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Fort Worth Nature Center & Refuge Strategic Communication Plan
1.0 Situation Analysis
Background
The Fort Worth Nature Center & Refuge was established in 1964 by the City of Fort Worth. It
has 3,621 acres of land, including three ecosystems that are unique to Texas—forests, prairies
and wetlands, making it one of the largest city-owned nature centers in the United States. It is
dedicated to preserving and protecting its natural areas while educating the community on its
quality of life.
Throughout the year, visitors can explore the 20-mile hiking trail as well as see a bison herd and
prairie dog town. Educational programs are available throughout the year in which visitors can
have the opportunity to learn about the preservation of nature. Its chief financial supporter is
Friends of the Nature Center, a volunteer-driven, nonprofit organization.
Problem
The Nature Center consists of a multitude of land and has many educational programs dedicated
to serving the community. It is also based in a city filled with diverse and ethnic groups.
However, DFW residents are unaware of the FWNC&R because of the lack of information and
awareness that the Nature Center provides.
Target Audience
The Nature Center caters to a wide demographic because it provides learning opportunities as
well as health opportunities. The target audience includes Generation X (parents born in the early
1960s-1980s) and Generation Y, also known as the Millennial (those born in the early 1980s-
2000s). It should also target outdoor and recreational enthusiasts, as well as diverse and ethnic
backgrounds. It can also reach out to those who communicate daily with the primary audience
(direct managers in the workplace and schools).
Primary Audience:
 Generation X
 Generation Y
 Outdoor enthusiasts
 Recreational enthusiasts
 Diverse and ethnic groups
Secondary Audience:
 Managers
 Children
 Schools (primary, secondary, high school, universities)

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Target Audience Research
 According to EBN, 49 percent of Generation X believes preventative care is important to
staying healthy.
 For Millennial, 55 percent report that their motivation is “to look good” rather than
“avoid illness.”
o Millenials believe in “what is in it for me?”
 About 53 percent of Millennial are more open to their direct managers encouraging a
healthier lifestyle.
 According to the American Press Institute and the Associated Press-NORC Center for
Public Affairs Research, 85 percent of Millenials say keeping up with news is somewhat
important to them.
 In a similar manner, 88 percent of Millenials report they get their news from Facebook,
which is the most common form of social media to learn new information.
 Millenials also like friendly competition.
 According to The Pew Research Center, millenials are more diverse, which would bring
more diversity to the Nature Center.
 About 12 percent of Generation X use technology.
Issue Research
 According to the National Summer Learning Association, research spanning 100 years
shows that students score higher on standardized tests if taken at the beginning of
summer rather than at the end of summer.
 Children are more likely to gain weight more rapidly when they are out of school and on
summer break.
 Parents named summer break as the most difficult time to ensure their children have
productive things to do.
 Children are more prone to developing nature deficit disorder, which can influence
behavior, when they are not exposed to nature.
 Children can lose a relationship with nature if they are not allowed to interact with it.
Industry/Competition
The Dallas-Fort Worth metroplex provides a vast amount of outdoor centers for families and
outdoor enthusiasts to enjoy. Such centers include:
 The Fort Worth Botanical Garden
o Strength- The Fort Worth Botanical Garden includes a more user-friendly website
in which visitors can easily search and find what they are looking for. While the
Nature Center as an entry admission, the Botanical Garden is free unless one
visits the Japanese Garden, a special exhibit within the garden. There are enough
scenic areas, as well as a center used mostly for weddings and photography.
Educational classes are also promoted for not only students but also adults. There
is also a Texas Christian University extended educational program, which will

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attract TCU students who are close to the area. It is also listed as number 8 on the
Top 30 Things to Do in DFW, according to Trip Advisor.
o Weakness- Renting rooms for special events are pretty costly starting at $400 for
four hours.
 The Fort Worth Zoo
o Strengths – It is a family friendly entertainment center that includes a variety of
species in which children and adults will enjoy seeing and learning about. It is
also listed as number 2 on the “Top 30 Things to Do in DFW,” according to Trip
Advisor. Ticket prices are inexpensive, including a half-price Wednesday, set for
every Wednesday.
o Weakness – The Zoo will get fewer visits during winter months, and most animals
are not out for display due to the weather.
 Klyde Warren Park
o Strengths – A family-friendly park filled activities for everyone. The website
includes a list of events for the current week, including yoga classes and food
trucks available. The kid-friendly playground appeals to the children, who are
more inclined to visit because of it. The website includes the highs and lows for
the temperature of that day, which will help visitors plan their day more easily. In
addition, Savor, is the park’s main restaurant located on the park for those who
want an economic-friendly scene while enjoying high quality food.
o Weakness – Finding parking to visit the park does cost money. In addition to
paying for parking, the restaurant is high quality, which amounts to expensive
dishes, which is not for everyone.
SWOT Analysis
Strengths
1. Educational Programs
The Nature Center provides educational programs and opportunities throughout the
year, especially during the summer. Programs are placed on different days and times
that can allow families to come on their own schedule, like the Hardwicke
Interpretive Center, which is open daily from 9 a.m. – 4:30 p.m.
It also is unique in that it has a Spanish-based program, called Nature in Spanish,
where not only Spanish speakers can attend, but also those who want to learn and
practice the language.
If schools are not able to take a field trip to the Nature Center, naturalists can visit the
school with some animals to continue the education.
2. Outdoor Activities
FONC hosts a fun run each year, called the Buffalo Boogie, which includes a 1-mile
or 5K Run/Walk as well as a 5K Chip-Timed Run all on a USATF-certified course
throughout the Nature Center.

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It also provides a 20-mile hiking trail, including a bison herd, available especially for
outdoor enthusiasts.
Features three ecosystems unique to Texas –forests, prairies and wetlands.
Weaknesses
1. Interaction
While preserving the Nature Center’s land and setting trail guidelines should be first
priority, children are less likely to have a relationship with nature if they are not
allowed to interact with it. Having signs implying to stay only on the trail or “Do Not
Touch” will sway children away from interacting with nature in its natural habitat.
Parents are open to providing as much education as possible to their children.
However, children’s attitudes can convince a parent otherwise. By allowing children
to have a “test run” of the Nature Center before visiting, it can not only help a parent
but can also excite the child before their visit.
Opportunities
FWNC&R has an opportunity to increase attendance and participation throughout the
entire year because it provides services to those who love to spend time outdoors as well
as those who love to learn. Because it is also in a large city, it can attract people of all
backgrounds.
Threats
With so many different outdoor centers throughout the DFW, the Nature Center will have
to deal with competition. Many outdoor attractions, including The Fort Worth Botanical
Gardens and The Fort Worth Zoo, are ranked as some of the most popular places to visit
in DFW, especially Fort Worth.
Media Audit
According to Google News, the Fort Worth Star Telegram published an article in April about the
Nature Center implying it is a friendly place to visit, especially during the warmer months. In
other recent publishes, there were articles about the Nature Center’s 50th Anniversary.
As stated earlier, other DFW outdoor parks and centers are being listed as the most popular
places to visit for hiking or enjoying nature. There is not enough media coverage about the
Nature Center, which implies a need for spreading awareness about the center in many different
media outlets.
2.0 Objectives
 To inform the public of the Nature Center’s services through press releases and feature
releases, during appropriate time frames. For example, include a feature release as spring
weather starts to arrive.
 Produce an interactive website within the next year.

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 To spotlight features only the Nature Center holds that makes it different from other
outdoor centers, in feature releases, especially when summer break arrives so that parents
and children can find activities to plan for.
 To provide outstanding services, for members and non-members.
3.0 Key Messages
 The Nature Center provides educational opportunities throughout the year that can help
children continue education in fun ways, so that they don’t engage in summer learning
loss.
 It holds three ecosystems unique to Texas that can’t be found in any nature centers in
North Central Texas, which makes the Nature Center “better” than other competitors.
Millenials can be attracted to this in that they can “brag” they work out in a better area.
 The Nature Center does not require technology use, being that it is outdoor-focused,
which will make Generation X more inclined to visit.
4.0 Programming
Website Design
In a generation with technological advancement, the Nature Center can take advantage of
marketing through the website. According to KISSmetrics, a blog about analytics and marketing,
the following could be used to enhance the views of the Nature Center’s website:
1. Visuals
Object weight is a huge factor that determines where the eye draws to and what users
click. Consider enlarging the “Phenology” calendar on the front page and move it up the
page to attract users to the programs provided by the Nature Center.
2. Search Bar
In order to create a user-friendly website, include a search bar. Most users have what they
want to look for in mind. By giving potential visitors the option to research what they are
looking for right away, they are more likely to have a pleasant consumer experience with
the Nature Center, rather than feeling frustrated.
3. Video
A heat map study on Moz.com suggested that although videos take up space, they are
more likely to capture attention. Consider including a video narrating the Nature Center’s
features. On the side of the website or in the same vicinity, include direct links to which
users can easily access to learn more about the Nature Center’s attractions.
4. Contact Media Relations
Include an area below the website’s main information that provides the Nature Center’s
contact information for the following:
 Journalists
 Visitors
 Marketers

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5. Interactive Website
Children can explore what the Nature Center has to offer by watching more videos on
what the center has to offer, as well as by playing games. Include a series of different
games. Include games with the animal species featured at the Nature Center, racing, or
finding its way to its habitat from the Nature Center’s gift shop.
Media Coverage
Using media can generate more coverage and awareness about the Nature Center through
different outlets that will attract different primary targets audiences.
Local
1. Top “10” List
Lifestyle magazines, websites and newspapers feature “Top 10 Lists” for every category
there is. The following are high-rated forms of media to consider contacting:
 D Magazine – Health/Fitness Section
 The Dallas Morning News – Visitors Guide
 The Dallas Observer (thedallasobserver.com) – Best of Dallas
 The City of Fort Worth’s website (fortworth.com) – Fort Worth Family Fun
2. Press Releases
When the Nature Center is mentioned about the following, release a press release so there
is more coverage about the list the Nature Center was featured in.
3. Feature Releases
Consider writing feature releases to send out about the features the Nature Center
Provides. The following should be considered:
 Top 10 Educational Programs at the Nature Center – Explain summer learning
loss and the importance of continuing education, even during the summer, for
children in order to succeed in life. Provide a variety of educational summer
programs that all children and young adults would enjoy (hiking vs. canoeing).
 History of the Nature Center – include events and programs hosted by the Nature
Center, as well as the features one can find on a visit (20-mile hiking trail, herd of
bison, forests, prairies, wetlands, etc).
 Species – Explain the different types of species native to the Nature Center (how
many different types of snakes, birds, insects, butterflies, etc)
 Trails of the Nature Center – Include how hiking regularly. to promote
membership passes, will help a person live a healthier, good-looking lifestyle.

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National
The following television show is recommended for promoting the Nature Center:
 Animal Planet’s The Most Extreme – The show ranks critters on a certain feature the
animal has based on speed, strength and jumping ability. According to Defenders of
Wildlife, the bison herd of the Nature Center would be featured because they are massive
animals that may have poor eyesight, but have sharp hearing and great sense of smell. A
bison can run at 35 miles per hour but pivot quickly, meaning they can fight predators
better.
Social Media
1. YouTube
The Nature Center already has a YouTube channel, but needs to update it regularly – one
every week. The following are recommended videos to post:
 Continue with “Ask a Naturalist.”
 Feature a different species of animal.
 Promote educational programs (notice: must have permission from children’s
parents to publish).
 Feature hiking trail – How can a person stay fit by hiking the trail?
2. Twitter
Regularly tweet on the Nature Center’s Twitter page. Include information on upcoming
events, what one could expect at the center or tweets depending on the day (example: It’s
85 degrees and sunny. What a beautiful day to hike through the FWNC&R!).
3. Facebook
Currently, there are only 83 likes and 214 visits posted on the Facebook page. Although
visitors are rating the Nature Center with five stars, new visitors would be more inclined
to learn more if they are able to read feedback or testimonials from past visitors.
Giveaways
Include giveaways, through social media and the website, to give away free day passes, program
passes or Buffalo Boogie passes (family pack of 4) to experience the Nature Center. Giveaways
should be held regularly, once a month. The following giveaway competition can be as followed:
1. Have people tweet to the FWNC&R about the Nature Center to be entered into the
drawing.

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2. To increase feedback and written reviews on Facebook, have past visitors give detailed
comments or testimonials on their experience at the Nature Center. Those who comment will
be entered in the drawing.
3. In order for children (5-12 years old) to participate and increase their awareness of the
Nature Center, children can participate in an art contest. The following topics are
recommended:
 What Nature Looks Like to Me – Children’s perception of nature.
 Texas Wildlife
 Springtime Flowers
 Nature’s Finest – What do children expect or hope to see in nature? This would be
used as a way to improve the Nature Center’s exhibits.
5.0 Rationale
The research posted on KISSmetrics, done by numerous studies, indicated that websites should
not only be clear and concise, but should also visually attract consumers. By enlarging visual
cues that are needed to represent the Nature Center and its features better, it is easier to promote
what FWNC&R offers.
Millenials are more likely to use social media. By having strong, current social media outlets,
visitors are more likely to stay updated on features and events the Nature Center has. By
promoting a physical, healthy lifestyle, millenials will be more attracted to the Nature Center’s
20-mile hiking trail.