LOVE YOUR PARKAmigail Vallarta / Sean Taylor Fall 2015 /Advertising 125

OVERVIEWSanta Clara County Parks are located close to home, yet away from the hectic urban lifestyle. There are over 29 parks that take up 48,000 acres of land. In 2014, a survey found that many people aren’t aware of the many parks that Santa Clara County has to offer. Santa Clara County Parks wishes to increase brand recognition to draw in volunteers for Love Your Parks day and for Santa Clara County Parks De-partment’s 60th anniversary.

Santa Clara Country Parks wants a media campaign to spread awareness of the up-coming celebrations. The campaign should have a motivational, joyful and celebratory tone.

RESEARCHSanta Clara Country Park’s website offers a park finder feature to fit anyone’s needs.Just by checking off the activities you want to do, Park Finder is able to narrow down the search.

THE IDEAA playground for your imagination.

In our campaign, we want to remind people that playing outside will bring their imagination to new heights. Santa Clara Country Parks can offer you any park you can imagine with artwork driven by playful imaginative words.

The ArtWork

Radio AdsSanta Clara County Parks #1“Save the World”:30SFX: Screaming, roaring, and destructive soundsCHILD: Don’t fear citizens, I will save you.SFX: Child making flying/fighting soundsMOTHER: Benji! Time to go!CHILD: Aw man. But I’m saving the world. Can we stay at the park a little longer?ANNCR: Visit a Santa Clara County Park today. Hike our trails, enjoy our scenery and maybe even save the world. (Small Pause) Hide your worries and seek your imagination. For more information or to volunteer, visit our website at www.parkhere.org

LINK TO LISTEN TO RADIO AD

Santa Clara County Parks #2“Fantasy Football”:30SFX: Crowd cheering (low)

CMNTTR: This play can decide the game. Here’s the snap. Quarterback drops back. He throws it up…and the receiver comes down with it!(Crowd cheering gets louder) Touchdown! What a play!

GUY 1: Nice throw man!GUY 2: Thanks! You guys want to come back to the park next week for another pickup game?

ANNCR: Live out your dreams at one of our Santa Clara County Parks. All are welcome to come out and enjoy the beautiful scen-ery, wonderful nature, and maybe become a world famous athlete. Let your imagination run wild. For more information or to volun-teer, visit our website at www.parkhere.org

Santa Clara County Parks #3“Top Gun”:30SFX: Fighter jets flying through the sky

PILOT 1: Bogey coming up on your six. Initi-ate evasive maneuvers… Duck out of the way! DUCK! DUCK!

CHILD: Dad, watch out for that duck. It’s al-most about to hit your kite.

FATHER: Thanks, goose. That was a close one.

CHILD: This was fun. Can we come back to the park tomorrow, Dad?

ANNCR: In April, Santa Clara County Parks will be hosting Love Your Parks Day, leading vol-unteer based projects to further improve our parks for you. Come out and help make sure our parks doesn’t have any danger zones, so that you and your “goose” will have a place to let your imaginations fly to new heights. For more information or to volunteer, visit our website at www.parkhere.org

Social Media

SnapChatSnapChat has become the most popular social media.

The campaign wants visitors to use emojis in their SnapChat stories to share with the world what kinds of things they imagine.

SnapChat allows users to save pictures and videos. From there, we want users to use hashtags:#loveyourpark and #insidemyhead to post their SnapChat images onto Twitter, Facebook and Instagram.

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