Natural Capital Project

THE SOLUTION:

• Joining the staff as Communications Lead based at Stanford University during this key moment in the organization’s development, I engaged in strategic planning for a new website. We identified target audiences and messages, efforts which funneled into a larger branding refresh aimed at elevating the organization’s global profile.  I worked closely with other staff at the Woods Institute on the Environment and partners across the US to coordinate social media campaigns and press releases.
• Designed by Seattle-based Caravan Labs, I curated imagery and created custom content for the new website, distilling NatCap’s major accomplishments into accessible stories.
• I channeled a stream of custom content into the company’s e-newsletter and into social media channels that kept the website’s home page fresh, improving SEO and traffic.
• Collaborating with senior management and an in-house designer, we produced a series of 2-page brochures to describe projects for select audiences, including leaders in the business & finance community
• I acted as creative director for a new infographic describing the organizations’ vision and value proposition, conceiving of the concept, hiring a conceptual artist and illustrator, and shepherding the process to completion.
• I also worked one-on-one with staff members with an innate drive to write and got their voices and ideas into publication.

THE PROBLEM:

• The Natural Capital Project hadn’t substantially updated its website in ten years.
• Additionally, many in the organization’s target audience were unaware of the scientific and intellectual advancements for which NatCap was responsible.
• As the ideas driving natural capital valuation caught on in both the NGO and business community, NatCap’s unique expertise was getting lost in a sea of newer start-ups that lacked NatCap’s technical prowess and software tools.

THE RESULT:

• By engaging target audiences, in a few months I more than doubled the organization’s social media footprint.
• Working with NatCap’s Chief Strategies Officer, I midwifed a powerful Op Ed dispelling popular misconceptions and elevating NatCap’s leadership.
• The organization now has an array of its best stories online, in print and in social media which has helped attract press (i.e. a newsletter blog post helped inspire a feature in The Smithsonian), funding, and has strengthened the organization’s brand identify in a crowded field.