challenge
The Los Angeles area has hundreds of parks that are maintained by multiple agencies, including the City of L.A., the County of L.A. and the National Park Service. Few Angelenos are aware of these operating differences and the role that the LA Parks Foundation plays in the ongoing maintenance of the City of L.A.’s 450 parks.
LAPF had a presence on relevant social media channels, but there was potential for growth as well as an opportunity to encourage greater participation in the organization’s annual fundraising events.
the work
Audience and content analysis / implementation of new strategies and tactics.
Monthly content calendars for all relevant channels.
Online event calendars and multi-month social media advertising campaigns.
Influencer marketing campaign.
impact
Harvest Festival attendance doubled in 2018.
Social media follower growth: Instagram +125%, Twitter +778%, Facebook +32% likes | +34% follows.
Organic engagement on Facebook increased by 183% over a 6-month period.
Partnerships with 3 influencers resulted in more than 3 dozen content pieces published in advance of the Griffith Park Run.
The Griffith Park Run retained consistent attendance in 2019, with increases in social media engagement and conversations, and a strong social media presence before, during and after the event.