Blog, Case Studies, Communication, Government, Real Estate Optimization, User Experience, Wellness Initiatives

The Cleveland Metroparks system has long been a cornerstone of the Greater Cleveland community, offering over 23,000 acres of nature reserves, 18 park reservations, and more than 300 miles of trails. But even with these impressive resources, encouraging residents to fully engage with the parks has been a challenge. Enter the “Explore Your Park” campaign—a wellness initiative that not only raised awareness but also inspired action. This case study examines the communication strategies employed in the campaign and provides actionable insights for other public agencies aiming to amplify their own initiatives.

The Campaign: Explore Your Park

“Explore Your Park” was a collaborative wellness campaign launched by Cleveland Metroparks in partnership with the Cleveland Clinic. Its primary objective was to motivate Cleveland residents to utilize the parks for physical activity and overall wellness. Through a blend of organized events, educational resources, and strategic communication, the campaign underscored the role of outdoor spaces in improving health and well-being.

By targeting a diverse audience—from avid outdoor enthusiasts to those new to physical activity—the initiative aimed to foster a deeper connection between the community and the Cleveland Metroparks.

Key Communication Strategies

1. Strategic Partnerships

The collaboration with the Cleveland Clinic was pivotal to the campaign’s success. As a trusted healthcare institution, the Clinic brought credibility and authority to the wellness-focused message, emphasizing the health benefits of engaging with the parks.

• Why It Worked:
  • The Cleveland Clinic’s involvement reassured participants that the campaign was grounded in evidence-based health recommendations.
  • The partnership allowed for the sharing of resources, including health experts who contributed to workshops and events.
• Lessons for Other Agencies:
  • Identify reputable organizations that align with your mission. A strategic partnership can bolster credibility and extend the reach of your campaign.
  • Collaborate on content creation, such as co-branded materials, joint press releases, and shared event hosting, to maximize impact.

2. Multi-Channel Promotion

Cleveland Metroparks leveraged a variety of communication channels to reach their audience effectively:

• Social Media:
  • Platforms like Facebook and Instagram were used to share videos, wellness tips, and event information. Posts featured engaging visuals, including park landscapes and snapshots from community events.
  • The hashtag #ExploreYourPark encouraged user-generated content, further amplifying the campaign’s message.
• Traditional Media:
  • Local news outlets covered the campaign, providing additional exposure. Features on stations like Fox 8 highlighted the campaign’s goals and upcoming events, drawing in audiences who might not engage with social media.
• On-Site Promotion:
  • Signage in the parks and community spaces ensured that even those already visiting the parks were informed about the campaign.
• Why It Worked:
  • The multi-channel approach ensured comprehensive outreach, engaging both tech-savvy individuals and those who rely on traditional media.
• Lessons for Other Agencies:
  • Use a mix of digital and traditional media to maximize audience reach.
  • Tailor your message to each platform; for example, use visuals and short captions on social media, while opting for detailed press releases for traditional media.

3. Community-Centric Events

The campaign’s success was rooted in its ability to bring people together. Events were designed to make park visits accessible, enjoyable, and educational:

• Guided Walks and Fitness Classes:
  • These structured activities provided an entry point for those unfamiliar with using parks for fitness.
• Workshops on Health and Nutrition:
  • Educational sessions led by Cleveland Clinic experts informed participants about the broader benefits of an active lifestyle, reinforcing the campaign’s wellness message.
• Why It Worked:
  • Events created opportunities for community bonding, turning individual park visits into shared experiences.
  • The structured format gave participants a clear purpose and direction, reducing barriers to engagement.
• Lessons for Other Agencies:
  • Offer a mix of structured and unstructured activities to cater to different comfort levels and interests.
  • Partner with subject-matter experts to enhance the credibility and educational value of your events.

4. Emphasis on Public Wellness

The “Explore Your Park” campaign strategically positioned the Metroparks as not just a recreational resource but also a wellness asset. Messaging highlighted the health benefits of outdoor activities, such as improved cardiovascular health, stress reduction, and enhanced mental well-being.

• Why It Worked:
  • By tying park usage to health benefits, the campaign resonated with individuals seeking ways to improve their well-being.
  • The focus on wellness aligned with broader public health trends, making the campaign timely and relevant.
• Lessons for Other Agencies:
  • Frame your services in a way that connects to current societal priorities, such as health, sustainability, or community building.
  • Use data and testimonials to underscore the tangible benefits of your offerings.

5. Gathering Community Feedback

A cornerstone of the campaign’s success was its responsiveness to community needs and preferences. Cleveland Metroparks actively sought feedback through surveys, social media interactions, and event evaluations. This input allowed them to tailor activities and messaging to better serve their audience.

• Why It Worked:
  • Feedback provided insights into what activities and services resonated most with the community.
  • Incorporating community input built trust and made residents feel valued and heard.
• Lessons for Other Agencies:
  • Use surveys and focus groups to gather actionable feedback on programs and messaging.
  • Monitor social media interactions to identify trends and areas for improvement.
  • Be transparent about how feedback is used to improve services, reinforcing the agency’s commitment to community engagement.

Results and Impact

The “Explore Your Park” campaign achieved significant success, as evidenced by:

• Increased Park Usage: 
  • Attendance at organized events and overall park visits saw a noticeable uptick during the campaign.
• Enhanced Community Engagement: 
  • Social media interactions, including likes, shares, and comments, demonstrated heightened community interest and participation.
• Stronger Brand Recognition:
  • Cleveland Metroparks’ reputation as a leader in public wellness was solidified, enhancing its standing within the community and beyond.

Takeaways for Public Agencies

The strategies employed by Cleveland Metroparks offer a roadmap for other public agencies aiming to execute impactful campaigns:

1. Forge Strategic Partnerships:
   • Collaborate with organizations that complement your mission to boost credibility and resource availability.
2. Adopt a Multi-Channel Approach:
   • Engage your audience through a variety of platforms, ensuring no demographic is overlooked.
3. Prioritize Community Engagement:
   • Create opportunities for shared experiences through events and interactive activities.
4. Tie Messaging to Broader Trends:
   • Position your initiative within the context of societal priorities to enhance relevance and appeal.
5. Gather and Act on Feedback:
   • Incorporate community input to refine programs and ensure they meet audience needs.
6. Measure and Adapt:
   • Track metrics like attendance, social media engagement, and community feedback to refine future campaigns.

Conclusion: A Model for Public Wellness Campaigns

The Cleveland Metroparks’ “Explore Your Park” campaign exemplifies how public agencies can successfully promote their services while fostering community wellness. By leveraging partnerships, diverse communication channels, and community-centric programming, the campaign achieved its dual goals of raising awareness and inspiring action.

For other public agencies, the lessons from this campaign are clear: start with a strong vision, align with trusted partners, engage your audience through tailored, multi-faceted communication strategies, and prioritize community feedback. With these elements in place, any agency can turn its resources into a source of inspiration and transformation for its community.

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