The RSPB is increasing its digital marketing activity to raise awareness and increase membership. After delivering a series of successful email campaigns for the charity, we are managing a digital prize-draw campaign and producing an RSPB WAP site, as well as planning and buying targeted online media using creative developed by RSPB.
Adults can enter an online prize draw to win one of ten Viking AV-50 mini telescope kits. We are booking advertising across the Advertising.com network and on the National Geographic site in order to reach adults interested in wildlife. Advertising for the prize draw aimed at children is booked on Kaboose and the children’s pages on the National Geographic site which features a chance to win a set of Albie and friends cuddly singing toys and children’s binoculars. All entrants receive a booklet entitled ‘Birds in the Countryside’ with details about joining the RSPB.
We are also booking banner advertising on WAP sites through Screen Tonic which clicks through to a new RSPB WAP site. Visitors aged over 18 can enter the prize draw on this site and download ringtones featuring birdsong and wallpaper for their mobile phone. The site is accessible via the text shortcode 84477.
Commenting on the new activity, Susan Hordern, On-line Marketing Manager at RSPB explains, ‘Programmes like Springwatch, presented by Bill Oddie, the RSPB’s Vice-Chairman, are creating interest in birds and wildlife and we wanted to bring the charity to the attention of these viewers. Harvest Digital has been quick to deliver a campaign, which optimises our budget and targets the audience online and via their mobile phones.’
William Corke, Director at Harvest Digital adds, ‘The RSPB is one of the largest membership organisation in the UK and digital communication has a vital role to play in developing richer engagement with their audience. In particular, the WAP site is a step forward for the RSPB offering a cost-effective entry into the mobile market which increases reach and can be used to integrate with offline activity.’