Gen-X, Millennial Parents Opps: National Park Foundation selects lead creative agency (Score 23)

Sales lead: Contact NPF's DMs to offer ad space & other agency services. 

• National Park Foundation (NPF) named Known its lead strategic and creative agency in October 2023.
• Known is tasked with increasing visitation and supporting the national parks.
• I believe this replaces Grey Group. 

Target demographic: Gen-X & millennial parents

The organization will likely:

• Keep ramping up digital spend
• Launch an ad campaign
• Build out its agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: NPF spent approximately $372.8k on national TV ads YTD, down 23% from $483.8k spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped from $104.4k in 2021 to $555.8k in 2022. 
• Ad programming: It placed ads during programming such as Wheel of Fortune, NBA Basketball, MLB Baseball, The Michael Kay Show, and Xploration Awesome Planet. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: NPF spent about $1.9m on digital display ads YTD, a huge increase from $151.4k spent in this channel during the same time period of 2022. 
• YTD data: 273.6m impressions via Facebook (68%), Instagram (30%), and YouTube (3%). 
• 2021-2022 spend: Full-year spend fell from $591.9k in 2021 to $196.7k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

• Vivvix: NPF also utilizes local broadcast.

Agency analysis:

• Opportunity: Agency hires tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster:
  • Known: strategy & creative