YELLOWSTONE WILDLIFE SANCTUARY
Experience a Wild of Wonder
Positioning a wildlife sanctuary ahead of its first-ever capital campaign.
This project was developed during my time as an independent consultant.
Key Contributions:
- Account Service
- Brand Integration Strategy
- Positioning Strategy
- Communication Strategy
- Research & Analysis
- Web & Digital Strategy
- Copywriting
- Concept Development
- Creative Direction
- Product Marketing Positioning
- Database Curation & Management
- Design
THE GIST
Originally formed in 1983, the Yellowstone Wildlife Sanctuary faced the real possibility of shuttering its doors as a result of dwindling visitation, gradual decline in recurring donations, and a recent turnover in executive leadership. Coupled with a recent natural disasters, the future of the sanctuary hung in the balance.
PERCEPTION
Once a key destination for city residents and travelers alike, the sanctuary found itself struggling with a reputation and perception within the community as an unsophisticated, unofficial and unorganized zoo. There were critical areas for improvement and reputational repair, chief among them involved elevating the story of the sanctuary to educate the local community. As part of the messaging to raise funds, we drafted a story that highlights the educational component of the sanctuary, and specifically how the wild can elicit child-like curiosity and wonder—far from the dangers of the wilderness.
POSITION
- Strengthen connection between sanctuary and local community, including key partnerships with tourism-focused businesses and the location destination marketing organization.
- Raise awareness of the organization's mission and focus on wildlife preservation via its child-safe educational programs.
- Leverage 40th anniversary as a launching point for broader push and PR campaign.
- Raise $100k in donations via a first-in-its-history capital campaign.
SINGLE DAY VISITORS
FUNDS RAISED
EVENT ATTENDANCE
WEBSITE VIEWS
OUTCOMES
Throughout the course of the campaign, the sanctuary saw it's highest ever single-day visitation of 274 people. It hosted several other events, exceeding its registration and attendance goals, saw a 200+ percent increase in website visits. And as a result, exceeded its original fundraising goal by 20%. The Wild of Wonder campaign was so successful, that the organization adopted it as its official positioning for promoting other messaging and services.
LETS GET TO WORK
Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.
I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).