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Case Study

The Chesapeake Bay Trust

The Chesapeake Bay Trust funds on-the-ground projects that help protect and restore the Chesapeake Bay and its rivers and supports public outreach and education programs designed to engage all Marylanders in these efforts. BCC has worked with the Trust since 2009 on a number of communications projects to build its profile, brand the organization, and increase support for its cause.

For example, we provided media support to publicize the results of a statewide survey among Marylanders about efforts to restore the Chesapeake Bay. We were successful in placing editorials in both the Washington Post and Baltimore Sun as well as many stories in newspapers throughout the state.

We worked closely with the Trust’s executives and board during its strategic planning and market research process to position the organization and place the group on a firm communications footing in accomplishing its programmatic goals. We also guided the Trust through a message development process to craft a compelling core institutional message that would allow the organization to more effectively reach and engage new supporters, donors, and grantees.

We launched the group’s social media strategy to support its communications and outreach efforts which involved designing, integrating, and setting up its Facebook page, blog, as well as its Twitter, Flickr and YouTube accounts. We also developed content for the Trust’s blog.

We developed and implemented a media relations strategy for the release of the Trust’s first-of-its-kind mobile app field guide (for the iPhone, iPad, and iTouch) to the animals and plants of the Chesapeake Bay watershed. Our goal was to place stories in local and regional print and electronic outlets, as well as blogs and magazines throughout the watershed, in order to generate downloads of the guide. We were extremely successful with stories in USA Today, AP, the Washington Post and newspapers around the Bay region—from the Annapolis Times in MD and the News Journal in DE to the York Dispatch in PA and the Hampton Roads in VA. Magazines such as Chesapeake Life and Southern Maryland This is Living also picked up the story. In addition, we placed many stories in local TV and radio in DC, Philadelphia, Baltimore, Richmond and other cities around the watershed.