Minnesota State Parks and Trails Connection Plan

Project Details by Fiscal Year
2010 Fiscal Year Funding Amount
$175,000
Fund Source
Parks & Trails Fund
Status
Completed
Start Date
March 2010
End Date
December 2010
Counties Affected
Statewide
Legal Citation / Subdivision
M.L. 2009 Ch. 172 Art. 3 Sec. 2 (1)
2010 Fiscal Year Funding Amount
$175,000
Proposed Measurable Outcome(s)

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.

Measurable Outcome(s)

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.

Project Overview

Plan and execute connection plans that build awareness of and motivation for participating in outdoor recreation at Minnesota state parks and trails.

About the Issue

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.

Project Manager
First Name
Pat
Last Name
Arndt
Organization Name
Minnesota Department of Natural Resources
Street Address
500 Lafayette Road
City
St. Paul, MN
State
MN
Zip Code
55155
Phone
(651) 259-5578
Email
patricia.arndt@state.mn.us