National Parks Service Public Relations Campaign

Research Internal Environment Niche: One of a kind experience, over 400 locations Internal Impediments Location Facebook Public Perception External Impediments Target Audience time and money

Focus Group Findings Transportation was a major problem expressed from students Well known parks are the easiest to target because the target audience is most informed about them The target audience showed high interest in fee free days Facebook was slightly overwhelming, target audience thought there were too many daily posts The target audience is interested in more interactive events

SWOT Analysis Strengths: Lots of activities to do in the parks, low budget family vacations, leader in preservation and air quality, great public image Weaknesses: Lack of awareness of all parks and activities, park distance from target audience, nps social media presence, lack of awareness of volunteer and internship opportunities Opportunities: Showcase Colorado active lifestyle, centennial celebration, connection with college campuses in northern Colorado, social media presence. Threats: Other outdoor activities and parks, seasonal based audience, other volunteer based organizations, target audience work/school schedule and disposable income.

Problem Opportunity Statement The National Parks Service currently lacks a younger audience, their audience has little awareness of what NPS actually has to offer in each park, including which parks are around the greater Colorado area. The Parks Service is competing with private resorts and attractions that take away from the seasonal attractions that the parks have to offer. To solve this problem, NPS should focus its online and social media presence around a what the park sights and activities they have to offer with visuals and news updates on what is going on in the park. NPS should focus on promoting their fee free days to college students, volunteer/internship programs, and create a stronger bond with on campus groups that could use the parks for their clubs and organizations. Public relations can help the National Parks Service do this by obtaining coverage on the offerings of what each park has to offer college students and young active Coloradans. NPS can get more involvement through on-campus involvement through college internship programs, clubs, and local outdoor groups. This will help NPS gain a younger audience that will be a recurring park visitor throughout their lifetime.

Goals Goal 1: To increase awareness of NPS parks and programs that they offer to the public. Goal 2: To increase overall perception of the National Parks Service. Goal 3: To increase the number of attendees and participants in NPS managed locations

Objectives Goal 1: To increase awareness of NPS parks and programs they offer to the public Objective 1: Increase awareness of NPS parks by 50% to college students of Northern Colorado by the end of the NPS Centennial Celebration in Objective 2: Increase awareness of NPS programs to college students of Northern Colorado (volunteer opportunities, internships, etc.) by 40% by the end of the NPS Centennial Celebration in Objective 3: Increase awareness of NPS historical monuments in Colorado to college students of Northern Colorado by 35% by the end of the NPS Centennial Celebration in 2016.

Objectives Goal 2: To increase the overall perception of the National Parks Service Objective 1: Increase willingness of college students in Northern Colorado to attend NPS parks by 35% by the end of the NPS Centennial Celebration in Objective 2: Increase willingness of Northern Colorado college students to participate in programs that NPS offers by 30% by the end of the Centennial Celebration in Objective 3: Increase willingness to attend of college students in Northern Colorado to NPS historical monuments and sites by 25% by the end of the Centennial Celebration in 2016.

Objectives Goal 3: To increase the number of attendees and participants in NPS managed locations. Objective 1: Increase attendance of Northern Colorado college students to NPS parks by 25% by the end of the Centennial Celebration in Objective 2: Increase participation of Northern Colorado college students in NPS by 20% by the end of the Centennial Celebration in Objective 3: Increase attendance of NPS historical monuments and sites of college students in Northern Colorado by 15% by the end of the Centennial Celebration in 2016.

Target Audiences Primary Target Audience: College Students in Northern Colorado Secondary Target Audiences: Outdoor enthusiasts and adventurous/active individuals, millennials who are not in college Intervening Audiences: Campus media Print: The Collegian (CSU), CU Independent (CU Boulder), The Mirror (UNC) Radio: KCSU (CSU), KVCU (CU), UNCStudentRadio (UNC) Northern Colorado Media Print: The Coloradoan (Fort Collins), Boulder Weekly (Boulder), Greeley Tribune (Greeley) Radio: KCOL (Fort Collins), KGNU (Boulder), KFKA (Greeley) Outdoor Shops in Northern Colorado JAX Outdoor Gear, Cabela's, Sportsman's Warehouse, Bass Pro Shops, Sierra Trading Post, Sports Authority, Dicks Sporting Goods.

One hundred years of history, a lifetime of memories…

Find Your Park and The Iconic Drop Pin

Northern Colorado College Students Messages and Tactics Messages There is no better time than now… go find your park Build your resume and the future, volunteer with NPS. Discover what’s in your backyard, step outside with NPS. Tactics Park. Shuttle. Parks. (Shuttle Service) This will be a recurring shuttle service that will work in tandem with college campuses, campus outdoor clubs, and NPS. Campus (plaza rep presence with contests, connect with outdoor clubs) “Find Your Park” local tee shirt will be a customizable tee shirt featuring the “Find Your Park” slogan, a map of the United States, and a signature red drop pin that varies by park location. Social media promotions about what NPS has to offer (contests, updates, opportunities, giveaways)

Outdoor Enthusiasts Messages and Tactics Messages Natures calling, find your park Action junkies welcome, sight-seers encouraged Opportunities are endless at NPS Tactics Social media promotions about what NPS has to offer, and build a community around the active and outdoor lifestyle. Fee Free day raffle for gear in partnership with local outdoor shops Photo contests (Social Media) NPS representatives with information booths to showcase outdoor activities.

Millennials Who Are Not In College Messages and Tactics Messages 100 years of service for generations to come Natures calling, find your park Opportunities are endless at NPS Tactics Fee Free day raffle for gear in partnership with local outdoor shops Photo contests (Social Media) NPS representatives with information booths to showcase outdoor activities and involvement Opportunities with NPS. (Job fairs, central plazas) Social media promotions (fee free days)

Electric Projection Car

Messages and Tactics for Campus Media Messages NPS is hosting its centennial celebration in NPS has a variety of internship and career building opportunities for students. Be aware of NPS representatives visiting each campus during the 2015 fall semester. Tactics Send news releases on upcoming events during the centennial celebration to each campus media outlet Send media alerts to each campus media outlet. Send print and radio advertisements to each campus media outlet.

Messages and Tactics for Northern Colorado Media Messages NPS is hosting its centennial celebration in the near future. NPS has a variety of internship and career building opportunities for residents. NPS offers a variety of activities, programs, park visits, and promotional opportunities. Tactics Send news releases on upcoming events during the centennial celebration to each media outlet Send media alerts to each media outlet. Send print and radio advertisements to each media outlet.

Messages and Tactics for Northern Colorado Outdoor Shops Messages Build community between NPS services, the companies that sell the gear, and the outdoor enthusiast. Incorporates cohesion for the outdoor lifestyles and where they partake in them. Tactics Social media promotions about what NPS has to offer, and build a community around the active and outdoor lifestyle. Fee Free day raffle for gear in partnership with local outdoor shops. NPS representatives with information booths to showcase outdoor activities and gain attendance into the store fronts.

Tactics/Action Items Person Responsible Timeline (every 10 day) Remarks Instagram postsBen EamesXXXXXXXXXSame as August Instagram contestDJ GrovesX FacebookPaige BrophyX X X X X TwitterPaige BrophyXXXXXXXXX Press releases to media outletsBen Eames X Media alertsBrian Waugh X Radio PSABrian Waugh X On campus advertisements (brochures, flyers,)DJ GrovesXX X Campus representativesNPS XXX Park. Shuttle. Parks. EventAgency/Volunteers X Electric Projection CarNPS StaffX April 2015

Tactics/Action ItemsQuantity Per Item Cost Total Budget Remarks Organizational Media Print Advertisements for campus 200 per month x4$0.12 $9650 ads per college campus (CSU, UNC, CU, FRCC) for 4 months Social Media Facebook Posts1 every other day--One Facebook every other day on NPS page that is either promotional or informational Instagram Pictures1 per day--One Instagram picture a day on features of the parks Instagram Photo ContestN/A--Participants will tag #findyourpark in their Instagram photos, and the prizes will be donated by NPS supporters Twitter1 per day--One tweet per day that is promotional or informational about NPS or its parks. News Media Press Releases/News Releases8--2 per month on fee free days, shuttle service and Centennial Celebration Media Alerts4--1 per month on fee free days, shuttle service and Centennial Celebration Radio Advertisements/PSA 7--7 total during the 4 month campaign Interpersonal Media NPS Representatives (volunteers) The 10 volunteer representatives or park rangers would travel to the different campus, community events, and outdoor shops. Not all 10 would be at every event, the reps will rotate. On Site Raffles4--Gear donated by outdoor gear shops, passes held by NPS, for NPS gear, passes and donated outdoor gear. T-shirts2,000$4.00 per shirt$8,000Custom Ink designed and produced Other Park Shuttle Park7 times per school (x3) --Green ride will be partnering with the NPS to help run the Park Shuttle Parks program. The 15 dollar fee will help cover the gas, mileage, and

Evaluation Methods: Organizational Media Count how many “Find Your Park” tee shirts were distributed Count how many posters were hung up and flyers were distributed

Evaluation Methods: Interpersonal Media Count how many participated in Park Shuttle Parks service Count how many people engaged with NPS representatives Count how many raffle tickets were distributed

Evaluation Methods: Social Media Facebook: Count the number of likes, comments, and shares and compare to after the campaign for NPS accounts and separate park accounts. Instagram: Count the number of participants, likes, comments, and followers and compare to after the campaign for NPS accounts and separate park accounts. Twitter: Count the number of followers, mentions, tweets and compare to after the campaign for NPS accounts and separate park accounts.

Evaluation Methods: News Media Count how many news releases were created and how many were picked up by the media outlets. Count how many stories were published based on media alerts and pitch letters. Count how many media outlets ran the radio PSAs and how many times the PSA ran.

Questions?