Challenge

For 36 years, the California State Parks Foundation, a non-profit organization, has advocated on behalf of California’s 278 State Parks to ensure funding and permanent protection of State Parks. With the California budget crisis paralyzing state agencies, the Foundation wanted to secure stable funding and support for state parks. The organization’s goals included not only attracting more volunteers and donors, but also rallying advocates who could lobby state legislators during the Foundation’s annual Park Advocacy Day in Sacramento and turn out in support of Earth Day and other State Park and Foundation initiatives.

Strategy

LCI’s strategy was to support and create a number of activities to keep the Foundation and its efforts visible year round. In conjunction with the California State Park Foundation’s Annual State of Our State Parks and Park Advocacy Day, LCI created a survey for members of the Foundation and California residents to obtain opinions about various state park related issues, such as support for a sales tax increase to maintain the parks. The strategy was to show how much people are willing to support state parks and how much parks mean to the economy of the state. LCI distributed a press release highlighting survey results in conjunction with the Foundation’s Annual State of Our State Parks. LCI and The Foundation reached out to other advocacy groups to attend Park Advocacy Day on the steps of the Capitol. LCI and The Foundation held a press conference on Park Advocacy Day on the steps of the Capitol to summarize the survey results and the State of Our State Parks. LCI invited media to the event to witness firsthand the growing support for state parks as well as threats faced if California slashed programs to help balance the budget.

Park Advocacy Day, in March each year, builds support for the Foundation’s annual Earth Day Restoration and Clean-up event every April. For Earth Day, LCI initiated the first ever state-wide media sponsorship program in major media markets. LCI also secured Clint Eastwood for a statewide PSA in support of Earth Day. LCI creatively pitched “day in the life of a ranger” stories statewide as well as op/ed placements capitalizing on how the state’s budget crisis is a call to action for proper funding and for volunteers throughout California. LCI worked closely with major sponsors such as PG&E to maximize awareness of its sponsorship of this program.

In addition, LCI supports the efforts of the Foundation to prevent non-mission use of park lands such as trailer parks and roads. LCI recently led a public relations campaign to draw attention to the proposed plan to build a toll road through San Onofre State Beach. Through a coalition of environmental and non-profit organizations opposed to the road, LCI created a strategy to draw media attention to the story and encourage the public to speak out in opposition. Media were invited to attend a tour of the park with the State Park Commissioners and then attend the public hearings.

Results

Thirteen organizations supported Park Advocacy Day and 200 people rallied on the steps of the Capitol in support of state parks, double from the year before. Local, regional and state media reported on the survey results and the Foundation’s advocacy concerns and efforts. Results included feature articles and letters to the editor. Outlets included Associated Press, San Francisco Chronicle, Los Angeles Times, NPR, KGO radio, KQED radio, KCRA-TV and KTVU-TV. More importantly, the state recommended fairly stable funding for State Parks.

Outreach and sponsorship solicitation resulted in the strongest Earth Day event to date with 20 media partners from across the state and numerous feature stories. Statewide PSA and media coverage included placements in Sacramento Bee, Fresno Bee, San Diego Union Tribune, Los Angeles Times, Contra Costa Times, KTTV-TV (LA), KMPH-TV (Fresno), KGPE-TV (Fresno) and KABC-FM (LA). Media value for the Earth Day campaign reached more than $4 million statewide. Sponsorship and volunteer participation was up. Most importantly, LCI created a foundation for ongoing media awareness that continues today.

The media campaign at San Onofre resulted in nationwide coverage through an Associated Press story. Major media outlets in Southern California covered the tour of the park, State Park Commission hearings and the subsequent resolution by the Commissioners to request protection of the park by the Governor. In addition, opinion pieces were secured in Southern California papers. The media is watching and reporting on the story as the fight to prevent the building of the road continues.