Communication planning for SAVE Brasil

SAVE Brasil was turning 15 and going through strategic planning that bet on growing as a network, supporting those who do conservation. The organization had prestige among birdwatchers and academic partners, but needed to find the right language, formats and channels for each audience. The team was small, with no one dedicated to communication, and needed ways to measure results and show transparency to donors.

We started with the assessment. We gathered documents, interviewed partners, sponsors and supporters, and analyzed the metrics of SAVE's social media and the actions of organizations with a similar purpose. This produced the brand matrix, a SWOT analysis and the definition of the communication problem.

The strategies are organized into four messages, one for each audience. For sponsors: investing in SAVE is investing in a serious network with international alliances. For partners: science and local knowledge together in conservation practice. For supporters and volunteers, contribution plans for the Friends of SAVE program and a training day. For the general public, informative, playful language without a lecturing tone.

Before the campaigns, the plan sets out the actions that underpin all the others: a voice guide, protocols for sending content, a social media review, standard responses for inquiries and volunteer training. The document closes with the budget for each action and an evaluation method, with an online questionnaire after six months and new interviews after a year. After the plan, Forest also produced videos for SAVE in 2020 and 2021.