“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
WEAknEssEs
- aCCessiBility and ConveinenCe
- laCk oF soCial media awareness
- laCk oF weBsite presenCe
- parking - noise
oppoRTuniTiEs
- mental HealtH awareness
- susainaBility
- weatHer inFormation
- Indigenous Culture awareness
- audienCe engagement
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
ooH
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
EMAil CAMpAign
