The Challenge
For years, W.E.T. (Water, Environment, Tourism) Foundation leadership had tried and failed to launch this initiative. Realizing they needed a strategic recreation marketing agency partner with experience guiding multi-stakeholder, multi-phase campaigns, Red Sage was selected through a competitive vetting process.
Our role was comprehensive: engineer a successful game plan, execute integrated consumer-targeted advertising and marketing to get the public onboard, and support Foundation leadership in soliciting political and financial support.
The Results
- Successful long-range funding acquisition for sustainability goals
- Six media pickups in six months by local and statewide outlets; ten featured media pickups in the campaign’s first year
- Southern Economic Development Council 2019 Communications Awards (Website)
- Public Relations Council of Alabama 2021 Medallion Awards (Campaign)
- Diverse, highly-visual social media content strategies delivering 1,300+ followers in the first year, 3x that number to-date
The Partner
The My Lake Guntersville campaign is a project of the W.E.T. Foundation – representing a coalition of diverse bodies throughout northeast Alabama, including several economic development, travel and tourism entities.
The goal of the recreation marketing campaign is to nurture long-term support, including financial commitments, for the protection of Lake Guntersville as an environmental, economic, recreational, and eco-tourism asset.
The Solutions
Red Sage’s team collaborated with the Foundation to craft the My Lake Guntersville campaign logo, a resonating tagline, a compelling fundraising pitch deck, and a targeted media and publicity plan.
We also developed an award-winning website, diverse social media content strategy, influencer collaborations, meticulously planned events, and print materials. The recreation marketing campaign has been an overwhelming success, honored many times for excellence and effectiveness.
