Woodland Trust Memberships
Reaching for the sky(rise) to increase memberships through data driven targeting and media innovation
About
The Woodland Trust approached JAA with a significant challenge: how to reverse the trend of a saturated ‘Membership’ audience and declining recruitment rates.
Recognising that Woodland Trust’s membership product wouldn’t appeal to everyone, we focused on identifying and targeting individuals who would be most likely to convert. As the UK’s largest woodland conservation charity, the audience naturally leaned towards eco-conscious and environmentally focused individuals, which we referred to as the ‘Green Audience.’
Working closely with Skyrise, JAA developed an integrated OOH, digital radio, and mobile campaign, running over the course of one month. By adopting an audience-first strategy, we segmented and targeted specific groups with personalised messaging, delivered at optimal times, to drive membership growth while staying aligned with our campaign objectives.
Skyrise’s real-time location and movement data were used to map our target audience against DOOH screens, ensuring we only tapped into undervalued, cost-effective locations at optimal times.
