American Forest Management Case Study

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 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

Results:

The reaction to American Forest Management’s national awareness campaign has exceeded all expectations. Within just two months, 20% of the total website visits were directly linked to the digital advertising campaign!

“Partnering with SPARK Strategic Ideas was one the best decisions American Forest Management has made in terms of brand awareness and marketing capabilities. I love their approach to problem solving and feel that the people at SPARK are an extension of our team which is very important in a relationship-driven business like ours,” said Adrienne Walters-Anders, Marketing Communications Manager.