Submitted as my final project for the Integrated Marketing portion of my Professional and Continuing Education Certificate Program in Marketing Management at the University of Washington Michael G. Foster School of Business

1. Campaign Workbook
Integrated Campaign to Engage Fundraising Influencers
Community Campaign to Preserve the Port Gamble Forest
Submitted as Final Assignment: UW Michael G. Foster School of Business Integrated Marketing Class,
Professional & Continuing Education Program

2. PRESERVE A PUGET
SOUND FOREST
3X the size of Central Park FOR FUTURE GENERATIONS

3. Context

4. Source: Kitsap Forest & Bay Community Campaign web site

5. Growth is good…
…but it puts undeveloped lands at even greater risk…
 Kitsap County lost 9,383 acres of land
to development between 2001 and 2011
 That annual rate of loss is 737.2% higher
than the rate of loss across the West

6. We're working hard to
preserve the Port
Gamble Forest from
development.
 Managed as a
working forest
 Harvested regularly
 Public can access
for recreation
Source: Google Maps

7. 3,000 acres: 3X times the size of New York's Central Park
~60 miles of trails; estimated 20K users

8. The forest's enormous size,
lowland location, and
proximity to the Seattle
metro area make it an ideal
year-round recreation
destination.
We have until July
2017. After that, the
Port Gamble Forest
will be sectioned and
sold, ending
recreation access.
We can act now to
save a huge,
beautiful forest for
ecological and
recreational use.
For Future Generations Time is short.Puget Sound Playground
Photo Credits: Night Owl Cycling; Brian Kilpatrick

9.  We've exhausted our grant options
 Now it's up to individuals and businesses in the
community
 Working together, we can raise the last $3.5 million
to preserve this unique and beautiful place

10. Goal
This campaign engages conservation and fitness
enthusiast influencers to find donors.

11. Target Persona

12. Leanne
Outdoor Fitness Enthusiast and Conservationist
Personal Profile
 Age: 35 to 55
 Gender: 50:50 male to female
 Mid-career professional or business owner
 Enjoys nature, fitness, outdoor activities such as trail running, hiking,
backpacking, kayaking, beachcombing, and sailing
 May participate in organized fitness events such as fun runs or mountain
bike races
 Lives in or near Puget Sound
 Conservationist; environmentally conscious / responsible
 Likely drinks coffee, enjoys local craft beer or Northwest wines, and
owns one or more dogs, which she brings along on many outdoor
adventures
Motivators for Engagement and Involvement
 Highly values access to outdoor fitness and recreation in the natural
environment (wooded forests, public access to salt and fresh
waterways)
 Enjoys variety; willing to travel to access different regional recreation
places in nature that are still fairly close to urban areas surrounding
Puget Sound
 Is concerned about the preservation of natural space for native species
and future generations
 Understanding of the value of the effort and her contribution
Sphere of Influence
 Involved in one or more formal or informal outdoor fitness or recreation
groups, e.g., mountain biking social group or alliance, trail running
meetup group
 Has some direct or indirect influence in corporate charitable giving
and/or volunteerism at his/her workplace
 May have connections at other companies who could influence
charitable giving/volunteerism there
What She’s Looking for in a Conservation Campaign
 Defined goals and objectives, e.g., $2,500 saves one acre of forest
 Sponsorship materials that she can share with prospective
partners/donors, both individuals and corporations. Prefers digital
information over information printed on paper.
 Turnkey materials, e.g., compelling social media posts she can share
with messaging that’s compelling and easy to understand and convey
 Lead conservation organization with solid reputation and
trustworthy/verifiable financial stewardship actively partnering with
other conservation groups, tribes, corporations, and individuals
 More than one way to contribute, e.g., give directly, solicit partnership
from colleagues/businesses, volunteering…

13. Promotion
 Web site for Kitsap Forest & Bay
Community Campaign (exists)
 Social media
 Landing page
 Email
 Radio interview

14. Offer
 Sponsor packet (online) containing
resources for soliciting donors
 Drip email campaign containing ideas,
helpful resources, and tips for engaging
potential donors. Weekly, maybe more frequent
when appropriate, e.g., matching grant offer or
event invite

15. Landing Page

17. Photo Credits: Night Owl Cycling; Brian Kilpatrick

18. Photo Credits: Night Owl
Cycling; Brian Kilpatrick

19. Emails
#1 Transactional (thank you)
#2 First in a series of drip emails

20. Photo Credit: Brian
Kilpatrick

21. Photo Credit: Kitsap
Forest & Bay
Community Campaign
web site

22. Social Media - Twitter

23. Social Media - Facebook
Photo Credit: Brian
Kilpatrick

24. Press Release (View)

25. Radio Interview (airing Apr. 15 8:00 am)
Listen online: http://soundretirementplanning.com/category/radio/
 Interview with Chairman
Forsman of the
Suquamish Tribe and
Michael Kowalski (trail
user)
 KKOL 1300 am
 Over 25K listeners tune
in to KKOL weekly
Thanks to Jason Parker and Emelia Bernal of Parker
Financial and Sound Retirement Radio for helping
promote efforts to save the Port Gamble Forest

26. Tools
 Landing page: Unbounce
 Email: Mailchimp
 Blog post and press release: WordPress

27. Thank You!