Strategy Preparing for the Second Century E X P E R I E N C E Y - PowerPoint PPT Presentation

National Park Service U.S. Department of the Interior National Park Service Centennial Strategy Preparing for the Second Century E X P E R I E N C E Y O U R A M E R I C A

Centennial Opportunity The NPS Centennial in 2016 is an opportunity to take cross-cutting strategic action to prepare for the next 100 years; to leverage and build public interest and support; and create internal and external alignment around shared goals. E X P E R I E N C E Y O U R A M E R I C A

Foundation for Centennial Goals 2007 Centennial Report America’s Great Outdoors Second Century Commission E X P E R I E N C E Y O U R A M E R I C A

Challenges and Opportunities n Changing demographics n Declining budgets and sequestration n Maintenance Backlog n Climate Change n Children and Nature Deficit n Building a new connection to all Americans E X P E R I E N C E Y O U R A M E R I C A

Lack of Understanding of what NPS Does Protect National Parks, Wildlife, Seashores, Monuments Environmental Help Build Research Communities And Monitoring (RTCA) (Climate Change) Historic Preservation Programs Education (Tax Credit, NR) Programs Recreational Opportunities (Fun)

Call to Action: Centennial Goals Strategic and innovative actions to prepare NPS and its partners for the next 100 years of stewardship and engagement. n Connecting People to Parks n Advancing the NPS Education Mission n Preserving America’s Special Places n Enhancing Professional & Organizational Excellence E X P E R I E N C E Y O U R A M E R I C A

Centennial Components underway Major Components of NPS Centennial Strategy: n Call to Action Goals: 39 park and program actions n National Park Foundation (NPF): Public Marketing & Branding Campaign with Grey Advertising n NPF Capital Campaign ($100-200 million) plus friends groups ($$) n National Park System Advisory Board Centennial Committee n Special Events & Projects: WASO Centennial Office n Partner and Stakeholder Collaboration n Legislative Action E X P E R I E N C E Y O U R A M E R I C A

Collaboration around the Centennial Goals Partners § National Park National Park Foundation Service § NPS Advisory Board § Programs § Friends Groups § Parks § Concessioners § Employees § Cooperating Assoc. § Stakeholder Groups § Volunteers § State Parks Communities § Gateway Communities § Local & Regional Tourism Agencies § Visitors E X P E R I E N C E Y O U R A M E R I C A

NPS Employees and the Centennial n Leadership Focus n Internal communications n Local C2A Action items n Organizational flexibility n Partnership policy reform n Relevancy, diversity and Inclusion in workforce n Center for Innovation n Urban Parks and Programs n Youth E X P E R I E N C E Y O U R A M E R I C A

NPS Advisory Board and the Centennial n 12 Members (8 from the 2 nd Century Commission) n Major projects: education, relevancy, urban parks, planning, economics, innovation, science, new NHL/NNL n Centennial Committee: 31 Stakeholder Members Concessions, Cooperating Assoc., Friends Groups, Recreation, Youth Programs, Gateway Communities, Trails, State and Local Parks, Historic Preservation and Conservation E X P E R I E N C E Y O U R A M E R I C A

NPF Marketing & Branding Campaign n Create Relevancy Improve awareness and understanding n Drive Connection Increase and deepen public engagement (physical and virtual) with the National Park brand experience. n Increase Support Increase private funding and support (volunteering, donations, etc. E X P E R I E N C E Y O U R A M E R I C A

Grey Advertising: Focus Population Adult Millennials Living on their own, without their parents. Forever the optimist, the Millennials believe that great things are always possible: they believe in the power of potential- and weigh both the near and longer term outcomes when making choices today. Yet they also see power and strength in tradition- in the proven; they feel that legacy brands are worth respecting. They currently have less connection and awareness of the NPS than the generations before them. These Millennials feel that community and history is important, but they don't like to be dictated to, they find value on their own terms. E X P E R I E N C E Y O U R A M E R I C A

Qualitative Research Key Findings • Skepticism erodes purity • NPS is synonymous with the • Parks are pure; therefore, big parks the national park brand is • Consumers want a cause seen as the protector of that makes an immediate • There is no understanding of these pristine, almost sacred, impact what the Service does places outside of protecting the • Perceived proximity makes a parks • Thus, must be celebrated consumer’s donation feel like it is making a real difference • Maintenance alone is not • Community efforts create compelling, loss feels personal connections • Personal connections drive substantial support • Education is also a key • Memories and experiences selling point strengthen the reasons to believe • Belief that parks are taken care of by the government Relevancy Connection Support E X P E R I E N C E Y O U R A M E R I C A

Quantitative Key Findings • Three concepts tested: ü Moved perception from maintenance to preservation ü Communicate the breadth of responsibilities of the NPS, especially for younger and multi-cultural groups ü Increased likelihood of visitation, virtual engagement and support • Services that consumers were more likely to donate $$ to included: – Protecting wildlife, ecosystems and natural environments – Offering educational programs to students and teachers – Preserving historic locations, archeological sites and artifacts, and – Engaging underserved communities in national parks E X P E R I E N C E Y O U R A M E R I C A

Centennial Public Awareness Campaign: “Find Your Park” n Brand Awareness n Hollywood/Sports Talent n Social and Traditional Media n Corporate Sponsorship E X P E R I E N C E Y O U R A M E R I C A

National Centennial Events & Projects n National Parade n Traveling Exhibit n Special Events & Programs (National Geographic, BioBlitz, Sesame Street, HP/HP, etc.) n Share your story E X P E R I E N C E Y O U R A M E R I C A

National Signature Events & Activities Current Proposals E X P E R I E N C E Y O U R A M E R I C A

NPF Capital Campaign n Goal of $100 - $200 million for Support for Grants to Parks n Case for Support Aligns with NPS and NPF Strategic Goals n Challenge to Friends Groups n Launched in 2014 E X P E R I E N C E Y O U R A M E R I C A

U.S. Department of the Interior Support from the Secretary: n Served on the 2 nd Century Commission n 2015 – 2017 Budget formulation n New Park Designations n Conservation/Preservation Decisions n Opportunity to highlight all Public Lands n Special Events n Youth: Play, Learn, Serve Work E X P E R I E N C E Y O U R A M E R I C A

U.S. Congress and the Centennial n A Congressional Strategy to build park champions n Centennial Legislation: New authorities, fees, cooperative agreements n Commemorative Coin: raise $25 million n New Park Designations n Appropriations: Seasonals, backlog, partnerships E X P E R I E N C E Y O U R A M E R I C A

White House and the Centennial n Special Initiatives Let’s Move Veterans/Wounded Warriors n Special Events n Healthy Parks/ Healthy People E X P E R I E N C E Y O U R A M E R I C A

Schedule & Major Phases Organizational Phase ü A Call to Action Implementation ü Framework Planning ü NPF Corporate Listening Tour ü NPF Marketing Campaign Research Phase Strategic Planning Phase • A Call to Action Implementation • Strategic Planning • Partnership Implementation • Marketing Campaign Development • Capital Campaign Development Implementation Phase • A Call to Action Implementation • Centennial Events & Partner Engagement • NPF Marketing & Capital Campaign Activation • Final Evaluation 2016 2013 2014 2015 2017

National Park Service Centennial Strategy Outcome: The Centennial of the National Park Service will raise awareness of the multiple benefits of the work of the NPS, state parks and public lands, create deep, personal and multigenerational connections with all Americans and motivate them to provide support in the form of visitation, constituency, volunteerism, and philanthropy. E X P E R I E N C E Y O U R A M E R I C A