National Wildlife Federation "Be Out There"

Nonprofit Marketing

OVERVIEW	In early 2008, National Wildlife Federation (NWF) enlisted Cone’s strategic counsel to develop a cause platform to reposition NWF’s brand and broaden appeal among consumers and corporate partners. Cone helped NWF develop “Be Out There,” a five-year national campaign to connect families with nature to improve overall well-being and inspire an appreciation for wildlife in future generations.
PROGRAM ELEMENTS	Cone worked closely with NWF to identify and select an issue area and refine the platform concept to meet NWF’s business and social objectives. Cone also developed a corporate partnership strategy and national communications plan and helped create the overall branded identity for “Be Out There.”
RESULTS	"Be Out There" launched in fall 2009, and results included: Secured partnership with NBC’s Today Show for monthly “Be Out There” segment Partnered with the American Girl® 2010 Girl of the Year®, Lanie™, whose curiosity for nature inspires girls around the world to connect with nature Collaborated as educational partner for feature film Where the Wild Things Are

OVERVIEW