Ensuring Michigan’s outdoors heritage is protected for generations to come.
The Michigan Wildlife Council was formed to educate Michigan residents about the significant contributions
sportsmen maketo the continued conservation and management of Michigan’s natural resources.
The council needed a baseline understanding of current perceptions, clear definitions of high-priority target
audience groups, a five-year strategy that included message development and message evolution, and a
comprehensive communications campaign to reach highly specific target groups.
The thinking behind the message.
The baseline survey set the foundation for a five-year strategic plan.
Two geographic markets with distinct demographics
drove the need for a campaign requiring complementary tactics from broad awareness to deep engagement.
Campaign foundation: A heritage we all share.
tactics leveraged imagery and familiar activities that helped audiences understand all that hunting and fishing licenses help pay for.
Billboards were placed in urban areas to help people make the connection between Michigan’s natural resources and funding from hunting and fishing licenses.
Bus wraps were used to provide a stark contrast between the idyllic natural images of Michigan’s outdoors and the urban hustle and bustle of downtown Detroit.
Relatable stories and activities invite audiences to learn more.
Engagement at all levels to educate and inform.
Interactive games increased engagement with our key audiences.
Content Marketing and Social Media
Content marketing executions provided an effective platform to educate people with in-depth articles that produced engagement rates far exceeding industry standards.
An ever-evolving website continues to act as a repository for stories and content.
Traditional media and social media worked together to tell the MWC story.
Media outcomes outperform expectations
Creating greater value for the council’s investment.
The vast number of campaign impressions and engagements left little doubt about the effectiveness of the campaign.