Columbia Give Back is an annual partnership between California State Parks Foundation and Columbia Sportswear. Supporters register to receive access to participating Columbia Employee Stores, and 10% of eligible purchases made with the campaign pass is donated to support California’s state parks.

I have supported the campaign across web, email, organic and paid social media, audience segmentation, registration, and performance reporting. For the 2026 campaign, I developed an integrated communications strategy focused on maintaining strong visibility while improving the path from campaign interest to completed registration.

The previous campaign generated significant growth in digital traffic, with website page views increasing from 690 to 3,963. However, completed registrations declined from 285 to 252, while the registration form conversion rate fell from 18% to 7%.

Paid Meta advertising remained a highly efficient acquisition channel, generating 2,410 link clicks at an average cost of $0.21 per click. The central challenge was therefore not simply increasing reach, but improving the conversion journey and turning more campaign traffic into completed registrations.

I led the development of the 2026 digital communications strategy and supported campaign planning and execution across internal teams and external partners.

My work included:

• Analyzing website, registration, email, and paid-social performance

• Identifying conversion drop-off as the primary campaign opportunity

• Developing campaign goals, channel strategy, and performance targets

• Planning the landing-page experience and registration journey

• Coordinating email strategy, segmentation, and suppression logic

• Introducing geographically targeted SMS into the campaign plan

• Planning paid Meta targeting, creative testing, and measurement

• Supporting organic social media and website promotion

• Strengthening attribution across campaign channels

• Coordinating campaign execution with internal teams and Columbia partners

Reducing Friction in the Registration Journey

The website strategy prioritizes a focused landing page that clearly communicates the campaign benefit, participating dates, and primary registration action near the top of the page.

The campaign plan also includes simplifying the mobile experience, clarifying store-pass instructions, adding a targeted website lightbox, and offering a campaign-specific donation form as a secondary action.

Reaching Higher-Intent Audiences

Audience outreach will prioritize supporters near participating stores, people who have recently engaged with California State Parks Foundation, and previous Columbia Give Back registrants.

Completed registrants will be suppressed from later reminders when possible, reducing unnecessary messages while creating a more relevant and personalized campaign experience.

Building a Coordinated Cross-Channel Journey

The campaign strategy connects:

• A launch email

• A targeted mid-campaign reminder

• A final-week email to engaged non-registrants

• One or two geographically targeted SMS messages

• A website lightbox and supporting site placements

• Organic launch, reminder, and final-chance content

• Paid Meta advertising around participating store locations

Together, these touchpoints create a more consistent journey from initial awareness through registration and receipt of the employee-store pass.

Testing Creative and Optimizing Performance

Paid Meta advertising expands campaign reach beyond the Foundation’s existing audience and targets outdoor consumers near participating employee stores.

The 2026 strategy will test product-focused creative against parks-focused creative, then shift investment toward the stronger performer. Channel-specific tracking links will help identify which advertisements and messages generate completed registrations rather than measuring traffic alone.

Columbia will also support the campaign through its own promotional channels, while my role focuses on the digital strategy and execution managed through California State Parks Foundation.

Previous Campaign Performance

• 3,963 website page views

• 3,518 registration-form views

• 252 completed registrations

• 2,410 Meta link clicks

• $0.21 average cost per Meta link click

• 1.58% email click rate

The campaign generated strong visibility and efficient paid-social traffic, while revealing registration conversion as the clearest opportunity for improvement.