love your parks campaign

Nancy Gonzalez & Carolin Frenken

Santa Clara County Parks:Love Your Parks

ADV 125 Fall 2015

Task: Creation of an integrated media campaign

The integrated media campaign that motivates the residents of Santa Clara County to celebrate and become involved with this event aims to make Santa Clara County feel the Love for their parks.

Tone of Voice

The campaign should be motivational, joyful, celebratory

Media

PrintRadioSocial MediaOther

Santa Clara County Parks Status Quo:

SCCP is well loved with an existing network of people who provide volunteer time. Individual parks have their fans and some have friends of groups. Many people are not aware of the extent of county parks in Santa Clara County and generally dont distinguish county parks from city or state parks.

Future Goals: 1. Elevate the network/system of Santa Clara County Parks as a whole2. Increase brand recognition3. Draw in new and diverse partners and volunteers interested in supporting SCCP4. Mobilize 100s of volunteers for the event `Love Your Parks day in April 2016 to work on a high-im-pact project in one of several parks

Research Insights

located close to home, yet away from pressure of urban lifestyle

regional parks are larger in size than local neighborhood or community parks

dedicated rangers

renewing the human spirit

29 regional parks

1,400 volunteers donating selflessly 60,000 hours of labor each year

feature points of local historic interestopportunities for recreation in natural

environment

balancing recreation opportunities with the protection of natural,

cultural, historic, and scenic resources

48,000 acres of land

connecting people with the natural environment

supporting healthy lifestyles

The Brief

One of the largest regional park systems in the CA

The Key Visual is...

motivational

joyful,

celebratory

to reach and convince the target audience.

The Big IdeaThe Big Idea

Find your inner balance.

SCCP offers "outstanding visitor experiences that renew the human spirit, while balancing recreation opportunities with the protection of natural, cultural, historic, and scenic resources." People go to the parks to get away from their urban life. Individual ways of enjoying free time

inspired us to our key slogan.

People should feel the balanced atmosphere while seeing SCCP advertising material. They should be inspired by the visuals and connect SCCP with joy, love and a feeling of home.

Consequently, volunteering no longer seems like a burden. The event strengthens that feeling and the slogan is going to be changed for selected actions to point out the visitor relations by

saying:I found my inner balance at SCCP.

Print - Billboard Advertising

The purpose of a billboard is to interrupt as many people as possible, to create awareness not necessarily impact, but to broadcast instead of engage. The scenery catches the eyes of many people and the use of green sets the tone to an earthy feel. Furthermore the use of Santa Clara County Parks logos increases brand recognition.

Creative SolutionsMedia Plan

The Media Plan

To increase the potential and effectiveness of the campaign the communication actions need to be integrated.

To elevate the system of SCCP as a whole and to increase brand recognition, actions that increase brand awareness and knowledge have to be planned first. Developing a preference of SCCP is the next step to draw in new and diverse partners and volunteers. All these steps are prerequisites to mobilize volunteers to attend the event "Love your Parks."

Actions January February March April

Print (Out-of-home)Radio

Social Media

App

Balance Stones

T-Shirts

Awareness Knowledge Preference Attendance

Billboard Bus Stop

PSA Social Media Event Details

Social Media Postings

Photo App

Stones

Giveaways

Creative SolutionsCreative Solutions

Print - Bus Stop Advertising

Due to great visibility, bus stop ads have the potential of being an important outlet to create awareness for an event such as Love Your Parks Day.Using the same ads as the Billboard ad, assures that people will be able to make a connection if they happen to see both ads in each location. At this particular bus stop, we were able to put up a second ad which is our theme of campaign, finding your inner balance.

Print - Flyers, Stickers

Stickers can be easily adhered to almost any surface, by giving these away prior to the event, people have the liberty to do as they please with them ultimately helping spread awareness.

Flyers typically tend to be printed on a smaller sheet of paper making it easier to hand out to people. They also tend to include a lot of useful information, which is why we chose to handout flyers along with a T-shirt that way a person not only gets information about the event but also a T-shirt with our logo to spread awareness when worn. This will work as an incentive for visitos to attend and participate in the `public flashmob photo

Radio

Radio is the only true mobile medium. In the car, at work, and at play, radio is there... advertisings force people to take with them wherever they go.Our first radio clip would be a PSA in order for it to be free of charge, where we simply mention the event and provide a website for further information.

Radio

The second radio clip is to promote SCCPs Instagram page to encourage listeners to look up their photos of the parks. Whereas the final radio clip, provides further details of the activities that will take place during event, urging listeners to come volunteer and participate.

PSA

Person 1: DO YOU FEEL LAZY BEING AT HOME EACH DAY? Person 2: NO WAY, THE COLD SEASON IS ALMOST OVER! ILL START THIS NEW YEAR USING THE FIRST RAYS OF SUNLIGHT BY BEING ACTIVE AT A SANTA CLARA COUNTY PARK.Person 1: WHY THERE?Person 2: BECAUSE I CAN FIND MY INNER BALANCE! JUST VISIT WWW.PARKHERE.ORG TO FIND A COUNTY PARK NEAR YOU.

Radio Spot to announce the Event

Do you want to do something good? Santa Clara County Parks ask for volunteers to be part of something big! Love your Park is an event for nature lovers and people who want to find their inner balance in one of our beautiful parks. Volunteer and make a change, get a free T-Shirt and be part of the biggest public flash mob in the Silicon Valley! Show your creativityand eternalize yourself by painting the newly constructed stones of balance. The event takesplace at April, 5. For more information visit www.parkhere.org

Radio Spot for Social Media

Are you someone who enjoys taking photos of the great outdoors? We sure are! Follow our Instagram today @SCCP and view some of the photos our visitors have taken at one of the 29 Santa Clara County Parks! Make sure to follow us for further details on Love Your Parks Day, dont forget to use #innerbalanceSCCP and share your adventures with us. Visit www.parkhere.org to find a county park near you!


Social Media

Social media has become a popular medium, which is great for advertising.Creating posts that promote the 29 parks and the activities that can be done at each park is a great way to target people. Using hastags such as #innerbalanceSCCP allows visitors to share there photos with one another. Furthermore the posts should show visitors finding their inner balance to give prospective visitors an idea of the feelings they can expect.

Application

This app not only promotes park awareness, but gives the visitors the opportunity to engage with the park by taking a photo. This app allows visitors to pick a filter, which then changes the background of their photos to any of the 29 Santa Clara County Parks, ultimately acting as a mask. These photos can be saved and later uploaded to Instagram and shared using #innerbalanceSCCP. There is a possibility for a viral effect.


Balance Stones

The balance stones will be first accessible and painted on at the Love your Parks event. Since the theme of our campaign is inner balance, these stones will be able to be painted on by visitors providing a mediating feel as they relax and connect with nature. These stones would stay there permanently becoming an iconic sight at the park where visitors can always come back to.

T-shirt

People always love incentives, by giving out free t-shirts before and at the event we can create awareness and engagement. This is the T-shirt that will be handed out with the flyer shown above.We plan on taking a public flashmob photo where visitors wearing the shirts put there hands in the air forming a heart which will later be shared on SCCPs Instagram. The heart symbolizes the love for the parks.


We hope youll find your inner balance at one of the Santa Clara County Parks!

Carolin Frenken & Nancy Gonzalez

love your parks campaign

Marketing