Brand story: We help your national park fit your lifestyle.
The National Park System of the United States is one of our nation’s greatest gifts to its citizens. How do we ensure that they are appreciated, preserved and promoted in a way that will maximize their value for this generation and the many that will follow? In the case of the Cuyahoga Valley National Park, the job of enhancing and promoting the park experience belongs to a friends group originally called Cuyahoga Valley National Park Association. The friends group, like others across the nation, accomplishes this garnering of appreciation and engagement via several independent entities or divisions that provide retail, education, experiential and volunteer opportunities that connect citizens to the national park.
Our goal was to build a strategy that would allow each of these entities to share equity while building enhanced awareness, understanding and appreciation among target audiences that ranged from kids and families, to exercise and nature enthusiasts, to individual and corporate donors. Together with leadership, TWIST built a brand position the organization that informed a decision to first change the name from Cuyahoga Valley National Park Association to Conservancy for Cuyahoga Valley National Park.
Our message to donors: Generations of impact, a moment of effort
In all of our communications and brand experiences, we stress the importance of the word “for” as this is an organization that is about actively doing on behalf of both the physical assets and wildlife that are the national park. It is also an advocate for the present and future generations that will experience it, be educated and have their lives enriched by it.
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