In early 2015, SWELL began work with the inspiring folks at the Pennsylvania Recreation & Park Society (PRPS) and the Pennsylvania Department of Conversation & Natural Resources (DCNR) to launch the first-ever statewide brand and marketing campaign for local parks and recreation. (And before you ask, yes, the Parks and Rec theme song is constantly stuck in our heads.) We started with some research and strategizing, helping to assemble a transformational Case Statement that laid out a contemporary situation analysis of local parks and recreation in PA, before moving on to developing a new brand, mission, and useful set of tools.
The Case Statement, entitled "From Nice to Have to Need to Have", guided the forward messaging and branding for the entire industry. Special call out to our friends at Cycle Forward in western PA for their expertise and assistance on the Case.
Once we were armed with intelligence and perspective on the local parks & rec scene, we got to the "Good" part. In partnership with our clients at the Society and DCNR, SWELL created and launched the "Good for You, Good for All" campaign in the fall of 2015 ...
... complete with an e-toolkit for local parks and recs departments to use, including customizable print and digital materials, branding elements, and guidelines for use.
The new brand gave rise to GoodForPA.com , which includes the state's first Explore PA Local Parks finder, mapping out 5,600+ local park locations statewide.