Earlier this summer, LPK was asked to help create an identity system for The Nature Conservancy’s (TNC) Natural Treasures of Ohio campaign. This project was exciting and meaningful for me personally. It’s not every day I get to work on something that connects with my environmental and outdoor passions.
Adventurers submitted photos of themselves at specified Ohio Natural Treasures sites with the hopes of winning a variety of prizes. The objectives for the campaign were simple: to raise TNC visibility, generate 1,000 entries for the challenge and increase attendance at Ohio’s parks.
I’m happy to announce that we more than tripled this number and fulfilled our objectives. TNC’s home page had over 15,000 hits and they gained over 5,000 new Facebook fans.
Bill Wilson, the treasure hunter who won the sweepstakes (and a 2012 Honda Insight) had not heard of The Nature Conservancy until he learned about the Natural Treasures of Ohio Challenge. Bill and his wife were inspired to visit all 30 sites in the challenge! This campaign was truly about getting people in touch with the natural wonders that were right in their backyards and expanding TNC’s outreach, as evidenced by Bill and his wife.
Being a part of building the TNC brand has been an invaluable experience and continues to steer my passion toward working on purpose-driven brands. As we continue to measure TNC’s success, surpass milestones and begin to understand the value of social media, I look forward to applying their learnings to other global brands that I work on daily.