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The Surfrider Foundation is a global, grassroots non-profit organization dedicated to the protection and enjoyment of the world’s ocean, waves, and beaches through a powerful activist network of coastal defenders. By empowering everyday citizens to prioritize clean water and beaches, their network truly knows no bounds.
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Surfrider has spent the last three decades tirelessly campaigning to protect our sacred coastlines. They’ve leveraged their network of local and international chapters to claim hundreds of victories in the courtroom. Their legislation focuses on the promotion of safer and cleaner oceans and 300+ victories for local communities and their beaches. Though they have been a highly visible global champion for more than 30 years, their mission and overarching narrative was no longer resonating with the newest generation of surfers and ocean lovers. The Surfrider brand had become disjointed, the website was outdated, and chapters had no central guidance or directions about how or when to best utilize Surfrider’s brand assets and collateral.
In March of 2015, Surfrider partnered with Grizzly to revamp the Surfrider story and reposition the brand to appeal to a new generation of millennials and modern explorers. Our goal was to refocus Surfrider’s mission and create an updated digital strategy and website that more effectively converted its users into active donors and volunteers. To achieve these goals, we collaborated with strategists from award-winning agency 72andSunny on segmented market research and content strategy. We leveraged their expertise to compose new website and marketing copy, overhaul the identity system, and design and develop their first updated website in more than eight years. Finally, we organized a comprehensive brand guidebook to provide the visual and messaging framework for Surfrider Headquarters and its present and future chapters.
Since the new Surfrider Foundation website launched in November 2015, Surfrider.org has seen bounce rates decrease by 10-20% on high-converting pages throughout the site. Organic search traffic to the Home, Campaigns, and Donate pages has increased by nearly 15%. The revitalized digital experience and messaging has enabled Surfrider to more clearly communicate their mission, and in turn has substantially increased sponsor, volunteer, and partner engagement.