Sustainable Forest Management Holistic Marketing & Digital

Sustainable Forest Management (SFM) are the leaders in sustainable management of private native forest along the East Coast. They are the change makers in the industry. Their innovative approach to timber harvesting is industry leading. As is, their reforestation program, an industry first.

Sustainable Forest Management engaged Coast at a time of critical change for the business. Formerly known as North Coast Forest Management, the business had rapidly evolved and was looking for a marketing partner to help align the brand, it’s assets and on-going content as a sustainable industry leader.

Brand Strategy

Coast conducted a series of client brand workshops to inform the re-brand strategic direction and the updated brand positioning, as a sustainable industry leader.

The brand identity strategy established brand goals & objectives, brand essence, voice & tone, as well as an updated brand name and tagline; Sustainable Forest Management – Leading the way.

Following the strategy, Coast Branding Specialist, Jena Hackett conducted a brand identity workshop to formulate creative brief for the evolution of the logo and brand mark. Within the chosen creative direction, logo concepts were created for client selection. This collaborative approach to brand design and development is how we love to work; creating brand identities alongside brand owners that talk to their target audiences.

The chosen concept uses custom branding elements to immediately and visually communicate SFM’s beliefs. The result represents the brand’s evolution and by way of a new logo and matching brand mark. Accompanying this Coast also developed an extensive brand style guide, plus re-branded business card and letterhead files, email signatures and social media banners.

Digital Marketing Strategy

Next, Coast’s DIgital Marketing Specialist, Laura Hui took a holistic view to marketing activities for the business, primarily focussing on owned, earned and paid digital assets. Again, a workshop was held with the client before the holistic digital marketing strategy was developed.

This strategy acts as a marketing plan, building on the brand bible developed in the brand strategy. Built on a basis of analysis of owned assets, that of competitors and outward industry + technological trends, it identifies what success or failures you have had to date and the recommended content, activities, and channels you should be using to reach your intended audience via compelling content marketing.

It outlines the vision + USPs, SMART objectives and visual profiles of the target audience. From there marketing activities aligned with customer journeys and supporting content pillars are developed. For SFM it was intended to be used as a content guide for connecting the brand with clients. A supportive content calendar, search strategy, social advertising strategy and email communications plan were also included.

Custom Website Design + Development

The next step was to bring the brand to life through an engaging, personalised, and seamless digital experience.

Through Coast’s Digital Marketing strategy, an information architecture/site structure had already been developed that identified what content customers need and want to engage and convert.

Coast began the website design process by workshopping the user experience with the client, developing wireframes for key page templates, following a mobile first approach to design. We then applied the newly created Sustainable Forest Management Brand Guidelines to create a visually appealing brand experience.

The website was then built from the ground up on Coast’s custom, responsive WordPress framework. For SFM to position themselves as leaders this also included the development of a blog as a place to create long form articles that answered highly searched industry questions such as ‘How much are my trees worth?’ and ‘How can I manage my forest sustainably?.

Build features:
– Set up of Content Management System (CMS), so SFM can easily update content.
– Setup and configuration of contact/enquiry forms.
– Creation of blog
– Integration of Google Analytics which allows SFM to monitor website usage statistics.
– Integration of the RankMath SEO module to help SFM edit every page and post on the website, to help with visibility within search results.

Website Design & Development for Sustainable Forest Management Holistic Marketing & Digital

Content Creation

Bringing the brand to life through storytelling. Coast’s in house photography and video team, immersed themselves in the brand experience on location in the heart of the forest. Capturing a range of brand, team, and lifestyle shots to be used across brand assets. Plus, the creation of a beautiful brand story video to showcase the uniqueness of the brand, communicating the ‘Why Sustainable Forest Management’ message to the target audience.

The 60 second brand story video was also made into two short 15 second cuts to be used for social promotion. This video shot on location in the Coffs Coast, was created from a days’ shoot, accompanied by a voiceover and soundtrack to drive emotion, and really feel the essence of SFM. Watch the Sustainable Forest Management Brand Video here.

With our full content creative services, we also crafted all the new website copy, incorporating SEO to provide a website that not only talks to the target audience but one that is ranked highly in Google for key words and phrases.


Special thanks to Coast creative collaborators Daniel McDonald from Fifty Film & Jay Black from And The Trees.

"Surely Coffs Harbours best website design and digital marketing company! A very talented team who deliver above expectations. Always punctual, organised and they really know their work! We look forward to working with them ongoing with our digital marketing needs."

Siman McPherson : : Sustainable Forest Management
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