Kentucky Parks and Crafts: Brand, Website, and Marketing
The state of Kentucky has one of the largest state parks systems in the country. The 49 state parks offer their own unique spin on nature. The mission of the Kentucky State Park Foundation is to connect people to the outdoors and ultimately, to help them experience our beautiful state and all it has to offer. The Kentucky State Parks Foundation is a nonprofit organization that supports Kentucky State Parks through private donations, with the goal of getting today’s digitally-focused youth to experience the beauty of nature.
THE CHALLENGE
Raise civic pride and funding
Historically, the Foundation relied on a large endowment, but that money was dwindling, so there was a strong need to raise awareness and funds. The challenge was how to do this in a way that not only raised funds but also inspired pride in the parks and eliminated confusion between the Kentucky State Parks Department and the private foundation.
THE APPROACH
The power of nostalgia and great design
We reached out to Kentucky artists and designers to create a poster series that would rekindle nostalgia for Kentucky state parks. Sixteen parks were strategically chosen as they had the strongest following and attendance. To manage distribution, a partnership was created with a statewide retailer and several boutique stores. The project was coined Kentucky Parks & Crafts and through great partnerships, we created a huge reach on social media, which promoted the parks and the products organically, further adding legitimacy to the cause.
THE RESULTS
Small donations make a big impact
The campaign successfully heightened awareness of the foundation and raised over $50,000. The poster art has expanded into T-shirts and other products. Now the Kentucky State Parks Foundation reaches a younger generation who might not be able to afford to give a large donation, but who could certainly pay $20 for a poster and become a lifelong supporter and visitor of the parks.
The Fieldtrip team breathed life into our organization with their ideas and enthusiasm. From the beginning, they engaged with us in a way that allowed all sides to feel comfortable. Furthermore, they encouraged dialogue with creative thinking and quickly moved forward with our agreed-upon action steps. We are so proud of Kentucky Parks & Crafts and look forward to building on the success of this partnership.
