The leader in wetland conservation needed to expand its powerful story of conservation and vitality to Canadians who were often unaware of the important work being done.
The organization approached Moongate for ideas about breaking through to environmentally interested, but busy Canadians whom the organization was not reaching with its current media and digital outreach strategy. Moongate designed a six-episode Ducks Unlimited Canada podcast series aimed at introducing the Ducks Unlimited Canada brand and message to a wider audience. The trial run was quickly extended for another six, with plans to evolve the program into a monthly, episodic media channel for the organization. The success of the program was attributed to Moongate’s turn-key development of the podcast program – from brand identity design to broadcast platform optimization.
THE SITUATION
Ducks Unlimited Canada (DUC) is the leader in wetland conservation. A registered charity, DUC partners with government, industry, non-profit organizations and landowners to conserve wetlands that are critical to waterfowl, wildlife and the environment. The organization needed to expand its powerful story of conservation and vitality to Canadians who were often unaware of the important work being done.
The organization approached Moongate for ideas about breaking through to environmentally interested, but busy Canadians whom the organization was not reaching with its current media and digital outreach strategy. After reviewing the gaps in the organization’s communications strategy, as well as audience media consumption patterns, Moongate recommended podcasts for their increasingly personalized adoption and resonance in bringing complicated, deep stories – like those about conservation and sustainability – to life in an engaging way.
THE SOLUTION
Once fully briefed on the client’s media and communications ecosystem, as well as its audience preferences, Moongate designed a six-episode Ducks Unlimited Canada podcast series aimed at introducing the Ducks Unlimited Canada brand and message to a wider audience. Driven by research that (according to Pew Research Center) about 57 million Americans, or 21% of the U.S. population, listen to podcasts regularly, Moongate adopted similar environmental programming tactics used in the U.S. for Canadian audiences.
Programming and subject matter were distilled from extensive consultation with the client’s staff and industry experts. The interview style was identified as the most palpable for the target audiences and each episode was organized into a series of insightful-yet-entertaining diverse points of view from guests who shared the client’s stewardship of Canada’s wetlands.
Moongate worked with Ducks Unlimited to promote the podcasts through their magazine, their website, social media and through the channels we recommended in our marketing brief.
THE RESULT
The first six-episode trial was quickly extended for another six, with plans to evolve the program into a monthly, episodic media channel for the organization.
The success of the program was attributed to Moongate’s turn-key development of the podcast program—from brand identity design to broadcast platform optimization. Moongate advised the client about how to quickly build audiences for the podcast, with Ducks Unlimited marketing the initiative to their audiences on social media subscriber base and across print collateral.