A Full Scope Project: Copper Harbor Trails Club
Full Scope Marketing
Social Media Management · Email Marketing · Brand Photography · Event Coverage · Blog & SEO
Copper Harbor is the kind of place that gets under your skin. The trails are legendary. The community is fiercely loyal. And for anyone who's ever ridden KPT or watched a Trails Fest crowd erupt at the bottom of a run, you already know: this place doesn't need to be sold. It needs to be seen!
That was the problem….
Photo Credit: Emily RuonavaaraAt Goose, we believe marketing works best when everything talks to each other. A great Instagram reel drives someone to your website. Your website has a blog that builds search traffic and tells a deeper story. That story gets shared in an email newsletter to people who already care. Those people show up to your event, become donors, bring their friends. It's not a funnel — it's a flywheel, and every piece either feeds it or stalls it.
When we started working with Copper Harbor Trails Club in spring 2025, some of those pieces existed in isolation. CHTC had a dedicated following, but they weren't capturing it consistently or strategically, not in a way that connected across channels to drive real-world outcomes like event turnout, donor engagement, or long-term community growth.
They came to us with a clear goal: grow reach, deepen engagement, and build a digital presence that could actually support fundraising and event outreach. We came back with a plan.
What We Did
We treated CHTC's channels as a storytelling platform, not a posting schedule. Every month included organic social content on Instagram and Facebook, a newsletter, a blog post, and daily community monitoring — responding to DMs, fielding trail questions, keeping the conversation alive between posts.
We also showed up in person. Goose embedded in major events like Trails Fest to capture photography and on-site social content — the kind of real, in-the-moment material that no stock image or reshare can replicate. That footage and photography seeded months of content and gave CHTC's community something worth sharing.
On the backend, we were building too. Blog posts targeting trail-related searches, a growing email list, and campaign strategies for Giving Tuesday and volunteer recruitment — all designed to compound over time.
Our top performing content for CHTC
Building keyword searchability & SEO on their website
The Results
In six months, CHTC's combined social following grew from 19,491 to 21,269 people. That's 1,778 new community members actively choosing to stay connected.
Instagram (April → September 2025)
Followers: 1,748 → 2,479 (+41.8%)
Engagement Rate: 14.30% — more than 6x the nonprofit industry average of 2.2%
Views: 347,221 (+1,055%)
Facebook (same period)
Followers: 17,743 → 18,790 (+6%)
Engagement: +14.3%
Views: 158,054 (+47.8%)
Combined reach: 505,275 total views — up 783.5%
The email list told the same story.
Email Marketing (June → September 2025)
Open Rate: 65% (industry average: ~34%)
Click-Through Rate: 6.4% (industry average: ~2.5%)
New Subscribers: +213 (total list: 3,886)
Don’t forget the many photo galleries!
These aren't vanity numbers. An engagement rate of 14% means people are saving posts, sharing them, commenting. An email open rate of 65% means your subscribers are actually reading.
For a nonprofit trails club running on volunteer energy and donor support, that kind of attention is everything.
How To Get Us Involved
That's what good marketing work is supposed to do — build something sustainable, not something dependent.
But here's the thing: not every organization is ready to hire internally. And even when they are, a full-time marketing employee comes with payroll taxes, benefits, onboarding.
We're a full-service creative studio — your strategist, your content team, your photographer, your email marketer, and your brand voice, all under one roof. You get the expertise of an in-house team without the overhead of actually building one.
If you're a nonprofit, a trails club, or a mission-driven organization trying to grow your community and get people to show up: we know how to do this. Let's talk!
