Work

• • Alice Ferguson Foundation
  • America’s Promise Alliance
  • DHHS, Office of Population Affairs
  • DHHS, Office on Women’s Health
  • Discovery Channel
  • Foodfit.com
  • Markit
  • NACCHO
  • National Assesment Governing Board
  • National Geographic Education Foundation
  • National Geographic Society
  • National Parks Conversation Association
  • TheBestManSpeech.com
  • Travel Channel
  • Western Resource Advocates
  • Warc
  • Testimonials

NATIONAL GEOGRAPHIC EDUCATION FOUNDATION

Challenge
The National Geographic Education Foundation wanted to implement a public awareness campaign conveying the importance of geographic skills to children in the U.S. The Foundation also wanted to determine the viability of social marketing to support geographic education and learning among youth in a competitive environment. Noral was asked to help determine the viability of social marketing to support geographic education and learning among youth.

Tactics
Using focus groups and online survey research, Noral developed a strong case for implementing a social marketing campaign. Noral developed a proposal for the National Geographic Education Foundation which assessed need, receptivity, and practicality of programs in order to build a case for social marketing. Noral recognized the value of parental feedback, using research — from focus groups to online survey questions — at various stages to test hypotheses and concepts. This learning shaped the ideas that were presented to the National Geographic Education Foundation Board of Directors
for consideration.

Results
In order to increase philanthropic inquiries through a new print campaign, the National Geographic Education Foundation first needed to better understand the kind of person most likely to consider planned giving and what would motivate them to do so.