adv 385 campaign book

“Bound by Nature” Advertising Campaign Client : Angeles State Parks ADV 385 Fall 2024

THE TEAM

Emilee Owen Francesca

CREATIVE BRIEF

What do we want to accomplish? --> Increase awareness of State Parks Who are we talking to? --> Younger generations around the area (Genz Z and Millenials), parents with children.

What do they think now? --> They lack awareness about the difference between a state park and a local park, and the events that state parks offer.

What do we want them to think? --> State parks are safe, friendly, and convenient. They offer amenities, entertaining activities for a variety of ages.

Why should they think this? --> Connect with communities, experience new and exciting adventures, improve mental health and unplug from screens.

Big Idea: Foster Connections, Build Communities.

SWOT

Strengths

- Park legend - Parks blog - Outdoor recreation - Historical sites - Natural preservation - Free parking for library members - Park passes

Opportunities

- Mental health awareness - Susainability - Weather information - Indigenous culture awareness - Audience engagement

Weaknesses

- Accessibility and conveinence - Lack of social media awareness - Lack of website presence - Parking - Noise

Threats

- Local competitors - Population - Parks app - Natural disaster and climate - Weather

COMPETITIVE ANALYSIS

3 competitors of state parks: The Santa Monica Pier:

- Activities include restaurants, shopping, an amusement park, and special events.

- Upcoming event: Cirque Du Soleil’s KOOZA show from Oct. 19 to Dec. 1.

- Easily accessible by walking, biking, public transportation, rideshare, or car.

Griffith Park:

- Activities: hiking, biking, horseback riding, camping, swimming, and sports.

- Key attractions: Autry Museum, Bronson Caves, Griffith Observatory, Hollywood Sign, LA Zoo. - Events: workout classes, hiking groups, outdoor movies, themed festivals.

National Parks:

- California has nine national parks, including Yosemite, Joshua Tree, Death Valley, and Redwoods.

- Recreational activities include hiking, rock climbing, biking, camping, and limited-time events, like Yosemite’s art trails.

AUDIENCE

Persona:

Name: Sarah Thompson Age: 35 Occupation: Marketing Manager at a tech startup Location: Los Angeles, California Education: Bachelor’s Degree in Business Administration Income: $90,000 Ethnicity: Non-Hispanic White Family Status: Married, one child Tech Usage: Active on Facebook, LinkedIn, and Instagram; moderate smartphone usage for work and social interactions Lifestyle: - enjoys outdoor activities like hiking - often takes weekend trips with her family - She enjoys sustainable products - is actively saving for her child’s education Behaviors: - prefers online shopping - reads product reviews before purchasing - follows news through curated social media feeds

Read the full write up here!

BRAND GUIDE

Social media strategy

Goals:

- Increase community engagement - grow brand awareness

Themes used:

- Visiting all the state parks around my area and showing them on social media (show the variety of parks such as beaches, hiking, scenic, etc) - Making posts for fun facts about different state parks - The positive effects exposure to nature and recreation brings on mental health.

Tactics used:

- Scenic video showcasing what the parks look like/has to offer.

- Series of posts that showcase state parks and what they have to offer/fun facts about them.

- Series of posts identifying/educating what state parks are around/in Malibu.

- Series of posts that encourage people to spend time outdoors at state parks to improve mental health.

Channels used: - Instagram - TikTok

Social

Media

Theme:

Showcase the various state Parks In/ Around Malibu and the activities that the parks haves.

(EX: beaches vs mountains vs scenic)

Social

Media Cont.

Theme:

Sharing fun facts about different state parks in/ around malibu.

Social

Media Cont.

Theme:

Talk about the positive effects exposure to nature and recreation has on mental health, encouraging people to visit state parks for mental health.

SPONSORED ADS

Watch video here!

Watch video here!

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Youtube Strategy

Goals:

- Show the Parks (and what activities they have to offer) - Increase brand awareness - Storytelling - Going to parks with others

Formats used:

- 2 6-10 second bumper ads: These ads will capture the attention of the audience in a short amount of time. This will be effective because people don’t have a long attention span and especially do not care to watch long ads and would prefer to skip anyways.

- Ambient ocean noise with supporting video - At the end fade into a screen with the logo and call to action/tagline - Contrast for the second one with ambient mountain noise (quiet with nature sounds such as birds chirping, leaves rustling, or crickets) - Again with supporting video that fades into a screen with the logo and call to action/tagline at the end - 15-30 second unskippable ad: This allows our audience to see the parks and what they have to offer which will ultimately increase brand awareness since this ad is unskippable.

- Voice over talking about the activities “we” can do at the parks - Supporting video of people doing said activities at the parks

Tone of voice:

- Bringing together/community - “We” - Reconnect with nature/the outdoors - Educational/informative

Youtube Campaign

Watch video here!

Watch video here!

Watch video here!

Email Campaign

Thank you!