Greyhaven Exotic Bird Sanctuary
Case Study Overview
This project involved creating a cohesive and engaging campaign to support Greyhaven Exotic Bird Sanctuary. As Vancouver’s only exotic bird rescue organization, Greyhaven sought to increase donations, educate the public about bird care, and build a community of support among animal lovers.
Objectives
Target Audience
- Primary: Dog owners and animal rescue supporters unfamiliar with Greyhaven.
- Secondary: Bird lovers and bird owners who understand the intricacies of bird care but are unaware of Greyhaven’s work.
- Secondary: Bird lovers and bird owners who understand the intricacies of bird care but are unaware of Greyhaven’s work.
Key Actions
- Inspire audiences to donate to Greyhaven Exotic Bird Sanctuary.
- Encourage learning about bird care and the unique challenges exotic birds face.
- Encourage learning about bird care and the unique challenges exotic birds face.
Benefits to the Audience
- Supporting a meaningful cause.
- Donations above a set amount are rewarded with a custom pet bandana.
- Donations above a set amount are rewarded with a custom pet bandana.
Business Objectives
- Increase donations.
- Enhance public awareness of Greyhaven’s mission.
- Establish Greyhaven as the go-to resource for exotic bird care in Vancouver.
- Enhance public awareness of Greyhaven’s mission.
- Establish Greyhaven as the go-to resource for exotic bird care in Vancouver.
Tone and Style
- Friendly, warm, educational, and caring to reflect Greyhaven’s mission and ethos.
Creative Tactics and Deliverables
Outdoor Advertising
Bus Shelter Poster: Focused on the longevity of exotic birds.
Museum Exhibit Ad: Reinforced the care and refuge Greyhaven provides to exotic birds.
Routine and Stress: Focused on the importance of stable routines for exotic birds.
Vehicle Branding
Truck Side Panel: Highlighted Greyhaven as a sanctuary for birds in need.
Van Back Panel: Emphasized Greyhaven’s role as a refuge for birds.
Digital Campaigns
Web Banner: Reinforced campaign messaging with concise and visually engaging designs.
Campaign Highlights
Emotional Appeal
Copy emphasized the bond between birds and humans, the challenges of exotic bird care, and Greyhaven’s vital role.
Educational Value
Ads integrated insights about bird behaviour, longevity, and care requirements to engage and inform the audience.
Visual Identity
Warm, inviting colours (teal, sky blue, and warm tones) created a cohesive and approachable aesthetic.
Conclusion
This project exemplifies the power of a well-rounded, audience-focused campaign. By combining thoughtful storytelling, engaging visuals, and clear calls to action, the campaign successfully positioned Greyhaven Exotic Bird Sanctuary as a leader in exotic bird rescue and care.
Creative Process
Sketches
Coloured Illustrations
Special Thanks
A special thanks to Tara Holcomb for her outstanding copywriting contributions to Project Greyhaven. Your words brought this project to life!