Buffalo Bayou Partnership - "In the Works"


Buffalo Bayou Park "In the Works" E-Newsletter & Website

Buffalo Bayou Partnership embarked on its most ambitious project in its 25-year history: the redevelopment of Buffalo Bayou Park, immediately west of downtown Houston. A catalyst gift of $30 million from the Kinder Foundation, one of the largest green gifts in the country, launched the project to significantly upgrade this 160-acre historic park including new hike and bike trails, pedestrian bridges, lighting, kayak and bike rentals, landscape improvements and new destinations.

The challenge? Over the three year construction period, inform park users of the coming improvements and construction schedule. Then, educating this audience on the new destinations, amenities, hours, and operation of the park by Buffalo Bayou Partnership.

Together, Buffalo Bayou Partnership, Elmore PR and CORE Design Studio developed a bi-monthly e-newsletter and website platform.

Goals


Grow size of audience through:

  • Email Marketing
  • Social Media
  • Website

Timeline


Planning/Development
2 months

Execution/Implementation
Bi-monthly over three-year construction period.

Results

Developed ongoing, positive relationship with audiences, grew e-newsletter subscriber list by 12%, increased visits to buffalobayoupark.org and buffalobayou.org, generated proactive news stories and garnered many anecdotal kudos from stakeholders and donors.

2015 PRSA Excalibur Award – Silver