To watch the presentation as delivered on April 11th, 2011, visit this URL: http://vimeo.com/22327976

2. Timucuan TrailParks Foundation

3. Overview

4. SWOT Analysis Strengths Supports the preservation of local parks Hardworking board with strong community ties Several well known partners Weaknesses Low name recognition Limited funding Young organization Lack of staff Website

5. SWOT Analysis Opportunities Social media Build from ground up Green movement Voice during budget cuts Threats Competition for donors Demand for land Budget deficits

6. Research

7. Client Interview Marketing strategy Fundraising Increase park visits New website Increase brand and park awareness

8. Focus Group Website “Too wordy,” “archaic” and “not child-friendly” New suggestions Social media Events Membership

11. Digital Footprint Google 8th result for “Timucuan Trail Parks Foundation” Facebook Over 600 million users Average user “likes” 80 different community pages Smartphone apps Large opportunities

13. The Wild Things

14. The Pawfessionals

15. The Sierra Club

16. EcoMotionTours

17. The Tree Hill Nature Center

19. The North Florida Land Trust

20. The EcoExplorersClubs

22. Campaign Goal To increase awareness and funding of the Timucuan Trail Parks Foundation and to promote preservation of the urban park system surrounding Northeast Florida.

23. Target Audience Young professionals Diverse and active College students Fans of free events Families Community activities Environmental groups It’s their passion

24. Creative Concepts

27. Corporate Identity

28. Campaign Objectives

29. Objective 1 To increase donorship through fundraising activities and business partnerships by 25 percent in the next 12 months.

36. Objective 2 To increase Facebook fans and Twitter followers by 60 percent in the next 12 months.

37. Facebook Page

38. Change.org Campaign

40. Objective 3 To increase park attendance and participation by 10 percent in the next 12 months.

41. Membership Levels Corporate Levels $5,000 (Chieftain) $3,000 (Tribesman) Private Levels $300 (Ibis) $100 (Blue Heron) $50 (Egret)

42. School Tours

43. Geocaching

44. Objective 4 To increase awareness of TTPF through local print and electronic media coverage.

45. First Print PSA

46. Second Print PSA

47. Third Print PSA

48. Fourth Print PSA

49. Radio PSA

50. Video PSA

51. Timeline

52. Budget

53. Budget Comparison Blue Jay Hummingbird Osprey

54. Evaluation Media Impressions Google Alerts Social Media Facebook Insights Google Analytics Compare with similar sites Communicate to organization Track donorship and membership dollars

55. Thank You

56. Erica Kelly Campaign Director Lauren Wetmore Lauren Taylor Account Executives Taylor Spectorsky Account Manager Tiffany Chandler Kari Finch Joel Winters Editors/Writers Michelle Clark Mark Wilhelm Creative Directors Hope Gorman Jennifer Mach Tiffany Terrell Communications Managers Lauren Loy Laura McGarity Media Planners Brittany Dunn Jeff Earley Melissa Strickland Research/Strategy Directors Alexis Lahiff Kristie Perkins Event Coordinators