1. N AT I O N A L PA R K S E R V I C E
M O B I L E A D C A M PA I G N
S C O T T F I S H E R 0 3 / 2 0 / 2 0 1 6
2. N AT I O N A L PA R K
S TAT I S T I C S :
• Last year 24.2 million
people visited.
• Golden Gate NRA was the
most visited.
• Attendance was only up
2% in 2015 vs. 2014
3. T H E P L A N :
We want to create an digital advertising plan that not
only helps draw awareness to our National Parks , but
helps grow attendance through out. We want to help
bring that 2% up by at least 5%.
4. In order to build a successful campaign we need to
understand who our audience is.
5. O U R A U D I E N C E :
• Locals
• Educators / schools
• Families
• Conservationists
• Outdoor/Adventurers
6. H E R E S H O W W E ’ L L G E T T H E R E .
• Develop a Mobile Banner ads for applications . As well
as full page business ads. We want to be able to
capitalize people where they're at.
• Utilize multi channel distribution channels such as
Facebook, Twitter to promote posts to drive traffic to
the NPS website. Also Email still continues to be the
best way to drive ad traffic so we will want to use that.
We will also buy advertising space specializing in travel
applications such as Kayak , Travelocity , Hotels.com
10. K E Y W O R D S
W E L L T R A C K
• NPS
• National Parks
• Off the grid
• Adventure
11. I M PA C T S
• Facebook and Twitter
costs (see next slide)
• CTR increase to 6% or
higher on my CPC ads.
12. The ability to utilize social
media to boost your posts .
You can also cater
your post to be seen
by the audience
you select.
13. H O W C O U L D W E H E L P D R I V E T R A F F I C ?
• Special promotions (free entry or book signings)
• Ranger guided tours
• Special events ( seasonal events such as meteor
showers)
14. I M A G E R E F E R E N C E S
• https://en.wikipedia.org/wiki/Arches_National_Park
• http://cyberprmusic.com/finally-an-effective-way-to-
link-your-facebook-and-twitter-accounts/
• Ad 1-3 Images are self supplied
15. R E F E R E N C E S :
• Raehsler, L. (14, May 7). What Is a Good Click-Through Rate for
PPC? Retrieved March 19, 2016, from https://www.clickz.com/
clickz/column/2186867/click-rate-ppc
• Rulz, R. (2008, June 13). New Reasons To Visit A National Park.
Retrieved March 19, 2016, from http://www.forbes.com/
2008/06/12/travel-parks-america-forbeslife-cx_rr_0612parks.html
• Stats Report Viewer. (2016, March 1). Retrieved March 19, 2016,
from https://irma.nps.gov/Stats/SSRSReports/National Reports/
Current Year Monthly and Annual Summary Report (1979 -
Present)
