Listening to Nature
PROJECT SUMMARY
Where do you go to find peace in nature when you live in a metro area with more than six million people? Houston is one of the largest cities in the world, yet just miles from downtown, the Houston Arboretum provides a 155-acre urban nature sanctuary that over 600,000 visitors enjoy each year. After two major natural disasters that resulted in a 50% loss of their tree canopy coverage and damage from invasive species, the arboretum developed a new master plan to reinvigorate its campus and charitable programs. After years of development and construction, creating high-quality video assets was one of the best ways to help their team reintroduce their campus to the millions surrounding their new tranquil oasis.
The Houston Arboretum & Nature Center is a 155-acre non-profit urban nature sanctuary located just miles from Downtown Houston on the western edge of Memorial Park. Established in 1967, the Arboretum was one of the first nature education facilities for children in Texas. It continues to provide nature education for over 10,000 children annually and reaches over 600,000 visitors annually.
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The Idea
The Houston Arboretum team needed help reintroducing their beautiful new campus after years of development and construction. High-quality video assets were a great solution to complement their marketing goals and reach their intended audiences. With different target audiences in mind, they needed specific messaging and content to resonate with each category.
The Production
To create the best possible video content, the JWC Foundation recruited the help of Tectonic Video. Their team is trusted by some of the largest and most respected non-profit groups. Their data-driven video strategy process is based on insights from the Nonprofit Video Index™, their landmark study of how non-profits use video on social media. Their videos have been installed in museums, selected by film festivals, profiled by The New York Times, and honored with almost 200 awards.
The Solution
To complement a marketing overhaul which included launching a new website, a suite of targeted videos were created to help the Houston Arboretum team reach new prospective visitors, volunteers, corporate sponsors, and other major donors. The completed videos were given an additional boost with the help of paid promotions used across social media and other media platforms. Quickly the team saw the videos generate thousands of views and more visitors to their owned media outlets.
Spread The Word
Sean W. Couch
President & Co-Trustee at the J.W. Couch Foundation
