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case study:

climate scorecard

services

branding / design / advertising / social media / website redesign

client overview

climate scorecard is a nonprofit organization that reports on climate policy in the leading greenhouse gas emitting countries, and monitors their progress on the paris agreement.

the environmental reports are written by researchers, academics, climate scientists and passionate citizens in more than twenty-five countries.

the problem

climate scorecard produces important content for a global audience. increasing distribution is essential to fulfilling their mission. engagement was solid, but hadn't improved in several years of putting out high quality reports.

developing a modern brand identity was central to telling the story of climate scorecard. once a brand was established, the focus turned to improving distribution with an omnichannel strategy.

tactics

approach

like many small businesses and nonprofits, climate scorecard uses wordpress for their CMS. working with the client, the green planet theme was selected. with a grant from dissolve for nonprofits, high-quality stock images and video clips were provided for free.

the website content hierarchy was completely redone to mimic a news magazine, where citizens can learn current policy developments in their country. the latest news scrolled, similar to a chyron. additional animations measured the progress countries made that month.

new email templates were developed to match the redesign, and sent using constant contact. tactics to increase engagement including re-sending emails to unopens, AB testing subject lines, and audience segmentation, including by global time zones.

social media graphics were designed and channels expanded from twitter to include facebook, instagram and linkedin. posts were scheduled with the nonprofit version of buffer. participating in twitter chats increased organic brand awareness, while google, facebook and instagram ads increased audience reach on each platform.

results

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