Case Study: SOCIAL MARKETING
Americans For National Parks
| When Richard Dreyfuss agreed to
narrate a :30 public service announcement we'd written for Americans
for National Parks, we were thrilled. When we delivered the spot
at more than 50% under budget, our clients were feeling pretty
good about things, too. |
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CLIENT: Americans For National Parks
OBJECTIVE: When Americans for National Parks was looking
for a company to provide them with the creative for their national
advocacy campaign, they selected Campaign Coalition. The target market
was diverse and needed to reach key constituents, committed park visitors,
Congress and the President of the United States with a message about the
importance of increasing funding for our national parks.
SOLUTION: We documented real threats and offered real solutions
through an innovative public service print ad campaign that spoke to
environmentally active baby boomers and committed park visitors along
with an aggressive television and radio PSA campaign narrated by Richard
Dreyfuss that helped to visually dramatize problems that most national
park visitors never even notice, driving home the fact that beyond the
many wonderful experiences our national parks provide, real problems
related to funding shortfalls exist. Then, we made it difficult for
Congress and the President not to see the problem - with constituent
mail from GoCards and tipped in postcards in publications to visible
print materials in Roll Call and National Journal, public opinion
polling, and press tactics.
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