A Multi-Media Public Awareness Campaign Brings Denverites Back to the Park
Our Challenge
Meet at the Park is a public awareness campaign designed to improve public perception of Civic Center Park and lay a foundation for a large capital campaign to fund the park’s future. Civic Center Conservancy approached Barefoot PR to help position the organization and the park as investment-worthy as it gears up for a large capital campaign. COVID-19, homeless encampments and protests impacted the perception and activation of Civic Center Park. Additionally, negative reporting on exaggerated safety concerns kept Denverites away. Our challenge: build a campaign to draw people back to the park and communicate the park’s role as Denver’s essential gathering space where people play, pause, process and participate year-round.
Our Process
Barefoot PR started by crafting a campaign brief outlining the tone, audiences, key messages and timeline for activation. We took cues from Civic Center Conservancy’s event calendar, programming and focus groups conducted in partnership with the City & County of Denver to envision the next 100 years of the park.
Our Solution
Key Highlights
- Campaign brand and landing page
- Proactive and reactive media relations
- Social media management including influencer partnerships
- Paid media/advertising including billboards, digital ads ($35,000 budget + in-kind and negotiated added value)
Our Solution
Features
- Campaign brand and landing page
- Proactive and reactive media relations
- Social media management including influencer partnerships
- Paid media/advertising including billboards, digital ads ($35,000 budget + in-kind and negotiated added value)
Results
2024 PRSA Silver Pick Award Winner
The campaign had several key campaign successes, including a paid partnership with CBS4 resulting in over 1.6 million impressions through broadcast advertising and just under 1 million impressions through paid digital display ads and pre-roll ads.
~ 3.3 million impressions of campaign materials/messaging as a result of earned media
4 million+ impressions as a result of print and digital billboards placed around the downtown Denver area
93k+ accounts reached through partnerships with four local social media influencers
Meet the Project Leads
Gail Bransteitter
Director of Public Relations
Annabelle Gallegos
Senior Design Specialist
