Columbia Give Back is an annual partnership campaign inviting California State Parks Foundation supporters to register for access to participating Columbia Sportswear Employee Stores. Ten percent of eligible purchases made using the campaign pass is donated to support California’s state parks.

I have supported the campaign across website content, email, organic and paid social media, audience targeting, registration, and performance reporting. For the 2026 campaign, I developed a communications plan focused on maintaining strong visibility while turning more campaign traffic into completed registrations.

The previous campaign generated strong digital reach, with website page views increasing from 690 to 3,963. However, completed registrations decreased from 285 to 252, and the registration form’s conversion rate fell from 18% to 7%.

Paid Meta advertising remained an efficient traffic source, generating 2,410 link clicks at an average cost of $0.21 per click. The main opportunity for the next campaign is therefore not simply attracting more visitors, but making the registration journey clearer and converting more interest into action.

My work has included:

• Supporting multichannel campaign planning and execution

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

• Developing the 2026 communications strategy and performance targets

• Planning the campaign landing page and registration journey

• Coordinating email strategy, audience targeting, and suppression

• Incorporating SMS into the campaign plan

• Planning paid Meta targeting, creative testing, and reporting

• Supporting organic social media and website promotion

• Strengthening tracking across campaign channels

• Coordinating with internal teams and external partners

Improving the Registration Journey

The website strategy centers on a clear landing page with the campaign benefit, dates, and registration call to action near the top.

The plan also includes simplifying the mobile experience, making store-pass instructions clearer, adding a website lightbox, and using a campaign-specific donation form as a secondary option.

Reaching More Relevant Audiences

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

Completed registrants will be removed from later reminders when possible, helping reduce unnecessary messages and keep outreach more relevant.

Coordinating Promotion Across Channels

The campaign plan includes:

• 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 email placements

• Organic launch, reminder, and final-chance posts

• Paid Meta advertising near participating stores

This creates a consistent supporter journey from initial promotion through registration and receipt of the employee-store pass.

Paid Social and Optimization

Paid Meta advertising helps extend the campaign beyond the Foundation’s existing audience and reach outdoor enthusiasts near participating employee stores.

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

Columbia also supports the partnership through its own promotional channels. My role focuses on the campaign strategy and digital execution managed through California State Parks Foundation.

Previous Campaign Results

• 3,963 website page views

• 3,518 registration-form views

• 252 completed registrations

• 2,410 Meta link clicks

• $0.21 cost per Meta link click

• 1.58% email click rate

These results showed strong campaign visibility and efficient paid-social traffic, while also identifying registration conversion as the main opportunity for improvement.

2026 Campaign Targets

• 300+ completed registrations

• 1.75% email click rate

• 2,500+ Meta link clicks

• $0.20 or lower cost per Meta link click

• Improved tracking from campaign click through registration and purchase

The central goal is to turn strong campaign reach into more registrations and greater support for California’s state parks.