MESSAGING + FRIENDS-RAISING AND PARTNERSHIPS = FUNDRAISING
November 17, 2005
J. Glenn Eugster
National Park Service
Messaging
WHAT IS IT? COMPUTER JARGON? BOUTIQUE HEADQUARTERS PROGRAM? SLICK MARKETING AND ADVERTISING?
SIMPLIST FORM:
COMMUNICATIONS FROM ONE GROUP TO ANOTHER
TOP-OF-THE-MIND CONSCIOUSNESS AND UNDERSTANDING OF THE NPS AND ITS WORK IN THE REGION AND ACROSS THE COUNTRY
IMPROVE COMMUNICATION TO INCREASE OPPORTUNITIES TO BUILD LONG-TERM PRODUCTIVE RELATIONSHIPS WITH COMMUNITIES AND THE INDIVIDUALS WHO LIVE NEAR OR VISIT THE NATIONAL PARKS OF THE NATION'S CAPITAL
2) THE BASIC THEME OR THE SIGNIFICANCE OF SOMETHING
CONNECTING WITH THE AMERICAN PEOPLE, INSIDE AND OUTSIDE OF NPS
ATTEMPTS TO GET AT WHO WE ARE AND WHO WE THINK WE ARE?
PUBLIC DISCONNECT, HERE AND NATIONWIDE
379 NATIONAL PARKS OR 5 WESTERN PARKS, NATURAL WONDERS AND VACATION DESTINATIONS
NO AWARENESS OF PROGRAMS IN AND VALUE TO MANY COMMUNITIES
WHY DOES THIS MATTER?
PUBLICALLY SUPPORTED AGENCY
MORE THAN VACATION DESTINATIONS (ESSENTIAL VS NICE TO HAVE IF WE HAVE FUNDS)
PUBLIC SUPPORT AND INVOLVEMENT IMPORTANT TO ACHIEVING OUR MISSION
WHAT IS THE GOAL?: MOVE THE NATIONAL PARKS OF THE NATION'S CAPITAL TO THE FOREFRONT OF THEIR NEIGHBORS' CONSCIOUSNESS WHEN THEY THINK OF RECREATION, ENVIRONMENTAL LEADERSHIP, SUPERIOR EDUCATION, CULTURAL PRESERVATION, STEWARDSHIP, AND DIVERSE NATURAL RESOURCES--THE MYRIAD OF ELEMENTS THAT CONTRIBUTE TO AN EXCELLENT QUALITY OF LIFE.
WHAT IS THE FOCUS
OUR MATERIALS--SIGNS, PARK NEWSPAPERS, BUSINESS CARDS, ETC.
LOGO--ARROWHEAD USED INCONSISTENTLY
THIS PARK FOCUS--RARE CONNECTION TO OTHER PARKS, REGION AS A WHOLE OR NPS SYSTEM.
THE WAY WE COMMUNICATE WITH PEOPLE
WHAT ARE WE BE DOING?
WORKING WITH HEADQUARTERS, NATIONAL PARK FOUNDATION TO:
UNDERSTAND THAT WE ARE ALL MESSAGERS
"YOU CANNOT NOT COMMUNICATE"--PHIL MUSSELWHITE
STRESS THE NEED TO EMPHASIZE OUR SPECIAL PLACES; MEANINGFUL EXPERIENCES; AND PROTECTION
" THE NATIONAL PARK SERVICE CARES FOR SPECIAL PLACES SAVED BY THE AMERICAN PEOPLE SO THAT ALL MAY EXPERIENCE OUR HERITAGE".
TEST MESSAGES WITH NCR FOCUS GROUPS
DEVELOP CONSISTENT VISUAL IDENTITY
INCREASE PUBLIC INFORMATION CAPACITY
STYLE GUIDE UNDER DEVELOPMENT. TOOLS AND TRAINING TO BE PROVIDED
7) LINK TO FUNDRAISING EFFORTS
NOT ABOUT SPENDING MORE TIME OR MONEY BUT RATHER, LEARNING HOW TO DO THINGS WE ALREADY DO MORE EFFECTIVELY.
COMMUNICATE THE IMPORTANCE OF OUR PLACES AND STORIES IN A WAY THE PUBLIC UNDERSTANDS, FINDS COMPELLING, AND SEES AS AN INVITATION TO PARTICIPATE.
WHERE ARE WE?
CLUSTER STEERING COMMITTEE MET AND DISCUSSED:
a DESIGN A VISION. BROAD VISION OF WHO ARE AND WHAT WE DO. CLUSTER STEERING COMMITTEE TO TAKE THE LEAD--DOUG FARIS TO FOLLOW.
ICONS/ LOGOS FOR MESSAGING AND REVENUE GENERATION
a DEVELOPING A STRATEGIC MESSAGE FOR NCR PARKS.
a PARKS TO PURSUE MESSAGING OPPORTUNITIES (I.E. SIGNS, NEWSLETTERS, BROCHURES, ETC.) SHOW SAMPLES OF ADS FOR NCR PARKS AND THE WHITEHOUSE LIASION BROCHURE.
TRYING TO FUNCTION MORE AS A NETWORKED ORGANIZATION
Groups of companies, NGO's and governments are linking together for a common purpose or cause. These groups are often referred to as networks, clusters, constellations, virtual corporations, or Networked Organizations (NO's). These are groups of government or private sector organizations that are joined together in a larger overarching relationship. Although these networks are being developed in all areas of endeavor, they seem appropriate and especially strong in environmental governance.
a REVISE THE NCR MAP. HEADQUARTERS HAS PROVIDED US WITH A SMALL AMOUNT OF FUNDS. LL BEAN ASSISTANCE
a TIE NCR PARKS INTERPRETIVE STRATEGY TO MESSAGING EFFORT--FOR LONG-TERM MESSAGING.
a REVISE THE NCR WEB-SITE.
a NCF TRAINING CONDUCTED IN JULY
a LINK ALL OF THESE TO NCR FUNDRAISING EFFORT. GREATER WASHINGTON NATIONAL PARKS FUND.
CREATION OF FUNDS: TREES AND TRAILS; UMBRELLA FUND WITH 34 SUB-FUNDS
PARTNERSHIP PROJECTS: UNILEVER-LIPTON—HEALTHY PARKS-HEALTHY LIVING; NATIONAL CHERRY BLOSSOM FESTIVAL; US PARK POLICE HORSE MOUNTED UNIT; ETC.
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