Minnesota State Parks and Trails Connection Plan
Plan and execute connection plans that build awareness of and motivation for participating in outdoor recreation at Minnesota state parks and trails.
Effective media planning and buying tactics significantly extended the value of the media schedules in one case, a 105 percent increase in media value received.
Historically the Division of Parks and Trails has relied totally on media relations to create awareness. The Minnesota State Parks Research Report 2007 shows that Minnesotans want and need more information and compelling reasons to visit so they can better use and enjoy Minnesota state parks and trails.
Three campaigns were executed in Fiscal year 2010 producing 11 765 784 gross impressions. Results are being seen as witnessed by increased revenue Minnesota State Parks vehicle permit sales and program attendance. It's important to continue building upon this foundation to accomplish the goal of increasing participation in outdoor recreation.