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OSPREY CREATIVEMISSION STATEMENT
“Osprey Creative empowers local organizations to form lasting relationships with their publics and the community. Through
engaging campaigns, we aim to build a better reputation for our clients by increasing their brand awareness and using technology
to reach their potential audience in a creative way.”
Spread Your Wings
JAXPARKS
CAMPAIGN
CLIENT BACKGROUND
JACKSONVILLE FL
• Largest geographic city in the continental United States
• Approximately 850,000 residents
• Average household income: $46,768
• 550,140 Facebook users in a 50 mile radius
• Ranked as the 47th largest media market
• 680,000 homes
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CLIENT BACKGROUND
JACKSONVILLE FL
• 19-member city council
o5 members at large
o 14 members elected by district
oResidents elect a mayor form of government
• Current mayor: Lenny Curry
o8th mayor since the consolidation of Duval County and the City of Jacksonville governments in 1968
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JAXPARKS
• Director: Daryl Joseph
• Account Director: Robyn Mantz
• Largest and most diverse park system in the United States
• 337 recreational sites
o Located on more than 80,000 acres
oPrograms and activities offered year round
JAXPARKS SERVICES
• Serves those in need through day-to-day support
o Senior, disabled and social service divisions
• Provides training and support for professionals and volunteers for the agricultural and landscaping industries
o Provides education through the Duval County Extension office
SITUATIONAL ANALYSIS
JaxParks is one of the largest urban park systems in the U.S., but it currently lacks a consistent image, brand awareness and engaging social media presence. With the right improvements,
the organization will thrive and have a positive impact on its community.
SWOT ANALYSIS
• An integral tool in the first phase of a public relations and
advertising campaign
o Examines the condition of an organization
o Identifies its internal strengths and weakness as well as
the possible external opportunities and threats
o Develops full awareness of the current situation which
helps with strategic planning and decision making
STRENGTHS
• Largest urban park system in the United States
• Accredited by CAPRA, an agency that establishes standards for park and recreational locations
• Recreational programs are offered year-round and activities are available for guests of all ages
• Free afterschool programs are provided for children ages 5
WEAKNESSES
• Website lacks an appealing design
o Difficult for first-time visitors to navigate and locate information
• Does not engage users on social media in an effective way and is not participating on Instagram
• Awareness of the brand is minimal with inconsistent graphics, information and a disorganized online presence
OPPORTUNITIES
• Enhance the current website with a better layout and design
• Raise awareness of the brand through a better, more helpful
social media presence
• Host events, contests and other activities that will encourage
further participation
• Advertise the events and activities through traditional and social
media in a way that reaches and interests target demographic
THREATS
• Local and regional amusement parks may reduce attendance and
participation
• Neighborhood gyms and fitness centers lowers interest in
JaxParks programs
• Modern technology leads to lack of motivation for outdoor
activities
EXPLORATORY RESEARCH
1. Orlando Parks & Recreation Department
a. How they market themselves: Families
i. The Park as a service/utility
2. Kansas City Parks & Recreation Department
a. Best use of social media (FB, Twitter, YouTube, Instagram)
b. Kcparks.org (parks own entity)
c. How they market themselves: Event oriented
3. City of Atlanta Office of Parks
a. How they market themselves: Information mecca
PRIMARY RESEARCH ONLINE SURVEY
• Osprey Creative achieved 124 complete survey responses over approximately two weeks
• The online survey was composed of 18 questions
• Survey software: Qualtrics
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ONLINE SURVEY DEMOGRAPHICS
• 75% Female
• 25% Male
• Age range: 17-76
• Average age: 26
• Average annual income: $43,500
• Average # of persons in HH: 3
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ONLINE SURVEY ZIP CODES
• Zip code: 32246
oAll Jacksonville except 2 respondents
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ONLINE SURVEY PARK ATTENDANCE :
ONLINE SURVEY INFORMATION GATHERING :
ONLINE SURVEY AMENITIES
“What is the most important amenity you look for in a park?”
• 49% of participants chose Nature Trails
• 13% of participants chose Playground
• 11% of participants chose Sports Fields
• 11% of participants chose Restrooms
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ONLINE SURVEY DONATION PREFERENCE:
FOCUS GROUP
• Age Range: 25-50
• Majority Generation X
• 9 Jacksonville Residents
• Westside
• Orange Park
• Ponte Vedra
FOCUS GROUP
• Concerns
oUnsafe parks
oUnaware of locations
oParkfinder on site
FOCUS GROUP RECOMMENDATIONS
• Technology
oEnhance park finder features
oAdd criminal activity
oWi-Fi on location
• Children-focused park amenities
oPlaygrounds
oClean facilities
• Water access
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FOCUS GROUP EVENTS AND FUNDRAISING
• Events
o Music Festivals
o Food Trucks
• Fundraising
o Participants were willing to donate if informed of where improvements were to be made
• Best contact method: Email blasts and Facebook
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RESEARCH TAKEAWAYS
1. Park Finder tool is essential for community awareness and attendance
2. Facebook and Email are the top ways to reach the community
3. Online and fundraising events that inform the community of how donations are allocated
MEDIA AUDIT
• Compiled a detailed media audit to record how JaxParks is perceived by the public
o Not established as a brand and is often confused with private parks
o Hemming Park and other green spaces not within the park system
o Presence of crime
o Several parks in need of repairs
• Recommendations
o Establish brand awareness for JaxParks
o Change the media perception of the parks
CAMPAIGN GOAL
Our goal is to raise awareness of JaxParks by increasing participation and community engagement through a variety of
innovative marketing strategies and events.
OBJECTIVE 1
To increase media traffic amongst our primary and secondary audiences by 50 percent before September 23, 2017.
Strategy
We will use social media and traditional media for campaign promotion and to encourage audience participation. Both forms of media are necessary to reach our primary and secondary audiences.
TACTICS
• Secure interview segments on local television programs
• Create and secure radio broadcasts segments
• Create various social media contests
• Create hashtags specific to our JaxParks campaign
• Incorporate SnapChat Geotags
• Create a new JaxParks logo
• Koozies, frisbees and kites displaying JaxParks info will be given away at
various events
RECCOMENDATIONS
• Fix broken hyperlinks on JaxParks website
• Create PSA’s for JaxParks website
o “Branch Out” and 337 Campaign PSA
• More interactive and user friendly Parkfinder
• Incorporate a new color scheme
• Recruit an intern to maintain social media accounts
• Compile media audits and increase post traffic
OBJECTIVE 2
To increase the awareness and utilization of park services and activities by 25 percent before September 23, 2017.
Strategy
We will use various forms of marketing and traditional
advertising to promote our campaign. We will also host several
events at the parks to develop interest in the brand and encourage
future participation.
TACTICS
• Guerilla marketing: “Painting of the Leaf” and “Park in the Streets”
• Design creative content to increase awareness of the JaxParks brand
o 337 billboard
• Create press releases to increase awareness of our campaign and its new events
OBJECTIVE 3
To increase funding for JaxParks services and activities by 10 percent from local businesses and members of the
community by September 23, 2017.
Strategy
We will partner with local business and vendors to establish sponsorships. Reaching out to companies and their employees will help secure the support needed for a successful campaign.
TACTICS
• Host paid events to increase funding
• Establish sponsorships to help with the success of our campaign
• Use local breweries and food vendors to sponsor events
○ 10 percent of proceeds will be donated to JaxParks
• Create promotional content and distribute merchandise for each event
AUDIENCE ANALYSIS
• Millennials:
o Generation born between 1980-1996
o Largest generation in the US currently
o They care a great deal about the community and the environment
o Relationship with technology makes an appropriate target audience
o Especially receptive to increase JaxParks media traffic
AUDIENCE ANALYSIS (CONTINUED)
• Generation X:
• Born between 1965 and 1977
• More spending power than any other generation
• Highest viewers of network TV
• Interested in healthy living, exercise, weight-loss products, fitness classes, etc.
BRANDING STRATEGY
• “Branch Out”
o Hashtag utilized for social media
• “#BranchOutJaxParks”
• Aim to encourage the community to “Branch Out”
oGet involved in the community by visiting the parks and participating in the events at JaxParks
o Bring more attention to JaxParks, their events, and increase attendance
• How we incorporated into material
o #BranchOutJaxParks on event posters
o “Branch Out with JaxParks” found on billboard and banner
COLOR PALETTE
• Dark green, light green, baby blue and beige colors used
• Colors that remind of environment or outdoors
• Color palette used for creative collateral and plan book
LOGO REDESIGN CURRENT LOGO
• Found on all social media websites
• Was not found on website
• Does not represent tone for park system
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LOGO REDESIGN NEW LOGO
• Modern and sleek design
• Modern text with san serif used
• Showcases city of Jacksonville’s skyline
• Forest and Saint John’s River incorporated
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MERCHANDISE
• Merchandise will be at different events
oRaise awareness for JaxParks
• Koozies will be given at all four events
• Frisbees will be given at all of the events (excepts for Soar With Us: Kite Fest)
• Kites will be sold at Soar With Us: Kite Fest
oPossibly sold at Back to School Fest and Music Fest
MULTIPURPOSE EVENT BANNER
• Banner will be used at all four events
• Gives people who attend information about JaxParks
o “Branch Out With JaxParks”
o www.jaxparks.com (call to action)
337 CAMPAIGN
• Raise awareness for amount of parks
• 337 will resemble leaf to remind of nature
• Call to action will be given
o JaxParks website
• 337 billboard
• 337 PSA video
o Asked people how many parks they think are in Jacksonville
337 BILLBOARD AND SOCIAL MEDIA
• 337 Campaign Billboard
o Will be located near busy highways in Jacksonville
• Social Media
o Facebook contests
o Instagram contests
o Geotagging
337 CAMPAIGN PSA
• About 337 campaign.
• Raises awareness of how many parks Jacksonville has
CURRENT JAXPARKS WEBSITE
WEBSITE IMPROVEMENTS
• Cohesive with other parts of coj.net
oSame format
• Same headers
• Picture of park
• Better communication of ideason website
oBetter communication
oNavigation bar
WEBSITE IMPROVEMENTS (CONTINUED)
• Park Near Me (Feature in Parkfinder)
oFeature to type in zip code
oWill show parks within certain amount of miles
• Social Media Buttons
oHave visible on webpage
oFacebook, Twitter, Instagram and Youtube
• Navigation Bar
oEasier access throughout website
oWill have “About Us”, “Find a Park”, “Contact” and “FAQ”
SOCIAL MEDIA TACTICS
o “Master Picture” for #BranchOutJaxParks
o Possible Prizes
o Landmark picture postings
o Post pictures of any JaxPark
o Followers vote on the best JaxPark
o Personal stories
• Snapchat
o Feature post from users in JaxParks
o Snapchat Geotag
VIDEO PSA
• Video encompasses beauty of JaxParks
• Different variations of parks around Jacksonville
RADIO PSA
• PSA targeted towards those who like to go and visit parks
• Reminds audience that parks can be a good time for everyone
GUERILLA MARKETING
Painting of the Leaves
• Volunteers will join JaxParks for a day of fun
oWill paint streets with a trail of leaves
• Locations: Hemming Park, Jacksonville Beach Boardwalk, Riverside Art Walk, Jacksonville Landing
• Estimated Budget: $160:90
GUERILLA MARKETING (CONTINUED)
Park in the Streets
• Transform St. John’s Town Center parking lot into a local park
• Town Center shoppers will relax “on the green” with local food trucks nearby and children playing all around
• Estimated budget: $426.84
• Estimated earnings: $173.16
• Sponsor: Turner Pest Control
EVENT 1
Movies in the Park
oMovie night in a different park the first Saturday of each month
oEstimated budget: $372 per event
• $4,464 for 12 months
EVENT 2
Soar With Us
• Kite festival in Memorial Park with popular food truck and vendors in attendance
• Estimated budget: no cost to JaxParks
• Estimated earnings: $700
oFrom vendors and food trucks
EVENT 3
Music Camp Fest
• 21+ camp and music festival featuring the band Be Easy, a local brewery and local food trucks
• Estimated budget: $855
• Estimated earnings: $845
oTicket sales and vendors
EVENT 4
Back to School Family Camp Fest
• Family friendly campout to celebrate the end of summer
oFeaturing family-friendly activites, food trucks, s’mores and a movie
• Estimated budget: $666.40
• Estimated earnings: $2,533.60
oTicket sales and vendors
PRESS RELEASES
• Utilize to promote the “Branch Out” campaign and Music Camp Fest
• Pitch releases to local news outlets
o Television Networks
• First Coast News, News 4 Jax, Action News Jax, etc.
o Radio Stations
• WJCT, WKTZ, WAPE, WEJZ, WFKS, WQIK, WOKV, etc.
o Print media
• Florida Times-Union, Jacksonville Daily Record, Jacksonville Magazine, etc.
Earned Media
• Osprey Creative suggests that JaxParks utilizes local earned media rather than pay for promotional services.
o Capture the attention of the media
• Send Press Releases to local TV Stationso WJXT News 4 Jax
o Channel 12
o CBS 47
• Send out the JaxParks PSA to these stations along with the press releases
EARNED MEDIA (CONTINUED)
• Our Hopes
oIncrease the public's knowledge
oIncrease traffic flow to the website
oIncrease number of attendee to events
oFree publicity
BUDGET
Guerrilla Marketing
BUDGET (CONTINUED)
Events
BUDGET (CONTINUED)
Print Collateral
Events Budget: ($578.74)
Total Budget: ($726.76)
CAMPAIGN TIMELINE
August
Date Activity
August 15, 2016 Painting of the Leaves: Begin looking for volunteers
September
Date Activity
September 1, 2016 Introduce New Logo
September 1, 2016 About the Parks PSA
September 17, 2016 Movies in the Park: Hang event flyers and posters
October
Date Activity
October 1, 2016 Movies in the Park, 7 p.m.
October 15, 2016 Painting of the Leaves, 10 a.m.
Touch ups if needed: January 15, 2017 & May 14, 2017
November
Date Activity
November 5, 2016 Movies in the Park, 7 p.m.
December
Date Activity
December 3, 2016 Movies in the Park, 7 p.m.
January
Date Activity
January 7, 2017 Movies in the Park, 7 p.m.
January 15, 2017 Painting of the Leaves: Touch ups
February
Date Activity
March 4, 2017 Movies in the Park, 7 p.m.
March
Date Activity
March 4, 2017 Movies in the Park, 7 p.m.
March 18, 2017 Park in the Street, 12 p.m. to 5 p.m.
March 27, 2017 Soar With Us Kite Fest: Hang event flyers and posters
April
Date Activity
April 1, 2017 Movies in the Park, 7 p.m.
April 23 2017 Soar With Us Kite Fest, 10 a.m. to 4 p.m.
May
Date Activity
May 6, 2017 Movies in the Park, 7 p.m.
May 14, 2017 Painting of the Leaves: Touch ups
May 17, 2017 Music Camp Fest: Hang event flyers and posters
June
Date Activity
June 3, 2017 Movies in the Park, 7 p.m.
June 3, 2017 Music Camp Fest: Press Release
June 17, 2017 -June 18, 2017
Music Camp Fest10 a.m. - 10 a.m.
July
Date Activity
July 1, 2017 Movies in the Park, 7 p.m.
August
August 1, 2017 337 Interview PSA
August 1, 2017 Back to School Family Camp Festival: Hang event flyers and posters
August 5, 2017 Movies in the Park, 7 p.m.
August 12, 2017 -August 12, 2017
Back to School Family Camp Festival10 a.m. - 10 a.m.
September
Date Activity
September 2, 2017 Movies in the Park, 7 p.m.
EVALUATION
Objective 1
To increase media traffic amongst our primary and secondary audiences by 50 percent before September 23, 2017.
• Facebook Analytics
• Google Analytics
• Follower Increase
EVALUATION (CONTINUED)
Objective 2
To increase the awareness and utilization of park services and activities by 25 percent before September 23, 2017.
• Google Analytics
• Analysis of event attendance
EVALUATION (CONTINUED)
Objective 3
To increase funding for JaxParks services and activities by 10 percent from local businesses and members of the community by September 23, 2017.
• Cost of events in comparison to revenue
• Number of sponsors
• Calculate donations
