Here. For Generations. Public Information Campaign, Michigan
Client:
Michigan Wildlife Council
Project Goals:
Awareness, Education
Full-Service Campaign
Ensuring Michigan’s outdoor heritage is protected for generations to come.
The Michigan Wildlife Council was formed to educate Michigan residents about the significant contributions hunting and fishing make to conservation and management of Michigan’s natural resources.
The council needed a baseline survey of current perceptions, clear definitions of high-priority target audience groups, a five-year strategy that included message development and evolution, and a comprehensive communications campaign to reach highly specific target groups.
Research
Planning
Messaging
Creative
Social Media
Media Buying
Digital
Web
Public Relations
Content Marketing
The thinking behind the message.
A 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.
Broad-awareness 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 shelter posters provided 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 occurred at all levels to educate and inform.
Interactive games increased engagement with our key audiences.
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.
Media interviews
Ongoing media coverage and television interviews broaden audience reach and deepen understanding.
Results
12 MILLION
online engagements.
44% MORE
non-hunters in Southeast Michigan agree that wildlife requires management by humans to thrive.
16-POINT INCREASE
in knowledge among non-hunters in West Michigan of the positive impact that hunting and fishing have on Michigan jobs.
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