JaxParks Final Presentation (Final)

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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

    : :

  • 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

    : :

  • 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

    :

  • 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 PSAs 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 Especi