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The Nature Conservancy

Don't Move Firewood National Campaign


Nature Conservancy Logo

Client:The Nature Conservancy

Capabilities:Branding, Marketing Strategy, Website Maintenance

Link:Don't Move Firewood Website

Don’t Move Firewood is a national awareness campaign created by The Nature Conservancy in an effort to support the Continental Dialogue on Non-Native Forest Insects and Diseases. Carousel30 served as the agency of record for Don’t Move Firewood’s marketing and digital needs. With the campaign’s goal of creating positive dialogue and action around firewood issues, Carousel30 assisted by providing brand and marketing strategy, social media marketing and website design, maintenance and analytics.

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Create a positive dialogue.

The challenge


With the mission of communicating the dangers of moving firewood, which can transport invasive insects and diseases that kill trees across North America, Don’t Move Firewood began to hold focus group research sessions to determine the best way that messaging could be delivered to the intended audience. From findings, Don’t Move Firewood worked with Carousel30 to devise a strategy which resulted in the launch of two national campaigns, “Buy It Where You Burn It” and “That’s What Tree Said,” with each supported by branding and graphic design, as well as illustrations for web, print and video use.

The Nature Conservancy

Continual Optimization of Campaigns.

The process


Don’t Move Firewood’s national campaigns consisted of a digital strategy that put an emphasis on Google AdWords and Social Media, which were continually optimized. To complement digital tactics, Carousel30 built a website for the Don’t Move Firewood Campaign which featured advanced search technology, a Gallery of Pests, an interactive map, and an extensive resource library, digital games and videos, among other features. A website was also built for Conservation Gateway, a news source for conservation practitioners, scientists, and decision-makers, to facilitate information sharing amongst conservationists worldwide through the Drupal Content Management System. Aside from digital strategy, Carousel30 has also played a role in content marketing efforts which included the creation of two different infographics using educational factoids about firewood.

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Increase in awareness of our Nation’s forests.

The solution


The culmination of these efforts have yielded many positive results. An estimated 10+ million people have been exposed to the Don’t Move Firewood message through websites, print collateral posted in national parks, and through various advertisements in magazines and newsletters (both digital and traditional). The online digital presence and use of a Google AdWords Grant has increased clicks and interactions, with the Don’t Move Firewood website seeing over 25,000 new and native visitors. The Conversion Gateway website netted over 67,000 visits in the first three months since launch without external promotion, and was elevated to top three status within The Nature Conservancy’s online portfolio.