Brand Development, Marketing and PR Strategy
Our team at Habit was initially engaged by Tree Time Services, a Reclamation, Silviculture and Archaeology organization - to build a memorable, enduring and trustworthy brand and website for a new, non-profit endeavour aimed at planting more trees in Alberta.
In addition to developing a brand for what became Project Forest, our team at Habit was also tasked with creating a launch strategy for the non-profit, including PR & communications, marketing and partner engagement. It was important to position Project Forest clearly as a non-profit, separate from Tree Time’s business efforts and to inform and educate Albertans on the benefits of rewilding Alberta.
Our strategy focused on building brand awareness using educational inbound marketing and storytelling to share Project Forest’s expertise and the value of a partnership agreement through the website, blog and on social media. It included a robust digital campaign, media relations campaign and a social media campaign.
Project Forest doesn’t just plant trees. They grow forests, build habitats, clean the air and rewild Alberta. Trees clean the air and water by removing carbon - they literally suck. And so, our campaign – Forests Suck – was born.
Using orange smoke bombs in a local forest to represent CO2, we filmed a spot (in reverse) of a tree sucking the hazy smoke back into itself. The result was a dramatic 30-second video with a surprise “Forests Suck” statement at the end.
We produced a series of social media graphics, print and display ads with the tongue in cheek ‘forests suck’ headline to generate leads for Project Forest’s first forest that needed funding – Golden Ranches.
For the non-profit’s official launch, we crafted advertorials for placement, hosted an in-person media event and invited local outlets to interview stakeholders - including the first partner signed on to fund Golden Ranches, as well as multiple government stakeholders.
