Pennsylvania Parks + Recreation

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.


  • Non-Profit
  • Tourism


  • Advertising
  • Branding
  • Marketing Collateral

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.


In 2018, we concepted and produced a podcast to highlight and support local park and rec providers.




Local parks and rec providers wear a lot of hats – “marketing director” among them. The campaign was intended to make their jobs easier by providing the access to ready-to-use and customizable print and digital assets on a centralized portal. We updated the available assets over the course of the years to include social posts, Spanish and English brochures and posters, and more.


Inspired by the brand, the “Good Job!”Award recognizes one local park and recreation organization at the PRPS annual conference each year for excellence in park and recreation programming and promotion.

Similar Projects