Central Park Guillermo Arenas Angie Chahin Chih-Ya Chou Mariel Espejo Xinnan Li

Agenda

p  Central Park Stats & Facts

p  Digital Presence

p  Competitor Analysis

p  Visitor Profiles

p  Problems|Unmet needs

p  Central Park Framework

p  Recommendations

Source: Feb 2011, http://greatergreaterwashington.org/

Central Park Statistics

Facts p Origins: Opened in 1857 and was developed over 16 years

p Acreage: 843 acres, 6 percent of Manhattan's total acreage. Includes seven water bodies totaling 150 acres, 136 acres of woodlands and 250 acres of lawns.

p Pathways: 58 miles of walking paths

p Trees and benches: More than 26,000 trees and nearly 9,000 benches

p Attractions: Delacorte Theater, a 1,885-seat auditorium for the performing arts; the 5.5-acre Central Park Zoo with 1,400 animals, including Antarctic penguins and polar bears.

p Recreation: 26 ball fields; 30 tennis courts; 21 playgrounds; one carousel; two ice-skating rinks, one of which is converted into a swimming pool in the summer.

p Management: Central Park Conservancy, a private, not-for-profit organization founded in 1980, manages Central Park under a contract with the city

p Budget: The conservancy provides more than 85 percent of Central Park's annual $20 million operating budget.

Digital Presence

Website -  The official website which ran by the Central Park Conservatory -  Focus on recruiting donors and members -  Offers the Central Park Free App -  Informational and educational -  Unclear message

Mobile App -  Unable to purchase tickets through the app -  Plain way to show upcoming events

Blog - It has not been promoted since it launched the blog

Foursquare -  Fractured among different locations among the park -  Main Central Park account has 12,786 photos, 89,000 total visitors, 160,000 checked

ins, 9.7/10 score out of 17,600 votes -  Recommendations are very basic and mostly funny

Yelp -  1,368 reviews, 5 stars rating -  Extensive reviews from both NY’ers and tourists

Facebook -  41,646 ratings, 4.7 stars -  Very long paragraphs, posts are too lengthy

Twitter -  51,000 followers, 5850 tweets -  Serious tone, very educational, but not too involved

Instagram -  1,914 followers, 321 photos -  Photos of the park scenery, but not very personal or involving everyday people

Competitor Analysis

Chelsea Piers High Line Park Hudson River Park

Description It aims to improve the quality of life of its clients and guests by providing a place for all-- adults and children-- to relax, play, learn and compete

Used to be part of the rail tracks 1.45 mile-long playground filled with flowers and grasses

Longest waterfront park in the United States. Transformed five miles of decaying piers and into a beloved, urban recreational paradise. Attracting 17 million visits each year. Plays a critical role in protecting the Hudson River environment itself.

Activities It offers a variety of indoor and outdoor activities such as batting cages, boat rides, bowling, team sports, ice skating, and rock climbing. It also has a sport center, golf club and event space for renting.

Art on the High Line High Line garden programs High Line family programs High Line history programs

Sports & Recreation for kids and adults School programs and summer camp All-sport athletic fields Beach volleyball courts Outdoor activities; Kayaking, Sailing…

Digital presence

-  Website -  Facebook: 13,000 fans,4.7

stars, 15 ratings -  Instagram: 530 followers -  Twitter: 7,500 followers -  Youtube, 26 subscribers, 20,478

views -  No mobile app

-  Website -  Facebook: 98,811 likes, 4.7 stars,

836 ratings -  Instagram: 19408 Followers -  Twitter :49,800 Followers, 4091

Tweets -  Yelp:1165 reviews, 4.5 stars -  No mobile app

-  Website -  Facebook: 5,999 Likes, 4.4 stars,

487 ratings -  Twitter: 5,560 followers -  Flicker account -  Youtube: 24 subscribers, 5,303

views -  Interactive map including

facilities description -  No mobile app

Visitor Profiles

Henry Santiago Emma

• Tourist • 26 years old • First time visitor • “Explorer”

• New Yorker—Queens • 32 years old • Visits the park about

once every two months

• “Discoverer”

• New Yorker—Manhattan

• 50 years old • Visits the park twice

per month • “Regular”

Problems|Unmet needs

p  The digital components of Central Park lack the ability to build rapport with the visitors and create a connection

p  The brand tone is serious and informational, doesn’t motivate experiences

p  Visitors are not engaged with the social media platforms, there is no interaction

APP Culture

p  Over the past two years, downloading apps is the second-fastest growing function that users have on their cellphones

p  According to the Experian Marketing Services’ data, almost 40% of cell phone users say they have the ability to download apps

p  App downloads are more likely than average among 18-44 year olds and those from households earning $50K+

p  Only 7% of adults who own a smartphone or tablet consider themselves non-mobile app users

p  Frequency of mobile apps usage tends to correlate with age and income groups. Avid users are more likely than average to be 25-34 years old and live in a household earning $50K-80K

Source: Mintel - Mobile Apps - US - September 2013

Central Park Digital Strategy Framework

Offer a personalized experience to Central Park visitors through

digital platforms

Improve visitors experience by

upgrading Central Park’s app

Use Augmented Reality Technology to

personalize experiences

Partner with restaurants, museums, bike rental stores and

other attractions

Partner with Spotify and Google Maps

Engage users with the App

Integrate social extensions for all

activities

Location based technology

Community building through social media adapting a friendly

informal voice and tone

Increase Revenue

Drive purchases through partnerships

Commission based

fee

Incentivize donations

Call to action button and trigger emails

Objec&vesGoalsStrategies

Recommendation1 Redesign Central Park App

p  Optimize location based service

p  Integrate ‘Augmented Reality’ technology

p  Integrate social media

p  Personal adventure recorder (notes, songs, pictures)

p  One stop information source

- Surrounding restaurants and delis

- External service providers ( Photography, painting, picnic baskets…)

- External rental services ( Bike, boat, horse carriage…)

p  Partnerships

- Google Maps

- Spotify

- Service providers

p  Utilize social media platforms

- Cross platform official hashtag: #MyCentralParkJourney, #MyCentralParkSong

- Spotify campaign to create official Central Park playlist

- Share user generated content through social media platforms

- Provide personal journey summary that can be shared on social media

p  Rate and review points of interest

p  Reserve, order and pay feature

Recommendation2 Engage users with the App

My Adventure

Choose your own adventure…. App Demo

Central Park

My Past Adventures

Continue Adventure

Begin Adventure

Today, I’m with…

Family

Date Friends

Central Park

Myself Food Sports

I’m feeling like…

Attractions

Classes Events

Central Park

p  Integrated with Augmented Reality technology

p  People can search the nearest destination based on interest

p  It shows the destination information, ratings, and distance

p Allows the visitor to create personal journey records

p  Share the experience on social media easily

BRIDGE NO. 24 0.02 mi

OBELISK 0.05 mi

What I see

What I hear

What I think

Exit

CENTRAL PARK You visited Central Park on

01/05/2014. Here is the summary of your visit.

Dashboard Timeline Share

Dashboard

58 Photos Taken today

3 Notes Written today

8 Audios Listened to today

11 Songs

p  People can view and share their journey via mobile app

p  The journey summary will be sent to user’s email as well

p  Partnership transaction fee

- Commission based purchases of 2-3% per transaction

p  Donations

- Trigger Email

- Call to action after purchase

- Clear app donation feature

Recommendation3 Strategies to increase revenue

Hi friend, Here is the summary of your last visit to the park

www.centralpark.org/myvisit100001 The weather is getting warmer, how about you come

back and bike ride with us next week? Be Central To The Park

75% of Central Park’s budget comes from your generous donations.

You’ve visited Central Park today

Central Park

Trigger Email

THANK YOU!