A Natural Partnership between Empower and NPP

Luke Williams

By Luke Williams

In Case Studies

Reading Time: 3 minutes

“Thank you to all the team at Empower for helping us to deliver such a targeted and engaging campaign. The process, strategy development, attention to detail, timely delivery and going the extra mile has all made a real difference to the success of the campaign. The corporate partnerships we secure will help boost biodiversity and restore natural habitats across the UK National Parks.”

– David Bourque, Development Director, National Parks Partnerships

About National Parks Partnerships

The UK’s 15 National Parks cover 10% of the land of Great Britain and are enjoyed by millions every year – places to walk, spot wildlife and recharge. But these living, working landscapes also offer so much more, playing a huge role in reviving nature, boosting biodiversity and tackling climate change.

National Parks have the experience, expertise and opportunities to restore, and connect more people with, nature. National Parks Partnerships can work with you to develop a natural partnership that delivers local, national and global impact – for nature, people and planet.

The Brief

Launch a high-profile creative B2B campaign to raise awareness of the opportunities to fund nature in our National Parks with the private sector, with a view to secure foster new partnerships in target sectors.

The Challenge

The success of National Parks Partnerships’ existing partnerships were established through personalised tactics such as, individual LinkedIn outreach by the partnerships team and in-person attendance at conferences. 

For this campaign, Empower’s challenge was to launch an effective B2B marketing campaign that reached a larger audience, while still presenting the business case for partnerships in a personalised way, and with a strong call to action.

The Approach

The project began with a facilitated creative workshop, where we explored three concepts rooted in insight. Based on the audience’s business needs, attitudes towards UK National Parks and desires to support people and the planet, we created the ‘A Natural Partnership’ campaign. 

The message was delivered through an omni-channel approach in line with the overarching creative concept. In preparation for the official launch, a campaign launch strategy was developed and executed collaboratively. This included targeted paid media lead- generation, digital media partnerships with the edie24 conference and Business Green, asset designs for digital and print formats, curated organic social media content, as well as support with internal communication delivered across the fifteen UK National Parks. 

Rigorous testing and optimisation was completed via weekly reports, as well as an end of campaign report which will inform how to apply the campaign more effectively at the next big communications moment.

The Results

  • 51 qualified business leads that met the partnerships criteria 
  • Over 6,000 campaign landing page views
  • 314,793 impressions generated during the campaign launch (note: this is combined organic, paid and #)