Save Mount Diablo / Discover Diablo Hikes Program / Branding
Discover Diablo is Save Mount Diablo’s annual program of free guided public hikes.
This case study serves to show the many components I was directly involved with in developing, marketing, and administrating the program.
Save Mount Diablo releases an annual schedule of free public hikes, which are publicized at the beginning of each calendar year. In my role as Communications Manager, I designed the branding identity of the program, as well as a suite of print and digital collateral through which the program was marketed, drafted and distributed press releases and blog posts, and also implemented and administered the digital channels through which interested parties could RSVP to attend a hike.
Marketing Save Mount Diablo’s Annual Hike Program
Branding & Logo Design
Our first step was to define the identity of the annual hikes program. We developed this variation of the primary Save Mount Diablo logo to give the program a signature feel.
This design then served as the basis of the visual identity of other marketing collateral related to the program, including printed hike schedules, large format posters, and digital ads.
Print Collateral: Posters, Tabloids, Flyers
Print collateral of the annual hikes calendar served multiple purposes. I created a large format poster version to display on an easel at Save Mount Diablo’s various presentations and events held throughout the year.
I also developed a tabloid poster that would be perfect for displaying on community bulletin boards, then distributed these to a variety of local establishments, including libraries, plant nurseries, Lindsay Wildlife Museum, the Oakland Zoo, multiple regional REI stores throughout the Bay Area, and others.
Finally, I created a double-sided flyer version of the hike schedule to serve as a quick hand-out for people to grab and tuck away for later – to place on their fridge at home, for example. This is the most frequently utilized print collateral piece for the hikes program. SMD keeps a stack in the main office at all times, staff bring these flyer hand-outs to every tabling event that SMD hosts, and they are regularly included in a variety of solicitation and stewardship material sent to prospective sponsors and donors.
Annual Press Releases & Blog Post Announcements
Each year, to get the word out, I created a press release that I would distribute to approximately 150 local media outlets. We have had numerous articles, both in print and online, written about the Discover Diablo hikes program since its implementation.
I would then post that press release to Save Mount Diablo’s blog, creating a timely and visible announcement to web visitors on the home page, program landing page, and blog pages. Since the website hosts the digital events calendar, SMD’s home page is set to display the recent announcement, which is then followed by a carousel of four upcoming hikes to encourage traffic to visit the calendar.
Web Banners & Digital Advertisements
I then created a number of banners in various dimensions to serve on Save Mount Diablo’s website and to use in ad placements on select third-party websites, including Diablo Publications – a luxury and lifestyle magazine catered to regional East Bay audiences.
Additionally, I created a print advertisement to run as a regular placement in Save Mount Diablo’s own newsletter, the Diablo Watch.
These advertisements direct interested parties to Save Mount Diablo’s digital hikes calendar — where they can read more about the event and RSVP online.
Digital Event Calendars Across Channels:
Set up in Eventbrite, imported into WordPress, and pushed to Facebook. This cross-channel events calendar is mobile-responsive and easy to use, both for Save Mount Diablo and hike attendees.
These systems allow Save Mount Diablo’s field staff to keep track of attendees, collect waivers, manage wait lists, and issue alerts or updates related to an event. It also allows development staff to track relationships with members and prospective supporters.
