How to Market Nature

Guest Blogger: Laura Lea Rubino (MESM 2016)

After four long hours fiddling with margins, agonizing over fonts, and perfecting word IMG_5017choice… ta-da!  My postcard is finally finished. Who knew designing one simple piece of mail would require so much thought and skill?

This summer I am interning for the marketing team at The Nature Conservancy’s (TNC) Seattle office.  In addition to managing small projects and campaigns that promote the mission of TNC, from day one I’ve had ownership over “Port Susan Bay Day.”  This family-friendly event will take place at Port Susan Bay Preserve, the site of a highly successful restoration project.  In addition to featuring science stations, educational activities, and bird watching, Port Susan Bay Day will offer community members a chance to witness firsthand the transformative restoration work for which TNC is known.

Though TNC’s marketing team is not directly involved in restoration projects, or land acquisition, or forestry management, we play an equally important role in maximizing conservation outcomes.  We—the writers, photographers, and social media wizards—give TNC its fresh, natural, and flawless look that makes people say, ‘Wow, now that’s an organization I’d like to support!’  The hard work of this team helps TNC gain followers and recognition, recruit members and volunteers, market news and events, and educate the public about important environmental issues.   These are the communicators whose messages leave a lasting impression on those who listen.

I’d like to think Port Susan Bay Day will be a fantastic event! But only if people show up.  So that’s where the IMG_2511postcard comes into play. In truth, I’m uncertain of the card’s potential, but I dream that it will be the ticket to my event’s supreme success!  Next Wednesday it will arrive, all shiny and crisp, in the mailboxes of 8,000 TNC members in King, Skagit, and Snohomish counties of Washington State.  I can only hope that this small but mighty piece of paper will convince nature lovers of all ages to abandon any plans they may have made for August 1 and attend the event whose design I have dedicated six weeks to crafting.

Laura Lea Rubino is rising second year MESM student (2016) specializing in Economics and Politics of the Environment with a focus in Strategic Environmental Communication and Media.  This summer she is interning with the marketing department at The Nature Conservancy in Seattle, Washington. 

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