The Nature Conservancy’s Integrated Communications

All this talk about green, green, green. In his latest PR Week story, Hamilton Nolan takes a look at two companies who are walking the walk: The Nature Conservancy and Environmental Defense.

PRNewser particularly took note of this statement from the Nature Conservancy’s Terry Richey on why they integrate, “everything from a self-published magazine and extensive Web site to direct mail and program-focused marketing materials.”

…because we believe that all of that work ought to be integrated from a message point of view.

Amen, brother.

And, they’re developing compelling online content:

“We just launched a carbon calculator on our Nature.org Web site, and I believe we’ve had about 75,000 [uses of it],” he says. “We’re seeing that uptick tremendously on our Web site.”

The carbon calculator fits the bill for our two question survey for social media/online content: 1) is it useful, or 2) is it entertaining? You must have one or the other to have success.

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.