Fairmount Park Conservancy

Report

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We make magic happen.

Table of Contents
Objectives 3 Analytics 4 Competitive Analysis 5 Advertising Review 6 Current Target 7 Primary Research 8 Goal Target 9 Communication Objectives 9 Key Business Issue 10 Targeting our Target 11 Tone 11 Creative 14 App 15 Promotional 16 Outdoor 17 Commercial 18 Facebook 20 Twitter 21 Media Plan 22 Additional Recommendations 30 Conclusion 30

Objectives

RFP Objectives:
After receiving the RFP for the Fairmount Park Conservancy, and after debriefing with the client, we learned: That Fairmount Park Conservancy works as a collaborative leader in conjunction with other organizations such as Philadelphia parks and recreation. That 32% of members are new members. Fairmount Park Conservancy is partnered with over 20 businesses that offer members discounts.

Our overall objectives from the RFP are:

To increase awareness of the Fairmount Park Conservancy among 25-40 year olds in and around Philadelphia Increase membership base among 25-40 year olds in and around Philadelphia Our campaign has a budget of $75,000 with an estimated launch in Spring 2014.

Analytics

Current Business Analytics:

To recap some highlights of your current business situation, the Fairmount Park Conservancy launched their membership program in 2012 and have gained 500 members within the first year. Membership includes the Perks Pass which features partnerships with over 20 businesses that offer members discounts on thing such as museum admission, food and beverage discounts, and a range of other savings.

Industry Analytics:
Some changes are taking place within the industry that affect how we tackled Fairmount Park Conservancys advertising problem. The first of which is the development of more non-profit organizations which all vie for support and donations. For this reason, we needed to differentiate the membership of FPC from every other organization looking to gather support. Another shifting trend in the industry is our ever-growing connected culture, by which anyone can be updated with information with the click of a mouse or tap of a screen. Developments in technology allow people to be instantly gratified, and brings a sense of ultimate convenience. Therefore we needed to reach our new target audience on a level which is of the upmost convenience for them. This is the best way to catch the interest and maintain the exposure of the new target to our proposed campaign.

Competitive Analysis
Competitive Analysis:
Friends groups of individual parks Community Associations Fiends groups of individual parks such as the Friends of the Wissahickon prove to be a legitimate competitor. This group offers memberships even as low as $20 since they open it up to those with limited income and students. The tone of this group is fresh and it invites younger people, the same age of which we are aiming to target. Friends groups and groups that are devoted to one park in particular are our biggest competition since we have found that people are more likely to contribute to their own parks. This leads to our second competitor, which are individual community associations. Although they do not typically require any further membership then being a part of the community, they do ask for members of the community to be active within the association and donate on a regular basis. This again touches on one of our key findings: that 25-40 year olds are more likely to subscribe to their local parks. We will touch on this point further when discussing our research findings.

Advertising Review
Advertising Review:
In the past, the Fairmount Park Conservancy has advertised on SEPTA modes of transportation such as regional rail and subway banners. This is an effective means of reaching commuters within the city, typically 25-40 years of age. However, as you will discover through our primary research, this is not necessarily the audience that Fairmount Park Conservancy needs to target in order to really increase the membership base. Fairmount Park Conservancy has also advertised via social media, in particular Facebook. This is an important part of the audience which we are trying to reach since our culture has made a shift to being connected socially and technologically. We wanted to continue the use of this platform since it falls in line with the behavior of our target audience, and it is an inexpensive means of reaching our audience and engaging them in our campaign.

Current Target
Current Target:
As it stands, the current audience or majority of members of the Fairmount Park Conservancy can be characterized as such: - 40+ years old - Married with older children who have left the next. These individuals reside in the suburbs surrounding Philadelphia as well as in the heart of the city, the Center City area. -They are wealthy individuals with a household income of over $150,000. For this reason, they have more of a disposable income and are able to contribute to organizations, often more than just the minimum contribution.

However, these individuals are less likely to be as active in the parks as the younger demographic we are now aiming to target. - Also in the current member audience are businesses and CEOs that contribute as a means of philanthropy. These members contribute generously to the conservancy but there is the lack of personal connection to the park system. This is an insight that we wanted to work with for our new target, and focus on building a lasting relationship.

Primary Research
Primary Research:
To really uncover and understand our target, our agency started by visiting several parks such as Fairmount Park (East and West), Tacony Creek Park, and Wissahickon Valley Park. While here we observed the people who were using the parks and what they were using them for. We discovered a host of activities from exercising on the designated paths to enjoying play time with children and everything in between. Our agency spoke directly to those in the parks and inquired about how many times on average they used the parks in any given month, and what activities they used the parks for. We ask what would entice them to be involved in their communication, and what geographic locations they traveled to the parks from. Our in-park observations and interviews proved to be helpful in our initial identification of our target, but we needed further information and data. For this, we turned to online surveys which asked some of the following questions: 1. Where do you find the majority of your news? The answer to which is #1 internet (%) and #2 Television (%) 2. Do you know who maintains your local parks? Our survey indicated that 50% were aware, and the other 50% unaware. We found it important to learn how involved and informed our target audience is. 3. What best describes your involvement in your own community? 70% of our respondents stated that their involvement was low, while the other 30% identified their involvement as moderate or when its convenient for my schedule. We sent this survey out via social media (Facebook) and shared it on non-profit pages and groups that are centered on greater Philadelphia happenings and events.

Findings:

After delving into the lives and routines of these park users and survey respondents, some of the most important findings that helped guide our campaign are: 1. 60% of our survey and interview respondents stated that they do not feel any sort of connection to the entire Fairmount Park system. Instead they feel more interested in parks that they have a relationship to, that they have made memories in. People would rather help to preserve and maintain these individual parks for their children and future generations. 2. People would be more proactive in volunteering and would be more inclined to become a member if it was more of a convenience for them. This was gathered from 70% of those surveyed and interviewed. These two key insights guided how we chose to develop our campaign in order to initially reach our target, and then maintain interest with the end goal of gaining new members.

Goal Target
Goal Target:
Through our secondary and primary research, our agency identified our new target audience. Our new target can be characterized as such: -25-40 years of age -57% Female, with the remaining 43% Male -They are married couples who are beginning families or have young children -They have a household income of $75-$150k -They are college graduates with careers in the professional fields -They live in suburbs around Philadelphia but still close to the city -This target is busy and active, they are focused on their careers but enjoy and are willing to spend money on entertainment such as concerts in the city, even the Mann Center. -These individuals are a part of the ever growing culture of technology, they appreciate the immediacy and convenience of their connected devices and are very savvy when navigating the internet and other forms of technology. They use their devices to stay updated and current on news and information, and also use it as a means of entertaining their children (ex: movies and games on their ipads). -Our new target also chooses an active and healthy lifestyle. They use the parks 3-5 times in any given month, both for personal exercise and family time. They also subscribe to the increasingly popular healthy lifestyle, meaning that they take into consideration the food they eat and what they feed their children.

Communication Objective:
Our agencys goal through our campaign is to forge a relationship between our new target and the Fairmount Park Conservancy by touching on the memories that are created in the parks and then passed down through generations, along with the opportunity to make memories in these parks which is also passed down through generations. Therefore, our communication objective is: To persuade greater Philadelphia residents 25-40 that by becoming a member of the Fairmount Park Conservancy, they will establish a relationship to several parks in the system, and pas down the opportunity for future generations to make the same memories that they once did.

Key Business Issue:

The key issue that our agency focused on when developing our campaign is that: Residents in our target 60% of our interview and survey respondents do not feel any connection to the entire Fairmount Park System, and therefore do not see the benefit of becoming a member and passing down the same opportunities to make memories to future generations. It is Magias goal to forge a relationship between our target and the Fairmount Park Conservancy that will spark interest and maintain continued support for future generations to come.

Position:
Our way of forging this relationship is:

Park for the Future

A campaign built on the nostalgia that is felt when creating and passing down memories in these parks, and integrated to appeal directly to our younger, fresher demographic.

Rationale:
Park for the Future encompasses two very important aspects of this new audience we are targeting. First, it is giving the parks to the future. The memories that are made in each park within the park system and cherished are treasured for lifetimes, along with the traditions that are formed in each. Such as picnicking at Fairmount Park, walking down Kelly Drive in the fall, enjoying family time at the playground. These are all then passed down for future generations to make their own memories. In this sense, Park for the Future is about passing on these parks. When you become a member of the Fairmount Park Conservancy, you take an active role in making sure that these generations to come are able to have the same cherished opportunities that you once did. Since our new audience consists of parents with young children, not only are they beginning to make these memories and create these traditions, but they will be more inclined to learn more so that they are able to give this wonderful gift to their children. The second meaning of Park for the Future speaks to the audience that we are targeting. Our culture has become one of technological advancement and instant connectedness. More often than not, we are glued to our devices to stay on top of the current news, media, and information. Even when enjoying the beauty of nature, we are never out of reach of our devices. This sense of instant socializing and gratification was important to our agency when deciding how to best reach our target. Therefore the second meaning of Park for the Future is the future of technology and how one day parks may even be technologized but it helps to preserve these memories. We applied this to our campaign by skipping over the traditional media outlets and focusing on how we could reach our target with the most convenience.

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Targeting Our Target:

Now that we uncovered some basics with our research and found some key insights, we need to figure out how to get to our target. In order to figure out where to find out target we first have to quantify these people. Now we are targeting people between the age of 25-40 making an house hold income of 50-150 thousand dollars a year, living in Philadelphia. This is a definition of a niche market. What does this mean? Basically means that FPC is targeting specific people on a small-scale rather big population. Lets look at our target on a national scale. If we calculate out Philadelphia Population we can see that Philadelphia is only .5% of the total US population Of that .5% we are ONLY targeting people 25-40 with HHI of 50-150K so lets take a closer look at these people compared to Philadelphia. So how many people live in Philly in the ages between 25-40? Its bout 53% of the total Philadelphia population. But thats not all we are also targeting people making 50-150K a year, so lets look at how many people in Philadelphia are making a HHI between 50-150K Its about 54.6% of our total population. Given these two statics, now have a good way to estimate of how many people are in our target. Given our target between 25-40 is about 53% of total population, calculating at 819899 people, we can merge our HHI of 54.6% into this static.

Tone:
-Welcoming -Friendly -Exciting -Inspiring

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Here you see, we are only targeting 447,665 People in total, which is 29% of total Philadelphia Population. Now this is in fact is an over estimate, because more people between 25-40 potentially could be making less than 50-150K but not more. So as you can see its a very specific type of person we are trying to reach. The question is how do we get to these people?

This map shows people who make 70-76K a year and where they live. Our agency then crossed this over with the male and female population between 25-40.

When the cross reference is done there are the primary locations where our target lives. As this shows, Drexel Hill, Bala Cynwyd/ Ardmore, Wissahickon, Greater North-East Philadelphia, and area around Ben Franklin Parkway.

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Creative

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Park for the Future App

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Promotional

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Outdoor

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Commercial

Scene 1: A flashback to an old playground where a father is helping his son down the slide.

Scene 2: Forward to a modern day plaground where another father is helping his son down the slide

Scene 3: Zoom in on the mother taking a picture of the father and son with her i Phone.

Scene 4: Close up shot of the mother putting the picture into her family photo album.

Scene 5: A rectagngle appears over the album with the FPC logo and website.

Commercial Copy: Times have changed Our world has changed But one thing holds true for generations to come The memories made and shared in your Philly parks Become a member of the FPC and Park for the Future Find the Park for the Future app in the ITunes app store or through the Google Play Store

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Facebook

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Twitter

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Media Plan

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Media Plan: 2014

Our target drinks enormous amount of coffee. Therefore we will be targeting them with coffee sleeves in Wawas because Wawa sells more then 32,000 cups of coffee per month in each Philadelphia locations. For 1000 Coffee Sleeve we are looking at $70 per thousand sleeves. Given that, it would cost us $11,550 to produce 165,000 sleeves for the 5 locations of Wawa to serve our audience over a month. So each location will receive 33,000 sleeves for one month giving us at least 165,000 impressions. We chose to launch our sleeves in February, the coldest month, given that the month has the highest coffee consumption and we also wanted to start getting ready to remind people, summer is not too far away. Wawa sleeves: $11,550 Impressions: 165,000 CPM: $14

Total Break Down: Wawa sleeves: $11,550 Impressions: 165,000 CPM: $14 Hulu: $25,000 Impressions:555,556 CPM: $45 Kiosk: $20,000 App: $18,000

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Rationale:
What is the most effective way to reach our target? As statists show 75% of our audience is connected to the Internet, so why not use online advertising? Not only online advertising is the most effect way to target our audience, it is also the least expensive way to advertise. With online advertising, you can specifically target a unique zip code, unique age range and an unique individual, therefore we will use it to specifically target individuals that are in our target. As research suggest, our audience love to wattch TV online so we decided to look at how has the highest viewership of our target. We found Hulu, having the highest index among our target, as well as highest viewership in online streaming in the market. With Hulu we are getting about 555,556 impressions with our target for $25,000, and each would be specifically targeted locally in Philadelphia, with the HHI of 50-150 thousand dollars. This would be done in a flight manner with over 46,000 impressions per month. Hulu: $25,000 Impressions:555,556 CPM: $45 So how do we connect people with the technology to FPC? We combine them. By having touchscreen kiosk that will not only promote the FPC but will also promote other area of the park that we want out target to discover and make memories in. We want to implement the kiosk in the busy months of the year over the summer. We will introduce 4 kiosks in 4 different areas of the FMP system from April to August. Each Kiosk will cost about $1,000 per month with that we are thinking about $4,000 per month of for all the kiosks. And over 5 months, that will cost us about $20,000 all together. This will give us nearly 100% impressions of all the people who visit these areas and will be fun for children. Kiosk: $20,000 Not only will our target be able to interact with the touch screen kiosk but they will also be able to download our app from the app store. (Fill in what the app will do)

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January
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu Dec./29th 5th 12th 19th 26th

February
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 2nd 9th 16th 23rd

X X

X X

March
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 3rd 9th 16th 23rd 30th

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April
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 6th X X X X 13th X X X X 20th X X X X 27th X X X X

May
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 4th X X X X 11th X X X X 14th X X X X 25th X X X X

June
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 1st X X X X 8th X X X X 15th X X X X 22nd X X X X 29th X X X X

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July
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 6th X X X X 13th X X X X 20th X X X X 27th X X X X

August
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 3rd X X X X 10th X X X X 17th X X X X 24th X X X X 31st X X X X

September
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 7th 14th 21st 28th

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October
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 5th 12th 19th 26th

November
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 2nd 9th 16th 23rd 30th

December
Week Guerilla -Play House -West FMP -Rittenhouse -Parkway Promotional -Wawa Sleeve Online -Hulu 2nd 9th 16th 23rd

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Additional Recommendations
As a part of our Park for the Future campaign we recommend offering free wi-fi for the park guests in select locations in Fairmount Park East and West. Mobile Citizen offers wi-fi hot spots for non-profits for only $120 a month so it will be inexpensive and it will benefit park guests. People can get some work done, upload photos, check for events or look up locations in the city while in the park without having to use their mobile data which will be a great convenience to them and will help form an even closer relationship with park users.

Why Magia?
Magia wont just give you a campaign, we will give you a relationship with your target. We will bring you a fresh, more youthful tone. And we will help you reach your target on a level that works for them which in turn works for the Fairmount Park Conservancy.

Thank you for your time. We appreciate the opportunity to work with you.

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