Chelsea Recreation Campaign

Strategy

The campaign aims to demonstrate to residents how participating in the Chelsea Recreation and Community Activities (CRCA) programs and events can foster community engagement in affordable and accessible ways. Through out-of-home (OOH) messaging, we will illustrate the benefits of getting involved and the positive impact on the community.

Reasons To Believe (RTBs)

• Community Importance: Chelsea residents recognize the significance of community involvement, as evidenced by the Community Preservation Act (CPA) passing with 66.5% of the vote.
• Visibility of Efforts: Many residents are aware of CRCA’s initiatives, particularly through collaborative projects like the one with the Harvard Museums of Science & Culture, which highlights the organization’s commitment to community partnerships.
• Community Engagement Value: A significant 25% of adults believe it is crucial for recreation and cultural agencies to engage with their communities to identify local needs and desires, indicating residents’ acknowledgment of its importance.

Tone of Voice

The campaign adopted an informational, inclusive, enthusiastic, and fun tone to resonate with the target audience.

Deliverables

• Brand pitch
• Out-of-home (OOH) campaign materials

Desired Response

• Think: CRCA is an affordable and accessible way to get involved in my community.
• Feel: CRCA is more than just Community Schools; it provides me with opportunities to connect with my peers and neighbors.
• Do: Register for CRCA programs and events.

Key Message

CRCA understands that community engagement is a priority for residents. The resources and registration for programs are affordable, accessible, and right outside your front door.