Strategy Preparing for the Second Century E X P E R I E N C E Y - - PowerPoint PPT Presentation

E X P E R I E N C E Y O U R A M E R I C A

National Park Service Centennial Strategy

Preparing for the Second Century

National Park Service U.S. Department of the Interior

E X P E R I E N C E Y O U R A M E R I C A

Centennial Opportunity

The NPS Centennial in 2016 is an opportunity to take cross-cutting strategic action to prepare for the next 100 years; to leverage and build public interest and support; and create internal and external alignment around shared goals.

Foundation for Centennial Goals

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2007 Centennial Report Second Century Commission America’s Great Outdoors

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n Changing

demographics

n Declining budgets

and sequestration

n Maintenance

Backlog

n Climate Change n Children and Nature

Deficit

n Building a new

connection to all Americans

Challenges and Opportunities

Lack of Understanding of what NPS Does

Protect National Parks, Wildlife, Seashores, Monuments Help Build Communities (RTCA) Education Programs Environmental Research And Monitoring (Climate Change) Historic Preservation Programs (Tax Credit, NR) Recreational Opportunities (Fun)

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Call to Action: Centennial Goals

n Connecting People to Parks n Advancing the NPS Education Mission n Preserving America’s Special Places n Enhancing Professional & Organizational

Excellence

Strategic and innovative actions to prepare NPS and its partners for the next 100 years of stewardship and engagement.

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Centennial Components underway

Major Components of NPS Centennial Strategy:

n Call to Action Goals: 39 park and program actions n National Park Foundation (NPF): Public Marketing &

Branding Campaign with Grey Advertising

n NPF Capital Campaign ($100-200 million) plus

friends groups ($$)

n National Park System Advisory Board Centennial

Committee

n Special Events & Projects: WASO Centennial Office n Partner and Stakeholder Collaboration n Legislative Action

Collaboration around the Centennial Goals

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Communities

§ Gateway Communities § Local & Regional Tourism Agencies § Visitors

Partners

§ National Park Foundation § NPS Advisory Board § Friends Groups § Concessioners § Cooperating Assoc. § Stakeholder Groups § State Parks

National Park Service

§ Programs § Parks § Employees § Volunteers

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NPS Employees and the Centennial

n Leadership Focus n Internal communications n Local C2A Action items n Organizational flexibility n Partnership policy reform n Relevancy, diversity and

Inclusion in workforce

n Center for Innovation n Urban Parks and Programs n Youth

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NPS Advisory Board and the Centennial

n 12 Members (8 from the 2nd

Century Commission)

n Major projects: education,

relevancy, urban parks, planning, economics, innovation, science, new NHL/NNL

n Centennial Committee:

31 Stakeholder Members Concessions, Cooperating Assoc.,

Friends Groups, Recreation, Youth Programs, Gateway Communities, Trails, State and Local Parks, Historic Preservation and Conservation

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NPF Marketing & Branding Campaign

n Create Relevancy

Improve awareness and understanding

n Drive Connection

Increase and deepen public engagement (physical and virtual) with the National Park brand experience.

n Increase Support

Increase private funding and support (volunteering, donations, etc.

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Grey Advertising: Focus Population

Adult Millennials

Living on their own, without their parents. Forever the optimist, the Millennials believe that great things are always possible: they believe in the power of potential- and weigh both the near and longer term outcomes when making choices today. Yet they also see power and strength in tradition- in the proven; they feel that legacy brands are worth respecting. They currently have less connection and awareness of the NPS than the generations before them. These Millennials feel that community and history is important, but they don't like to be dictated to, they find value on their own terms.

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• NPS is synonymous with the

big parks

• There is no understanding of

what the Service does

• utside of protecting the

parks

• Community efforts create

personal connections

• Education is also a key

selling point

• Belief that parks are taken

care of by the government

Relevancy

• Parks are pure; therefore,

the national park brand is seen as the protector of these pristine, almost sacred, places

• Thus, must be celebrated
• Maintenance alone is not

compelling, loss feels substantial

• Memories and experiences

strengthen the reasons to believe

Connection

• Skepticism erodes purity
• Consumers want a cause

that makes an immediate impact

• Perceived proximity makes a

consumer’s donation feel like it is making a real difference

• Personal connections drive

support

Support

Qualitative Research Key Findings

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Quantitative Key Findings

• Services that consumers were more likely to donate $$ to included:

– Protecting wildlife, ecosystems and natural environments – Offering educational programs to students and teachers – Preserving historic locations, archeological sites and artifacts, and – Engaging underserved communities in national parks

• Three concepts tested:

ü Moved perception from maintenance to preservation ü Communicate the breadth of responsibilities of the NPS, especially for younger and multi-cultural groups ü Increased likelihood of visitation, virtual engagement and support

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Centennial Public Awareness Campaign: “Find Your Park”

n Brand Awareness n Hollywood/Sports Talent n Social and Traditional Media n Corporate Sponsorship

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National Centennial Events & Projects

n National Parade n Traveling Exhibit n Special Events & Programs

(National Geographic, BioBlitz, Sesame Street, HP/HP, etc.)

n Share your story

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National Signature Events & Activities

Current Proposals

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NPF Capital Campaign

n Goal of $100 - $200 million for

Support for Grants to Parks

n Case for Support Aligns with

NPS and NPF Strategic Goals

n Challenge to Friends Groups n Launched in 2014

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Support from the Secretary:

n Served on the 2nd Century

Commission

n 2015 – 2017 Budget

formulation

n New Park Designations n Conservation/Preservation

Decisions

n Opportunity to highlight all

Public Lands

n Special Events n Youth: Play, Learn, Serve

Work

U.S. Department of the Interior

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n A Congressional Strategy to

build park champions

n Centennial Legislation: New

authorities, fees, cooperative agreements

n Commemorative Coin: raise

$25 million

n New Park Designations n Appropriations: Seasonals,

backlog, partnerships

U.S. Congress and the Centennial

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n Special Initiatives

Let’s Move Veterans/Wounded Warriors

n Special Events n Healthy Parks/ Healthy

People

White House and the Centennial

2013 2014 2015 2016 2017

ü A Call to Action Implementation ü Framework Planning ü NPF Corporate Listening Tour ü NPF Marketing Campaign Research Phase

• A Call to Action Implementation
• Strategic Planning
• Partnership Implementation
• Marketing Campaign Development
• Capital Campaign Development
• A Call to Action Implementation
• Centennial Events & Partner Engagement
• NPF Marketing & Capital Campaign Activation
• Final Evaluation

Schedule & Major Phases

Implementation Phase Strategic Planning Phase Organizational Phase

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National Park Service Centennial Strategy Outcome:

The Centennial of the National Park Service will raise awareness of the multiple benefits of the work of the NPS, state parks and public lands, create deep, personal and multigenerational connections with all Americans and motivate them to provide support in the form of visitation, constituency, volunteerism, and philanthropy.