Hyper-Personalization for Meaningful Results
KUIU built Conservation Direct on a different premise than most brand-led conservation programs. We knew our work needed to show these efforts.
Most conservation partnerships look the same from the outside;
a brand writes a check, a logo appears on a website, and the story ends there. KUIU built Conservation Direct on a different premise entirely. For KUIU, the real work isn’t just in funding conservation, it’s also having boots on the ground and showing up in the field to work alongside wildlife professionals. At Darby Comm, we aimed to capture this distinction by generating meaningful coverage that documents these efforts. This meant sending the right media into the field alongside KUIU.
Rather than a broad pitch campaign, we focused on identifying the right media partner whose audience and editorial focus closely aligned with KUIU and Conservation Direct’s mission. Rachelle Schrute, the hunting editor at GearJunkie, was that right partner.
Bighorn sheep relocations don’t run on a fixed schedule.
They require coordination around weather, animal behavior, and last-minute logistics that can shift quickly. Our team stayed agile throughout, maintaining close communication with both the KUIU team and Rachelle to ensure every detail came together in time. When the day arrived, she was in the field, hands on, alongside KUIU’s team, helping return bighorn sheep to the Nevada wilderness.
Rachelle’s firsthand account was informative, powerful, and credible, highlighting why KUIU’s Conservation Direct initiative stands out.
At Darby, personalization is the name of the game.
Our team aims for quality over quantity when it comes to pitch angles, outreach, and coordinating in-person experiences. We believe that when you align the right journalist with the right story and a tailored experience, the resulting coverage is more impactful.
“KUIU’s partnership with Darby Communications has been pivotal in our overall strategy to gain awareness in identified markets. The Darby team is incredibly easy to work with, understands our brand and goals, and is always eager to jump into new projects along multiple channels.”
Kevin Wilkerson, VP of Brand Marketing, KUIU Ultralight Hunting
