Greenfeet UX, SEO and Campaigns

Greenfleet Australia is a not-for-profit environmental organisation dedicated to climate action and providing carbon offsets. It focuses on protecting our climate by restoring native forests in Australia and New Zealand.

Greenfleet was being penalised by Google Search for not having a mobile-friendly website. So I modified their existing website theme to work on mobile devices using HTML/CSS, new graphics and Tag Manager. This made it pass the Google Mobile Test. I also worked on page name optimisation, better copy, stronger graphics and photos, which led to Google referrals rising from under 10 to over 500 per day. This resulted in a 66% increase in sales as they became more discoverable. They also had a significant increase in phone inquiries and online donations.
See the updated website >>

Next, I collaborated with a Salesforce developer to create a new mobile-friendly Online Donation Form and redesigned the checkout process and product grouping on the Offset Online Shop e-commerce site.
We added all of the products so that, for the first time, all of their products were listed online. I worked on the end-of-financial-year tax appeal campaign.
See new donation page>>      
See the new Offset page >>   

While all this was happening, I managed the tender process for a new Drupal website with strong Salesforce integration. This involved working with a design agency for the brand refresh, collaborating with a Salesforce developer, and coordinating with several web agencies. I incorporated some of the new branding into the old website through a new mega footer and header. I also created new email templates for both the supporter e-newsletter and for automated Salesforce emails.
See  updated email e-news >>

Finally, I worked on Campaign development and a video and photo shoot (at the tree-planting event) for the new “Carbon Cover 365” product, as well as an image gallery for future campaigns.

My role:

• Creative concept development

• Campaign planning

• Talent selection

• Art direction

• Photography brief and shoot management

• Video production, directing and editing

• Social media and campaign asset development

Outcome:

• Hero imagery used across website, email and social campaigns

• Supported the launch of CarbonCover 365

• Assets remained in active use for several years

• Reusable image library created for future campaigns

Final graphic production and implementation were completed by the Greenfleet team. 

The hero image of holding a gum tree sapling was so effective that other environmental NFPs copied the concept and used it in their own campaigns.

Still photography by Ines Iachelini at Moko Creative.
See Moko design website for work examples >>
Modelling work by Shreya Rodgers 

See photos used in the Christmas 2012 campaign on the Greenfleet website >>

The YouTube video (below) is of a Greenfleet tree-planting event in late 2019 at Plenty Gorge Park (on Parks Victoria Land) in Melbourne/Narrm.  It features Greenfleet CEO Wayne Wescott and volunteers planting native trees to restore a native forest and carbon offset. It was originally designed for use on Greenfleet's social media accounts.

You can find out more about Plenty Gorge Park on the Parks Victoria website >>