This was a final project where we created a campaign around an Love Your Parks event that would be hosted by Santa Clara County Parks.

1. Nancy Gonzalez & Carolin Frenken
Santa Clara County Parks:
Love Your Parks
ADV 125
Fall 2015

2. Task: Creation of an integrated media
campaign
The integrated media campaign that motivates the
residents of Santa Clara County to celebrate and
become involved with this event aims to make
Santa Clara County feel the Love for their parks.
Tone of Voice
The campaign should be motivational, joyful,
celebratory
Media
Print
Radio
Social Media
Other
Santa Clara County Parks Status Quo:
SCCP is well loved with an existing network of
people who provide volunteer time.
Individual parks have their fans and some have
“friends of” groups. Many people are not aware of
the extent of county parks in Santa Clara County and
generally don‘t distinguish county parks from city or
state parks.
Future Goals:
1. Elevate the network/system of Santa Clara County
Parks as a whole
2. Increase brand recognition
3. Draw in new and diverse partners and volunteers
interested in supporting SCCP
4. Mobilize 100s of volunteers for the event `Love
Your Parks day´ in April 2016 to work on a high-im-
pact project in one of several parks
Research Insights
located close to home, yet away from
pressure of urban lifestyle
regional parks are larger in size than local
neighborhood or community parks
dedicated rangers
renewing the human spirit
29 regional parks
1,400 volunteers donating selflessly 60,000 hours
of labor each year
feature points of local
historic interest
opportunities for
recreation in natural
environment
balancing recreation opportunities
with the protection of natural,
cultural, historic, and scenic
resources
48,000 acres of land
connecting people
with the natural environment
supporting healthy
lifestyles
The Brief
One of the largest regional park systems in the CA

3. The Key Visual is...
motivational
joyful,
celebratory
to reach and convince the target audience.
The Big IdeaThe Big Idea
Find your inner balance.
SCCP offers "outstanding visitor experiences that renew the human spirit, while balancing
recreation opportunities with the protection of natural, cultural, historic, and scenic resources."
People go to the parks to get away from their urban life. Individual ways of enjoying freetime
inspired us to our key slogan.
People should feel the balanced atmosphere while seeing SCCP advertising material. They
should be inspired by the visuals and connect SCCP with joy, love and a feeling of home.
Consequently, volunteering no longer seems like a burden. The event strengthens that feeling
and the slogan is going to be changed for selected actions to point out the visitor relations by
saying:
I found my inner balance at SCCP.

4. Print - Billboard Advertising
The purpose of a billboard is to interrupt as many people as possible, to create awareness not
necessarily impact, but to broadcast instead of engage.
The scenery catches the eyes of many people and the use of green sets the tone to an earthy
feel. Furthermore the use of Santa Clara County Parks logos increases brand recognition.
Creative SolutionsMedia Plan
The Media Plan
To increase the potential and effectiveness of the campaign the communication actions need to
be integrated.
To elevate the system of SCCP as a whole and to increase brand recognition, actions that
increase brand awareness and knowledge have to be planned first. Developing a preference of
SCCP is the next step to draw in new and diverse partners and volunteers. All these steps are
prerequisites to mobilize volunteers to attend the event "Love your Parks."
Actions January February March April
Print
(Out-of-home)
Radio
Social Media
App
Balance Stones
T-Shirts
Awareness Knowledge Preference Attendance
Billboard Bus Stop
PSA Social Media Event Details
Social Media
Postings
Photo App
Stones
Giveaways

5. Creative SolutionsCreative Solutions
Print - Bus Stop Advertising
Due to great visibility, bus stop ads have the potential of being an important outlet to create
awareness for an event such as Love Your Parks Day.
Using the same ads as the Billboard ad, assures that people will be able to make a connection if
they happen to see both ads in each location. At this particular bus stop, we were able to put up
a second ad which is our theme of campaign, finding your inner balance.
Print - Flyers, Stickers
Stickers can be easily adhered to almost any surface, by giving these away prior to the event,
people have the liberty to do as they please with them ultimately helping spread awareness.
Flyers typically tend to be printed on a smaller sheet of paper making it easier to hand out
to people. They also tend to include a lot of useful information, which is why we chose to
handout flyers along with a T-shirt that way a person not only gets information about the event
but also a T-shirt with our logo to spread awareness when worn. This will work as an incentive
for visitos to attend and participate in the `public flashmob photo´

6. Radio
Radio is the only true mobile medium. In the car, at work, and at play, radio is there...
advertisings force people to take with them wherever they go.
Our first radio clip would be a PSA in order for it to be free of charge, where we simply
mention the event and provide a website for further information.
Radio
The second radio clip is to promote SCCP’s Instagram page to encourage listeners to look up
their photos of the parks.
Whereas the final radio clip, provides further details of the activities that will take place during
event, urging listeners to come volunteer and participate.
PSA
Person 1: DO YOU FEEL LAZY BEING AT HOME EACH DAY?
Person 2: NO WAY, THE COLD SEASON IS ALMOST OVER! I’LL START THIS NEW
YEAR USING THE FIRST RAYS OF SUNLIGHT BY BEING ACTIVE AT A SANTA
CLARA COUNTY PARK.
Person 1: WHY THERE?
Person 2: BECAUSE I CAN FIND MY INNER BALANCE! JUST VISIT
WWW.PARKHERE.ORG TO FIND A COUNTY PARK NEAR YOU.
Radio Spot to announce the Event
Do you want to do something good? Santa Clara County Parks ask for volunteers to be part
of something big! “Love your Park” is an event for nature lovers and people who want to
find their inner balance in one of our beautiful parks. Volunteer and make a change, get a free
T-Shirt and be part of the biggest public flash mob in the Silicon Valley! Show your creativity
and eternalize yourself by painting the newly constructed stones of balance. The event takes
place at April, 5. For more information visit www.parkhere.org
Radio Spot for Social Media
Are you someone who enjoys taking photos of the great outdoors? We sure are! Follow our
Instagram today @SCCP and view some of the photos our visitors have taken at one of the 29
Santa Clara County Parks! Make sure to follow us for further details on Love Your Parks Day,
don’t forget to use #innerbalanceSCCP and share your adventures with us.
Visit www.parkhere.org to find a county park near you!
Creative SolutionsCreative Solutions

7. Social Media
Social media has become a popular medium, which is great for advertising.
Creating posts that promote the 29 parks and the activities that can be done at each park is a
great way to target people. Using hastags such as #innerbalanceSCCP allows visitors to share
there photos with one another. Furthermore the posts should show visitors finding their inner
balance to give prospective visitors an idea of the feelings they can expect.
Application
This app not only promotes park awareness, but gives the visitors the opportunity to engage
with the park by taking a photo.
This app allows visitors to pick a filter, which then changes the background of their photos to
any of the 29 Santa Clara County Parks, ultimately acting as a mask. These photos can be saved
and later uploaded to Instagram and shared using #innerbalanceSCCP. There is a possibility for
a viral effect.
Creative SolutionsCreative Solutions

8. Balance Stones
The balance stones will be first accessible and painted on at the Love your Parks event. Since
the theme of our campaign is inner balance, these stones will be able to be painted on by
visitors providing a mediating feel as they relax and connect with nature. These stones would
stay there permanently becoming an iconic sight at the park where visitors can always come
back to.
T-shirt
People always love incentives, by giving out free t-shirts before and at the event we can create
awareness and engagement. This is the T-shirt that will be handed out with the flyer shown
above.
We plan on taking a ‘public flashmob photo’ where visitors wearing the shirts put there hands
in the air forming a heart which will later be shared on SCCP’s Instagram. The heart symbolizes
the love for the parks.
Creative SolutionsCreative Solutions

9. We hope you‘ll find your inner balance at one of the Santa
Clara County Parks!
Carolin Frenken & Nancy Gonzalez