The Client: FrogLife
The Brief: Emerald Frog Marketing were chosen to work with Froglife, a national wildlife charity concerned with the conservation of the UK’s amphibian and reptile species and their associated habitats. We’ll be working with Froglife on their “The Scale of the Problem” project.
The Scale of the Problem is a one year project supported by the Heritage Lottery Fund. Through the project Froglife will gather information and resources that help them evaluate how people perceive amphibians and reptiles, the extent of their potential image problem (when compared with animals that are seen as more appealing or cute), and how Froglife can better represent these amazing animals.
The aim of the project is to test some different ways of talking about the animals and using different images of them, using market research techniques, to see how Froglife can encourage more people to care about frogs, toads, newts, snakes and lizards to increase their membership base.
Emerald Frog Marketing is helping Froglife:
- With a market research exercise to plan surveys, focus groups and vox pop sessions over winter 2013/2014
- Training and communicating the key messages to Froglife staff and recommending changes to Froglife’s marketing materials in 2014
As fellow frog lovers and keen wildlife marketers, we are honoured to be assisting Froglife with their market research project to identify the key messages that will communicate the beauty and importance of these fascinating creatures. The project will establish what connects people to these animals and the appropriate messaging that Froglife’s marketing needs to take.
The Testimonial: “We are thrilled to be getting some expert help with our marketing to help get more people excited about conservation. Obviously, our staff and volunteers love frogs, and so do Jo and Cheriee from Emerald Frog Marketing! It will be great to get some advice about how to share our enthusiasm and engage others in the amazing world of amphibians and reptiles” Communications Officer and Deputy CEO, Sam Taylor
For more information on Froglife, and to find out how you can support the charity’s work through becoming a “Froglife Friend” for just £1.50 a month, please visit the Froglife website www.froglife.org