SITUATION: 

The Ehrhardt Group was selected to create positive awareness for the Louisiana Forestry Association's strategic forestry initiative in urban areas. New Orleans was selected among top urban areas for media flighting to educate audiences about the importance of protecting and managing America's forest lands.

STRATEGIES:

The Ehrhardt Group constructed a 26-week print and electronic media campaign. Because of a limited budget the client encouraged creativity in media selections. Therefore, The Ehrhardt Group proposed a mix of newspaper enrichment programs along with promotions with the two highest rated TV stations in the market.

RESULTS:

The $50,000 grant from AF&PA resulted in more than $200,000 in verifiable media placements and added value from collateral material and promotional attention. The agency surpassed the client's expectations with reach and frequency of media. For the TV promotions, the Forestry Initiative achieved more than twice the investment in value and number of spots. For the first time, the TV station web sites also carried messages about forestry initiatives and management.

Print

• The Times Picayune printed a full-color insert and placed it in 100,000 newspapers for zip codes we furnished. The paper also ran 4 scheduled quarter-page ads for The LFA at no charge.

• Classroom Enrichment - The Times Picayune's program to reach into public and private school classrooms  yielded the following benefits for LFA:

o A teacher's guide featuring Louisiana forestry to all participating teachers in metropolitan New Orleans.
o Newspapers in classrooms during the school year.
o LFA and AF&PA logos on promotional materials sent to all principals and teachers.
o Banners with logos in all workshops and meetings.
o Posters in participating classrooms including sponsor logos.
o Ads for workshop dates.
o Full-page thank you ads.
o A re-cap of success to date is attached to this report.

Television Partnerships

• WDSU-TV (NBC) - Participated in Louisiana Purchase Celebration promotions. Investment of $25,000 achieved more than $65,000 in value.

• WWL-TV (CBS) - An assortment of promotions generated more than $64,000 in value for a $25,000 investment.

Partnership with Audubon Nature Institute - Lewis and Clark Expedition