THE STORY

 

Since 1969, the California State Park Foundation (CSPF) has advocated for the protection and enhancement of California’s many state parks. Raising upward of $150 million in the past four decades, the CSPF has been successful as the independent voice for the largest state park system in the United States. But the recent downturn in the economy has been severely detrimental in continuing the success of the foundation. Even though the money allotted to the state park system only accounts for less than 1/10 of 1% of the state budget, budgetary shortcomings have led to the decision to close many of California’s state parks. This is despite nearly 80 million annual park visitors, a number that is expected to rise over the coming years.

The progress that the CSPF has been striving toward, including the creation of hiking trails, wildlife habitat and rehabilitation, education, and youth services are now threatened to be severely rolled back, if not cut entirely. In addition, nearly 2000 employees in the park system, including park rangers, biologists, lifeguards, interpreters, architects, and maintenance workers could be laid off should the proposed closures occur.

 

 


 

WHAT IS THE BUSINESS CONTEXT?

 

Save our State Parks is currently operating in crisis mode. However, its campaign is a bit passive. By requiring its users to go to the website with little outside advertising to lead them there, awareness is limited to a group that is already highly involved in philanthropy. More advertising to groups that are less aware of the cause or have not grown up around the CA State Parks is imperative to the Parks’ survival.

 

WHO IS THE AUDIENCE?

 

We are talking to California natives who have grown up in and around the State Parks. For them, the parks are an extension of their lives. They have such a personal relationship with the Parks that they consider them something to be passed down through generations. They enjoy spending time alone in the parks, but it is most important to them that they instill the knowledge of these parks into generations to come.

 

Our another focus is on high income, “professional” philanthropists. These people use charity as a social status indicator. They are less concerned with the charity to which they are donating than the simple fact that they are donating. That is not to say, however, that they don’t have a choice when they donate. Therefore, it is important to stay in the minds of these individuals as well.

 

 

THE COFFEE TABLE BOOK

 

It is the mission of the CSPF to prevent the closure of any and all state parks, and to raise awareness of this problem to the public. By purchasing this book, people have personally donated to our cause in the protection of one of California’s most undisputed natural gems. Pictured throughout the book is a depiction of what life could be like if the recent decisions to close our parks should continue. The year doesn’t matter. It could be now. It could be tomorrow. It could be in ten years, but gone will be the days of a leisurely stroll through a forest or meadow, and family campouts complete with ghost stories. Instead, perhaps, people will be forced to picnic in a parking lot, or meander through an endless maze of concrete and asphalt.

 

 

 

AMBIENT STRATEGY

Execution Strategy:

CSPF by hiding trees on the street from people sight will show them a small scale of state parks closure taste, and navigate them to the website created for the cause.

 

Location: Famous and high foot traffic streets in California.

 

Copy: THE GOVERNOR has proposed closing 80% of the state park system. That means 220 of the 278 state parks, home to the world’s tallest tree and various species of animals native only to California, will be closed to hikers, birdwatchers, and picnickers alike. And it is the mission of the CSPF to prevent the closure of any and all state parks, and to raise awareness of this issue. By purchasing the Picnic in a Parking Lot book, you will have personally donated to our cause in the protection of one of California’s most undisputed natural gems. Please visit CSPF.com to donate and purchase the book, so we all can enjoy our state parks.

 

 

 

 

 

OTHER WORKS