EcoSolutions's journey in agricultural conservation and environmental education

The company

Across diverse cultures and traditions, owls embody varying symbolic meanings. In certain cultures, they're considered symbols of wisdom and knowledge, while in others, they're associated with bad luck. However, EcoSolutions, founded by environmentalist Jonathan Hall two decades ago, works tirelessly to dispel myths and educate South Africans about owls' contributions to ecosystems.

The company actively advocates for the integration of owls and bats into agricultural pest control practices in an effort to align those practices with wildlife conservation. Dedicated to offering comprehensive and eco-friendly alternatives, EcoSolutions holds a Nature Conservation permit for bat exclusions in South Africa. "We do not undertake bat exclusions without providing the compensatory site for bats that have been disturbed in this manner," they clain in their website. Through initiatives like their Owlproject, EcoSolutions has successfully demystified the negative stigma attached to owls in southern Africa.

Twenty years later, the owlproject.org program has engaged with 260,000 children and their parents, contributing to a broader understanding and appreciation of owls while fostering a positive and sustainable coexistence.

Sara Orchardson, who handles the company's email marketing, discusses the email marketing strategies they've tailored to reach their target audiences effectively for both of the programs they offer: schools and teachers for the Owl Project, and individuals interested in land reformation and sustainable pest control services, including farmers and solar plant operators.

The challenge

EcoSolutions faces the challenge of educating the public about the distinctive nature of their services and promoting awareness of the benefits of environmentally friendly pest control. Crucial to the team is effectively communicating the company's unique approach, emphasizing legal permissions, and promoting eco-friendly practices.

Another significant obstacle involves managing high operational costs and seamlessly integrating technology into EcoSolutions' work processes. "Given the unique nature of our work, operational costs are high," Orchardson says. "But teamwork is crucial for success. Technology plays a significant role in our commitment to sustainability, and we continually incorporate advancements for optimal results."

Convincing their target audience—farmers and solar plant operators—of the long-term benefits of their offerings is a priority. Orchardson says, "Our primary challenge lies in educating people about the benefits and misconceptions surrounding our work. In the next five years, we aim to target regenerative agricultural sectors to promote sustainability."

"As a company," she adds, "prioritizing conservation, utilizing bats and owls, overcoming superstitions, and fostering a positive perception require targeted communication strategies. Furthermore, successfully balancing serviceability and providing adequate details about the OwlBox project without overwhelming potential participants is a complex challenge."

The solution

To tackle these issues, the teams at EcoSolutions were on the lookout for solutions that could meet all their needs and on a reasonable budget. As their target audience primarily consists of farmers and individuals in the agricultural sector, Zoho Campaigns emerged as a valuable tool for their efforts in promoting the use of owls and other eco-friendly approaches to pest control over harmful chemicals.

"Zoho Campaigns serves as a cornerstone in EcoSolutions's communication strategy. Its user-friendly interface has proven instrumental in creating engaging newsletters and articles that effectively reach their diverse audience." By leveraging Zoho Campaigns, EcoSolutions ensures that their message reaches busy farmers and provides easily accessible information amid their hectic schedules."Zoho Campaigns has been instrumental in our marketing efforts, offering a user-friendly interface for creating newsletters," Orchardson says.

Furthermore, Zoho Campaigns goes beyond simplicity, offering valuable insights through reports on open rates and clicks. "This feature empowers us to gauge the effectiveness of our campaigns, allowing for data-driven refinements and ensuring that our educational content resonates with the intended audience," Orchardson says. "We highly recommend it to other businesses for its simplicity and the valuable insights we derive from reports on open rates and clicks."

Looking ahead

EcoSolutions's commitment to the environment extends beyond their professional endeavors. Owls and bats—often overlooked in conservation efforts—play crucial roles in maintaining ecological balance. The company aims to raise awareness about their significance in ecosystems and encourage a deeper understanding and appreciation for these nocturnal creatures.

"As we look ahead toward targeting regenerative agricultural sectors in the next five years," Orchardson says, "Zoho Campaigns will undoubtedly remain a key component of our strategy for promoting sustainability within these vital sectors. The customer support from Zoho Campaigns has been responsive and helpful," she adds. "We plan to continue using it as a key element of our marketing strategy."

To know more about EcoSolutions, click here.