Planet Conservation, clear up & clean up

Planet Conservation is an international organisation based on the Caribbean coast of Costa Rica, bringing together volunteering, education and conservation projects into one purpose-driven experience. Rapid growth led to valuable expansion—but also increasing complexity, with multiple audiences, diverse propositions and a narrative that became harder to communicate with clarity.

To translate growth into focus and direction, Jetpack is working with Planet Conservation on a three-year communication strategy. The objective is not to promise more impact, but to create clarity, define strategic choices and build a future-proof organisation that is less dependent on third parties and stronger in reaching its own audiences.

Jetpack developed an approach rooted in one principle: clear up before you clean up. We mapped all activities, audiences and propositions and made explicit choices—what is core, what supports that core, and what can be simplified or phased out. This resulted in a one-page A3 strategy defining the guiding star, core message, audience priorities and strategic focus.

From this foundation, we translated the strategy into a new website structure and information architecture, creating logical entry points for different audiences, including individual travellers, groups and universities. The conservation projects were repositioned as the heart of the organisation, with supporting activities and facilities placed in a clear, service-oriented role.

Why This Works

This is a long-term trajectory, with 2.5 years remaining. Success is not defined by a single deliverable, but by continuous measurement and refinement. By first defining a strong strategic foundation, internal alignment was created and an externally consistent narrative established—one that can evolve without losing coherence.

The A3 strategy and new web structure now serve as the structural backbone for content, campaigns and communication tools. The repositioning of conservation projects connects all propositions under one coherent direction.

Jetpack plays an advisory role in the rollout, safeguarding strategic consistency while also supporting the development of tools when required. At the same time, the framework is designed to enable Planet Conservation, together with local partners and on-site volunteers, to execute and scale independently—strengthening agility, reducing dependency and building structural resilience.