Hayward Area Recreation & Park District

OVERVIEW:

Parks are tremendously valuable public resources nearly everyone in a community can enjoy. The Hayward Area Recreation & Park District (H.A.R.D.) in Hayward, CA, is a great example, offering a wide variety of programs for the entire family. As H.A.R.D. marked its 70th anniversary year, the organization worked with Effectv to build community awareness about several of its initiatives, including its theater season, winter programming and battle of the bands event.

STRATEGY:

H.A.R.D.’s campaign began by promoting its 70th year and a guidebook of winter recreational activities. Subsequent messages focused on the theater program and the battle of the bands. With Effectv’s demographic targeting capabilities, the mix of television networks that were part of the media plan were adjusted based on the audience. For the anniversary and winter guide, the audience was wide: adults 25-64 and families, with TV advertising on a mix of about 20 networks, including A&E, Animal Planet, Nickelodeon and Travel Channel. For the theater program, the emphasis shifted to somewhat older adults, with a bigger focus on news networks and channels like Hallmark, Lifetime, MSNBC and TNT. For the battle of the bands, the target was younger adults, so the media mix added channels like Adult Swim, along with additional sports and general entertainment programming. Digital marketing included a blend of static and in-banner video advertising on Xfinity.com as well as pre-roll video advertising. Both TV and digital advertising was geographically focused to reach the Hayward area.

SUCCESS:

Multi-screen advertising helped the Hayward Area Recreation & Park District record increases in event attendance and website traffic, two important objectives. Area residents were both buying tickets to events early and reporting that they learned about the organization’s programming from viewing the commercials and visiting its website.

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