fairmount park conservancy
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Arielle Knapp Gabe Spiller Alison Tidwell Scott Thomas Laura
Copywriter Media Planner Account Director Account Planner Art D
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RFP Takeaway
Increase awareness of the FairmountPark Conservancy among 25-40 yearolds in and around Philadelphia
Increase membership base among 25-40year olds in and around Philadelphia
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Competitor Analysis
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Have you heard of the Fairmount Park Conservancy
74% No26% Yes
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Regarding the Fairmount Park Conservancy and the benefits they pwhich would you rather?
Donate
Both
Neither
Pay for membershipat specific amount
55%19%
16%
10%
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What do you enjoy doing in the parks?
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Key Findings
People already have an established relationship with th
If people knew more about the Conservancy they woul
more willing to donate
A majority of the target care about the environment an
their communitiesPeople use parks as an escape within the city
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Communication Objective
To persuade the target audience that the FairmountPark Conservancy is an integral part of their relationsh
with the parks.
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Key Business Issue
There is al k
of awarenessand minimal membership
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Target Audience
25-40 year olds
Philadelphia and surrounding neighborhoods
Involved or would like to be involved in the community
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Mark- Family man
- Mid to late 30s
- Looking for family geared programs,
memberships and benefits. He stays active
and would like to have easy access to the
parks, the communities within them andevent updates.
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Sonya- Outdoorsy, explorer
- Late 20s to early 30s
- She is a hardcore biker and considers herselfa humanitarian, following an organic/healthdriven lifestyle. Interested in cool outdoorevents such as plays, fleas and other markets.She enjoys gardening and harvesting fresh
vegetables when she can find the time. She isinterested in expanding Philadelphias bikeinfra and trails and their maintenance.
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Key Benefit
Fairmount Park Conservancy is the supplier andpreserver of the parkexperience, continually enhancing
the connection between the parks and their users.
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Tone
Friendly,
welcoming
introducing
camaraderie
Youthful yet
wise
Prov
enco
cha
in
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Big Idea
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Publications
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Partnerships
Philadelphia Bike Coalition
Promotes bicycling as an environmentally-friendly form of transpo Holds events and classes
Publication and blog
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Partnerships
Philadelphia LOVE Run
Weekend of March 30, 2014 Kick-off party, athlete expo, pre-race meeting,
post-race festival, awards
Over 10000 participants
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Thank You!