Spec: The Nature Conservancy Event Postcard
Writing a postcard to increase registration for upcoming West Texas Springs Preserve tours.
Client
The Nature Conservancy is a global environmental nonprofit working to protect the lands and waters on which all life depends and fight climate change.
Goals
The primary goal is to get readers to register for one of several upcoming West Texas Springs Preserve tours.
Audience + Tone/Branding
The primary audience is Texans who are passionate about local conservation. It includes Gen Zers who want to protect endangered species, families who want to preserve wild spaces for their children to enjoy and Baby Boomers who want to leave a legacy. The postcard has an informative, inviting tone.
Solution
By calling out the West Texas Springs Preserve and tour registration link in both headlines and calls to action, readers see the most essential information regardless of which side of the postcard they view first.
The front appeals to readers who want to leave a legacy, while the back resonates with readers who value unforgettable experiences. The testimonial evokes nostalgia, creating an emotional connection that further convinces readers to register for a tour.
