Discovery Green’s 10th Anniversary Integrated Communications

Discovery Green is a vibrant 12-acre park in the heart of downtown Houston that opened to the public in 2008. The destination’s 10th anniversary season was a milestone opportunity to revamp the communications strategy to achieve more meaningful connections with the diverse consumer markets that regularly visit the park, while at the same time forging new relationships to contribute to Discovery Green’s marketing and business goals in awareness and attendance.

The Challenge

CKP, as Discovery Green’s agency of record, was charged with developing and implementing an integrated communications plan that would highlight the myriad activities celebrating the 10th anniversary while driving increased foot traffic to the park, creating more opportunities for touch points and direct engagement between the park and its patrons.

CAMPAIGN GOALS

50% increase in year-over-year park attendance
Double the number of earned media placements from the previous year
Double the number of organic social media impressions from the previous year
Spend no more than (and ideally less than) the $35,000 budget allocated for digital advertising while generating at least 3.5 million highly-targeted impressions

The CKP Approach

Our team designed a media relations plan that would extend the reach further of an already well-known and iconic Houston institution. This was achieved by developing anniversary and event-specific digital media kits, designing a carefully planned editorial timeline and layer it with media list segmentation, and hosting media days for key media.

We developed and implemented a content marketing strategy that utilized a hierarchical structure for message prioritization, complemented by micro-influencer engagement. Content marketing and media relations strategies were then amplified with a blended advertising strategy. These efforts were supported by creative services to curate and share the brand story visually through original photography and videography produced specifically for earned media, advertising or social media.

Integrated Communications Strategy

Strategic communications research and planning

Media Relations

Media relations planning and engagement

Advertising

Digital advertising strategy, execution and management

Creative Services

New lifestyle photography

Creative Services

New content video series highlighting events and activities

Branding

New brand voice guidelines

Content Marketing

New content marketing editorial plan with engagement protocols

Meaningful Results

CKP’s integrated strategy resulted in record-breaking attendance at many of the 10th anniversary’s events and activities, which ultimately resulted in the park experiencing a tremendous 101% year-over-year increase in attendance. This is 102% above the goal for attendance increase.

Stacking these metrics up against the measurable objectives, CKP delivered:

2.5x the number of earned media placements from the previous year, representing 143% of the original goal
3.5x the number of organic social media impressions in 2017 or 263% of the goal
Delivering 7,890,236 highly targeted paid impressions, or delivering more than twice the desired number of impressions while spending less than 70% of the original budget allotted.

All of these efforts combined for a truly remarkable and record-breaking 10th year for Discovery Green.

Video Storytelling

Awards

American Marketing Association HoustonEvent Marketing
Special Event Promotion
Marketing Campaigns
Online Marketing

Public Relations Society of America HoustonMarketing Campaign
Public Relations Campaign
Social Media Campaign
Grand Excalibur Best-In-Show Award

Highlights and Objectives

Media Placements

Earned Media Impressions

Organic Social Media Impressions

Engagements Social Media

High-Target Paid Impressions

Publicity Value

What Our Clients Say

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.