Osprey Creative proposes a marketing campaign for JaxParks to raise awareness and community engagement. The campaign goals are to increase media traffic by 50%, utilization of parks services by 25%, and funding from local businesses by 10% by September 23, 2017. Tactics include social media contests, events like a kite festival and music festival, guerrilla marketing activities, and improved website and branding with a new logo and color scheme. The budget is estimated at $726.76 with earned media through press releases.

2. OSPREY CREATIVE
MISSION STATEMENT
“Osprey Creative empowers local organizations to form lasting
relationships with their publics and the community. Through
engaging campaigns, we aim to build a better reputation for our
clients by increasing their brand awareness and using technology
to reach their potential audience in a creative way.”
Spread Your Wings

3. JAXPARKS
CAMPAIGN

4. CLIENT BACKGROUND
JACKSONVILLE FL
• Largest geographic city in the continental United States
• Approximately 850,000 residents
• Average household income: $46,768
• 550,140 Facebook users in a 50 mile radius
• Ranked as the 47th largest media market
• 680,000 homes
: :

5. CLIENT BACKGROUND
JACKSONVILLE FL
• 19-member city council
o5 members at large
o14 members elected by district
oResidents elect a mayor form of government
• Current mayor: Lenny Curry
o8th mayor since the consolidation of Duval County and the City of
Jacksonville governments in 1968
: :

6. JAXPARKS
• Director: Daryl Joseph
• Account Director: Robyn Mantz
• Largest and most diverse park system in the United States
• 337 recreational sites
oLocated on more than 80,000 acres
oPrograms and activities offered year round

7. JAXPARKS SERVICES
• Serves those in need through day-to-day support
o Senior, disabled and social service divisions
• Provides training and support for professionals and volunteers
for the agricultural and landscaping industries
o Provides education through the Duval County Extension
office

8. SITUATIONAL ANALYSIS
JaxParks is one of the largest urban park systems in the U.S.,
but it currently lacks a consistent image, brand awareness and
engaging social media presence. With the right improvements,
the organization will thrive and have a positive impact on its
community.

9. SWOT ANALYSIS
• An integral tool in the first phase of a public relations and
advertising campaign
o Examines the condition of an organization
o Identifies its internal strengths and weakness as well as
the possible external opportunities and threats
o Develops full awareness of the current situation which
helps with strategic planning and decision making

10. STRENGTHS
• Largest urban park system in the United States
• Accredited by CAPRA, an agency that establishes standards
for park and recreational locations
• Recreational programs are offered year-round and activities
are available for guests of all ages
• Free afterschool programs are provided for children ages 5

11. WEAKNESSES
• Website lacks an appealing design
o Difficult for first-time visitors to navigate and locate
information
• Does not engage users on social media in an effective way and
is not participating on Instagram
• Awareness of the brand is minimal with inconsistent graphics,
information and a disorganized online presence

12. OPPORTUNITIES
• Enhance the current website with a better layout and design
• Raise awareness of the brand through a better, more helpful
social media presence
• Host events, contests and other activities that will encourage
further participation
• Advertise the events and activities through traditional and social
media in a way that reaches and interests target demographic

13. THREATS
• Local and regional amusement parks may reduce attendance and
participation
• Neighborhood gyms and fitness centers lowers interest in
JaxParks programs
• Modern technology leads to lack of motivation for outdoor
activities

14. EXPLORATORY RESEARCH
1. Orlando Parks & Recreation Department
a. How they market themselves: Families
i. The Park as a service/utility
2. Kansas City Parks & Recreation Department
a. Best use of social media (FB, Twitter, YouTube, Instagram)
b. Kcparks.org (parks own entity)
c. How they market themselves: Event oriented
3. City of Atlanta Office of Parks
a. How they market themselves: Information mecca

15. PRIMARY RESEARCH ONLINE SURVEY
• Osprey Creative achieved 124 complete survey responses
over approximately two weeks
• The online survey was composed of 18 questions
• Survey software: Qualtrics
:

16. ONLINE SURVEY DEMOGRAPHICS
• 75% Female
• 25% Male
• Age range: 17-76
• Average age: 26
• Average annual income: $43,500
• Average # of persons in HH: 3
:

17. ONLINE SURVEY ZIP CODES
• Zip code: 32246
oAll Jacksonville except 2 respondents
:

18. ONLINE SURVEY PARK ATTENDANCE:

19. ONLINE SURVEY INFORMATION GATHERING:

20. ONLINE SURVEY AMENITIES
“What is the most important amenity you look for in a park?”
• 49% of participants chose Nature Trails
• 13% of participants chose Playground
• 11% of participants chose Sports Fields
• 11% of participants chose Restrooms
:

21. ONLINE SURVEY DONATION PREFERENCE:

22. FOCUS GROUP
• Age Range: 25-50
• Majority Generation X
• 9 Jacksonville Residents
• Westside
• Orange Park
• Ponte Vedra

23. FOCUS GROUP
• Concerns
oUnsafe parks
oUnaware of locations
oParkfinder on site

24. FOCUS GROUP RECOMMENDATIONS
• Technology
oEnhance park finder features
oAdd criminal activity
oWi-Fi on location
• Children-focused park amenities
oPlaygrounds
oClean facilities
• Water access
:

25. FOCUS GROUP EVENTS AND FUNDRAISING
• Events
o Music Festivals
o Food Trucks
• Fundraising
o Participants were willing to donate if informed of where
improvements were to be made
• Best contact method: Email blasts and Facebook
:

26. RESEARCH TAKEAWAYS
1. Park Finder tool is essential for community awareness and
attendance
2. Facebook and Email are the top ways to reach the
community
3. Online and fundraising events that inform the community
of how donations are allocated

27. MEDIA AUDIT
• Compiled a detailed media audit to record how JaxParks is perceived
by the public
o Not established as a brand and is often confused with private
parks
o Hemming Park and other green spaces not within the park system
o Presence of crime
o Several parks in need of repairs
• Recommendations
o Establish brand awareness for JaxParks
o Change the media perception of the parks

28. CAMPAIGN GOAL
Our goal is to raise awareness of JaxParks by increasing
participation and community engagement through a variety of
innovative marketing strategies and events.

29. OBJECTIVE 1
To increase media traffic amongst our primary and secondary
audiences by 50 percent before September 23, 2017.
Strategy
We will use social media and traditional media for campaign
promotion and to encourage audience participation. Both forms of
media are necessary to reach our primary and secondary
audiences.

30. TACTICS
• Secure interview segments on local television programs
• Create and secure radio broadcasts segments
• Create various social media contests
• Create hashtags specific to our JaxParks campaign
• Incorporate SnapChat Geotags
• Create a new JaxParks logo
• Koozies, frisbees and kites displaying JaxParks info will be given away at
various events

31. RECCOMENDATIONS
• Fix broken hyperlinks on JaxParks website
• Create PSA’s for JaxParks website
o “Branch Out” and 337 Campaign PSA
• More interactive and user friendly Parkfinder
• Incorporate a new color scheme
• Recruit an intern to maintain social media accounts
• Compile media audits and increase post traffic

32. OBJECTIVE 2
To increase the awareness and utilization of park services and
activities by 25 percent before September 23, 2017.
Strategy
We will use various forms of marketing and traditional
advertising to promote our campaign. We will also host several
events at the parks to develop interest in the brand and encourage
future participation.

33. TACTICS
• Guerilla marketing: “Painting of the Leaf” and “Park in the
Streets”
• Design creative content to increase awareness of the
JaxParks brand
o 337 billboard
• Create press releases to increase awareness of our
campaign and its new events

34. OBJECTIVE 3
To increase funding for JaxParks services and activities by 10
percent from local businesses and members of the
community by September 23, 2017.
Strategy
We will partner with local business and vendors to establish
sponsorships. Reaching out to companies and their employees
will help secure the support needed for a successful
campaign.

35. TACTICS
• Host paid events to increase funding
• Establish sponsorships to help with the success of our campaign
• Use local breweries and food vendors to sponsor events
○ 10 percent of proceeds will be donated to JaxParks
• Create promotional content and distribute merchandise for each
event

36. AUDIENCE ANALYSIS
• Millennials:
o Generation born between 1980-1996
o Largest generation in the US currently
o They care a great deal about the community and the environment
o Relationship with technology makes an appropriate target
audience
o Especially receptive to increase JaxParks media traffic

37. AUDIENCE ANALYSIS (CONTINUED)
• Generation X:
• Born between 1965 and 1977
• More spending power than any other generation
• Highest viewers of network TV
• Interested in healthy living, exercise, weight-loss
products, fitness classes, etc.

38. BRANDING STRATEGY
• “Branch Out”
o Hashtag utilized for social media
• “#BranchOutJaxParks”
• Aim to encourage the community to “Branch Out”
o Get involved in the community by visiting the parks and participating in
the events at JaxParks
o Bring more attention to JaxParks, their events, and increase attendance
• How we incorporated into material
o #BranchOutJaxParks on event posters
o “Branch Out with JaxParks” found on billboard and banner

39. COLOR PALETTE
• Dark green, light green, baby blue and beige colors used
• Colors that remind of environment or outdoors
• Color palette used for creative collateral and plan book

40. LOGO REDESIGN CURRENT LOGO
• Found on all social media websites
• Was not found on website
• Does not represent tone for park system
:

41. LOGO REDESIGN NEW LOGO
• Modern and sleek design
• Modern text with san serif used
• Showcases city of Jacksonville’s skyline
• Forest and Saint John’s River incorporated
:

42. MERCHANDISE
• Merchandise will be at different events
oRaise awareness for JaxParks
• Koozies will be given at all four events
• Frisbees will be given at all of the events (excepts for Soar With Us:
Kite Fest)
• Kites will be sold at Soar With Us: Kite Fest
oPossibly sold at Back to School Fest and Music Fest

43. MULTIPURPOSE EVENT BANNER
• Banner will be used at all four events
• Gives people who attend information about JaxParks
o “Branch Out With JaxParks”
o www.jaxparks.com (call to action)

44. 337 CAMPAIGN
• Raise awareness for amount of parks
• 337 will resemble leaf to remind of nature
• Call to action will be given
o JaxParks website
• 337 billboard
• 337 PSA video
o Asked people how many parks they think are in Jacksonville

45. 337 BILLBOARD AND SOCIAL MEDIA
• 337 Campaign Billboard
o Will be located near busy highways in Jacksonville
• Social Media
o Facebook contests
o Instagram contests
o Geotagging

46. 337 CAMPAIGN PSA
• About 337 campaign.
• Raises awareness of how many parks Jacksonville has

47. CURRENT JAXPARKS WEBSITE

48. WEBSITE IMPROVEMENTS
• Cohesive with other parts of coj.net
oSame format
• Same headers
• Picture of park
• Better communication of ideas
on website
oBetter communication
oNavigation bar

49. WEBSITE IMPROVEMENTS (CONTINUED)
• Park Near Me (Feature in Parkfinder)
oFeature to type in zip code
oWill show parks within certain amount of miles
• Social Media Buttons
oHave visible on webpage
oFacebook, Twitter, Instagram and Youtube
• Navigation Bar
oEasier access throughout website
oWill have “About Us”, “Find a Park”, “Contact” and “FAQ”

50. SOCIAL MEDIA TACTICS
• Instagram
o “Master Picture” for #BranchOutJaxParks
o Possible Prizes
o Landmark picture postings
• Facebook
o Post pictures of any JaxPark
o Followers vote on the best JaxPark
o Personal stories
• Snapchat
o Feature post from users in JaxParks
o Snapchat Geotag

51. VIDEO PSA
• Video encompasses beauty of JaxParks
• Different variations of parks around Jacksonville

52. RADIO PSA
• PSA targeted towards those who like to go and visit parks
• Reminds audience that parks can be a good time for
everyone

53. GUERILLA MARKETING
Painting of the Leaves
• Volunteers will join JaxParks for a day of fun
oWill paint streets with a trail of leaves
• Locations: Hemming Park, Jacksonville Beach Boardwalk,
Riverside Art Walk, Jacksonville Landing
• Estimated Budget: $160:90

54. GUERILLA MARKETING (CONTINUED)
Park in the Streets
• Transform St. John’s Town Center parking lot into a
local park
• Town Center shoppers will relax “on the green” with
local food trucks nearby and children playing all around
• Estimated budget: $426.84
• Estimated earnings: $173.16
• Sponsor: Turner Pest Control

55. EVENT 1
Movies in the Park
oMovie night in a different park the first Saturday of each
month
oEstimated budget: $372 per event
• $4,464 for 12 months

57. EVENT 2
Soar With Us
• Kite festival in Memorial Park with popular food truck and
vendors in attendance
• Estimated budget: no cost to JaxParks
• Estimated earnings: $700
oFrom vendors and food trucks

59. EVENT 3
Music Camp Fest
• 21+ camp and music festival featuring the band Be Easy, a
local brewery and local food trucks
• Estimated budget: $855
• Estimated earnings: $845
oTicket sales and vendors

61. EVENT 4
Back to School Family Camp Fest
• Family friendly campout to celebrate the end of summer
oFeaturing family-friendly activites, food trucks, s’mores
and a movie
• Estimated budget: $666.40
• Estimated earnings: $2,533.60
oTicket sales and vendors

63. PRESS RELEASES
• Utilize to promote the “Branch Out” campaign and Music Camp
Fest
• Pitch releases to local news outlets
o Television Networks
• First Coast News, News 4 Jax, Action News Jax, etc.
o Radio Stations
• WJCT, WKTZ, WAPE, WEJZ, WFKS, WQIK, WOKV, etc.
o Print media
• Florida Times-Union, Jacksonville Daily Record,
Jacksonville Magazine, etc.

64. Earned Media
• Osprey Creative suggests that JaxParks utilizes local earned
media rather than pay for promotional services.
o Capture the attention of the media
• Send Press Releases to local TV Stations
o WJXT News 4 Jax
o Channel 12
o CBS 47
• Send out the JaxParks PSA to these stations along with
the press releases

65. EARNED MEDIA (CONTINUED)
• Our Hopes
oIncrease the public's knowledge
oIncrease traffic flow to the website
oIncrease number of attendee to events
oFree publicity

66. BUDGET
Guerrilla Marketing

67. BUDGET (CONTINUED)
Events

68. BUDGET (CONTINUED)
Print Collateral
Events Budget: ($578.74)
Total Budget: ($726.76)

69. CAMPAIGN TIMELINE
August
Date Activity
August 15, 2016 Painting of the Leaves: Begin looking for volunteers
September
Date Activity
September 1, 2016 Introduce New Logo
September 1, 2016 About the Parks PSA
September 17, 2016 Movies in the Park: Hang event flyers and posters

70. October
Date Activity
October 1, 2016 Movies in the Park, 7 p.m.
October 15, 2016 Painting of the Leaves, 10 a.m.
Touch ups if needed: January 15, 2017 & May 14, 2017
November
Date Activity
November 5, 2016 Movies in the Park, 7 p.m.
December
Date Activity
December 3, 2016 Movies in the Park, 7 p.m.

71. January
Date Activity
January 7, 2017 Movies in the Park, 7 p.m.
January 15, 2017 Painting of the Leaves: Touch ups
February
Date Activity
March 4, 2017 Movies in the Park, 7 p.m.
March
Date Activity
March 4, 2017 Movies in the Park, 7 p.m.
March 18, 2017 Park in the Street, 12 p.m. to 5 p.m.
March 27, 2017 Soar With Us Kite Fest: Hang event flyers and posters

72. April
Date Activity
April 1, 2017 Movies in the Park, 7 p.m.
April 23 2017 Soar With Us Kite Fest, 10 a.m. to 4 p.m.
May
Date Activity
May 6, 2017 Movies in the Park, 7 p.m.
May 14, 2017 Painting of the Leaves: Touch ups
May 17, 2017 Music Camp Fest: Hang event flyers and posters

73. June
Date Activity
June 3, 2017 Movies in the Park, 7 p.m.
June 3, 2017 Music Camp Fest: Press Release
June 17, 2017 -
June 18, 2017
Music Camp Fest
10 a.m. - 10 a.m.
July
Date Activity
July 1, 2017 Movies in the Park, 7 p.m.

74. August
August 1, 2017 337 Interview PSA
August 1, 2017 Back to School Family Camp Festival: Hang event flyers and posters
August 5, 2017 Movies in the Park, 7 p.m.
August 12, 2017 -
August 12, 2017
Back to School Family Camp Festival
10 a.m. - 10 a.m.
September
Date Activity
September 2, 2017 Movies in the Park, 7 p.m.

75. EVALUATION
Objective 1
To increase media traffic amongst our primary and secondary
audiences by 50 percent before September 23, 2017.
• Facebook Analytics
• Google Analytics
• Follower Increase

76. EVALUATION (CONTINUED)
Objective 2
To increase the awareness and utilization of park services and
activities by 25 percent before September 23, 2017.
• Google Analytics
• Analysis of event attendance

77. EVALUATION (CONTINUED)
Objective 3
To increase funding for JaxParks services and activities by 10
percent from local businesses and members of the
community by September 23, 2017.
• Cost of events in comparison to revenue
• Number of sponsors
• Calculate donations