What is Professional Forestry Campaign
Demystifying professional forestry regulations for the general public
The Work
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To ensure the campaign successfully reached both broad public audiences and niche industry professionals, I developed and managed a multi-channel media buy. By tailoring specific copy and creative assets to the unique strengths of each platform, I established a highly visible, cohesive presence that effectively drove sustained traffic to the association's educational resources:
Google Ads: Capturing high-intent search traffic from users actively looking for forestry, wildfire, and regulatory information.
Facebook Ads: Leveraging advanced demographic targeting to build mass awareness and engage specific BC communities.
Print Media: Utilizing traditional placements to reach established industry professionals and broader regional audiences offline.
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To make the implications of the Professional Governance Act accessible to the general public, I developed the core messaging strategy for the "What is Professional Forestry" campaign. This required acting as a translator—turning complex regulatory frameworks into simple, high-impact copy that resonated with everyday citizens, while simultaneously drafting highly technical, specialized variations to target established industry professionals.
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Beyond creative development, I actively managed the strategic deployment of the campaign across Google Ads, Facebook Ads, and traditional print media. By leveraging analytics and applying a deep understanding of the BC news cycle, I scheduled specific ad releases to align with real-world events—ensuring maximum contextual relevance, avoiding market saturation, and driving a highly optimized ROI for the association.
At a Glance
Client: Association of BC Forest Professionals
My Role: Lead Copywriter & Digital Marketing Strategist
Design: Morgan Hueston
Deliverables: Public Awareness Strategy, Digital & Print Copywriting, Media Buying & Campaign Optimization.
Advertising Platforms: Google Ads, Facebook Ads, and Print Media.
Project completed while working at KIMBO Design Inc.
The Brief
Following the implementation of the Professional Governance Act of 2021, the ABCFP needed to increase awareness regarding their vital role as a regulatory body. The challenge was bridging the gap between highly technical forestry practices and public understanding—ensuring the citizens of BC recognized the value and environmental stewardship the association provides to the province.
The Strategy
Working closely with the design team, I developed a dual-pronged messaging approach for the "What is Professional Forestry" campaign. To achieve mass appeal with the general public, I stripped away technical jargon, utilizing clear, accessible language paired with bright visual assets. Simultaneously, I crafted highly specialized ad sets tailored exclusively for audiences already working within forestry-related industries. To maximize ROI, I employed a context-driven media buying strategy, carefully timing the release of specific ads—such as prescribed burning awareness—to coincide precisely with the lead-up to BC's peak wildfire season.
The Impact
The highly contextual deployment and accessible messaging successfully demystified the ABCFP’s regulatory work for a mass audience. By continuously monitoring and optimizing the media buy across Google Ads, Facebook Ads, and traditional print channels, the campaign drove a significant, sustained surge in targeted PPC and organic traffic to the association's educational landing pages.
“Forestry is not what you think it is. Learn how forest professionals serve the public interest.”
“Hiring a Forest Professional ensures you have the right skills. Find out about the strict standards we follow.”
“A diverse range of responsibilities occurs in and out of the forest. Find out what we do.”