8/12/2019 Fairmount Park Conservancy

1/35

Arielle Knapp Gabe Spiller Alison Tidwell Scott Thomas Laura

Copywriter Media Planner Account Director Account Planner Art D

8/12/2019 Fairmount Park Conservancy

2/35

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

8/12/2019 Fairmount Park Conservancy

3/35

8/12/2019 Fairmount Park Conservancy

4/35

Competitor Analysis

8/12/2019 Fairmount Park Conservancy

5/35

Have you heard of the Fairmount Park Conservancy

74% No26% Yes

8/12/2019 Fairmount Park Conservancy

6/35

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%

8/12/2019 Fairmount Park Conservancy

7/35

What do you enjoy doing in the parks?

8/12/2019 Fairmount Park Conservancy

8/35

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

8/12/2019 Fairmount Park Conservancy

9/35

Communication Objective

To persuade the target audience that the FairmountPark Conservancy is an integral part of their relationsh

with the parks.

8/12/2019 Fairmount Park Conservancy

10/35

Key Business Issue

There is al k

of awarenessand minimal membership

8/12/2019 Fairmount Park Conservancy

11/35

Target Audience

25-40 year olds

Philadelphia and surrounding neighborhoods

Involved or would like to be involved in the community

8/12/2019 Fairmount Park Conservancy

12/35

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.

8/12/2019 Fairmount Park Conservancy

13/35

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.

8/12/2019 Fairmount Park Conservancy

14/35

Key Benefit

Fairmount Park Conservancy is the supplier andpreserver of the parkexperience, continually enhancing

the connection between the parks and their users.

8/12/2019 Fairmount Park Conservancy

15/35

8/12/2019 Fairmount Park Conservancy

16/35

Tone

Friendly,

welcoming

introducing

camaraderie

Youthful yet

wise

Prov

enco

cha

in

8/12/2019 Fairmount Park Conservancy

17/35

Big Idea

8/12/2019 Fairmount Park Conservancy

18/35

8/12/2019 Fairmount Park Conservancy

19/35

8/12/2019 Fairmount Park Conservancy

20/35

8/12/2019 Fairmount Park Conservancy

21/35

8/12/2019 Fairmount Park Conservancy

22/35

8/12/2019 Fairmount Park Conservancy

23/35

8/12/2019 Fairmount Park Conservancy

24/35

8/12/2019 Fairmount Park Conservancy

25/35

8/12/2019 Fairmount Park Conservancy

26/35

8/12/2019 Fairmount Park Conservancy

27/35

8/12/2019 Fairmount Park Conservancy

28/35

Publications

8/12/2019 Fairmount Park Conservancy

29/35

8/12/2019 Fairmount Park Conservancy

30/35

8/12/2019 Fairmount Park Conservancy

31/35

8/12/2019 Fairmount Park Conservancy

32/35

Partnerships

Philadelphia Bike Coalition

Promotes bicycling as an environmentally-friendly form of transpo Holds events and classes

Publication and blog

8/12/2019 Fairmount Park Conservancy

33/35

Partnerships

Philadelphia LOVE Run

Weekend of March 30, 2014 Kick-off party, athlete expo, pre-race meeting,

post-race festival, awards

Over 10000 participants

8/12/2019 Fairmount Park Conservancy

34/35

8/12/2019 Fairmount Park Conservancy

35/35

Thank You!