NATURE TRUST OF BRITISH COLUMBIA
The Nature Trust of British Columbia is the province’s oldest and largest land trust. Since 1971, they have been dedicated to securing and managing ecologically important habitat for wildlife, fish, and plants in British Columbia. They do this by acquiring private land that our scientists have identified as ecologically significant and most at risk of being lost and then caring for it. Our focus is the east coast of Vancouver Island, the Lower Mainland, the south Okanagan and the Kootenay. With the help of their supporters, they have conserved over 500 parcels of land totaling 175,000 acres.
The Nature Trust of British Columbia suffers from a lack of a clear brand identity (and point of difference) among our current and potential target groups due to the existence of provincial, national (and international) organizations with similar mandates, names and identities.
This situation has resulted in public, potential donors, and potential funding groups’ confusion/ lack of clarity as to the key benefits of The Nature Trust of British Columbia and the valuable role we play in conserving natural habitats for future generations.
Our objective is to raise awareness and comprehension of The Nature Trust of British Columbia as the province’s premier organization in the conservation and stewardship of BC’s natural habitat – for British Columbians amongst our current and potential target groups.
Specifically this campaign would:
1. clearly differentiate The Nature Trust of British Columbia from similar bodies in the space
2. deliver a consistent look and message
3. allow the organization to communicate the benefit/value to current and potential target groups
4. ensure that The Nature Trust is on the “shopping list” for any individuals or groups that are considering
donating to a conservation organization.
The 2018 print advertising campaign provided a plan to deliver our objective:
to raise awareness and comprehension of The Nature Trust of British Columbia as the province’s premier organization in the conservation and stewardship of BC’s natural habitat – for British Columbians amongst our current and potential target groups.
Prior to this campaign, The Nature Trust did not have a plan for sustained print advertising. We ran periodically in niche publications. Ad design varied across publications as did the messaging.
Print provided the space to tell our story and the colour to showcase our landscape images. The media mix reflected the media consumption of our primary and secondary target groups. The Globe and Mail and the Vancouver Sun newspapers reached a large audience of individuals and businesses in the Lower Mainland, Okanagan and Vancouver Island. Combined circulation is 165,000. Vertical publications such as Island Fisherman, Pacific Coastal Airlines Soar Magazine and Inspired Senior Living reached the secondary target groups.
Comments from readers included:
“Saw the ad in the Vancouver Sun. Beautiful photograph.”
“An excellent (and impressive) ad in the weekend Globe”
IPSOS Reid has been hired to conduct surveys for the purpose of measuring any changes in awareness and brand perceptions through pre-and post-campaign reads on key metrics. Baseline research was conducted in fall 2018 just prior to the start of the advertising campaign. The baseline research provided unaided and aided awareness of The Nature Trust of BC in relation to other conservation organizations in specific regions of our province.
IPSOS will be conducting follow up research in 2019. We are improving the alignment of our sample population with our target audience and we will ask questions to gain insight into the response to our ads. We are primarily interested in measuring the number of donors, specifically the number of new donors. We exceeded our 2018 goals for the number of donors (+8%) and the number of new donors (+23%). Increased donor activity during the last quarter of 2018 helped realize a +39% increase in revenue versus 2017. This was a very strong performance. We recognize that there are many contributing factors, especially the generosity of our supporters, that affect our results in any given year. This ad campaign is only one facet of our communication plan. Building awareness for our brand is a work in progress and our ad campaign will be delivering results into the future.
39% increase in revenues
+23% Increase in donor activity
+8% Increase in number of new donors
Livingspace is a high-end retailer of modern European designer furniture in Vancouver. It carries a number of well-known international brands. Their clientele consists of interior designers, architects, and individuals who may well spend $50,000 and up on furniture for a home or office.
Livingspace experienced steady growth and success for most of the 90’s and into the first part of the new decade. This growth was fueled in part by the condo building boom in Vancouver, as well as the high tech boom in the city and in Seattle. It was further aided by the strong exchange on the US dollar. Smart clients in the States could save considerably on designer furniture by buying from Livingspace in Canada.
Because of the boom in construction and high-tech locally, Livingspace had grown accustomed to having customers come to them. Their furniture was perfect for modern environments. The store needed to do very little in the way of marketing and communications to be successful during these years. When the market began to slow, and the exchange rate dropped, they did not have any programs in place to reach out. Furthermore, the advertising they did was not well-branded: It looked similar to their competitors and to some of the brands they carried. These problems were exacerbated by the fact that their principal competition in the field of designer furniture was becoming increasingly aggressive in the marketplace. Livingspace realized that they needed to approach things differently, and hired us to develop a new marketing plan and new communications for them.
Our task was to maximize awareness of the store and its location, clearly differentiate itself from the competition, create a leadership position within this segment, and get on the “shopping list” of high-end consumers.
Creatively, we developed a distinct look and new positioning line for the store. We extended this look through a multi-layered leadership image and tactical campaign that included vertical magazine, direct mail to the store’s customer base and potential customers, a website redesign, in-store POS and aggressive pursuit of manufacturer co-op funds. Certain tactics were designed to drive short-term volume, others reinforced the stores’ market leadership while others helped build and sustain store traffic.
Livingspace now enjoys a positioning which clearly separates it from the competition while returning the store to its historical market leadership. Traffic has significantly increased, and the proactive plan put in place has kept things moving forward resulting in double-digit sale increases year-to-year.
Double-digit sale increases year-to-year