North American Association
for Environmental Education
Education we need for the world we want.
The North American Association for Environmental Education (NAAEE) encompasses 56 affiliate organizations with more than 20,000 members across 30 countries, all working to promote excellence in environmental education.
The organization recognized the need for a common narrative and messaging architecture to advance the coalition’s overall brand while allowing space for each affiliate’s individual missions and goals. Seven November partnered with NAAEE to research and design a messaging architecture that united the affiliates with common (and tested) language and frames.
Field-informed messaging that unites and engages.
Our methodology included a communications content audit; analysis of previous affiliate messaging work and focus groups; individual stakeholder interviews and online, asynchronous review cycles of draft narratives, frames, values and language.
The final messaging was shared with the affiliate network and codified into a communications toolkit to support it’s customization and implementation.