City of Parkland

Case Study
#ThisIsParkland

CHALLENGE

After providing crisis communications services to the City of Parkland following the mass shooting at Marjory Stoneman Douglas High School in 2018, city staff asked us to develop a campaign to help the community continue to heal.

CORE STRATEGY POINTS

  • Put the community first
  • Don’t fast forward or interrupt the healing process
  • Remind residents that the City of Parkland is more than just a place where tragedy struck

    THE SOLUTION

    • With the intention of highlighting what makes Parkland special, we developed the #ThisIsParkland campaign.
    • Over the course of a couple weeks, our team visited the parks and neighborhoods capturing photos of residents experiencing the city’s many amenities and beautiful landscapes.
    • We launched the campaign on Instagram and invited every resident to take pride in their city, their home

    The Results

    Within a couple months, residents caught on to the #ThisIsParkland campaign. Today, the campaign continues to spark positive engagement and runs purely on user-generated content.

    impressions annually

    %

    engagement rate

    engagements annually