State-Wide Campaign
A statewide public outreach campaign built to increase participation in Tennessee’s annual White Oak Acorn Collection. The focus was simple: make it easier for everyday people to understand the process, take action, and contribute to long-term forest regeneration.
Year
2025
Scope
Graphic Design
Industry
Conservation Education
Status
Complete
The Challenge
The White Oak Acorn Collection depends on public participation, but most people don’t realize they can be part of it—or don’t know how to start. The process can feel unclear, and without guidance, participants often collect low-quality acorns that aren’t viable for planting. With a short collection window and limited awareness outside of forestry audiences, the challenge wasn’t just getting attention—it was turning that attention into informed, high-quality participation.
Our Strategy
We developed a multi-channel campaign designed to meet users at every stage: Digital Content • Short-form videos demonstrating how to identify and collect viable acorns • Carousel graphics breaking down the process step-by-step • Collection highlights to reinforce participation and build momentum Paid Media • Facebook and Instagram campaigns optimized for collection guide downloads • Clear conversion tracking to measure cost per download and user intent • Messaging focused on action: download, collect, participate Collection Guide + Print • A streamlined, easy-to-follow guide designed for first-time participants • Focused on clarity over technical detail to improve usability in the field • Custom signage for acorn drop-off locations
The Results
Created a clear, digestible collection guide led directly to better outcomes. Participants submitted higher-quality acorns, increasing the rate of viable collections, reducing the workload for forestry personnel, and contributing to stronger, healthier white oak regeneration. Paid media introduced a measurable layer to the campaign. By optimizing for guide downloads, we were able to track cost per conversion and better understand what it takes to move someone from passive interest to active participation—providing a clear benchmark for future campaigns. Organic content reinforced the effort throughout the collection window, maintaining visibility and encouraging continued participation through a mix of educational and highlight-driven posts.
