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PROJECT

PLACER LAND TRUST

A nonprofit focused on protecting wild open spaces.

Intro

Adventure, Connection & Stewardship

Placer Land Trust aimed to develop its brand narrative and integrate it into the PLT experience to encourage membership, drive awareness, support, participation, and collaboration. Heroik Media was enlisted to develop a comprehensive digital strategy, brand identity, and a series of other solutions to enhance PLT’s web presence, trail experience, and overall brand narrative.

Details

BROADENING AND DEEPENING THE BRAND TO EXPAND THE MARKET

The Challenge

PLT was facing a decline in charitable giving and needed to revamp its approach to attract more members and donors. The organization needed to appeal to various demographic segments, including Elite & Affluent Empty Nesters, Wealthy Country Families, Boomer Power Couples, Up & Comers, and Young Influentials & Solos, each with distinct lifestyles and interests. The challenge was to create a robust marketing platform and enhance the value of the experience PLT offers its members, aiming to drive 200 new members within the first year of operation.

Placer Land Trust website mobile mockup

The Solution

Heroik made a number of premier contributions to PLT.

Comprehensive Digital Strategy

Heroik developed a multifaceted digital strategy focusing on creating mechanisms and processes that provide a robust marketing platform, enhancing the value of the experience PLT offers its members.

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Heroik Brand Narrative

Heroik utilized its unique methodology to develop PLT’s brand narrative, focusing on quality of life, stewardship, connection, and adventure.

Placer Land Trust brand narrative storyboard mockup

Integrated Communications Platform

A multichannel strategy and media creation for video and static social channels were implemented to educate real estate professionals about the power and value of LandOnEarth.

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Omnichannel Digital Presence

Heroik ensured PLT’s presence across various digital platforms, optimizing user engagement and experience.

conceptual map of mather sports village

Knowledge Management System &
Digital Asset Management System

These systems were implemented to organize and manage PLT’s digital assets and knowledge base efficiently.

Heroik developed a system to manage and modify content effectively, ensuring the delivery of relevant and up-to-date information to PLT’s audience.

strategic msv partner user journey map

Heroik Hosting and Maintenance

Heroik provided hosting solutions and regular maintenance to ensure the smooth running of all digital platforms.

conceptual map of mather sports village

Strategic Marketing Plan

Heroik created a strategic marketing plan focusing on integrating PLT’s core narrative into the PLT experience to encourage membership and drive awareness, support, participation, and collaboration with the Placer Land Trust.

conceptual map of mather sports village

Membership Program Refinement

Heroik clarified and refined the membership program to drive engagement, focusing on creating strategies and experiences that help prospective donors in the near term, addressing their relevant struggles, challenges, and personal goals.

conceptual map of mather sports village

HXD – Heroik Experience DESIGN: Trail Master Program

Heroik partnered with PLT to improve their trail experience and developed a trail master program concept with them, focusing on enhancing the user experience on the trails.

Bringing together docent hikes, gorge scrambles and Heroik ruck events, into a single experience to be cherished by all. 

Heroik Crew PLT trail hike

The Trail Master concept combined existing Heroik Adventure & Rucking programs with PLT’s mission to enhance an experiential product. These programs combine hands on activities along  with unique branded artifacts, and experiential touchpoints.

conceptual map of mather sports village

Outcomes

Heroik’s comprehensive approach helped PLT in clarifying the benefits of membership and creating a robust marketing platform. The strategic marketing plan and the refined membership program aimed to drive 200 new members within the first year of operation, focusing on the quality of life, stewardship, connection, and adventure. The integrated solutions provided by Heroik helped in enhancing the value of the experience PLT offers its members, leading to increased awareness, support, participation, and collaboration with the Placer Land Trust.

Conclusion

Heroik Media’s extensive and integrated approach significantly contributed to Placer Land Trust’s digital presence, brand identity, and overall user experience. The solutions deployed were meticulously designed to cater to PLT’s unique needs and challenges, focusing on enhancing the value and experience offered to its members. The strategic initiatives undertaken by Heroik were instrumental in driving membership, raising awareness, and fostering support and collaboration for Placer Land Trust, ultimately contributing to the organization’s mission and objectives.

FEATURED ELEMENTS

brand narrative & Digital presence

assessment & analysis

OVERWATCH & STRATEGY management

Coaching & training

scalable infrastructure

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HEROIK EXPERIENCE DESIGN

KNOWLEDGE MANAGEMENT SYSTEM

Words

64,340+

Drafts

6

Hours

614 

Market Expansion

11x

FEATURED ELEMENTS

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