Foothills Land Conservancy

Given the opportunity to help save the land and lifestyle in one of America’s most beautiful places, Bluegill jumped at the chance.

For more than two decades, the Foothills Land Conservancy has worked with property owners near the Great Smoky Mountains to preserve the region’s beauty and heritage through land conservation easements.

With its 25th anniversary approaching, Foothills partnered with Bluegill to develop a brand awareness campaign recognizing this milestone, increasing visibility, and encouraging more landowners to consider land preservation instead of development or sale.

The challenge was to take advantage of the anniversary as an opportunity to educate landowners and to position Foothills as a credible, long-term steward of what, for many people, is their most precious asset, their land – often land that has been in their families for generations.

Bluegill helped launch the “25 in 25” campaign with the goal of having 25,000 acres of property protected by Foothills’ 25th anniversary in 2011. The package includes the Foothills visual identity, website, campaign logo, newsletter, annual report, public relations efforts, assistance with events, branded brochures and collateral materials.

Each piece is reflective of the nature and heritage of the land and is designed and written to portray a credible, professional organization – an organization that respects and honors the responsibility with which they have been entrusted.

Since launch of the campaign in 2007, significant media coverage has resulted in widespread awareness and interest. The launch year was the best year ever for Foothills, seeing more than 3,500 acres protected. Thousands more have been added since, and the goal of the campaign is very much in sight.

Foothills and Bluegill are a great team, but nature’s the real winner.