Case Study: Helping Outdoor Voice raise its voice

In 2015, Cornershop had the pleasure of working with the Bay Area Open Space Collective and Lightbox Collaborative to create the online presence for a new engagement-focused effort. The objective for this project was clear: Engage people in the Bay Area to advocate and protect parks, open spaces, and farmlands.  

Starting from scratch, we worked with Annie Burke, Executive Director, to create an attractive, effective platform that this organization turned into real-world engagement. Here’s how it happened:

Strategy

After conducting focus groups to learn from our target audience with our strategy consultants (and so much more) at Lightbox Collaborative, the Bay Area Open Space Collective selected the name Outdoor Voice for the project. We developed a simple yet engaging and active logo — one that would serve as an excellent “stamp” on countless, gorgeous photos of Bay Area citizens enjoying the outdoors.

With the logo nailed down, we built a website to tell the Outdoor Voice story. We filled it with simple, easy calls to action (Sign up to “preserve the Bay Area’s natural wonders for future generations”) and large slots for photos that would show rather than tell site visitors why they should care.

Because we knew Outdoor Voice was trying to reach folks across all communications channels, we made the site mobile friendly and added social media integrations. We also built the site using the Jupiter theme so Outdoor Voice organizers could easily add and highlight content as the campaign took off. From the beginning, a crucial foundation of Outdoor Voice has been its partners — local and regional organizations committed to deepening individuals’ connections to the place they love. We knew that page needed to grow and to impress so we used a beautiful parallax image and custom tables. The Shout-Outs page is an incredible example of how Annie and her team took that structure and ran with it.

Results

After just 7 months, Outdoor Voice engaged 2,903 people across its social media platforms, for folks all over the Bay Area who care about parks, open spaces, and farmlands. And that number is growing every day through targeted social media outreach and through partnerships with people like you.

People like you are incorporating Outdoor Voice into their communications all the time:

  • East Bay Regional Park District has added the Outdoor Voice logo to their homepage
  • And they added it to their December e-newsletter
  • Annie presented to 30 East Bay Parks naturalists staff about Outdoor Voice
  • NICA and NorCal Cycling League included it in their newsletter
  • Thanksgiving issue
  • Sonoma Land Trust included it in their newsletter
  • Bay Area Open Space Council helped promote the Ridge Trail Service Day with REI, where 800 people volunteered at 18 sites around the region. Read about it.

And our email and Facebook post about a stinky aspect of trail etiquette had a high level of engagement, including shares (FB) and forwards (email). Read about it.

Outdoor Voice Actions

Cornershop was amazing to work with. Their project management skills are top notch, and their products are on time, on budget, and spot on. – Annie Burke, Deputy Director, Bay Area Open Space Council