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Bruce Trail Conservancy


The Bruce Trail Conservancy (BTC), one of Ontario’s largest land trusts and steward of Canada’s oldest and longest marked footpath, wanted to digitally engage users, measure usage, and learn more about its user base, while they were on the trail.

The Bruce Trail Conservancy used Openscreen Engage for an innovative and robust Digital Guest Book via QR Codes, which allowed the BTC to:

  • Quickly create interactive “Guest Book” forms for trail users to complete by scanning QR Codes at various points on the trail.
  • Create engaging, branded and location coded QR Codes which were installed at various key points on the trail.
  • Capture a record of every user-scan, which enabled reporting of which locations were most used by hikers.
  • Digitally collect guestbook entries, trail feedback, and additional data like comments and trail usage frequency.
  • Dramatically grow its opt-in e-mail and SMS marketing audience with one-click integration to their 3rd party customer relationship management systems.
  • Send an SMS notification in real-time upon form completion, providing links to engage further, or donate to the Bruce Trail Conservancy.

Key Results

With Openscreen Engage’s campaign management wizard, the Bruce Trail was able to create QR Code activated forms that gave them new visibility on trail usage, popularity, and hiker demographics. With an 80%+ completion rate on scanned forms and hundreds of user submissions in the first few months of this initiative, the Bruce Trail was able to expand its CRM, drive digitally enabled donations, and capture relevant information around its trail user base.

“Openscreen Engage allows us to interact with our customers while they are using our Trail, which gives us the opportunity to develop additional knowledge around our user base and trail preferences, as well as providing hikers with a digital way to stay connected.”

– Adam Brylowski, Manager of Trail and Conservation