Daily Dose of Trees
A PRESCRIPTION FOR SUCCESS
"Working with MP+G was enjoyable and easy. MP+G's creativity helped the Arbor Month program develop a tagline and graphic that perfectly fit the program theme and improved the message. MP+G's attention to detail kept the program moving forward to meet important deadlines. MP+G delivered far more than expected and I will work with them again.”
Jennifer Teagarden | Forestry Outreach Specialist | MINNESOTA DEPARTMENT OF NATURAL RESOURCES
2016 Arbor Month Campaign - The Back Story: Each year, the DNR looks to draw media and public attention to Arbor Day and Arbor Month in Minnesota. Their goals are primarily media focused based on securing placements and interviews and coverage around "The Health Benefits of Trees for Arbor Day" within the targeted local Twin Cities media (television/radio/newspaper) and in 2016, coverage for Arbor Month in Rochester media, their 2016 Tree City USA partner.
A Winning Prognosis:
The Daily Dose of Trees campaign exceeded expectations and was so successful, the DNR determined they would repeat the same theme in 2017.
Arbor Month story was picked up by KARE 11 for a client interview and tree planting with Jeff Edmonson, meterologist. Arbor Month events were covered by all major Rochester media. The DNR received one full-page ad in the Rochester Visitor magazine. (Reaching 2.7 million visitors per year.)
Social media campaign:
Vines reached 107,191 viewers with 9,972 views and 2,379 likes, comments and shares. Memes were liked and shared by affiliate and sister organizations under the hashtag #DailyDoseOfTrees and #ArborMonth and reached 96,267 viewers with 829 views and 3,455 likes, comments and shares.
State Fair display: An over-sized banner of the infographic poster promoted the health benefits of trees at the DNR Forestry Division’s 2016 State Fair exhibit.
How MP&G delivered healthy results:
Detailed communications plan – using our strategic planning method we dug down to clearly identify strategies and tactics for all audiences and helped to define key messages.
Attention-getting theme graphic and tagline – from our research, MP+G developed a memorable tagline and theme graphic. Our tagline: “Get your daily dose of trees for a healthy you and me!” along with campaign hashtag #DailyDoseOfTrees uniquely captured the essence of the campaign.
Imaginatively designed infographic poster – MP+G created an infographic poster that received the endorsement of the Minnesota Department of Health and was distributed to school nurses, pediatricians and clinics, physicians’ assistants, public libraries, and elementary school principals across the state.
Inaugural social media campaign – Using the infographic poster endorsements, MP&G recommended a meme-based social media campaign designed to boost traffic to DNR/Arbor Month micro-site and increase social engagement and sharing on the department’s Twitter page and the DNR's new Facebook page. This first-ever social media campaign for the DNR was highly successful:
Vines: a series of short video clips from the campaign video on Facebook and Twitter received large volume shares and views.
Memes: a series of photo memes created from the infographic poster for Facebook and Twitter were also well-received.
Newsworthy media angles – MP+G captured specific elements from the "Get Your Daily Dose of Trees" theme and used these to create pitches, press releases, and a companion media kit for key outlets. Our newsworthy pitches piqued media interest, gained exposure and landed a KARE 11 interview, a free full-page ad in the Rochester Visitor (audience reach 2.7 million visitors per year), and numerous news articles and event placements for the DNR.
Themed event banners – MP+G designed retractable banners for display at Arbor Month Events, a tree planting ceremony, and in-lobby at DNR headquarters.
Arbor Month webpage – MP+G created a themed header banner that served as a header for the micro-site for all things Arbor Day/Month.
Hashtag: #DailyDoseOfTrees hashtag for the campaign was posted, retweeted and shared by partners and affiliates.
Health Benefits Video
MP+G provided assistance with the video script, pacing, and edits for vine creation.
2015 “Plant Strong. Live Long” media kit tags with 2016 “Daily Dose of Trees” infographic poster endorsed by the Minnesota Dept. of Health