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Case Study

Defenders of Wildlife

Founded in 1947, Defenders of Wildlife is one of the country's leaders in science-based, results-oriented wildlife conservation. BCC was retained for several projects. We conducted a comprehensive analysis of Defenders' branding in the conservation marketplace. The analysis examined the organization's messages, communications tools (website, reports, newsletters, PSAs, direct mail appeals, etc.), market research, and media coverage and provided recommendations on how to more effectively promote its goals and programs and improve its positioning. We produced and implemented a media relations strategy for the release of the group's first annual national report, "Refuges at Risk," naming the ten most endangered national wildlife refuges. We wrote press releases and pitched the story to national and local outlets. Stories ran in the major newspapers and many radio stations (some local television affiliates) of the 13 states in which the refuges are located, including AZ Daily News and Republic, New Orleans Times Picayune, Las Vegas Sun, San Francisco Chronicle, Charlotte Observer, and San Antonio Express. We wrote the annual reports for the years 2004 - 2006.