“One reason we're excited about the account is that they do really good work,” said Fred Bateman, agency founder and CEO. Batemen said the new account also dovetails with two of its specialties: nonprofits and green organizations.
The 40-year-old NatureBridge will rely on the agency to raise its profile and push its agenda of offering federal park stays for children in underserved communities. The nonprofit has campuses at three parks in California, including Yosemite National Park, Golden Gate National Recreation Area, and Santa Monica Mountains National Recreation Area, as well as Olympic National Park in Washington state.
NatureBridge is the largest residential environmental program partner of the National Park Service. Eventually, the program will expand to parks in other parts of the country.
“NatureBridge has been quiet until 15 years ago, when we started to raise money to reach more kids,” said Susan Larson, communications director for NatureBridge. “We need to find new ways to tell our stories. We have students from San Francisco who have never seen the ocean before, and kids who go to the Santa Monica Mountains and say, ‘We didn't think we were allowed to come here.'”
Larson said Bateman's integrated campaign will reach out to regional, national and social media. The work, which began June 1, is covered by a one-year retainer, added Larson. She declined to name the contract amount, but said it represents a significant part of the communications budget.
Bateman added that his agency will factor in a 20 percent “over service,” as part of the deal, which means it will offer that percentage of extra work at no charge.