National Park Service. Centennial Strategy. Preparing for the Second Century. U.S. Department of the Interior

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1 National Park Service U.S. Department of the Interior National Park Service Centennial Strategy Preparing for the Second Century

2 Centennial Opportunity The NPS Centennial in 2016 is an opportunity to take cross-cutting strategic action to prepare for the next 100 years; to leverage and build public interest and support; and create internal and external alignment around shared goals.

3 Foundation for Centennial Goals 2007 Centennial Report Second Century Commission America s Great Outdoors

4 Challenges and Opportunities n Changing demographics n Declining budgets and sequestration n Maintenance Backlog n Climate Change n Children and Nature Deficit n Building a new connection to all Americans

5 Lack of Understanding of what NPS Does Protect National Parks, Wildlife, Seashores, Monuments Help Build Communities (RTCA) Environmental Research And Monitoring (Climate Change) Historic Preservation Programs (Tax Credit, NR) Recreational Opportunities (Fun) Education Programs

6 Call to Action: Centennial Goals Strategic and innovative actions to prepare NPS and its partners for the next 100 years of stewardship and engagement. n Connecting People to Parks n Advancing the NPS Education Mission n Preserving America s Special Places n Enhancing Professional & Organizational Excellence

7 Centennial Components underway Major Components of NPS Centennial Strategy: n Call to Action Goals: 39 park and program actions n National Park Foundation (NPF): Public Marketing & Branding Campaign with Grey Advertising n NPF Capital Campaign ($ million) plus friends groups ($$) n National Park System Advisory Board Centennial Committee n Special Events & Projects: WASO Centennial Office n Partner and Stakeholder Collaboration n Legislative Action

8 Collaboration around the Centennial Goals National Park Service Programs Parks Employees Volunteers Partners National Park Foundation NPS Advisory Board Friends Groups Concessioners Cooperating Assoc. Stakeholder Groups State Parks Communities Gateway Communities Local & Regional Tourism Agencies Visitors

9 NPS Employees and the Centennial n Leadership Focus n Internal communications n Local C2A Action items n Organizational flexibility n Partnership policy reform n Relevancy, diversity and Inclusion in workforce n Center for Innovation n Urban Parks and Programs n Youth

10 NPS Advisory Board and the Centennial n 12 Members (8 from the 2 nd Century Commission) n Major projects: education, relevancy, urban parks, planning, economics, innovation, science, new NHL/NNL n Centennial Committee: 31 Stakeholder Members Concessions, Cooperating Assoc., Friends Groups, Recreation, Youth Programs, Gateway Communities, Trails, State and Local Parks, Historic Preservation and Conservation

11 NPF Marketing & Branding Campaign n Create Relevancy Improve awareness and understanding n Drive Connection Increase and deepen public engagement (physical and virtual) with the National Park brand experience. n Increase Support Increase private funding and support (volunteering, donations, etc.

12 Grey Advertising: Focus Population Adult Millennials Living on their own, without their parents. Forever the optimist, the Millennials believe that great things are always possible: they believe in the power of potential- and weigh both the near and longer term outcomes when making choices today. Yet they also see power and strength in tradition- in the proven; they feel that legacy brands are worth respecting. They currently have less connection and awareness of the NPS than the generations before them. These Millennials feel that community and history is important, but they don't like to be dictated to, they find value on their own terms.

13 Qualitative Research Key Findings NPS is synonymous with the big parks There is no understanding of what the Service does outside of protecting the parks Community efforts create personal connections Education is also a key selling point Belief that parks are taken care of by the government Parks are pure; therefore, the national park brand is seen as the protector of these pristine, almost sacred, places Thus, must be celebrated Maintenance alone is not compelling, loss feels substantial Memories and experiences strengthen the reasons to believe Skepticism erodes purity Consumers want a cause that makes an immediate impact Perceived proximity makes a consumer s donation feel like it is making a real difference Personal connections drive support Relevancy Connection Support

14 Quantitative Key Findings Three concepts tested: ü Moved perception from maintenance to preservation ü Communicate the breadth of responsibilities of the NPS, especially for younger and multi-cultural groups ü Increased likelihood of visitation, virtual engagement and support Services that consumers were more likely to donate $$ to included: Protecting wildlife, ecosystems and natural environments Offering educational programs to students and teachers Preserving historic locations, archeological sites and artifacts, and Engaging underserved communities in national parks

15 Centennial Public Awareness Campaign: Find Your Park n Brand Awareness n Hollywood/Sports Talent n Social and Traditional Media n Corporate Sponsorship

16 National Centennial Events & Projects n National Parade n Traveling Exhibit n Special Events & Programs (National Geographic, BioBlitz, Sesame Street, HP/HP, etc.) n Share your story

17 National Signature Events & Activities Current Proposals

18 NPF Capital Campaign n Goal of $100 - $200 million for Support for Grants to Parks n Case for Support Aligns with NPS and NPF Strategic Goals n Challenge to Friends Groups n Launched in 2014

19 U.S. Department of the Interior Support from the Secretary: n Served on the 2 nd Century Commission n Budget formulation n New Park Designations n Conservation/Preservation Decisions n Opportunity to highlight all Public Lands n Special Events n Youth: Play, Learn, Serve Work

20 U.S. Congress and the Centennial n A Congressional Strategy to build park champions n Centennial Legislation: New authorities, fees, cooperative agreements n Commemorative Coin: raise $25 million n New Park Designations n Appropriations: Seasonals, backlog, partnerships

21 White House and the Centennial n Special Initiatives Let s Move Veterans/Wounded Warriors n Special Events n Healthy Parks/ Healthy People

22 ü ü ü ü Schedule & Major Phases Organizational Phase A Call to Action Implementation Framework Planning NPF Corporate Listening Tour NPF Marketing Campaign Research Phase Strategic Planning Phase A Call to Action Implementation Strategic Planning Partnership Implementation Marketing Campaign Development Capital Campaign Development Implementation Phase A Call to Action Implementation Centennial Events & Partner Engagement NPF Marketing & Capital Campaign Activation Final Evaluation

23 National Park Service Centennial Strategy Outcome: The Centennial of the National Park Service will raise awareness of the multiple benefits of the work of the NPS, state parks and public lands, create deep, personal and multigenerational connections with all Americans and motivate them to provide support in the form of visitation, constituency, volunteerism, and philanthropy.