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We helped members of Congress and the Administration see the needs of our national parks, without ever leaving their Capitol Hill offices.
When the National Parks Conservation Association hired Noral, they were a successful group advocating for the preservation and protection of America's 385 national parks. With a solid history dating back to 1919, what problem could they suddenly want a marketing firm to help solve? A big one.
It seemed that while verbal commitments to our national parks ran deep, budgetary commitments from Congress and the Administration were less forthcoming.
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How could we convince Congress and the Administration, in a time of heightened national defense priorities, that anything but the most necessary maintenance funds for the parks should be appropriated? The fact that no one seemed to notice any problems when they last visited a national park didn't help our case, either.
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The target market was diverse. The campaign needed to reach key constituents, committed park visitors, Congress, and the Administration. To accomplish this, Americans for National Parks was born, a coalition dedicated to increasing the operating budget of our national parks... because there's just too much to lose. |
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Our messages tapped into a simple but undeniable truth: our national parks are incredible places too important to risk. We documented real threats and offered real solutions. Then we made it difficult for Congress and the Administration to not see the problem-with constituent mail from GoCards, tipped-in postcards in publications, print materials in Roll Call and National Journal, public opinion polling, and press tactics. |
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