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CASE STUDY: ORCA
Growing Community Awareness and Participation in the Indian River Lagoon
Direct Mail | Web Experience | YouTube Series | Digital Marketing
OUR STRATEGY
Since 2017, we’ve been proud to serve as the trusted partner for the Ocean Research & Conservation Association (ORCA). Together, we’ve helped grow their mission across key audiences, including philanthropic donors, state and national grant applications, and their Citizen Science team, which engages students and volunteers along the Treasure Coast. For over seven years, we’ve supported ORCA in effectively communicating their mission through direct mail, web experiences, video series, and digital marketing. With Edie Widder and her team’s steadfast conservation efforts, and Ironside’s support, ORCA recently moved into the newly renovated, state-of-the-art Rainone Research & Science Center in Vero Beach, Florida.
DIRECT MAIL
High Impact Donor Outreach
For over seven years, Ironside has partnered with ORCA to design, print, and mail impactful annual appeals—an essential lifeline for their mission. These campaigns have been crafted to reflect the heart of ORCA’s work, driving awareness, inspiring donors, and generating the critical support they need to protect our waterways. With each appeal, we ensure their message resonates, helping ORCA build lasting connections with their community of supporters.
WEB EXPERIENCE
User Friendly Web Experience
Ironside designed ORCA’s website to be a visually engaging and user-friendly platform that resonates with a younger audience eager to learn and explore. The site combines stunning visuals with intuitive navigation, making it easy for visitors to discover ORCA’s mission and programs. To enhance engagement, we created dynamic videos for key pages, bringing their work to life and inspiring curiosity and action. From Citizen Science initiatives to conservation resources, every element of the site is crafted to educate, captivate, and empower visitors to connect with ORCA’s vital mission.
YOUTUBE SERIES
ORCA Minutes YouTube Series
The ORCA Minutes YouTube series dives into the impactful work and initiatives that drive ORCA’s mission, covering topics like living shorelines, Kilroys, and more. Each episode delivers concise, engaging content that educates the public on how ORCA tackles environmental challenges and achieves success. With strategic ad spend behind the series, we’ve amplified its reach, connecting audiences to ORCA’s mission and inspiring them to support their vital conservation efforts.
DIGITAL MARKETING
Increasing Online Donation by 51% Over 2 Years
Ironside leveraged digital marketing to significantly boost ORCA’s online donations, increasing them by 51% over two years. Through a strategic mix of banner ads, Meta ads, and Google programmatic campaigns, we connected ORCA’s mission with audiences who care. These targeted efforts ensured their message reached the right people at the right time, driving engagement, inspiring action, and generating critical support for their conservation work.
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