Charleston Parks Conservancy: Reimagining Public Green Spaces

The Charleston Parks Conservancy (CPC) is a non-profit organization that believes public parks and green spaces are important for the future of Charleston. Dedicated to the enhancement of Charleston’s essential public resources, CPC’s work goes well beyond simple beautification – it aims to create thriving public spaces that serve as community hubs for connection, recreation, and well-being.  

Recognizing the need for their work to extend beyond mere beautification, CPC sought to address diversity, equity, and inclusion (DEI) and deepen its community connections among residents, stakeholders, visitors, staff, and volunteers. 

Research & Discovery 

The Conservancy partnered with Cyberwoven to develop a brand strategy that included specific messaging and communication prompts that would resonate better among the organization’s core audiences.  

After several months of extensive stakeholder interviews and surveys, conducted in-house by Cyberwoven, the research indicated a strong community desire for CPC to focus on health initiatives and inclusivity. 

Brand Strategy

Inspired by "When parks thrive, people thrive," Cyberwoven developed a refreshed brand strategy that included new purpose, vision, and mission statements:

• Purpose Statement: "Inspire and nurture our community through urban green spaces.”
• Vision Statement: "A community that understands, experiences, and values the power of parks."  
• Mission Statement: "Reimagine what parks can do and be so that everyone can experience the profound impact of public green spaces."  

Core values of Access, Experience, Stewardship, and Advocacy were also established to better align with CPC's Caregiver brand archetype, underscoring the Conservancy's nurturing role within the Charleston community.

Messaging & Communication 

In addition to the creation of new mission, vision, and purpose statements, core messages were also crafted to better resonate with the entire Charleston community:

• What is a park? "Common ground for the common good."
• Why are parks important? "When parks thrive, people thrive."
• Why should I care? "Your place, your space."
• What can I do? "People need parks, our parks need you."

Additionally, the team also developed a comprehensive pitch book to ensure consistent communication between all internal and external stakeholders.  

Digital Marketing Strategy

Recently, the Cyberwoven team implemented a digital marketing strategy to expand the reach of the Conservancy’s updated messaging. The campaign aims to increase general awareness, engagement, and donations for the Conservancy, especially as they look to address upcoming needs within the organization.  

Targeted social media campaigns, engaging content creation, and email marketing are only a few of the key tactics being employed to help the Conservancy meet their goals. The campaign features the organization’s available volunteer opportunities, local events, and educational programs, all designed to appeal to both older and younger audiences. The Conservancy is also using the marketing strategy to activate their more underused parks and revitalize their less known and less frequented parks through the activation and promotion of upcoming activations and events.  

An Increase in Interest

The team’s digital marketing efforts are already showing positive results. Since launching the campaign, we’ve seen a 30% increase in website traffic and engagement compared to last year, and over 200 enthusiastic volunteers have signed up to join the Conservancy’s team. Additionally, the team has reached over 100,000 people on Facebook and 8,000 through Google.

The Power of Branding 

The Charleston Parks Conservancy's transformation highlights the impact of strategic branding and targeted digital marketing. By addressing community needs and aligning the brand with its core values, CPC has redefined its mission and strengthened its connection with the community, ensuring its parks remain vibrant and inclusive spaces for all.