The Challenge
Create an education and outreach campaign for road improvement projects in Lake Tahoe Basin to upgrade stormwater drainage systems. We needed to gain public support and shift target audiences’ perspective to see an inconvenient detour as a direct benefit to Tahoe and their lives.
Our SAGE Approach
Sagent created and implemented a comprehensive and integrated outreach campaign that included a new refined logo and new campaign branding. The campaign tagline “Our Lake Says Thanks” reminds inconvenienced drivers that the roadwork is helping to protect Lake Tahoe water quality.
The Results
- Overwhelming community and stakeholder support for the highway construction
- E-Blasts received an average open rate of 28.15%, 8% higher than industry average.
- Delivered 1,064,804 impressions from the media campaign through radio, TV, and digital
- Media added value of 162%.
- Reached over 7,000 attendees at 15 in-person outreach events
- Increased social media fans by 22%
