The National Park Service wants to create a mobile advertising campaign to increase park attendance. Their goals are to raise awareness of national parks and increase attendance by at least 5% over the 2% growth in 2015. The plan is to develop mobile and website banner ads targeting local audiences, families, educators and outdoor enthusiasts. The campaign will utilize social media platforms like Facebook and Twitter to promote posts and drive traffic to the NPS website, as well as buy ads on travel sites and apps. Key metrics that will be tracked include click-through rates and costs. Special events and promotions may also help increase traffic.