Approach

Quinn Thomas partnered with LEC to gain a deep understanding of its audience. It became evident that LEC’s members predominantly reside in rural areas, with a substantial presence of retirees, often lacking high-speed internet. Of paramount importance was the understanding that wildfire season held a somber and painful significance for  members.

This audience research served as the bedrock for crafting a comprehensive marketing strategy. The focus was on selecting communication channels tailored for older demographics and those with limited internet bandwidth. The campaign’s messaging centered around the principle of simplifying and making preparedness achievable. Furthermore, the campaign adopted a trauma-informed communications approach, aiming to educate and guide members through this challenging topic with empathy and sensitivity.

We then built a visually captivating brand that captured attention. The brand’s high-contrast designs were infused with Swiss vector elements, tailored to ensure accessibility while evoking a nostalgic connection to many members’ childhoods. The messaging adhered to a philosophy of simplicity and community, centering around a new tagline: “Get Wildfire Ready Together With Us.” The heart of the campaign was a fresh landing page that provided easily accessible preparedness resources. This page presented information in a user-friendly format, ensuring ease of viewing. To bolster our efforts, we then implemented a comprehensive marketing campaign leveraging paid social, radio and digital video advertising, owned media and earned media outreach.