Challenge:
American Forest Management is the nation’s leading provider of land management consulting and land sales services. Headquartered in Charlotte, the 50-year old company retained SPARK Strategic Ideas in the Fall of 2015 as its first ever marketing partner. The company’s overarching needs were to develop a new identity and generate national awareness for the brand.

Solution:
Historically, American Forest Management’s marketing efforts were limited to local, regional and national trade ads (no previous consumer presence), real estate property ads, direct mail, brochures and trade show participation. Many of these ads and collateral materials had been created at the local or regional level (49 offices across the country) and thus lacked consistency. SPARK developed strategic communications plans and creative materials designed to generate awareness in an integrated and consistent manner while incorporating the new brand identity. These included:

• Print and digital media strategy and plans
• New brand and land sales print advertising (national consumer & trade)
• First ever digital media advertising (national consumer)
• New website content – copywriting and photography
• New collateral materials – brand, real estate and wildlife services brochures
• Public relations strategy and plans
• Public relations media kit