“Bound By nature” advertising Campaign
emilee Blakemore
Client : angeles state parks
adv 385 Fall 2024
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
ThEmE:
sHowCase
tHe various state parks In/ around maliBu and tHe aCtivities tHat tHe parks Haves. (eX: BeaCHes vs mountains vs sCeniC)
sponsoREd Ad
ooh
ooh
YouTuBE Ad
15 seC unskippaBle ad tHeme: park aCtivities
watCH video Here!
EmAil Ad
EVEnT pRomo
