Objective
With more than 50 parks, 5,600 acres of open space, and numerous recreational amenities, Rancho Simi Recreation and Park District provides countless opportunities to play, explore, learn and stay active. With so much to offer the communities it serves, the district needed a way to strengthen its brand identity and build awareness about its programs, classes and facilities.
Campaign
At Mustang, we believe the most effective marketing campaigns start with a strong strategy, so we kicked things off by collaborating with RSRPD to analyze existing data and develop a RoadMap that outlined campaign goals, audiences, messages and vehicles. After the RoadMap was approved, Mustang developed a year-long marketing plan incorporate recommendations and research for RSRPD's various platforms and marketing tactics. Next, we created an editorial style guide for the district to facilitate consistency across all marketing efforts by documenting the district’s brand voice and providing guidelines on writing style. We also developed a BrandMap that established RSRPD’s brand color palette, fonts, and photography and graphic styles.
With these strategic components in place, we then helped the district refresh its logo and created design templates for flyers and social media graphics. On Feb. 9, 2021, the district publicly rolled out its new branding. As marketing materials were implemented, we performed regular platform audits to measure engagement and evaluate the results of each effort.
Results
Since the rollout, RSRPD has been thrilled to see an increase in engagement across all of its platforms (compared to activity in the cycle prior to the new branding launch). The district’s Facebook post engagement increased 294%, post reach increased 214% and page follows increased by 86%. On Instagram, the district saw a 19% increase in unique users reached and a 55% increase in content interactions.
RSPRD’s digital marketing efforts also saw an increase in performance as a result of the new creative, earning 35,000 impressions more than the previous review cycle. The click-through rate even jumped an impressive 8%.
“Mustang helped the Rancho Simi Recreation and Park District identify it’s marketing goals, craft a blueprint for implementation, and worked tirelessly to create materials to bring our ideas to fruition. Their staff are diligent, considerate, and possess the innate ability to listen to district personnel and craft a vision around that input. We look forward to the future as Mustang becomes part of the fabric of our community outreach effort.”