In order to promote the ABCFP and its work to those not familiar with the Forestry industry, our copywriter and designers had to be especially creative in devising an approach that is both informative/educational but also appeals to the targeted audiences.
Secondly, we also had to take into consideration the media buying landscape and general traffic in the media during these campaigns in order to maximize campaign results and ROI. Using analytics data as well as our past experience and familiarity with the BC media landscape, we made the conscious decision to release certain ads onto the market at specific dates/times, and targeted audiences in the province of BC and specifically the Lower Mainland region.
This is to ensure that our digital and social media ads aren’t directly competing for the public’s attention with other advertising campaigns or major news stories in the market, and that it informs the public of the ABCFP’s work in a timely manner (e.g. we chose to release ads for Prescribed Burning & Wildfire Awareness to BC audiences shorty before the province entered peak wildfire season. This ensured that the most relevant audiences were seeing our ads at the most suitable time, so that the citizens of British Columbia will still have the information from our ads on Prescribed Burning & Wildfire Awareness fresh in their minds when the wildfire season arrives).
ABCFP Facebook Ad in Timeline