1. Fort Worth Nature Center & Refuge
Strategic Communications Plan
2015
Prepared by Julie Dy

2. Situation Analysis
The Fort Worth Nature Center & Refuge (FWNC&R) is a 3,621 acre park filled with scenic
views, wildlife, 20 miles of hiking trails, and all three native ecological environments of Texas.
The preserve is funded in-part by the City of Fort Worth, but is also supported by the Friends of
the Fort Worth Nature Center and Refuge (FONC). In order to remain functioning, the park
needs to attract more revenue. Sometimes referred to as a “hidden jewel,” the Nature Center
needs more awareness to promote ticket sales, membership sales, and overall functionality of the
park. While all guests are welcome, there is a great opportunity in increasing diversity among
visitors of the facility.
Research
National Survey of Fishing, Hunting, & Wildlife-Associated Recreation (FHWAR) 2011
 71 percent of Away-From-Home Wildlife Watchers had one or more years of college
education.
 Of the total 22.5 million away-from-home participants, 92 percent were White, 3 percent
were African Americans, 1 percent was Asian Americans, and 4 percent were other races.
 From 2001 to 2011 the number of participants increased 9 percent
 31 percent of all females (ages 16 and up) participated in wildlife-watching, compared to
29 percent of all males (ages 16 and up).
 There is more participation from people age 45 and older than any other age group.
 The majority of participants come from a household with annual incomes of $50,000-
$74,999
Texas-National Survey of Fishing, Hunting, & Wildlife-Associated Recreation (FHWAR) 2011
 23 percent of Texans participated in wildlife-watching, compared to 30 percent
nationally.
 The majority of participants were between the ages 45-54 or 65+
 The majority of participants come from a household with annual incomes of $50,000-
$74,999
Pew Research Center: Generation X
 44 percent say they are not confident about having enough money for retirement
 Claim they have a very good work ethic and are respectful
 Lean conservative

3. ResearchContd
Pew Research Center: Millennials (Generation Y)
 Lowest marital percentage between ages 18-28 than in past generations
 Lean Democratic
 85 percent of 18-24 year olds have completed high school
 97 percent of teens ages 12-17 play video games on their computer, web, portable, or
console devices
 Twice as many Americans see young people as more tolerant of different races and
groups as say so about older people.
Outdoor Industry: Geocaching
 GPS-based treasure hunt game
 Popular among millennials
 Encourages outdoor adventures
 Several sponsorship opportunities
Competitors
1. Fort Worth Botanic Garden
a. free entry
b. 109 acres featuring over 2500 plant species
2. Fort Worth Zoo
a. admission $9-12 plus $5 parking
b. 64 acres featuring 5000 animals
c. open 365 days a year
3. Cedar Ridge Preserve
a. 600 acres, 9 miles of hiking trails
b. $3 suggested donation
4. Dallas Arboretum and Botanical Garden
a. 66 acres
b. admission $10-15 plus $15 parking
c. program offerings such as summer camps and children’s school program
5. Dallas Zoo
a. 106 acres
b. admission $12-15 plus $8 parking
6. Spring Creek Forest Preserve
a. municipally owned
b. 33 acres
c. free admission

4. Target Audiences
 Primary – Families, outdoor enthusiasts, recreational enthusiasts
 Secondary – Young adults, elementary/middle school administrators and teachers
Families prove to be a great area for improvement because parents are constantly looking
for places they can have their family outings. The Nature Center is a place that the whole family
can enjoy. Families are visitors that come back for special occasions.
Outdoor enthusiasts such as bird-watchers, garden-owners, and nature-lovers can easily
be converted into members of the Nature Center since they are more likely to visit on a regular
basis.
Recreational enthusiasts such as hikers, bikers, backpackers, campers, etc., are also
individuals that could benefit from a membership to the Nature Center. Groups of these
enthusiasts could be a big financial opportunity. There are several clubs/organizations/groups
that are interested in nature and wildlife in the DFW area. Some include (found on
nature.meetup.com):
o Dallas Wildlife Hiking Group
o DFW Explorers
o Texins Outdoor Club
o DFW Adventurers!
Young adults are among the least frequent of nature reserves and parks nationwide. If the
Nature Center can appeal to this audience, they are more likely to attain an interest in nature for
life.
Elementary/middle school administrators and teachers are a crucial audience.
Convincing them that the Nature Center is the right educational experience for the rare field trips
could mean reoccurring business and awareness of the park.

5. Objectives
1. Increase ticket sales by 3 percent by August 2016
2. Increase membership sales by 5 percent by August 2016
3. Create 1,000 social media impressions
4. Achieve media coverage by five difference media outlets
Theme/Slogan
“Everyone deserves an adventure.”
Strategies
 The Fort Worth Nature Center & Refuge is a place to escape from everyday life
 The outdoors is fun for all ages, races, and genders
 The Nature Center is a place to learn about nature, wildlife, and health
 The Nature Center is an exciting attraction for tourists and locals alike in the DFW
area
Key Messages
Families
 The Nature Center is an inexpensive place to have quality time with your family
Outdoor Enthusiasts
 The Nature Center is the best place in the Texas to hone in on your natural instinct
Recreational Enthusiasts
 The Nature Center offers different adventures with each visit
Young Adults
 The Nature Center is not just shrubs and grubs; it’s a big kid’s playground
 “Release your inner child”
Elementary/Middle School Administrators and Teachers
 The Nature Center provides a unique educational experience that cannot be
replicated

6. Tactics
1. Create and achieve media coverage by creating feature releases listing the Nature
Center as something fun to do in the area
2. Create and achieve media coverage by creating feature releases listing the Nature
Center as an inexpensive getaway
3. Create an ad campaign complete with visual cues that “embraces your natural
instincts”
a. These should show the many different adventures one can have
b. Reach out to different nature/recreational enthusiasts in the area and offer
group discounts
4. Leverage the younger audience by appealing to their needs
a. Create social media accounts (Instagram, Pinterest, Twitter, and
Facebook) to build a character for the Nature Center
b. “Release your inner child”
c. Create “suggestions, questions, or comments” section on website to allow
for two-way communication
d. Visit nearby college campuses and hold informational booths with
vouchers for free night-time hike
e. Enforce new discounted student pricing
5. Put geocaching in the Nature Center
a. Prizes should be things that are useful in geocaching (weather-proof multi-
use cloths, canteens, etc.)
b. Showcase this new feature in ad campaigns and social media
c. Send out news releases announcing new addition
d. Land a spot as one of the “best places to geocache in Texas” in media
coverage by writing feature stories
6. Convince school faculty/administration to take children on a field trip
a. Send out press releases about summer camps emphasizing on the
educational value
b. Create presentation and pitch idea to them at faculty meeting

7. Evaluation
The success of the campaign will be measured by how the outcome compares to the
original objectives by August 2016. Did each of the following happen?
1. Increase ticket sales by 3 percent by August 2016
2. Increase membership sales by 5 percent by August 2016
3. Create 1,000 social media impressions
4. Achieve media coverage by five difference media outlets
Rationale
The campaign addresses the Nature Center’s current strengths and weaknesses and
leverages the opportunities that it has. With proper preparation and budget, the campaign will be
successful. The outcome will be that there is more diversity, more ticket sales, more
membership sales, and the Nature Center will no longer be just a “hidden gem.”