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1 | National Park Foundation
Image by John ‘K’
2 | National Park Foundation
BARRIERS TO CONNECTION
AWARENESS RELEVANCY ACCESS
Image by discopalace
Susan Newton SVP, Grants & Programs Image by John K 1 | - - PowerPoint PPT Presentation
Susan Newton SVP, Grants & Programs Image by John K 1 | - - PowerPoint PPT Presentation
Susan Newton SVP, Grants & Programs Image by John K 1 | National Park Foundation Image by discopalace BARRIERS TO CONNECTION AWARENESS RELEVANCY ACCESS 2 | National Park Foundation NPFS WORK TO OVERCOME THESE BARRIERS 3 |
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3 | National Park Foundation
NPF’S WORK TO OVERCOME THESE BARRIERS
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ADVERTISING Donated Media: Times Square Takeover Mobile Billboards Bus Shelters PSAs EVENTS AND EXPERIENCES Park Exchange Events Pride Parade Essence Festival Rose Parade Smithsonian Exhibit White House SXSL Philadelphia Flower Show Find Your Park Machine Mary Lambert at Stonewall Bill Nye Facebook Live National Christmas Tree Lighting PARTNERSHIPS White House SXSL HitRECord & Joseph Gordon-Levitt Funny or Die Mashable YouTube / Playlist Live Mary Lambert Bill Nye Terrence J. Roselyn Sanchez Landmark Festival Corporate Partners PUBLIC RELATIONS Media BTS at Content Shoots Press Day with Bella Thorne Press Day with Roselyn Sanchez Interviews with JGL Spotlight Coverage for Rangers Executive Visibility Desksides Always On News Engine Pitching Coverage in Broadcast, Print & Online (General Audience & Multicultural) I N T E G R A T E D C A M P A I G N E L E M E N T S
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HOW HAVE WE DONE IT
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5 | National Park Foundation
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MEASURING OUR SUCCESS
A S O F J A N U A R Y 2 0 1 7
RELEVANCY Improve perception and understanding ENGAGEMENT Increase and deepen public connection SUPPORT Increase support and funding
17.1 Billion PR Impressions 3.5 Billion Trackable Impressions from Advertising via Donated Media $37.7 Million Estimated Ad Value 7 Million Social Engagements (NPS/NPF) By June 2016, 66% of millennials are “very likely” to visit a park Visitation increased across 70% of parks 1.5 Million new fans/followers 330.1 Million Visitors (2016) 669,000 uses of #findyourpark 300,000+ new members of the parks community (May 2016) 69% of millennials are now likely to volunteer
CONFIDENTIAL
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7 | National Park Foundation
PROGRAMMATIC EFFORTS
Image by indiana.dunes
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8 | National Park Foundation
Rivera Elementary students walking through Yosemite National Park Photo by Andrew Kuhn
PROVIDING ACCESS
EVERY KID IN A PARK
- 300+ Transportation
Grants
- 390,000 students
- Parks as Classrooms
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9 | National Park Foundation
CREATING RELEVANCY
21ST CENTURY CONSERVATION CORPS
- Provide opportunities for young
adults to engage with the natural environment
- Develop skills as leaders and
team members
- Inspire volunteerism
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10 | National Park Foundation
MEASURED OUTCOMES
Teacher Engagement Relevancy and Awareness Develop New Audiences
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11 | National Park Foundation
Image by Fikret Onalc
THANK YOU!
Susan Newton Senior Vice President, Grants & Programs (202) 796-3160 snewton@nationalparks.org
11 | National Park Foundation