Challenge
Affiliated with the U.S. Fish and Wildlife Service, America’s Wildlife Refuge needed a complete rebrand and a new campaign to attract new visitors to their 568 locations across the nation.
The Challenge: In the aftermath of the pandemic, people need extra motivation to get out and enjoy nature. With so many distractions we needed great messaging and a compelling campaign to encourage our audiences to participate.
https://www.smallprojectsbureau.com/case-studies/us-fish-and-wildlife-service-americas-wildlife-refuges/
Affiliated with the U.S. Fish and Wildlife Service, America’s Wildlife Refuge needed a complete rebrand and a new campaign to attract new visitors to their 568 locations across the nation.
The Challenge: In the aftermath of the pandemic, people need extra motivation to get out and enjoy nature. With so many distractions we needed great messaging and a compelling campaign to encourage our audiences to participate.
https://www.smallprojectsbureau.com/case-studies/us-fish-and-wildlife-service-americas-wildlife-refuges/
Solution
The Approach: Using our unique methods for competitive analysis and messaging, we created a value proposition focused on the different and better that resonates with those seeking relief and serenity in our challenging world. Then we created the “Walk for the Wild” campaign that amplifies and expounds on that value proposition.
Logo, Brand Manual and Homepage Design
The chosen direction for the logo was an icon based on a cairn, a man-made stack of stones often raised by hikers to mark the summits of mountains or used as trail markers. The oldest of these iconic structures pre-date contact with Europeans. For these reasons we felt it was a natural choice to be the symbol of America’s Wildlife Refuges.
Once we had the messaging and the logo, we turned our attention to the homepage design. This is where it all comes together.
Quality design needs to be a part of every one of America’s Wildlife Refuges’ marketing materials. The website, deck, brochures, stationery, content posted to social networks, emails, etc. all need to be designed for maximum aesthetic appeal and strategic impact. The Value Proposition is our guide.
The Approach: Using our unique methods for competitive analysis and messaging, we created a value proposition focused on the different and better that resonates with those seeking relief and serenity in our challenging world. Then we created the “Walk for the Wild” campaign that amplifies and expounds on that value proposition.
Logo, Brand Manual and Homepage Design
The chosen direction for the logo was an icon based on a cairn, a man-made stack of stones often raised by hikers to mark the summits of mountains or used as trail markers. The oldest of these iconic structures pre-date contact with Europeans. For these reasons we felt it was a natural choice to be the symbol of America’s Wildlife Refuges.
Once we had the messaging and the logo, we turned our attention to the homepage design. This is where it all comes together.
Quality design needs to be a part of every one of America’s Wildlife Refuges’ marketing materials. The website, deck, brochures, stationery, content posted to social networks, emails, etc. all need to be designed for maximum aesthetic appeal and strategic impact. The Value Proposition is our guide.
Results
The results June through December across Meta, Google and LinkedIn:
• 8.5 million impressions
• Click Through Rate 2 to 3%
• Remarketing Impressions 1 million
• Estimated ad retention value: 30 days
The results June through December across Meta, Google and LinkedIn:
• 8.5 million impressions
• Click Through Rate 2 to 3%
• Remarketing Impressions 1 million
• Estimated ad retention value: 30 days
