PARKSCORE — TRUST FOR PUBLIC LAND
The Trust for Public Land turned to Behr Communications for help launching a major new initiative: The Trust for Public Land ParkScore Index™. ParkScore evaluated the quality of park systems in the 40 largest U.S. cities, providing both a simple rating and wealth of data local park planners could use to guide improvement efforts.
From the outset, we were determined to make ParkScore more than another "Top 10" list that would float around the Internet for a few days and then fade into obscurity. We developed separate communications strategies for each of the 40 ParkScore cities, including an "insider" strategy that shared detail with city leaders and an "outsider" strategy to maximize media interest and build public will for park improvement.
The results were extraordinary. ParkScore generated hundreds of stories in print, online, and electronic outlets. Independent evaluators concluded that ParkScore media generated more than $2.5 million in brand value for the nonprofit. And perhaps most important, ParkScore inspired numerous local debates about park improvement, engaging elected leaders, civic advocates, and candidates for municipal office.