Chesapeake Bay Gateways Network
Client
The National Park Service's Chesapeake Bay Gateways Network (CBGN) is a cluster of historic,
educational, environmental, and recreational tourist sites offering
visitors access to the entire Bay system. The Network includes 140
disparate private and public sector entities, each its own small
business—from educational sailing ships and historic homes to museums
of the Underground Railroad.
Challenge
CBGN needed a comprehensive strategy
for communicating with its four primary audiences: watershed residents,
the media, policy influencers, and its own supporting members and
resource partners. They aimed to increase visitation, raise
public awareness and appreciation, and ultimately improve conservation
of the Chesapeake Bay.
Enter Reingold
Based on our market market research, Reingold collaborated with CBGN to
develop a unifying brand and message platform with a fundamental
position—Your Chesapeake Connection—that
identifies the unique benefits of the Network as a customizable guide
to the treasures of the Chesapeake. Reingold also developed a messaging
framework with individually tailored messages reinforcing Your
Chesapeake Connection for each of the priority audiences. Then we
created an integrated and multifaceted
communications strategy to educate the public and promote the Bay's
amenities. Throughout the year-long process of developing the strategic
plan, we also helped CBGN leadership build consensus among its members
and oversight working group.
Results
Our marketing and communications plan for CBGN received a MarCom
Creative Award for efficacy through an international competition for
marketing and communication professionals.