
Plant a tree on Arbor Day
Order a coozie
Run the Lander Half Marathon
Try a kids’ scavenger hunt
Join Citizens for the Wyoming Range
Enter our poetry contest
Watch a meteor shower
Organize a classroom visit / field trip
Go on a picnic
Share a favorite quote
Enter a fishing competition
Volunteer with the Outdoor Council
Enter our youth art contest
Purchase a calendar
Follow us on Twitter
Get a t-shirt
Adopt a sage grouse
Go birdwatching
Enjoy a hike or bike ride
Subscribe to High Country News
Take a hunter safety course (kids, too)
Update your desktop wallpaper
Visit a National Park
Search for fossils
Enter our calendar photo contest
Tell us why you love Wyoming on our message board
NOTE: SOME ITEMS IN THE LIST ARE INTENDED TO BE BRANDED OR ADMINISTERED SPECIFICALLY BY THE OUTDOOR COUNCIL, THOUGH OTHER ITEMS MAY BE MORE GENERIC OR CO-BRANDED WITH PARTNER ORGANIZATIONS.
2. CREATE KEEPSAKE TIMELINES
Add historical context to personal experiences for audiences by creating keepsake timelines. Produce a series of timelines that can be shared with supporters based on a personal date of significance. Ideas may include:
“Thanks for being a supporter of Wyoming conservation. Here’s what happened.... “
the year you joined
the year you were born
the year you graduated
Incorporate “fun facts” from a national or state perspective in addition to WOC accomplishments.
FOR EXAMPLE:
IN 1967....
The Beatles released their ‘St. Pepper’s Lonely Hearts Club Band’ album
‘The Graduate’ and ‘Cool Hand Luke’ were on the big screen
Gas cost 33¢per gallon
Federal minimum wage was $1.40 per hour
The 1st Superbowl was played (between Green Bay Packers and Kansas City Chiefs)
Wyoming adopted jade as its state gem
Tom Bell founded the Wyoming Outdoor Coordinating Council, paving the way for the protection and appreciation of beloved public lands
IN 1984....
Apple released the Macintosh computer Movie tickets cost $2.50
The Olympic Games are held in Los Angeles
Colonel Joe Kittinger became the first person to complete a solo transatlantic flight in a helium balloon
The Space Shuttle Discovery had its maiden voyage
Fremont County in Wyoming celebrated its centennial
The Wyoming Wilderness Bill passed, noteworthy for protecting 800,000 acres of wilderness (eight new areas) in Wyoming
3. DESIGN AND PRODUCE MERCHANDISE
Bolster fundraising and provide anniversary gifts to members, partners, and the general public with commemorative merchandise.
POPULAR ITEMS INCLUDE:
Decor: bumper stickers, vinyl stickers, magnets, license plate frames, flags
Apparel: t-shirts, long sleeve shirts, hats
Beverage containers: water bottles, coozies, portable coffee mugs
Accessories: keychains, tote bags, iPhone cases
Paper goods: postcards, notecards, calendars
Apparel and accessories need to include the anniversary logo, but it’s important to think outside the box with clever designs and statements as well. Take a cue from the World Wildlife Federation and Arbor Day Foundation’s apparel designs and appeal to your audiences’ likes and styles. Focus on the “bigger picture” of the Outdoor Council’s mission rather than just the brand itself to create stronger connections between your message and your audiences.
ANNIVERSARY WEBSITE DEVELOPMENT
When trying to reach a statewide audience, an optimized, mobile- responsive website is the most effective tool. The website can host all the campaign content and merchandise, gather user data, recruit new members, link to the main WOC site and all social channels, collect donations, and provide valuable metrics for advertisement performance monitoring.
WEBSITE FEATURES (RECOMMENDED)
Downloadable engagement pieces
Digital message board
Interactive map
E-commerce store / donation pay portal Integrated social media channels Partner links and resources
Press / Media kits
Event calendar
Photo gallery (with optional voting feature for contests)
Video content (including PSA, movie trailers)
Ready-to-go social content for retweets, etc.
Letter to legislature form generator
SCHEDULE
APPENDIX
Press Releases and Advisories
SOURCE: COMMUNICATIONS CONSORTIUM MEDIA CENTER
A media advisory is a one-page sheet that alerts reporters to an upcoming news event. It is sent out several days before the event and is followed up with a phone call. A press release announces breaking news and is written like a news story.
MEDIA ADVISORY QUICK TIPS
Keep it short. List the event, its participants, the date and location. Be sure to include the name and phone number of a contact person for the press. Briefly spell out the purpose of the event. Are you releasing new research findings? Protesting government actions? Let broadcasters know if you'll have video or a live feed.
Offer a compelling preview. Write a strong headline and lead sentence that pique reporters' interest. Don't reveal the news you'll be releasing, but do provide a tantalizing glimpse that gives them reason to attend.
Send it to journalists. Fax or e-mail your advisory to reporters who cover your issue, to editors, news directors, bureau chiefs and TV/radio producers. Also send it to the daily calendars (daybooks) of wire services. Use VOCUS to broadcast fax or e-mail your advisory.
Follow up with a phone call. Give the essential details of your event – make sure your pitch is tight and persuasive. Leave a message if the journalist isn't there.
PRESS RELEASE QUICK TIPS
Put the most important information first. Your headline should grab reporters' attention, and your lead sentence should summarize what's most newsworthy. Next come supporting facts and quotes from spokespeople or experts to illustrate and liven your data. At the end of the release include a one-paragraph mission statement from the sponsoring organization. Be sure to put the name and phone number of a contact person at the top of the release.
Include all the facts necessary for reporters to file a story. Write in a fluent, newsy style that conveys authority and fully covers the issue, so that reporters will rely on your release as they write their stories.
Send it to journalists who got the media advisory. In addition, put together a press kit to hand out at the event. The press kit should contain the press release, along with other relevant materials, such as fact sheets, news clips, statements from supporting groups – whatever helps the press understand your issue and write their story.
If reporters need substantial time to prepare a story, send an embargoed release ahead of the release date. Make it clear that the story cannot be published before the date specified on the release. But also be aware of the risk. A reporter might break the embargo and publish the news ahead of schedule, ruining your press conference and media strategy.
A few technical tips. Send out the press release on letterhead stationery of the sponsoring group. Keep it to one page or at the most, two pages. State more at the bottom of each page, except for the last page where you put a ### sign.
Preparing Public Service Announcements
SOURCE: PUBLIC SERVICE NETWORK
STEP 1:
Determine your campaign budget. Do you want to launch a fully integrated campaign with video, audio, and online content or focus on just one or two types of messaging formats?
STEP 2:
Define the desired goals and objectives for your project, i.e. brand awareness, public education, fund raising, program registration, interaction with the target market, etc.
STEP 3:
Define your target market for the message. Your target market, budget and goals and objectives for your campaign will determine which marketing channels will be the most cost-effective choices for your marketing mix.
STEP 4:
What “call to action” would you like to use? Will you direct your audience to a website, video, phone number, etc.? This campaign component is vitally important so that you can effectively measure campaign outcomes and determine which channels, if you are integrating more than one, are providing the greatest return on investment (ROI).
STEP 5:
Produce your media in-house or hire an experienced professional team. Keep in mind that the quality of your content will be a major factor determining whether your PSA is successfully placed. Pricing may vary significantly for video and audio production depending on the format desired. For example, will you require the use of actors, professional voice talent, stock content (video, music, images), celebrities, multiple cameras, a large production crew, equipment (e.g. jib, lighting, dolly, track, and gyro- stabilized camera), editor, edit suite, color correction, and captioning.
STEP 6:
Protect your right to use the content for many years in the future by requesting that your producer secure “unlimited rights in perpetuity” for all licensed content, including stock footage, music, talent performances, and other creative works for hire. Unless you request this in writing you may only have the right to use your PSA for the standard 1-year term provided by many content providers and talent unions.
STEP 7:
Locate a PSA distributor and promoter that is able to tag your multimedia (video, audio or digital online content) so that it can be tracked and measured effectively for success via broadcast, cable and the Internet channels. It is important to plot out your campaign strategy across all of the media you intend to utilize as part of your initial planning to ensure the desired “call to action” generates data that can be accurately captured and evaluated.
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