Land trust recruits RF to increase its visibility in media

SAN FRANCIScO: Trust for Public Land (TPL), an environmental conservation group, has chosen Ruder Finn to raise its visibility in the business and consumer media.

SAN FRANCIScO: Trust for Public Land (TPL), an environmental conservation group, has chosen Ruder Finn to raise its visibility in the business and consumer media.

"We have a wonderful story to tell, and when people hear it, they get very enthusiastic," said Jay Dean, director of marketing for the nonprofit. "But ... we don't have the public profile that a lot of organizations do."

Dean noted that he was hired three years ago to raise the group's visibility. But this is the first time that TPL has hired an agency to help. Dean noted that the campaign stresses the social, community building, environmental, and health benefits of green-space conservation.

"Many places in America are park poor. There are enormous development pressures in the United States," he said. "We can solve this. The time is now."

Jessica Switzer, managing director of Ruder Finn/Switzer, noted that the agency will adapt messages to a wide range of audiences, such as doctors, gardeners, business leaders, and the technology sector.

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