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
NPF’S WORK TO OVERCOME THESE BARRIERS 3 | National Park Foundation
HOW HAVE WE DONE IT 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 ADVERTISING EVENTS AND EXPERIENCES PARTNERSHIPS PUBLIC RELATIONS Donated Media: Park Exchange Events White House SXSL Media BTS at Content Shoots Times Square Takeover Pride Parade HitRECord & Joseph Gordon-Levitt Press Day with Bella Thorne Mobile Billboards Essence Festival Funny or Die Press Day with Roselyn Sanchez Bus Shelters Rose Parade Mashable Interviews with JGL PSAs Smithsonian Exhibit YouTube / Playlist Live Spotlight Coverage for Rangers White House SXSL Mary Lambert Executive Visibility Desksides Philadelphia Flower Show Bill Nye Always On News Engine Pitching Find Your Park Machine Terrence J. Coverage in Broadcast, Print & Online Mary Lambert at Stonewall Roselyn Sanchez (General Audience & Multicultural) Bill Nye Facebook Live Landmark Festival National Christmas Tree Lighting Corporate Partners 4
5 | National Park Foundation
MEASURING OUR SUCCESS A S O F J A N U A R Y 2 0 1 7 RELEVANCY ENGAGEMENT SUPPORT Improve perception and understanding Increase and deepen public connection Increase support and funding 7 Million Social Engagements (NPS/NPF) By June 2016, 66% of millennials are “very likely” 17.1 Billion PR Impressions to visit a park 300,000+ new members of the parks community (May 2016) 3.5 Billion Trackable Impressions from Advertising Visitation increased across 70% of parks via Donated Media 69% of millennials are now likely to volunteer 1.5 Million new fans/followers $37.7 Million Estimated Ad Value 330.1 Million Visitors (2016) 669,000 uses of #findyourpark CONFIDENTIAL 6
Image by indiana.dunes PROGRAMMATIC EFFORTS 7 | National Park Foundation
PROVIDING ACCESS EVERY KID IN A PARK 300+ Transportation • Grants 390,000 students • Parks as Classrooms • Rivera Elementary students walking through Yosemite National Park Photo by Andrew Kuhn 8 | National Park Foundation
CREATING RELEVANCY 21 ST CENTURY CONSERVATION CORPS Provide opportunities for young • adults to engage with the natural environment Develop skills as leaders and • team members Inspire volunteerism • 9 | National Park Foundation
MEASURED OUTCOMES Teacher Engagement Relevancy and Awareness Develop New Audiences 10 | 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 11 | National Park Foundation
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