City Parks Foundation.
City Parks Foundation is a non proffit organization that works hand in hand with the New York City Department of Parks to create programs for more than 800 parks city wide in sports, arts/culture, and education.
The City Parks Foundation relies completely on private donations for all staffing and program funding.
Marketing and Communications Issues
Complex organization:
- 800+ parks city‐wide, thousands of programs across multiple disciplines targeted to multiple audiences, e.g.‐ children, seniors, families, teens, etc.
Legacy issues held as sacred cows without question:
- Too close to see the trees.
- Internal confusion/lack of confidence.
External confusion:
- With other parks organizations: name and source of funding.
- Foundation: funded by rich people.
Solution
- Develop umbrella strategy with a comprehensive value proposition for the organization at large.
- Develop nomenclature/signature to enhance recognition and clarification.
- Create a sub branding strategy and logo expansion application.
- Create an overt call to action for donations.