BC Parks Foundation
Integrated Marketing Campaign
Proposal for BCPF
Group collaboration with Vanessa Montoya, Felicia Rodriguez and Cherry Li
Process
Fall of 2018, British Columbia’s Parks Foundation got in touch with our professor to conduct a project for their non-profit with the goal of bringing in more donations to the organization. Our initial plans of action were to think of possible solutions to BCPF’s current lack of donations and a method to gathering data while getting people more involved with the BC Parks and bring more awareness to park goers. We wanted to design for everyone, to inspire people through our creations and to ultimately get our audience to take action into preserving BC’s wildlife + think of ways to preserve our parks.
Along with 3 other students, we came together as a team to propose an integrated marketing campaign that consisted of a BCPF App, limited edition Transit Compass Cards as well as a Transit takeover.
Our main goals were to:
1. ELEVATE AWARENESS & RESPECT FOR:
- the wonderful diversity of wildlife in British Columbia
- the importance of parks in preserving wildlife
- risks to wildlife and their habitat
2. INSPIRE INDIVIDUAL OR GROUP ACTION WITH:
- reducing negative interactions with wildlife
- citizen science participation
- volunteering on restoration, stewardship, rehabilitation, or other projects
- donations or sponsorships to understand and protect wildlife in their natural habitats.
App
We decided to create the app because as a foundation, the client had no lasting platform, or means of gathering data on their visitors. We also wanted to give them a new way to do campsite bookings which would replace the old outdated site. We referenced other apps like BIKO for the rewards system idea, and strived to keep the design as simple and user friendly as possible. To make our app stand out, we also gave it a citizen science feature where users can upload photos of trail conditions or make reports about animal sightings.
Compass Cards
Our compass card equity was finalized through the exploring of the best possible designs that could be implemented to a large audience that had a promising ROI. Our designs were finalized based on the idea that “Parks are the thread that binds the past with the future.” Thus, our illustrative background and vintage park-ranger styled labels allowed us to successfully translate that message.
Transit Takeover
Our design approach to these advertisements were to incorporate beautiful images of some of BC's well-known parks with BCPF's brand assets. This makes the brand stand out as the beauty of our parks is what we want our audience to see with the intentions of BCPF.
We chose to go with transit advertisements as we felt it would be a way to introduce short-term, yet effective installations that will create an experience that is both educational and inspiring for commuters. The transit wrap and ads would be splendid and eye catching, while the paw print floor decals would serve a dual-purpose as they line-up with each skytrain door.
