Earth Rangers Case Study
Establishing Earth Rangers in Alberta
Background
Earth Rangers is a nonprofit organization dedicated to educating and empowering children to take action for the environment. Through engaging programs, interactive digital platforms, and community outreach, Earth Rangers inspires youth to make a tangible impact on conservation efforts. With a strong presence across Canada, the organization sought to expand into Alberta—a region rich in environmental diversity but with limited existing awareness of Earth Rangers.
The Challenge
Breaking New Ground in Alberta’s Competitive Market
Earth Rangers, a nonprofit focused on environmental education and youth empowerment, sought to expand into Alberta. The organization aimed to introduce its programming to a new audience, but faced key challenges:
- Low Brand Recognition: Earth Rangers was relatively unknown in the region.
- Competing Priorities: The organization needed to capture attention in a market with diverse environmental and educational options.
To address these barriers, Carmella designed a tailored marketing strategy to enhance visibility and establish trust with the target audience.
The Strategy
A Multi-Channel Approach to Engage Families
Carmella implemented a multi-channel marketing approach to ensure Earth Rangers reached their goals effectively:
Radio Advertising
- Targeted campaigns were aired across family-friendly radio stations to engage parents and youth
- Creative, high-energy messaging was designed to resonate with Alberta families
Garbage Bin Advertising
- Earth Rangers branding was placed on garbage bins in high-traffic locations across Alberta
- Messaging reinforced environmental stewardship in a relatable and community-centered way
Bus Wraps in Edmonton
- Full-colour, eye-catching bus wraps were designed to maximize visibility in Alberta’s largest urban centre
- These bus wraps provided constant exposure to commuters, significantly boosting brand recognition
TV Segments
- Carmella secured bonus air time on local television stations, amplifying the campaign’s reach
- Engaging visual content was developed to captivate children and parents alike
The Results
Building Awareness, Engagement, and Trust
Carmella’s innovative and cost-effective approach delivered outstanding outcomes:
- Increased Brand Awareness: Earth Rangers gained substantial recognition in Alberta, establishing a solid foundation for future growth.
- High Engagement: The family-focused messaging drove meaningful interactions, resulting in a significant increase in app downloads and inquiries.
- Bonus Exposure: Additional TV air time and strategic ad placements provided enhanced campaign value without increasing costs.
- Cost Efficiency: The campaign achieved a cost-per-view well below industry benchmarks, maximizing return on investment.
Successful Brand Establishment
High-Impact Campaigns
Strong Community Engagement
Carmella successfully positioned Earth Rangers as a trusted and impactful environmental organization in Alberta. By employing innovative, community-focused strategies, the campaign not only exceeded expectations but also built meaningful connections with Alberta families. This campaign set the stage for Earth Rangers’ continued growth and future initiatives in the province.
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