Digital Campaign of the Week: Mersey Forest Walk in the Woods

How the environmental regeneration group is promoting woodland walks with a minimal budget

The Mersey Forest Walk in the Woods campaign
The Mersey Forest Walk in the Woods campaign

What is it?
The Mersey Forest is an environmental regeneration group that protects and promotes woodland spaces across Cheshire and Merseyside. It is funded by a partnership of local authorities.

The Walk in the Woods campaign is a microsite designed to encourage people in the region to participate in the Tree Council's Walk in the Woods campaign, which takes place this month.

What does The Mersey Forest hope to achieve?
The Mersey Forest was concerned that very few Walk in the Woods events had taken place in the region in previous years. In 2009, it wanted to promote the 62 new events planned in the north west quickly and cheaply, and to as many potential walkers as possible.

How does it work?
The site features a clickable map, from which detailed guides to walks and events taking place in the area can be downloaded and portable walk routes can be printed off.

How is it promoted?
The group has also launched an email campaign to 800 environmental and community contacts and local schools in order to drive traffic to the site. It has launched a press campaign, and promoted events on social networking sites such as Facebook.

At each event, guides hand out Discover The Mersey Forest business cards to encourage walkers back online to look for more walks once they get home.

What did it cost?
The microsite and email campaign was created in-house. The organisation used email marketing service Mailchimp.com to manage the email campaign, at a cost of 1p per email. The 2,000 promotional business cards cost £150.

How will they know it has worked?
The group will evaluate the campaign by the number of web hits the microsite attracts, and the number of people who attend.

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