Trust for the National Mall

Online Marketing, Social Media Optimization, Web Design and Development

OBJECTIVE:
The objective of the Trust for the National Mall campaign has two components. The first is to educate the public about the dire need to perform repair and upkeep on the grounds and memorials that make up the National Mall and Memorial Parks in Washington, DC which, according to CNN is in "appalling shape."

The second objective is, as the official partner of the National Park Service, to raise public money through donations to help restore this historic symbol, "America's Front Yard," to its former glory.

WHAT WE HAVE DONE:
Carousel30 has worked with the Trust for the National Mall from its beginning stages as an organization by first setting up a Web presence that allows the organization to communicate its message and objectives, and then by gradually extending both the presence and the communication of the message. The following are some of the things we have done for the Trust for the National Mall:

• Web site presence with a Content Management System, integrated Donations system, and Email signup
• YouTube Channel that includes several videos produced by Carousel30
• Coordination of a micro site used during the 2009 Inauguration (in conjunction with another agency)
• Several Social Media presences on Twitter, MySpace, Flickr and others
• Facebook pages for each of the Memorial and Monument sites on the National Mall, each with a distinct user base and level/type of activity
• Regular monitoring of activity on Social media outlets and Web site traffic
• Pay-per-click Advertising campaign on Google and Yahoo!
• Coordination with the National Park Service on reciprocal links from NPS.gov to and from the nationalmall.org Web site
• Regular Search Engine Optimziation
• Design of an HTML E-Newsletter for the organization

HOW WE MEASURE OUR SUCCESS:
We can measure the success of this campaign in two ways: regular traffic increases and donations through the Web site and the level of activity on the social media presences.

Since the Trust for the National Mall Web site has launched, we have been able to measure a steady increase in traffic of at least 50% every 6 month period since we began our involvement in the summer of 2007. This, coupled with a regular increase in the amount of donations and E-mail newsletter signups is one sure sign of success. We achieved this by several methods, including Search Engine Optimization tactics, close coordination with the National Park Service, and actively spreading news stories from such places as CNN, CBS, The Washington Post, and many others through the Web site and other associated Web properties.

The second way we measure our success is a crucial component, because it takes the conversation we need the public to have about the National Mall and how to preserve it and allows them to talk about it in their own comfort zone, on their social network of choice. With our outreach on Twitter, Facebook, MySpace, YouTube and Flickr, we have been able to steadily grow an active community that is eager to discuss the issues surrounding the upkeep and maintenance of the National Mall in Washington, DC. And by allowing these members of to interact with each other and not simply broadcast one-way from the main Trust Web site, the message is able to grow and spread through the help of a growing community.

Awards
2008 W3 Awards

2009 Davey Awards

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Related News:
October 20, 2008
Trust for the National Mall Web site wins at the 2008 W3 Awards for Interactive Design

August 31, 2008
Carousel30 creates a video for the Trust for the National Mall

September 8, 2007
Trust for the National Mall Web site launches