LEAD GENERATION
SITUATION
The Nature Conservancy of Canada wanted to attract interest and build supporter engagement from new markets across the country. We knew that people are generally interested in taking fun, interactive quizzes online and this would be a good way to quickly gain attention and interest from new markets.
To stay true to brand, we researched and found a nature connectedness survey which was credible and based on scientific research. We developed the Nature Quiz, a short, fun and interactive online questionnaire that provides your level of nature connectedness as a Nature Score. And the Nature Coach email series with tips on connecting with nature (and through NCC), that is unique to their Nature Score. Sign ups were incentivized through a contest sponsored by TELUS.
RESPONSIBILITY
I partnered with my Director, advertising agency (Bensimon Byrne) and multiple stakeholders (including Communications and Science teams) to move the program from idea to in market execution and promotions ensuring the program was delivered on time, on budget, on strategy and on brand in English and French.
The program was launched with an advertising campaign that ran mid July to early September 2019, I took on extra leadership during this time as my Director had to take an early paternal leave due to the unexpected early birth of his daughter.
By using my strong communication, organization and collaboration skills I ensured that the team was always aware and felt involved in the project by communicating status updates and briefing notes in a timely way. My organizational skills helped me to stay on top of many moving parts and with multiple stakeholders. Feedback I shared with our agency was also organized and consolidated to make things easier on their end. Collaborating with NCC’s channel specialists was important to deliver key messaging to a wider audience via news, website, social media, events and magazine. Most importantly, celebrating the wins! My team knows me for my enthusiastic high fives and a together we can attitude.
RESULTS
Campaign results were strong with close to 500,000 site visits, 65,000 Nature Quiz completions and 14,000 Nature Coach email sign ups. 77% of the email sign ups were new supporters.
NCC also now has tools that can be easily repurposed for future lead generation opportunities. Allowing investment to be repurposed.