When WildCare first called, the assignment was to increase visibility and long-term fundraising potential leading up to the launch of a capital campaign to build a new wildlife center. With a modern new logo but siloed marketing communications, it became clear there was a need to find a singular voice and story through which to connect with audiences.
Through a brand planning process involving all departments and programs, the brand promise that “WildCare is the Bay Area’s guide to wildlife” and outward-facing call to action “Live Well with Wildlife” emerged. With these tools in hand, the organization gained a renewed sense of confidence in expressing how and why its work matters so much.
From there, I worked with WildCare to obtain a service grant from Taproot to redesign the website and supported the work with Convio to enable interactive engagement including social marketing and advocacy campaigns. The project also included overseeing the development of a public education campaign concept to support awareness objectives.
With all the pieces in place, WildCare’s revenues doubled, putting the organization on a path towards a successful capital campaign launch.