Daily Dose of TreesDaily Dose of Trees™
Three Years of Arbor Month Campaigns
Get Minnesotans to Opt Outside and Share Their Love of Trees
"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 Teegarden | Forestry Outreach Specialist | MINNESOTA DEPARTMENT OF NATURAL RESOURCES
A Prescription for Success
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.
Media Relations: The Arbor Month story was picked up by KARE 11 for a client interview and tree planting with Jeff Edmonson, meteorologist. 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: Video clips 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: The infographic poster will be enlarged as an over-sized banner to promote the health benefits of trees at the DNR Forestry Division’s 2016 State Fair exhibit.
How MP+G brought the campaign to life:
Detailed communications plan–using our strategic planning method we dug down deep to clearly identify strategies and tactics for all audiences and defined key messages.
Attention-getting theme graphic and tagline–from our research, MP+G developed a memorable tagline and theme graphic. Our “Get your daily dose of trees for a healthy you and me!” tagline along with our 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–From the infographic poster MP+G recommended a meme-based social media campaign designed to boost traffic to DNR/Arbor Month microsite and increase social engagement and sharing on the department’s Twitter page and new Facebook page. This first-ever social media campaign for the DNR Forestry division was highly successful:
Social Clips: 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 for a healthy you and me” theme and used these to create pitches, press releases, and a companion media kit for key outlets. Our 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 web banner that served as a header for the microsite for all things Arbor Day/Month.
Hashtag: #DailyDoseOfTrees hashtag for the campaign was posted, retweeted and shared by partners and affiliates.
Download our Arbor Month case study.
2015 “Plant Strong. Live Long” media kit tags went to key Twin Cities media spokespeople along with a Minnesota fir tree seedling to encourage them to include a segment about tree planting during Arbor Month. In 2016, the “Daily Dose of Trees” infographic poster endorsed by the Minnesota Dept. of Health was mailed out to nurses and health teacherrs in school districts across the state to post in their offices and classrooms.
Social Media posts designed for millennials drove the #31DaysofTrees Challenge.
To celebrate Arbor Month, Alex Van Loh of Freshwater Society shares his childhood memory of trees and why trees are important for our health - inviting you to take the #31DaysOfTrees Challenge.
MP+G asked millennials who work with trees every day to tell their personal tree stories and engage other millennials to get outside and post photos of themselves enjoying trees on social media.
Mikaela Buscher from Minnesota Green Corps invites millennials to improve their health by taking a road trip to one of our state or national parks and to celebrate Arbor Month and take the #31DaysOfTrees Challenge.
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