WBFI Next Bird Industry Growth (BIG) Steps Project: Feed the Birds Campaign
Learn about the consumer marketing campaign and view other project details.
CAMPAIGN UPDATES IN RESPONSE TO COVID-19
Members login to review the revised post-copy.
Members login to review the revised post-copy.
BIRD INDUSTRY GROWTH (BIG) CAMPAIGN:
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The Wild Bird Feeding Institute’s (WBFI) marketing campaign, #FeedtheBirds, has officially started it's fall campaign. This campaign focuses on the mental health benefits of bird feeding. Several studies prove birds help lower stress, anxiety, and depression. With technology becoming more pervasive, and society’s concern with mental wellness, we think interacting with birds is a natural remedy.
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Our industry is very interconnected. So getting people excited about birds is a victory for everyone. Knowing that, the Big Industry Growth (BIG) committee members and advertising agency Joy Riot, chose to advertise in external outlets, and also provide creative assets to all WBFI members. These efforts will drive consumers to the #FeedtheBirds landing page. There, individuals can find where to purchase bird feeding products and educate themselves on the benefits of bird feeding.
The photography featured in the campaign assets were provided by the Cornell Lab of Ornithology. Overall, the assets include social media ads, digital banners, and videos. Throughout the campaign, the WBFI social platforms will generate a new social post every four days. In addition to the organic posts, the Joy Riot team has purchased digital advertisement space for the WBFI on the following social media platforms: Facebook, Instagram, and Twitter.
The photography featured in the campaign assets were provided by the Cornell Lab of Ornithology. Overall, the assets include social media ads, digital banners, and videos. Throughout the campaign, the WBFI social platforms will generate a new social post every four days. In addition to the organic posts, the Joy Riot team has purchased digital advertisement space for the WBFI on the following social media platforms: Facebook, Instagram, and Twitter.
Aside from social media exposure, Joy Riot staff have configured #FeedtheBirds banner advertisements and videos to be displayed across the internet. These digitally retargeted advertisements will populate according to our set demographics and behavior.
The WBFI Membership is encouraged to promote this initiative with enthusiasm to help stimulate consumer interest and build industry-wide excitement. Click below to view the guidelines and instructions to download the assets.
The original timeline for the “Feed the Birds” campaign was set from 02/14/20 to 05/13/20. However, the WBFI leadership and Research Foundation Trustees approved an extension until the end of June. During this time Joy Riot will extend the campaign reach into Canada and continue to track the performance.
The WBFI Membership is encouraged to promote this initiative with enthusiasm to help stimulate consumer interest and build industry-wide excitement. Click below to view the guidelines and instructions to download the assets.
The original timeline for the “Feed the Birds” campaign was set from 02/14/20 to 05/13/20. However, the WBFI leadership and Research Foundation Trustees approved an extension until the end of June. During this time Joy Riot will extend the campaign reach into Canada and continue to track the performance.
Note: Members of the WBFI will need to login to access the campaign assets.
Contact [email protected] to verify your membership status or request more information.
Contact [email protected] to verify your membership status or request more information.
HISTORY OF THE BIG PROJECT
PART ONE
In 2017-18, WBFI launched a major study to understand one BIG question: How do you grow your business and how may we grow the wild bird category overall?
Through months of extensive study, a well-funded research team set out to tackle these BIG little questions:
WBFI understands that members need this information to position their companies for continued growth. Therefore, a new committee was created, the Bird Industry Growth (BIG) Committee. Tasked with developing strategies to facilitate category growth by better understanding what motivates our target consumer segments, what messages do people respond positively to, and what are the barriers to participation.
Through member-pledged funding, the most comprehensive study to date on consumer habits related to the industry was produced. The full report including the information you see below is available to members only.
Through months of extensive study, a well-funded research team set out to tackle these BIG little questions:
- Why has the wild bird category been soft recently?
- Are there generational variables to overcome relative to interest in wild bird feeding?
- How do people progress in the hobby throughout their life and changing lifestyles?
- What motivates consumers in different target groups to participate and buy our products and services?
WBFI understands that members need this information to position their companies for continued growth. Therefore, a new committee was created, the Bird Industry Growth (BIG) Committee. Tasked with developing strategies to facilitate category growth by better understanding what motivates our target consumer segments, what messages do people respond positively to, and what are the barriers to participation.
Through member-pledged funding, the most comprehensive study to date on consumer habits related to the industry was produced. The full report including the information you see below is available to members only.
PART TWO
After gathering an excellent range of market data from the work of the BIG Project. The BIG Project Committee merged with the Marketing Committee and added a few more industry experts to create the Next BIG Steps Project-Task Force. This working group is taking on a three-year marketing initiative to implement targeted strategies that will move the needle in consumer purchasing behaviors.
In June 2019 the WBFI engaged in a formal agreement with top marketing firm Joy Riot, and the Cornell Lab of Ornithology to develop and launch this member-funded marketing campaign.
In June 2019 the WBFI engaged in a formal agreement with top marketing firm Joy Riot, and the Cornell Lab of Ornithology to develop and launch this member-funded marketing campaign.
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BIG UPDATES
The Bird Industry Growth (BIG) fall campaign is here! This will run until December 15th. See the updated Fall Campaign downloadable assets.
TIMELINE
START: 09/14/20
END: 12/15/20
Until December 15th, all posts have been scheduled on Instagram, Twitter, and Facebook, spread out along the three-month period (approx. every 4 days). Posts have been coordinated across platforms to post on the same day, but not necessarily at the same time.
Members will have the option to follow the WBFI posting schedule or share the assets of their choice at any time during and after the campaign period.
END: 12/15/20
Until December 15th, all posts have been scheduled on Instagram, Twitter, and Facebook, spread out along the three-month period (approx. every 4 days). Posts have been coordinated across platforms to post on the same day, but not necessarily at the same time.
Members will have the option to follow the WBFI posting schedule or share the assets of their choice at any time during and after the campaign period.
FOCUS & GOAL
The goal is to build awareness for the WBFI and increase bird food/related product purchases.
The focus of the campaign is on the mental health benefits of bird feeding. Several studies prove birds help lower stress, anxiety, and depression. With tech becoming more pervasive, and society’s concern with mental wellness, we think interacting with birds is a natural remedy.
The focus of the campaign is on the mental health benefits of bird feeding. Several studies prove birds help lower stress, anxiety, and depression. With tech becoming more pervasive, and society’s concern with mental wellness, we think interacting with birds is a natural remedy.
ASSET OVERVIEW
The campaign assets include:
Each asset has corresponding post-copy that will lead to the #FeedtheBirds landing page. This features information for consumers to purchase bird feeding products and educate themselves on the benefits of bird feeding.
- 20 Social Media GIFs
- 4 Digital Banners
- 14 Videos
Each asset has corresponding post-copy that will lead to the #FeedtheBirds landing page. This features information for consumers to purchase bird feeding products and educate themselves on the benefits of bird feeding.
VOLUNTARY MEMBER CONTRIBUTIONS
Members of the WBFI have the option to voluntarily contribute to the Research Foundation (RF). When it's time to renew membership with the WBFI, you will see a voluntary line item, which is 25% of your dues amount.
We appreciate those who were able to contribute to the initiative in 2019-2020.
We appreciate those who were able to contribute to the initiative in 2019-2020.
