National Park Service/Chesapeake Bay Gateways Network
Client
The National Park Service's Chesapeake Bay Gateways Network (CBGN) is a cluster of historic, educational, environmental, and recreational tourist sites offering visitors access to the entire Bay system. The Network includes 140 disparate private and public sector entities, each its own small business—from educational sailing ships and historic homes to museums of the Underground Railroad.
Challenge
CBGN needed a comprehensive strategy for communicating with its four primary audiences: watershed residents, the media, policy influencers, and its own supporting members and resource partners. They aimed to increase visitation, raise public awareness and appreciation, and ultimately improve conservation of the Chesapeake Bay.
Enter Reingold
Based on our market research, Reingold collaborated with CBGN to develop a unifying brand and message platform with a fundamental position—Your Chesapeake Connection—that identifies the unique benefits of the Network as a customizable guide to the treasures of the Chesapeake. Reingold also developed a messaging framework with individually tailored messages reinforcing Your Chesapeake Connection for each of the priority audiences. Then we created an integrated and multifaceted communications strategy to educate the public and promote the Bay's amenities. Throughout the yearlong process of developing the strategic plan, we also helped CBGN leadership build consensus among its members and oversight working group.
Results
Our marketing and communications plan for CBGN received a MarCom Creative Award for efficacy through an international competition for marketing and communication professionals.