Greenwell Foundation - Connecting People with Disabilities to Nature and Recreation
"Discover the inspiring work of the Greenwell Foundation in providing inclusive outdoor programs for individuals with disabilities. Learn about their history, mission, and strategic marketing plan to enhance awareness and participation. Explore opportunities for growth and support in a beautiful natural setting."
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Presentation Transcript
Leadership Southern Maryland Connections Project - 2017 Greenwell Foundation Strategic Marketing Plan
About the Greenwell Foundation Explore, Experience, Embrace The Greenwell Foundation was established by John Philip Greenwell in 1966. Long before the Americans with Disabilities Act, when many individuals were still institutionalized, he envisioned a place where people with disabilities could experience the beauty of nature and the joy of outdoor recreation. Through an innovative partnership with Maryland Department of Natural Resources, the park was opened to the public in the mid-1990 s and the Greenwell Foundation began offering active programming with a Therapeutic Riding Program. The Foundation offers a range of inclusive programs, striving to provide opportunities for everyone. Annually, over 40,000 visitors to the park. More than 1,000 people use Their programs have served over 3,500 children.
More about Greenwell Vision: The Greenwell Foundation will demonstrate the possibilities available to all individuals when accessibility and inclusiveness are made a priority. Mission: The mission of the Greenwell Foundation, Inc. is to provide programs for people with and without disabilities in an inclusive, outdoor environment. Commitments: To include people with disabilities in all parts of the Greenwell Foundation operation. To support people in gaining skills and personal growth. To seek every opportunity to develop and maintain strong community partnerships. Population Served: Tri-County Area (all ages) Programs: Equestrian, Camps, Nature Time
Greenwell Foundation Project: 2017 Strategic Marketing Plan Objective: To grow Greenwell Foundation s programs by developing a strategic marketing plan that encompasses the three core programs (Camp Greenwell, Equestrian Program, Nature Time) and a marketing calendar. Goals: Increase Awareness of Greenwell Foundation Grow Camp Greenwell Participation Grow Equestrian Program Participation Grow Nature Time Participation Increase Philanthropic Support of Greenwell Foundation
Areas Needing Improvement Website: Intuitiveness, Updates required General awareness, i.e. advertising of Hiking Trails and Free Activities (beach, picnics, etc) Program Structure, further definition and identification of activities Streamline and organize registration
Greenwell Foundation Project: 2017 Strategic Marketing Plan Plan of Action: LSM project assignment, Strategic Plan Met with Kaitlyn Fernald and Joe Anderson and discussed the scope of project Determined the need had evolved into a marketing plan Site Visit: took a tour of park and facilities. Gathered sample marketing plans. Used knowledge of Greenwell foundation (from research and Greenwell website) to develop marketing plan. Outcomes: Draft marketing plan with defined goals, objectives and tactics. Calendar Specific Recommendations
Benefits Increased awareness Increased enrollment in core programs Defined objectives and tactics to address areas needing improvement as identified by Greenwell Foundation
