There is a new marketing campaign by the charity that manages Central Park, a sign of nonprofit groups’ growing effort to compete for consumers’ attention rather than rely solely on appeals to altruism to gain support. (Source: The New York Times.)
This marketing campaign which started this May, features brand-conscious ads and mobile-phone applications, and it is by the Central Park Conservancy. c The campaign focuses on a new motto (“Central to the park”) and logo (a green rectangle representing the park’s shape) mixing traditional elements such as print advertisements and direct mail with online ads, apps for iPhone and Android phones along with social-media marketing.
The organization's goal is to emphasize the conservancy’s unusual mission as a charity contracted by the city to maintain and raise money for the iconic public park. The organization supplies about 85 percent of Central Park’s annual $37-million operating budget.
-- Rocco Basile
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