Mission Trails Regional Park
The Mission Trails Regional Park Foundation enlisted the expertise of Southwest Strategies to help boost attendance at the Park.
Client: Mission Trails Regional Park Foundation
Expertise: Public Outreach, Government Relations, Media Relations
Location: San Diego, CA
The Mission Trails Regional Park (MTRP) is one of the nation’s largest urban parks and the largest park in the City of San Diego. With more than 6,800 acres of natural open space, the park offers visitors a variety of opportunities to enjoy San Diego’s natural chaparral and riparian habitats without having to leave the City. The Mission Trails Regional Park Foundation (the Foundation) is a nonprofit organization that depends largely on donations and grants from third parties and a few annual fundraising events. While funds at the time allowed the Foundation to provide a diverse array of activities and enrichment programs for park guests, the funding levels did not allow for the implementation of a traditional corporate marketing and outreach campaign.
To assist the Foundation in encouraging more guests to attend, and hopefully generating more donations, Southwest Strategies developed a strategic outreach plan designed to not only increase attendance, but to also promote other areas of the park. Our team determined that MTRP should engage in a multi-faceted effort with key government, community and media stakeholders. Then, we developed a strategic approach outlining how the Foundation can meet these goals.
Given the limited funds available to implement a traditional corporate marketing and outreach campaign, Southwest Strategies was retained to advise MTRP on the best methods for reaching their goals. Using the outline in place for our strategic outreach plan, we advised the Foundation improve their communication with stakeholders via eblasts or newsletters and fact sheets or brochures. Additionally, our team suggested that the Foundation utilize their current newsletter database, Friends of Mission Trails database and community leaders to boost attendance at the park.
Our team continues to work with MTRP to continuously increase visitors and secure necessary funds to continue providing the community with a space to enjoy the beauty of the natural landscape of San Diego.