Digital and direct media agency Equi=Media has been appointed by leading wildlife conservation charity the RSPB to drive its digital campaign to recruit new supporters.
Starting on September 22nd, the six-month campaign will see Equi=Media drive digital membership acquisition for the RSPB, while building the brand’s general online presence. The work will target ABC1s over the age of 45, focusing on people who enjoy their gardens and are concerned about the environment. Equi=Media will be working alongside media agency John Ayling & Associates for the campaign.
Equi=Media’s strategy consists of promotional campaigns upweighted around seasonal activities including Christmas gifting, across digital media channels including cost per acquisition ad networks, environmental and wildlife sites, portals and ISPs.
The creative work, which carries the charity’s new strapline, "a million voices for nature", will use banner ads and leaderboards in order to maximise impact and response rates.
Iain Dawson, Director of Communications Planning at Equi=Media, says: "We are delighted to be working with such an important charity as the RSPB. The campaign has been tailored to act as a call to action, motivating people to interact with the brand in the digital arena."
Carol Lamey, online marketing manager at RSPB, adds: "People are at the heart of the RSPB and without their support we couldn’t carry out the vital conservation work we do. For this reason we are always keen to find new and better ways to reach and interact with our target audiences. Equi=Media has the digital media expertise we were looking for to support this latest activity, pushing our digital presence and driving prospective members to our website. We look forward to the results."