At the J.W. Couch Foundation, we believe in the transformative power of strategic philanthropy, particularly when it converges with the dynamic world of digital marketing. Our recent collaboration with Scenic America, a stalwart defender of the nation's scenic beauty, exemplifies this belief. By granting Scenic America the means to rejuvenate its digital presence and brand identity, we're not just funding a project; we're investing in a vision where digital advocacy and environmental preservation intersect to inspire change.

Why Digital Marketing Matters for Nonprofits

In a digital-centric world, visibility is tantamount to influence. For nonprofits like Scenic America, a robust digital presence is essential to effectively advocating for the protection of scenic byways and the fight against visual blight. Digital marketing is the linchpin in this endeavor, offering a platform to tell impactful stories, engage with supporters, and mobilize resources for meaningful conservation efforts.

The Grant: A Catalyst for Digital Transformation

Our decision to support Scenic America was driven by a shared passion for preserving natural beauty and a recognition of the nonprofit's potential to amplify its impact through digital innovation. The grant was designed to be a catalyst, enabling Scenic America to harness the full spectrum of digital marketing tools to reinvigorate its mission and engage with a broader audience.

Crafting a New Digital Experience

The cornerstone of our collaboration is creating an immersive digital experience that mirrors the tranquility and beauty of America's landscapes. This entails completely overhauling Scenic America's online presence, introducing interactive features, educational content, and a user-friendly design that invites visitors to explore, learn, and participate in the mission.

Reimagining Brand Identity

A key aspect of this digital transformation is the redefinition of Scenic America's brand identity. The brand must reflect the organization's core values and resonate with a diverse audience. Through its rebranding effort, Scenic America encapsulated scenic preservation in a way that inspires action, fosters community and ignites a collective passion for protecting our nation's natural beauty.

The Power of Storytelling

We believe in the power of storytelling to move hearts and minds. Thus, a significant portion of the grant focused on enabling Scenic America to tell compelling stories of scenic preservation, the threats posed by visual blight, and the victories won by communities nationwide. These stories, shared across digital platforms, are designed to educate, engage, and inspire a new generation of environmental advocates.

Educational Outreach and Advocacy

Beyond marketing, the grant supports Scenic America's educational and advocacy efforts. By providing resources for community engagement and public education, we're helping to empower individuals and communities to take an active role in scenic conservation. This holistic approach ensures that the message is not only heard but also acted upon, leading to tangible results in preserving scenic beauty.

Our partnership with Scenic America is more than just a financial commitment; it's a shared journey toward a future where the natural and digital worlds coalesce to create a more scenic America. Through this grant, we're not only redefining what it means to engage in digital advocacy but also demonstrating the profound impact that strategic philanthropy can have on environmental conservation. As Scenic America's digital transformation unfolds, we remain committed to supporting their mission, confident in the power of marketing to inspire change and protect the scenic landscapes that define our nation.

"Our new website and visual brand identity have allowed us to communicate our mission and guiding principles for scenic conservation more clearly and in new ways. Our new logo and branding are more versatile, giving us the opportunity for brand placement on new materials, media, and applications. The visual style is more aligned with modern aesthetics and more easily reproducible in digital and print formats. The new earthy color palette more closely resembles our goals of promoting scenic conservation and allows us to use primary and secondary brand colors for different programs. The overall impact of our new branding is hard to measure, but based on feedback alone, we have been overwhelmed with positivity."

- Mark Falzone, President of Scenic America
Scenic America

Our mission is to preserve and enhance the scenic beauty of America. We are the only national nonprofit that helps citizens safeguard America’s scenic qualities. We are a 501(c)(3) that advocates for a Scenic America for all people and communities. We believe beauty is good for business, and everyone deserves to live, work, and play in beautiful places.

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Sean W. Couch

President & Co-Trustee at the J.W. Couch Foundation

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