Project Overview

This speculative project was developed to demonstrate my ability to plan and deliver a multi-channel communications campaign. The campaign was created for The Community Canopy Project, a fictional environmental charity dedicated to improving local green spaces and encouraging community participation in environmental initiatives.

​

The Brief

The Community Canopy Project is hosting its annual Community Tree Planting Day and would like to increase volunteer registrations, strengthen awareness of its wider environmental work, and encourage local residents to become more involved in future activities.

The charity has identified that previous events have attracted primarily existing supporters and environmentally engaged audiences. This year's campaign seeks to broaden participation by reaching families, young adults, community groups, and residents who may not have volunteered before.

The communications campaign should raise awareness of the event, communicate the benefits of participation, and provide clear calls to action to encourage registrations.

​

Campaign Objectives

The campaign aims to:

• Increase registrations for Community Tree Planting Day by 20% compared with the previous year;

• Improve awareness of the charity's work among local residents

• Encourage participation from first-time volunteers

• Strengthen online engagement and grow the charity's digital audience

• Develop communications assets that can be repurposed for future environmental campaigns

 

Target Audiences

Primary Audiences

• Adults aged 25–65 living within the local area

• Families seeking affordable outdoor activities

• Individuals interested in sustainability and environmental volunteering

• Residents looking for opportunities to engage with their local community

Secondary Audiences

• Schools and youth groups

• Local businesses interested in corporate volunteering

• Community organisations and neighbourhood associations

• Existing supporters and newsletter subscribers

 

Key Messages

The campaign messaging focuses on three core themes:

• Make a Positive Difference

Volunteering for just a few hours can contribute to greener, healthier communities.

• Connect With Others

Community Tree Planting Day provides an opportunity to meet neighbours, spend time outdoors and participate in meaningful local action.

• Everyone Is Welcome

No previous gardening or conservation experience is required. Equipment, guidance and refreshments will be provided.

 

Deliverables