{"id":18071,"date":"2023-09-24T20:02:00","date_gmt":"2023-09-24T20:02:00","guid":{"rendered":"https:\/\/gmb.com\/?post_type=work&#038;p=18071"},"modified":"2025-08-22T13:22:11","modified_gmt":"2025-08-22T13:22:11","slug":"american-battlefield-trust","status":"publish","type":"work","link":"https:\/\/gmb.com\/work\/american-battlefield-trust\/","title":{"rendered":"American Battlefield Trust"},"content":{"rendered":"\n<section class=\"single-post-content__section \">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-group single-post-content-container is-layout-constrained wp-block-group-is-layout-constrained\"><div class=\"pixels-decoration pixels ne three-three-two\">\n<\/div>\n\n\n<div style=\"height:6rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading work-secondary-title has-gmb-purple-color has-text-color has-link-color has-figtree-font-family wp-elements-16ecfc5d800853448597a6fe7b067d2f\" style=\"font-size:2rem\">Digital Marketing + Brand Awareness Campaign<\/h2>\n\n\n\n<p class=\"work-location-date\" style=\"padding-bottom:2rem;font-size:20px\">Washington, DC | Completed 2023<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-deeb956a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66%\">\n<p style=\"padding-top:0;padding-bottom:var(--wp--preset--spacing--50);font-size:32px;line-height:1.1\">American Battlefield Trust is a long-standing charitable organization dedicated to the preservation of historic battlefields. With a mission to conserve these sites and educate the public about their significance, American Battlefield Trust approached GMB to enhance its outreach efforts among K-12 educators and the students they teach by promoting three of the organization\u2019s key initiatives:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Field Trip Fund Grant Program:&nbsp;<\/strong>Grants for educators to facilitate field trips or offset costs for out-of-classroom experiences<\/li>\n\n\n\n<li><strong>National Teacher Institute:&nbsp;<\/strong>A professional development opportunity for educators to network and enhance their teaching skills<\/li>\n\n\n\n<li><strong>Additional Educational Resources:&nbsp;<\/strong>Lesson plans, content, and interactive materials focused on the Revolutionary War and Civil War<\/li>\n<\/ul>\n\n\n\n<p><strong>THE GOAL:<\/strong><\/p>\n\n\n\n<p>Increase awareness of American Battlefield Trust among its student audience (18 years old and under) and those educating them (primarily K-12 history teachers) by\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Positioning American Battlefield Trust as a valuable asset&nbsp; in becoming a steward of history<\/li>\n\n\n\n<li>Raising awareness of the educational programs and resources provided to history teachers and students<\/li>\n\n\n\n<li>Building an emotional connection between history, those who teach it, and those who live it<\/li>\n<\/ul>\n\n\n\n<p><strong>THE CHALLENGE:<\/strong><\/p>\n\n\n\n<p>The primary audiences (K-12 educators and their students) lacked awareness of the extensive resources available to them through American Battlefield Trust or how to effectively implement those resources in their classrooms or lesson plans.<\/p>\n\n\n\n<p><strong>THE OPPORTUNITY:<\/strong><\/p>\n\n\n\n<p>American Battlefield Trust had the opportunity to connect with its audiences on a level deeper than the extensive resources it offers. Given the relevance of understanding history in a divided world, American Battlefield Trust\u2019s work gained new meaning and importance for educators, students, and our culture as a whole.<\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33%\"><div class=\"taxonomy-focus focus-list-block wp-block-post-terms\"><span class=\"wp-block-post-terms__prefix\">Focuses<br><\/span><a href=\"https:\/\/gmb.com\/focus\/brand-strategy\/\" rel=\"tag\">Brand Strategy<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/gmb.com\/focus\/digital-strategy\/\" rel=\"tag\">Digital Strategy<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/gmb.com\/focus\/messaging-strategy-development\/\" rel=\"tag\">Messaging Strategy &amp; Development<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/div>\n<\/section>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-898c1be4 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem;padding-right:0;padding-left:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\">Engaging with History<\/h2>\n\n\n\n<p>Rather than promoting individual resources, our campaign focused on the broader mission of American Battlefield Trust and how educators could be part of a community dedicated to preserving history and shaping future generations.<\/p>\n\n\n\n<p>Through our digital strategy and engagement, we compelled educators to join American Battlefield Trust\u2019s communication flow, keeping the organization top of mind when educators were looking for lesson plans or additional interactive resources to teach these eras of history.<br><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Putting Our Audience in the Forefront<\/h2>\n\n\n\n<p>The campaign we created highlighted the pivotal role that history teachers play in shaping their students\u2019 understanding of the past and its relevance to the present and future. Through compelling storytelling and visuals, we positioned educators as heroes who empower students to become critical thinkers, responsible citizens, and history-makers in the making.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"506\" height=\"1024\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-506x1024.webp\" alt=\"\" class=\"wp-image-18159\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-506x1024.webp 506w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-148x300.webp 148w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-768x1555.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-758x1536.webp 758w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2-1011x2048.webp 1011w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/American-Battlefield-column-pic2.webp 1264w\" sizes=\"auto, (max-width: 506px) 100vw, 506px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-a523a222 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2-1024x576.webp\" alt=\"\" class=\"wp-image-18160\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2-1024x576.webp 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2-300x169.webp 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2-768x432.webp 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2-1536x864.webp 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/08\/AMBT-ad-collage2.webp 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\">Broadening Digital Horizons<\/h2>\n\n\n\n<p>Recognizing the evolving nature of education and the changing needs of educators, we took the proactive approach of broadening American Battlefield Trust\u2019s digital presence and engagement strategies. Leveraging social media platforms, we connected with a vibrant community of educators interested in history education.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8e92eae2 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0;flex-basis:75%\">\n<h2 class=\"wp-block-heading\">Building Audience Relationships<\/h2>\n\n\n\n<p>By expanding American Battlefield Trust\u2019s reach, we created multiple touchpoints for educators to interact with the brand, deepening their connection and loyalty over time. This approach increased brand awareness and established American Battlefield Trust as a trusted source of historical education resources and support within the education community.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Making Warm Leads Warmer<\/h2>\n\n\n\n<p>Building on the success of initial engagement efforts, we implemented a retargeting strategy to further nurture warm leads and drive deeper connections with American Battlefield Trust\u2019s offerings. We identified audiences that had already shown interest in the organization\u2019s resources through previous interactions; then, through personalized messaging, we encouraged these warm leads to take the next step in their engagement journey by signing up for American Battlefield Trust\u2019s newsletter.<\/p>\n\n\n\n<p>Through strategic collaboration and storytelling, we effectively amplified American Battlefield Trust\u2019s message, resulting in significant engagement and outreach results among educators and students. The campaign not only promoted historical education, but also fostered lasting connections with American Battlefield Trust\u2019s audiences, ensuring ongoing impact in the fields of history, education, and battlefield preservation.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>123k+ clicks<\/li>\n\n\n\n<li>37k increase in YouTube channel subscribers during the campaign period<\/li>\n\n\n\n<li>12+ million impressions<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"tag-carousel__section alignfull\">\n    <div class=\"tag-carousel__wrapper\">\n        <div class=\"tag-carousel-swiper swiper\">\n            <div class=\"swiper-wrapper\">\n                                                <div class=\"swiper-slide\">\n                    <span class=\"tag-carousel__tag\"><a href=\"https:\/\/gmb.com\/work_tag\/creative-concepts\/\">Creative Concepts<\/a><\/span>\n                <\/div>\n                            <\/div>\n        <\/div>\n        <div class=\"swiper-button-prev tag-carousel-arrow-prev\"><\/div>\n        <div class=\"swiper-button-next tag-carousel-arrow-next\"><\/div>\n    <\/div>\n<\/div>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading is-style-heading-two-alternative\">Related work<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-b23a18ed wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p>Explore our insights on branding, marketing, engineering, and architecture, tailored specifically to the higher education sector.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-purple-light\"><a class=\"wp-block-button__link wp-element-button\">View More<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"work-listings__section alignfull\">\n    <div class=\"work-listings__wrapper\">\n        <div class=\"work-listings__container\">\n            <div class=\"swiper\">\n                <div class=\"swiper-wrapper\">\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/coopersville-area-public-schools\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2025\/08\/COOP_SOCIAL_MOCKUP_CROPPED-2-1024x676.png\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">K-12<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; 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Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">Wake Forest University<\/h3>\n                                    <p class=\"work-card-headline\">Defining Right-Fit Students <\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/hardin-simmons-university\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/Hardin-Simmons-hero-1024x470.png\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">Higher Ed<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; 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Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">Northwestern University<\/h3>\n                                    <p class=\"work-card-headline\">Showcasing Graduate Programs with a Distinctive Difference<\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/athens-state-university\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/02\/Athens-hero@2x-1024x470.jpg\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">Higher Ed<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">Athens State University<\/h3>\n                                    <p class=\"work-card-headline\">A Tradition of Serving the Non-Traditional Student.<\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                                            <div class=\"swiper-slide\">\n                        <div class=\"results-card\">\n                            <a href=\"https:\/\/gmb.com\/work\/maryville-college\/\">\n                                <div class=\"results-card-image-container work\">\n\n                                    <img decoding=\"async\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2023\/10\/Maryville-hero-1@2x-1024x470.webp\" alt=\"\" class=\"results-card-image work\">\n                                <\/div>\n                                <div class=\"results-card-content-container\">\n                                    <div class=\"results-card__taxonomy-container\">\n                                        <span class=\"primary-text school\">Higher Ed<\/span>\n                                        <span class=\"taxonomy-divider secondary-text\"> |\n                                        <\/span>\n                                        <span class=\"secondary-text service\">Marketing &amp; Branding<\/span>\n                                    <\/div>\n                                    <h3 class=\"results-card-title\">Maryville College<\/h3>\n                                    <p class=\"work-card-headline\">New Look. New Program. New Campaign.<\/p>\n                                <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                                        <div class=\"swiper-slide hidden\">\n                        <div class=\"swiper-slide-placeholder\"><\/div>\n                    <\/div>\n                    <div class=\"swiper-slide hidden\">\n                        <div class=\"swiper-slide-placeholder\"><\/div>\n                    <\/div>\n                <\/div>\n                <div class=\"wl-arrow-wrapper\">\n                    <div class=\"wl-arrow-container\">\n                        <div class=\"swiper-button-prev wl-arrow-prev\"><\/div>\n                        <div class=\"swiper-button-next wl-arrow-next\"><\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"featured_media":18161,"template":"","work_tag":[217],"school":[56],"service":[60],"focus":[188,190,194],"class_list":["post-18071","work","type-work","status-publish","has-post-thumbnail","hentry","work_tag-creative-concepts","school-k-12","service-marketing-branding","focus-brand-strategy","focus-digital-strategy","focus-messaging-strategy-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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