Ads Campaign for Wilderness Inquiry

The Challenge

Wilderness Inquiry, a Twin Cities-based nonprofit focused on inclusive outdoor opportunities, brings people of all ages, abilities and backgrounds on recreational adventures across the world. An overextended staff, marketing efforts that needed prioritization and struggles around communicating program changes left the organization in need of support. After a hiatus of in-person programming due to the COVID-19 pandemic, Wilderness Inquiry enlisted Neuger to help promote spring 2021 trips and new travel protocols.

The Strategy

Communicating the message that group trip protocols and the registration process had changed due to COVID-19 needed to be clear, concise and easy to understand in an effort to keep everyone healthy and safe. By combining media relations, managing Google SEM and Facebook ads, and identifying website improvements, Neuger helped Wilderness Inquiry clearly communicate how their programing was going to be offered in light of restrictions and the ongoing pandemic. We also developed a detailed landing page that featured information on protocols and registration – key to capturing registrations and communicating a message of safety.

The Results

Combining SEM, conversion-focused digital advertising and media relations allowed Wilderness Inquiry to successfully launch virtual explorer programming for adults and youth, as well as continuing to promote their modified trip offerings. To date, our efforts have led to increased media exposure, more than 416 registrations for virtual programming and more than 20 group leads for in-person trips.