Woodland Trust wanted to test a new approach to recruit prospects to their family membership product. The aim was to create something that would entice families to enquire online. Subsequently, they’d be mailed something inspiring and tangible, allowing full data capture and marking the start of a membership conversion journey.
We answered a free-ranging brief with a range of membership product concepts designed to ensure that families registering felt positive and engaged, increasing the likelihood that they would sign-up to family membership. Our ideas – which ranged from wall charts to woodland monsters – sought to strike a balance between the intrinsic value and the emotional value of each item. The winning idea was the ‘Nature Adventures Box’ – filled with everything a family needs to make the most of the big outdoors: seasonal activity books with a range of adventures, a notebook and pencil, stickers, cress seeds and an origami pot to grow a miniature forest, all inside a handy box for storing those all important woodland finds.