Conservation Group Connects City Dwellers to Nature with New Marketing Campaign by Engagement Labs
TORONTO, June 14, 2016
CPAWS Wildlands League through its collaboration with Toronto-based data and technology company Engagement Labs is delivering new and creative advertising materials to raise awareness of its third annual Paddle the Rouge. The June 18 event is a family friendly fundraising event designed to connect urbanites to nature in Rouge Park through the river.
CPAWS Wildlands League doesn’t have the resources to support a sophisticated marketing campaign but when Engagement Labs reached out and offered their services pro bono the conservation group jumped at the chance to work with the company.
The challenge was to create materials that would best resonate with the urbanite target demographic and take into account “event fatigue” that Engagement Labs identified regarding the total number of not-for-profit events happening in the city.
“There are more cause-related events in and around the GTA than ever before and unfortunately this overloads people and they tune out,” said Anthony Wolch, Chief Creative Officer at Engagement Labs.
“We knew our idea had to be intriguing, make someone smile in an instant and ensure they would engage with an event that spoke their language. For those living in an urban city like Toronto it can be easy to forget the nature that surrounds us, so we developed a campaign that appealed to people’s need for nature – the desire to not only connect with each other but also connect with the nature that surrounds us,” Wolch added
“The result is cheeky and I loved it,” said Janet Sumner, Executive Director for CPAWS Wildlands League. For example, one of the ads invites people to ‘Come out and see the original blue jays lineup’. “What a wonderful way to connect all the excitement around the city’s baseball team with the real blue jays living in the Rouge and to encourage people to paddle the Rouge,” added Sumner.
The creative work for Paddle the Rouge is running in print, on transit, online and in social media. “This is huge for us and is helping us to reach people in the city who might not even know the Rouge exists and what a wonderful park it is,” Sumner added.
Paddle the Rouge is taking place on June 18th at Rouge Park Beach located at 195 Rouge Hills Drive, at the end of Lawrence Avenue East, in Scarborough.
About Wildlands League
Wildlands League is a not for profit conservation organization in Ontario, Canada and a chapter of the Canadian Parks and Wilderness Society (CPAWS). Learn more about us at www.wildlandsleague.org.
About Engagement Labs
Engagement Labs offers intelligent data, analytics and insights for marketers and organizations to track, measure and benchmark the conversations happening around their brand or industry, both online and offline. These conversations are proven to drive critical business outcomes, including sales, while Engagement Labs’ tools provide the data and actionable insight to help guide business decisions and power marketing effectiveness.
eValue™ Analytics is the global benchmarking tool for social media scoring. eValue’s proprietary data technology offers real-time analysis to measure a brand’s social media performance. TalkTrack®, from the Keller Fay Group, an Engagement Labs company, is the only data system to measures the totality of word of mouth – both online and offline. Engagement Labs maintains offices in Toronto, New Brunswick NJ, Montreal, and London UK