Tahoe Resource Conservation District — Awareness Campaign Development

Tahoe Resource Conservation District — Awareness Campaign Development

Tahoe Resource Conservation District

Awareness Campaign Development

The Tahoe Resource Conservation District needed to inform Lake Tahoe boaters of a newly-established, mandatory boat inspection program in an effort to protect the health of the Lake.

Challenge

To inform Lake Tahoe boaters of a new watercraft inspection program and the damage caused by quagga mussels, at the same time creating “buy in” to the program, so Lake Tahoe boaters are more receptive to boat inspections and fees.

Execution

We used a simple and positive approach that focused on caring for Lake Tahoe while enjoying its natural resources. To capture and resonate with the target audience, the team utilized over-the-top imagery of boaters and popular water sports placed on a beautiful and recognizable shot of Lake Tahoe so that the boat looked larger than life. Although one of the key elements of the campaign was informing boaters about the devastating damage that transported quagga mussels were causing to the Lake and watercraft, the campaign focused on boat inspections for overall Lake health. Campaign elements included print and digital advertising, billboards, direct mail, collateral distribution and public relations.

Post Card

Tahoe Boat Inspection Direct Mail

Rack Card

Lake Tahoe Boat Inspection Rack Card

Billboard

Boat Inspection Awareness Billboard

Results

%

raised awareness within target market

The award-winning campaign ran for approximately five months and resulted in a significant increase of awareness within 94% of the target market. The campaign’s success also prompted the State of Nevada Division of Wildlife (NDOW) to use it for its statewide efforts.

Test t

Test t

Website Assignments from 2/24 Review

Hanna Changes:

OVERALL SITE NOTES: These changes need to be incorporated into each page of the site

— Keep the full-page width of the Main image on each page but make it less deep.

Set up now for video depth. Let’s leave size as is on the home page but lessen the depth on the interior pages.

–Would like to see if we can get rid of the border on the sides of all pages or is there a reason that it is recommended

Test layout

Website Assignments from 2/24 Review

Hanna Changes:

OVERALL SITE NOTES: These changes need to be incorporated into each page of the site

— Keep the full-page width of the Main image on each page but make it less deep.

Set up now for video depth. Let’s leave size as is on the home page but lessen the depth on the interior pages.

–Would like to see if we can get rid of the border on the sides of all pages or is there a reason that it is recommended

Third in Carousel

Third in Carousel

Third in carousel appeals to all the senses using interior design. When a brand tickles multiple senses, we are more apt to remember it in a crowd.

Tactile Branding

Tactile Branding

Tactile branding appeals to all the senses using interior design. When a brand tickles multiple senses, we are more apt to remember it in a crowd.