Situation / Challenge

Our work for APHIS illustrates how Sage responds to real life challenges — changing client priorities, audiences and messages.

APHIS contracted Sage to develop an outreach campaign consisting of new creative and a fresh approach to media planning. At contract launch, the primary objective was to obtain partners among the general public to release biocontrols — parasitic wasps to control the spread of the Emerald Ash Borer (EAB) along the leading edges of infestation. This invasive species is affecting Ash populations in significant areas across the United States. A secondary objective was to educated audiences on what EAB infestations looks like — and to how “spot and report” damage to APHIS. At the time, we were advised that this initiative had significant issues and disagreement at the policy level, but to move forward.

Approach

We adopted a consumer-focused visual concept that centered on an edgy tagline and striking graphics that would be implemented through strategic placed online advertising, social media, out-of-home billboards, and earned media. The creative and media plans were close to completion when Sage received word from APHIS to halt production due to changing campaign priorities.

When design and production resumed, the target audience moved to industry partners (Land Trusts, Large Landowners, Cooperative State Research, Education, and Extension Service [CSREES], Tribal Nations, Land-grant Universities, and Conservation Organizations). The creative and media plans needed to be re-created from scratch.

Sage enthusiastically responded with three new creative concepts and a revised media plan targeted to industry partners. The concept USDA chose was “Operation Biocontrol,” a Mission Impossible-type theme, using a bit of humor to immediately engage audiences and encourage them to become partners. APHIS was equally pleased with the new creative, saying Sage made this mundane subject matter, engaging and fun, yet still convey the campaign’s important messages.

Results

Due to shifting policy priorities, the campaign was not entirely implemented; and ultimately was stopped at the end of September 2019. To quote the APHIS project manager, “The team at Sage Communications was very responsive to unexpected and ever changing needs that challenged our campaign from the beginning. They were easy to work with and eager to provide us with options and solutions. They are dependable, responsible, and created valuable products.”