Home of the NH Conservation & Heritage License Plate Program
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The Challenge
The New Hampshire Conservation and Heritage License Plate (Moose Plate) Program requested a brand facelift and a more active digital presence. The primary goal was to rebrand the existing website and collateral materials to better appeal to their target their market and increase license plate sales. Other goals included boosting public awareness for the program and the six agencies receiving Moose Plate funds, and expanding the program’s social media impact.
The Solution
A whimsical illustration and informal “moose” mascot was created by team member Kam Mertz. It was then art directed and leveraged over multiple platforms, rolling out first in a new website, print advertising and a seasonal facebook campaign. A new popup banner, table top display and giveaways (buttons, spruce air freshener, notepad, moose antlers) were used at statewide events to generate buzz. A powerpoint presentation was developed for guest speaker opportunities and a rack card was distributed via highway rest stops.
Thanks to artist Chris Williams for helping draw attention to the Moose Plates Program with his commanding metal moose sculpture, currently on display near the main doors of the Manchester-Boston Airport. When approached by our marketing team the airport and artist agreed to promote the state’s conservation license plate program by allowing one of our displays to appear nearby.
The Results
The brand facelift, new marketing materials and seasonal facebook campaigns were extremely well received, with the one year seeing nearly a 20% increase in plate sales. Efforts resulted a substantial increase in new website visitors — 88% the first year and 86% the second. Over this same time period overall site visits increased by 66%! Regularly scheduled social posts around planned topics helped increase the overall number of Facebook followers. There was a 630% increase in “Likes” between the first and second year. Each recipient agency also received public relations exposure via the Moose Plate Facebook page, with regular opportunities to feature newly funded projects.
