Rockford Park District

Content Strategy, Copywriting, Design, & Marketing

In working with the Rockford Park District, one of the largest park systems in Illinois, I helped to engage diverse audiences and increased participation in community programs. This required developing a deep understanding of the needs and motivations of various audience segments, from families looking for recreational activities to donors wanting to invest in the community. My approach to content strategy was rooted in empathy, logic, and data-driven insights, ensuring that each piece of content resonated with its intended audience while maintaining a consistent and compelling brand voice across all communication channels. By carefully tailoring messaging to the specific concerns and interests of each demographic, I was able to create content that not only engaged but also effectively guided the community toward meaningful actions, whether attending an event, making a donation, or exploring park facilities.

Collaborating closely with the marketing team, we developed strategically placed ads, including campaigns highlighting the Park District’s diverse free and accessible programs. The eye-catching headline "It's a Free for All!" immediately drew attention, while the content guided families through various activities on offer. For Camp Lone Oak, I tapped into the nostalgia of a "good old-fashioned overnight camp," crafting copy that reassured parents with the comfort and convenience of being "close to home." This approach went beyond merely promoting the camp — it fostered a sense of connection and trust. To drive engagement, we introduced a "Bring a Friend" discount, using friendly and inviting language that naturally encouraged participation. And with the whimsical "Have a Trolley Good Time!" headline, I infused joy and nostalgia, inviting families to create lasting memories together. Every word and design choice was carefully crafted with the audience in mind, aiming to inform, inspire, connect, and delight.

For the Nicholas Conservatory & Gardens, a cherished green space in Rockford, I developed a donor campaign that deeply resonated with the community by focusing on what truly drives people to give: a personal connection to the cause and the desire to make a meaningful impact. I crafted content that highlighted the Conservatory’s lasting contribution to the community and clearly demonstrated how donations would directly support "future generations." By using straightforward and relatable language, I created a message that felt authentic and avoided any sense of pressure, instead fostering a genuine appeal to the donors’ values. The campaign emphasized transparency, providing clear information on how funds would be used, supported by background on the project to build trust. Additionally, I designed the donation process to be simple and intuitive, ensuring that donors could easily see how their contributions would make a difference. This approach not only created a powerful emotional connection but also reinforced the importance of each donor’s role in sustaining the Conservatory’s mission.

The Rockford Park District’s golf courses offer a variety of unique features and experiences, and my content strategy aimed to reflect this. Understanding that booking a tee time is a more considered decision, I focused on creating content that sparked curiosity and interest rather than more direct sales tactics and language. By using descriptive, evocative copy to highlight the distinct features of each course, I sought to engage potential players and encourage them to explore further. This approach demonstrated a keen awareness of the golfer's intent, prioritizing long-term engagement and trust over immediate action. The resulting ads were visually appealing and aligned with audience-centric copywriting, ensuring that the content was both inviting and informative.