Introduction
Sitka is a performance hunting brand rooted in innovation, conservation, and storytelling. The Field to Fork subcategory highlights the journey of food from the field to the table, focusing on responsible harvesting, ethical hunting practices, and conservation efforts that protect wildlife and habitats for future generations. This campaign showcases digital stories that emphasize how hunting is not only about tradition, but also about sustainability and connecting communities to the land and the meals it provides.
This campaign’s digital storytelling focuses on a digital press release, blog post, micro-podcast, planned social posts, and a long form video.
Demographics: Adults ages 25–45, primarily outdoor enthusiasts, hunters, and conservation-minded individuals. Many are families or professionals with an interest in self-reliance and healthy, sustainable food sources.
Psychographics: They value conservation, respect for the environment, and authenticity in storytelling. They see hunting as both a heritage tradition and a means of providing organic, local food. They are motivated by narratives that highlight ethics, community, and responsibility.
Geographic: Concentrated in rural and suburban areas across the United States, with strong engagement in regions where hunting is a core part of community culture (e.g., Southeast, Midwest, Mountain West).
Digital Press Release:
This press release introduces Sitka’s Field to Fork campaign as both timely and newsworthy, tying directly to the overall campaign message of ethical storytelling, conservation, and food transparency. It highlights Sitka’s partnerships with wildlife organizations, commitment to sustainable food sourcing, and launch of innovative new gear, positioning the campaign as a movement that reframes hunting as ethical and community-driven. Edits were made to separate conservation and gear into distinct sections for clarity, add supporting data from the National Shooting Sports Foundation, and include a company spokesperson quote to emphasize why the initiative is game changing. A brand overview was also added before the closing to leave readers with a clear understanding of Sitka’s mission. These revisions align with peer and instructor feedback as well as course content, ensuring the press release is detailed, newsworthy, and consistent with the overall campaign story.
Planned Social Media Post- Instagram reel:
What’s on your plate matters. With Sitka’s Field to Fork movement, every meal is a story of stewardship, transparency, and connection to the land. Because when you know where you food comes fromm, it just means more. #FieldToFork #Sitka
For the social media video, text was created to accompany the post so that the content is engaging both visually and in the caption. The first slide’s text was revised by adding a stronger black outline and adjusting the grill transparency to improve readability against the background. On the second slide, the text was also outlined more clearly and repositioned to an area of the frame with less visual complexity, making it easier to read. These adjustments addressed concerns about legibility while maintaining the overall design and aesthetic. The other slides did not require changes, as they were already clear and effective. These edits reflect peer and instructor feedback, as well as course content emphasizing accessibility and clarity in digital storytelling.
PLANNED SOCIAL MEDIA POST- Social Media giveaway:
This social media giveaway post is designed to boost engagement and awareness for Sitka’s Field to Fork campaign by highlighting the full journey from hunt to table, pairing a guided hunt with a wild game cooking class and chef-prepared meals. Edits focused on improving readability by changing the text to sentence case, adjusting the layout for better balance, and adding a branded caption with hashtags to connect the giveaway directly to Sitka’s mission of conservation and food transparency.
Beyond the blind: micro-podcast
The podcast highlights Sitka’s Field to Fork campaign by sharing Megan’s story, showing how ethical hunting and conservation connect to food transparency and family traditions. It positions Sitka as more than a gear company by tying the brand directly to meaningful outdoor experiences. Edits included removing the dead air, adding a stronger introduction, tightening the script for clarity and pacing, and weaving Sitka’s mission and gear more consistently throughout the story. These changes improve readability, flow, and brand alignment, addressing peer and instructor feedback.
Field to fork: longform video
For the longform video layout, I revised the script to address feedback about sound, pacing, and brand presence. I added richer sound descriptions beyond background music, including natural elements like bird calls, sizzling food, and laughter, while also lowering the music so it wouldn’t overpower narration. To improve pacing, I shortened wordy lines into concise, impactful statements and filled a long mid-script pause with narration emphasizing Sitka’s conservation values. Finally, I strengthened the ending with clear Sitka brand markers and a call-to-action directing viewers to sitkagear.com/fieldtofork. These edits made the script more immersive, concise, and aligned with both the campaign message and the Sitka brand voice.
Bonus: Monthly Newsletter Email Campaign
Throughout the Field to Fork project, I refined each campaign component by incorporating peer and instructor feedback while applying Aaker’s frameworks of signature stories and game-changing subcategories. Guided by the idea that signature stories must be authentic, involving, and strategic, I shaped each deliverable to highlight real connections between hunting, conservation, harvesting, and community. At the same time, I applied Aaker’s concept of owning a game-changing subcategory by positioning Field to Fork as a distinctive space within Sitka’s brand identity, creating “must haves” for audiences who value responsible hunting and sustainable food practices. By reducing wordiness, enhancing sensory details, and strengthening brand markers with clear calls to action, the campaign evolved into a cohesive narrative that is both emotionally resonant and strategically differentiated. This process underscored the importance of editing, consistency, and theory-driven storytelling in integrated marketing communication, showing how digital narratives can preserve tradition while advancing brand growth.
References
Aaker, D. (2020). Owning game-changing subcategories: Uncommon growth in the digital age. Morgan James Publishing.
Aaker, D. A., & Aaker, J. L. (2016). What are your signature stories?. Stanford Graduate School of Business.
National Shooting Sports Foundation. (2023). Hunter motivations survey. NSSF. https://www.nssf.org
Sitka Gear. (n.d.). Sitka Gear official website. https://www.sitkagear.com
Sitka Gear. (n.d.). Sitka Gear logo [Logo]. Sitka Gear. https://www.sitkagear.com