BACKGROUND
We were born in the outdoors, and we still love to work with anything related to the outdoors. We often work with consumer brands, but occasionally we’ll get the opportunity to partner with a conservation organization.
When we received a bid request to rebuild the association website for one of the longest national trail system in the US, we HAD to be a part of it.
This trail association is responsible for conservation of the 4,600 mile trail, spanning local chapters in eight states. They had an outdated website that was doing very little to connect outdoor enthusiasts to the trail. Moreover it did even less to promote membership, encourage donations & volunteering, and share the wonderful stories coming from the trail.
THE CHALLENGE WAS:
How could they expand their reach? How can they do more to promote membership, donations, volunteering – and preserve the relationship so many have with the trail – for generations to come?
OUR WORK
- Brand Identity Refresh
- Website Redesign
- SEO/SEM
- Strategic Partnerships
- Vision, Value, Culture Statements
- Narrative Design
- Social Media
- Content Creation
- Event Planning
We kicked off our project by inviting a team of workers and enthusiasts to share their experiences on the trail. We spent weeks talking through the history and meaning of the trail. We discussed membership chapters, financials, and opportunities to grow our conservation efforts.
Through intense collaboration: we redesigned the website to be easier to utilize for everything from trail maps and images, to donation, volunteering, and stories from the trail.
We implemented SEO for the entire site and developed an advertising structure on social media. We created new social media assets and developed a collaborative content calendar to keep their internal staff and our content creators on point and communicating.
We then created a multimedia press book, a charity packet, and began reaching out to influencers and ambassadors in the local chapter communities.
Then we started a new fundraising event, encouraging and empowering trail users to raise donations by actually committing to getting out on the trail for 100 miles.
RESULTS
Through a website redesign for their main site, we increased monthly traffic to their website significantly – at times over tripling their traffic versus the previous year.
Through the new site and advanced chapter Program, we were also able to help them increase their chapter partners to empower them to conserve the trail on a local level throughout the region.
Average increase to traffic EVERY MONTH for the first 12 Months. Many months saw increases of over 225% (Over the previous year)
Average website visitors per month – up from only 3,000 the year before.
Chapters Countrywide.
Increase to followers on social media in 6 Months
Increase to registered trail supporters in 12 months
Annual Fundraising Event Participants
