The National Recreation and Park Association (NRPA)

Promoting a national campaign to provide greater access to parks

When the organization that supports our nation’s local parks and a power player like Disney needed our help to promote a campaign supporting our local parks, we didn’t think twice. The goal was to raise awareness for parks and provide a million children and their families with greater access to play areas and recreation.

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The challenge

The National Recreation and Park Association (NRPA) teamed up with Disney to revitalize parks across the country for the third year in a row. They’d had success with their Meet Me at the Park campaign in previous years, but they wanted campaign awareness to reach new heights. So they called in reinforcements—us.

The solution

To help NRPA and Disney reach their goals, we assisted with three forms of outreach—traditional PR, social media and email—and created a campaign video. Overall, our efforts boosted web traffic by 278% and social media reach by a whopping 783%.

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To provide communities across the country with resources to improve local parks, NRPA and Disney teamed up on Meet Me at the Park, a national campaign that connects kids with nature, promotes healthy living and provides access to sports. 

Through Meet Me at the Park, NRPA selected 15 cities to receive a $20,000 grant for park improvements or a park project. They invited the general public to vote for one of three parks in each of those cities, which included San Francisco, Seattle, New York, Chicago, Austin, Durham, Miami, Charlotte, Hartford, Orlando and Philadelphia, among others. 

The Meet Me at the Park campaign also asked the public to nominate a 16th city to receive a $20,000 grant for park improvements or a park project. Parks from every state were eligible for nomination and the city with the most nominations would win the grant.

Taking Campaign Awareness to the Next Level

When NRPA approached us about promoting Meet Me at the Park, they asked us to augment their current outreach. Ultimately, we provided NRPA with a new toolkit for nominee cities, an innovative email strategy and content, social media campaign elements, PR strategy and outreach, and a promotional video.

In the end, our efforts paid off with high returns. The campaign ended up receiving 216% more votes for the chosen cities, 2,442% more votes for nominee cities, 278% more web traffic and a whopping 783% increase in social media reach. Not too shabby.

Working closely with NRPA, our PR team also had great success. Media coverage appeared on TV stations and in major dailies across the country, as well as in a variety of blogs, websites and social media platforms.

Down Memory Lane

Perhaps the best part of working on this campaign was that it enabled us to think about our own experiences at local parks growing up. All of us had stories to share about milestone events in our lives that happened at parks.

The amazing thing about parks is that they are common ground for people of all ages, backgrounds and walks of life. They bring communities together and give us space to play, exercise and breathe.

The next time you visit a park, remember there is a whole team of individuals in your city working to ensure you have the best experience. There’s also an entire group of people back in Washington, D.C. working to support your local park teams.

To learn more about NRPA or Meet Me at the Park, click here.

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