CUTOFF RUNOFF Campaign

Introduction

1

CUTOFF RUNOFF

CAMPAIGN DOCUMENTATION

FACULTY

Design Ignites Change: Rock Creek Mark Roble Design Studio IV Sam Shelton

The Corcoran School of the Arts & Design The George Washington University

SPRING 2016

PROJECT DESIGNER COURSE

Introduction

2

CUTOFF RUNOFF

Design Ignites Change: Rock Creek This semester presented unique opportunities for me as a designer; never before have I spent as much time and thought in the planning and process of creating a campaign. Throughout the short time I had to work on this project, I learned what it’s like to create and craft a project for the Design Ignites Change curriculum.

From the course syllabus, the description of the course is as follows: “In this advanced level course, students will focus on design as instrument for social change. The semester long course project is Design Ignites Change. The project focuses on a social change or a social awareness issue. Students will learn and develop skill sets in research, messaging, strategy, mood boards, branding, identity, production, and implementation.”

Using design for social change is my intention for my campaign, CUTOFF RUNOFF, which targets storm-water runoff in the Rock Creek watershed as one of the biggest environmental problems in the Washington, D.C. area.

Through this campaign, my goal is to show an audience the damage that runoff can cause in a community, and how we can help to fix this problem.

CLEA NER CREEK, CLEA RER F UT UR E

Introduction

3

CUTOFF RUNOFF

TABLE OF CONTENTS

Research 4 Objectives & Goals

16

Visual Guidelines

23

Marketing Materials

31

Research

ROCK CREEK CONSERVANCY

ROCK CREEK CONSERVANCY RESEARCH

4

Demographic Research

ROCK CREEK CONSERVANCY

Mark Roble

5

DEMOGRAPHICS OF RCC:

Who visits Rock Creek Park?

URBAN ESCAPE

Rock Creek Park is a popular unit of the National Park Service properties. The draft Management Plan adds, “The park offers a variety of views, from rugged expanses of mature, second-growth forest with little recent human disturbance to landscapes from the rural past. The engineered bridges are reminders of the monumental city to the south. Rock Creek Park provides a visual respite from the urban surroundings, an experience that draws almost 14.5 million visitors each year.” Reflective of the bordering neighborhoods and the greater society at large, the park’s recreational visitors cut a wide demographic swath, representing many ethnic, racial and economic groups. While the majority of visitors are local Washington, DC residents, there are also a significant number of national and international travelers to the city that also visit the park. Today the visitor to Rock Creek Park will see a variety of activities.

The major landscape feature is Rock Creek, a perennial stream that extends south for thirty-three miles from its headwaters near Laytonsville, Maryland, and along the length of the park before joining the Potomac River south of the park between Georgetown and the Kennedy Center. Its watershed encompasses a seventy-seven square mile area that includes a variety of 24 land uses—urban, suburban residential, agricultural, and parkland. About seventy percent of the watershed is developed.

Crossing the creek at Klingle Ford, an early 20th-century photograph MANY ACTIVE ACTIVITIES

DAILY COMMUTERS

Most visitors to interpretive centers, concessions, and picnic areas drive to the park in private automobiles. Many users of trails and Beach Drive arrive on foot, bicycle, or in-line skates. Visitors come to the park for a wide variety of reasons, including walking, hiking, jogging, bicycling, communing with or studying nature, studying history, picnicking and family reunions, interpretive and educational programs, spiritual meditation, reading, writing, and creating art. The length of a visitor’s stay depends on the purpose of the visit. A jogger may only stay an hour while a picnicker may stay all day.

Many visitors come to Rock Creek Park on a regular or frequent basis.

However, the vast majority of the park’s visitors are the daily vehicular commuters. The centrality of the park, while one of the features that makes it easily accessible, also helps to compound the many obstacles it faces. It is the issue of balancing the growing needs of commuters with the goal of preserving and protecting the park’s resources that remains an impressive challenge for the park management. According to the 1997 traffic study conducted by Robert Peccia & Associates the weekday traffic averages 9,000 vehicles per day on parts of Beach Drive, while 55,000 vehicles typically use the busiest portion of the Rock Creek and Potomac Parkway. More than ninety-five percent of the vehicles entering the park during commuting hours pass through without stopping. Further, not only are the commuters not stopping in the park, many seem to have little understanding of the park, its missions and challenges.

Since 1979, recreational visitation to U.S. National Parks has increased by more than 70 million visits per year. In Rock Creek Park alone there was an increase of over one-and-a-half million park recreation visits. The general trend is that more and more people are visiting national parks, creating more and more opportunities for the Park Service to inspire, enlighten, astonish its visitors than ever before.

Sources: “Reinterpretting Rock Creek Park,” Melissa Anne Knauer, The University of Georgia. “Rock Creek Park: Affected Environment,” National Park Service

Demographic Research

ROCK CREEK CONSERVANCY

Mark Roble

6

ETHNIC BACKGROUND

WHY VISIT

Visitors to Rock Creek Park are primarily local residents of the Washington, D.C. metropolitan area. However, because it is a national park, it also is visited by people from all over the country and the world who are visiting the area. The park’s recreational visitors come from a wide variety of demographic backgrounds representing many ethnic, racial, and economic groups reflective of the adjacent neighborhoods and society at large. A survey of Rock Creek Park visitors by the University of Idaho characterized visitors and their experiences. Many of the values exceed 100 percent because, for example, visitors may have driven to the edge of the park and then walked in and identified both modes as how they arrived.

The most common reasons given for visiting the park were exercise (61 percent), escaping the city environment (47 percent), time with family and/or friends (37 percent), and solitude (30 percent) The length of a visitor’s stay depends on the purpose of the visit. A jogger may only stay an hour while a picnicker may stay all day. Overall, the majority of visitors (59 percent) stay 2 hours or less. Many visitors come to Rock Creek Park on a regular basis, and 52 percent of those surveyed visited weekly.

TRANSPORTATION

REASONS FOR VISIT

Most visitors to interpretive centers, concessioner-operated sites, and picnic areas drive to the park in private automobiles.

Many users of trails and the closed segments of Beach Drive arrive on foot, bicycle, or in-line skates. Park-wide, visitors said they arrived by:

Visitors come to the park for a wide variety of reasons. In the University of Idaho survey, respondents mentioned participating in the following activities:

ETHNIC BREAKDOWN

→→ →→ →→ →→ →→

White 74% Black or African American 24% Asians 3% Hispanics or Latino 2% American Indian/Alaska Natives <1%

VISITOR HOMES

TRANSPORTATION MODE

→→ →→ →→ →→

→→ →→ →→ →→ →→ →→ →→

DC 64% Maryland 18% Virginia 7% International Insufficient*

*Not enough international visitors were surveyed to provide information that was reliable. However, comments of the draft general management plan were received from visitors from Canada, England, Israel, Japan, and Singapore.

Private vehicle Walking Biking Public transit In-line skates School bus Other

Sources: “Reinterpretting Rock Creek Park,” Melissa Anne Knauer, The University of Georgia. “Rock Creek Park: Affected Environment,” National Park Service

58% 32% 14% 2% 1% 1% 5%

ACTIVITIES

→→ →→ →→ →→ →→ →→ →→ →→ →→ →→ →→ →→

Walking/hiking/jogging 44% Bicycling 18% Dog walking 17% Studying Nature 13% Picnicking 11% Golfing 10% In-like skating 6% Tennis 4% Studying history 3% Creating art 3% Horseback riding 1% Other Activities 16%

Most visitors do not participate in the park’s education or interpretive programs.

Visitor contacts at the three interpretive sites (the Rock Creek Nature Center and Planetarium, Peirce Barn, and Old Stone House) totaled 82,000 in 2002 and 75,000 in 2003. Visitor contacts at formal interpretive programs totaled 33,000 in 2002 and 14,000 in 2003. Fewer than 20,000 visitors in either year participated in other activities, such as the Junior Ranger Program, slide shows, and special events.

Demographic Research

ROCK CREEK CONSERVANCY

Mark Roble

7

VISITATION OF RCP:

Visitation Trends / Visitor Services

VISITATION

VISITOR SERVICES

SEASONAL TRENDS

COMMUTERS

In the 1980s, recreational visitation to Rock Creek Park almost doubled, and then stabilized throughout the 1990s.

In 1980 there were 1,060,000 recreational visitors. By 1989, this number had risen to 2,050,000 recreational visitors. Since then, based on traffic counts, visitation has been relatively stable.

At the same time, the park’s visitor services have been severely reduced, resulting in a substantial decline in visitation to the park’s interpretive centers. Visitor services such as publications and wayside exhibits also are inadequate. The result is that many visitors to Rock Creek Park never know they are in a national park. Most never have contact with park rangers or receive any basic orientation.

Recreational visits to Rock Creek Park occur fairly evenly over the warmer months of spring, summer, and early fall, and drop slightly in the late fall and winter. This pattern has been recorded at a number of sites throughout the park, where from 2001 to 2003, an average of 26 percent of annual visits occurred during spring, 28 percent occurred during summer, 27 percent occurred during fall, and 19 percent occur during winter. These findings are supported by data from traffic counting devices along Morrow Drive and Beach Drive and the University of Idaho Visitor Survey.

Non-recreational visits, including those from commuters, are distributed evenly throughout the year, with an average of 25 percent of total visits occurring each season. This is particularly true on the Rock Creek and Potomac Parkway, where traffic counts show little variation from month to month.

During scoping, many commuters identified themselves as commuters (by both automobile and bicycle) and emphasized that they consider their commute through the park to be recreational because it is an enjoyable ride through a scenic landscape and provides mental decompression from the workday.

Rock Creek Park, as we know, has a huge number of daily visitors: more than 2 million recreational visits annually and almost 12.4 million non-recreational visits per year. In short, there are a lot of people doing a variety of activities throughout the park on a daily basis. Even when poor weather repels the outdoor lovers, vehicular commuters continue to race along the parkway.

Winter 19%

Fall 27%

Sources: “Reinterpretting Rock Creek Park,” Melissa Anne Knauer, The University of Georgia. “Rock Creek Park: Affected Environment,” National Park Service

Spring 26%

Summer 28%

Demographic Research

ROCK CREEK CONSERVANCY

Mark Roble

8

SIMILAR PARKS:

A look at other large, urban parks in the United States

CENTRAL PARK, NEW YORK, NY

GOLDEN GATE PARK, SAN FRANCISCO, CA

LINCOLN PARK, CHICAGO, IL

MISSION BAY, SAN DIEGO, CA

Central Park’s size and cultural position has served as a model for many urban parks. The park, which receives approximately 35 million visitors annually, is the most visited urban park in the United States. It is also one of the most filmed locations in the world.

Golden Gate Park, located in San Francisco, California, United States, is a large urban park consisting of 1,017 acres (412 ha) of public grounds. It is administered by the San Francisco Recreation & Parks Department, which began in 1871 to oversee the development of Golden Gate Park. Configured as a rectangle, it is similar in shape but 20 percent larger than Central Park in New York, to which it is often compared. It is over three miles (4.8 km) long east to west, and about half a mile (0.8 km) north to south. With 13 million visitors annually, Golden Gate is the fifth most-visited city park in the United States after Central Park in New York City, Lincoln Park in Chicago, and Balboa Park and Mission Bay Park in San Diego.

Lincoln Park is a 1,208-acre (488.86 ha) park along the lake front of Chicago, Illinois’s North Side, facing Lake Michigan.

It is Chicago’s largest public park. Named after Abraham Lincoln, it stretches for seven miles (11 km) from Ohio Street on the south to near Ardmore Avenue on the north, just north of the Lake Shore Drive terminus at Hollywood Avenue. Several museums and a zoo are located between North Avenue and Diversey Parkway in the neighborhood that takes its name from the park, Lincoln Park. The park further to the north is characterized by parkland, beaches, recreational areas, nature reserves, and harbors. To the south, there is a more narrow strip of beaches east of Lake Shore Drive, almost to downtown.

With 20 million visitors a year, Lincoln Park is the secondmost-visited park in the United States.

Mission Bay is a saltwater bay or lagoon located south of the Pacific Beach community of San Diego, California. The bay is part of the recreational Mission Bay Park, the largest man-made aquatic park in the country, consisting of 4,235 acres (17.14 km2), approximately 46% land and 54% water.

The combined area makes Mission Bay Park the ninth largest municipally-owned park in the United States.

The park is maintained by the Central Park Conservancy, a private, not-for-profit organization that manages the park under a contract with the New York City Department of Parks and Recreation, in which the president of the Conservancy is ex officio Administrator of Central Park.

Today, the conservancy employs 80% of maintenance and operations staff in the park. It effectively oversees the work of both the private and public employees under the authority of the Central Park administrator (publicly appointed), who reports to the parks commissioner, conservancy’s president. As of 2007, the conservancy had invested approximately $450 million in the restoration and management of the park; the organization presently contributes approximately 85% of Central Park’s annual operating budget of over $37 million.

Sources: Washington Post, City Park Alliance, NPS 2008 Golden Gate Annual Report, Chicago Parks District 2016 Budget Summary, Wikipedia

Wakeboarding, jet skiing, sailing, and camping are popular on the bay. With miles of light color sandy beaches and an equally long pedestrian path, it is equally suitable for cycling, jogging, roller skating and skateboarding, or sunbathing.

Competitor Research

ROCK CREEK CONSERVANCY

Ricky Altizer

9

PRIMARY DISTINCTION OF RCC

Rock Creek Conservancy is focused on the holistic wellness of the Rock Creek watershed, rather than being limited to any particular section.

COMPETITORS IN BRIEF DIRECT

→→ →→ →→ →→ →→ →→

Dumbarton Oaks Parks Conservancy Pierce Mill Friends of Georgetown Waterfront Park Georgetown B.I.D. Friends of Chevy-Chase Circle C&O Canal (Adopt-A-Mile)

INDIRECT

→→ →→ →→ →→ →→ RCC’S UNIQUE POSITIONING

DIRECT COMPETITORS

INDIRECT COMPETITORS

Rock Creek Conservancy is the only organization dedicated solely to Rock Creek and its parks. The creek meanders 33 miles through the Washington metropolitan area, crossing federal lands as well as district, city, county, and state boundaries. Although parkland borders much of the creek, the surrounding development threatens the health and beauty of these natural areas. Rock Creek Conservancy is uniquely positioned to foster outreach, education, and efforts to overcome threats to Rock Creek.

In the DMV area, there are multiple organizations advocating, organizing, for the good of natural areas in the DC metro area. Some of them deal with a specific section of RCP, yet others are focused on other areas, such as landmark areas in the city. Many of these collaborate with RCC on some scale, but they also complete for the same donations and grants to achieve their goals.

There are multiple examples nature conservancy efforts—nationally and abroad—which serve as helpful parallels to RCC and its programs.

Source: rockcreekconservancy.org

Boston Common Central Park Yellowstone Sequoia Golden Gate Parks Conservancy (Trails Forever)

Competitor Research

ROCK CREEK CONSERVANCY

Ricky Altizer

10

RESTORATION STRATEGY:

Donation / volunteering for areas which a community is already invested in.

DUMBARTON OAKS PARK CONSERVANCY

FRIENDS OF CHEVY CHASE CIRCLE

FRIENDS OF GEORGETOWN WATERFRONT PARK

GEORGETOWN BID

Focused efforts by appealing to hyper-local neighborhood residents and those with personal affiliation with the historical significance of the area.

Focused efforts by appealing to hyper-local neighborhood residents who benefit most from it’s beautification.

Focused efforts by appealing to hyper-local neighborhood residents who benefit most from it’s beautification.

Focused efforts by appealing to hyper-local neighborhood residents who benefit most from it’s beautification.

from the website: “Dumbarton Oaks Park Conservancy is a non-profit organization established in 2010 that is working to restore one of the United States of America’s ten greatest garden landscape designs, the 27-acre Dumbarton Oaks Park (the Park), formerly part of the Dumbarton Oaks estate in Georgetown, Washington, DC. The estate is a milestone in the history of American landscape architecture and a landmark in our social history, as it represents the finest work of Beatrix Farrand, America’s first professional female landscape architect. Farrand was one of eleven founding members (the only female founding member) of the American Society of Landscape Architects and is regarded as one of America’s foremost landscape practitioners of the 20th century. She shattered the glass ceiling in her profession, and this is her crowning achievement.”

Source: dopark.org

from the website: “We are a group of neighbors, local businesses and civic groups that have banded together for a common purpose.

This is our mission: Friends of Chevy Chase Circle is a local volunteer organization working with the National Park Service to renew, beautify, maintain and protect Chevy Chase Circle, a historic landmark and a gateway to the Nation’s Capital.”

Source: friendsofchevychasecircle.org

from the website: “Friends of Georgetown Waterfront Park (FOGWP) is a 501(c) (3) nonprofit organization founded to raise awareness of the park and to help support park enhancement and maintenance. FOGWP has a Friends Group Agreement with the National Park Service to enhance community support for the park. FOGWP is the fourth volunteer citizens’ organization established since 1978 to advocate for the park.”

Source: georgetownwaterfrontpark.org

from the website: “Established in 1999 by its property owners and merchants, the Georgetown Business Improvement District (BID) is a publicly chartered, private, non-profit organization dedicated to protecting and enhancing the accessibility, attractiveness and overall appeal of Georgetown’s commercial district. It is organized as a not-for-profit corporation in the District of Columbia, and registered by Mayor’s order under the District of Columbia Business Improvement District Act.”

Source: georgetowndc.com

Competitor Research

ROCK CREEK CONSERVANCY

Ricky Altizer

11

ENGAGEMENT /EDUCATION STRATEGY:

Cultivate personal investment into the parks by offering extensive tours, promoting physical engagement / education inside the park sites.

BOSTON COMMON: FREEDOM TRAIL

NYC CENTRAL PARK: CENTER FOR URBAN PARK DISCOVERY

GOLDEN GATE PARKS CONSERVANCY: TRAILS FOREVER

Preservation by engagement. Offers 16 different site tours into various historic areas in Boston.

Service-learning. Teaches park visitors, families, adults, students, and educators how to use urban parks responsibly and how to get involved in their ongoing care.

Band the community to build the park together using projects such as: Presidio Trail Stewards, Golden Gate Trail Crew, Teens on Trails.

from the website: “Preserved and dedicated by the citizens of Boston in 1951, the Freedom Trail is a unique collection of museums, churches, meeting houses, burying grounds, parks, a ship, and historic markers that tell the story of the American Revolution and beyond. Led by 18thcentury costumed Freedom Trail Players®, tours feature tales of high treason, mob agitations, revolutionary actions, and partisan fights of the American Revolution. Discover the rich history of the American Revolution, as it began in Boston, where every step tells a story.”

“The Foundation promotes the Trail and the sites through its varied tours and extensive tour schedule, educational programs, and marketing and public relations efforts. The Freedom Trail Foundation Preservation Fund supports preservation, rehabilitation and capital projects for official Freedom Trail sites which help avoid, minimize or mitigate adverse effects of the elements and man made wear and tear of precious 17th, 18th, and 19th century sites.”

Source: cityofboston.gov

from the brochure: “The Institute for Urban Parks provides opportunities for people of all ages to better understand, experience, and enjoy urban parks.

Institute programs underscore the role urban parks play as cultural and environmental treasures that have extraordinary capacity to educate, enrich, and inspire people in the development of healthy, vibrant urban communities.

from the site: “...protecting the many resources in this amazing park and creating access to them. Since 2002, this team has built and maintained 125 miles of trail, restored over 1,000 acres of habitat, protected historic batteries, created 8 new overlooks and thrown 10 memorable dinners.

A key component of the Trails Forever initiative is engaging the community in building and maintaining a world class trail system.

Community and corporate groups, individuals, school groups and partners roll up their sleeves and donate their time to work on trails.”

The Institute for Urban Parks provides a range of educational activities designed to enhance how children experience the city’s greatest outdoor classroom. Programs and resources for educators, students, and families cover topics related to Central Park’s natural environments and provide experiences that facilitate discovery of its ecosystems. Programs highlight the importance of parks in urban settings so participants learn how to join in protecting these invaluable green spaces. These programs invite participants to explore and discover nature and, in the process, become dedicated stewards of urban parks.”

Source: centralparknyc.org

Source: parksconservancy.org

GOLDEN GATE PARKS CONSERVANCY: @PARKS4ALL CAMPAIGN

Use the areas of people’s attention to remind them of the park resources and potential—use social media to engage interest in the parks.

Source: parksconservancy.org

Competitor Research

ROCK CREEK CONSERVANCY

Ricky Altizer

12

DONATION / VOLUNTEERING STRATEGY:

Cultivate donations / gifts and recruit volunteer restoration activities in exchange for virtual personal ownership, landmarking, or corporate values.

CENTRAL PARK CONSERVANCY: ADOPT-A-BENCH, ETC

C&O CANAL: CANAL STEWARD PROGRAM

REI + GOLDEN GATE NATIONAL PARKS CONSERVANCY, VETERANS TRAIL

Exchange money donations for labeled benches, engraved pavement, tree endowment, flower planting. from the website: “The Adopt-A-Bench program was established in 1986 as a permanent fund to maintain and endow the care of Central Park’s more than 9,000 benches and their surrounding landscapes. To date, more than 4,100 benches have been adopted. In recognition of contributions to the fund, Central Park Conservancy installs a personalized plaque on a park bench of the donor’s choosing. Benches may be endowed for $10,000.”

Exchange stewardship efforts for a sense of personal ownership over an individual’s favorite stretch of park site. from the brochure: “Canal Stewards are responsible for routine maintenance at their adopted site, assisting park staff with the daunting task of maintaining 184.5 miles of towpath and hundreds of historic structures. Maintenance tasks vary depending on site, but some common activities include mowing, pruning, painting, picnic table and sign repair, leaf raking and trash pick-up.”

Create corporate partnerships which allow companies with stewardship-focused values to create new park resources. from the site: “With support from REI, 75 Golden Gate National Parks Conservancy volunteers and a National Park Service trail crew built the Veterans Trail, a connector trail that provides an essential access route. The entire park system logs 15 to 20 million visitors each year.”

“The Tree Trust of Central Park Conservancy offers you the unique opportunity to support the care of Central Park’s almost 20,000 trees. All contributions to the Tree Trust are placed in an endowment for existing trees and to fund the planting of new trees. Your gift will help ensure Central Park’s trees are well-maintained. With the endowment of a mature tree, the gift is honored with an engraved paving stone at the southern end of Literary Walk in the heart of Central Park.”

Source: centralparknyc.org

Source: candocanal.org

Source: parksconservancy.org

Historical Research

ROCK CREEK CONSERVANCY

Josh Kim

13

What is the historical significance of the Rock Creek Park?

BEGINNINGS

ESTABLISHMENT HISTORY

GENERAL INFORMATION

Rock Creek Park is a large urban park that was founded in Washington, D.C. The park was created by an Act of Congress in 1890 and established through President Benjamin Harrison today, it is administered by the National Park Service. In addition to the park proper, the Rock Creek administrative unit of the National Park Service administers various other federally owned properties in the District of Columbia located to the north and west of the National Mall, including Meridian Hill Park on 16th Street, N.W., the Old Stone House in Georgetown, and certain of the Fort Circle Parks, a series of batteries and forts encircling the District of Columbia for its defense

Rock Creek Park was established for two main reasons. The first being for the ‘‘dedication to purely the enjoyment and pleasure of the U.S. people’’ and second being due to active advocacy through Charles C. Glover for creation of National Zoo the preceding year.

Initially, however, the parkland was sought in the 1860s to build a new presidential mansion.

—— Third national park in U.S. history to be established following Yellowstone in 1872 and Mackinac National Park in 1875 —— In 1933, Rock Creek Park became part of the National Capital Parks unit of the National Park Service —— Rock Creek Park construction began in 1897 —— In 1913, congress extended the park for the creation of the Rock Creek and Potomac Parkway —— In 1933, Rock Creek Park, along with other National Capital Parks, was transferred to the jurisdiction of the National Park Service —— Rock Creek Park celebrated its 125th anniversary in 2015 after being established in 1890 —— Third national park in U.S. history to be established following Yellowstone in 1872 and Mackinac National Park in 1875

during the U.S. Civil War.

LEGISLATIVE HISTORY: CONGRESSIONAL AUTHORIZATIONS

—— —— —— —— ——

Rock Creek Park - September 27, 1890 Meridan Hill Park - June 25, 1910 Montrose Park - March 2, 1911 Rock Creek & Potomac Parkway - March 4, 1913 Dumbarton Oaks Parkway - December 2, 1940

GENERAL TIMELINE OF ROCK CREEK PARK

1890 Rock Creek Park established

Source: Wikipedia

1897 Construction for RCP begins

1913 Creation of Rock Creek & Potomac Parkway

1933 RCP becomes part of National Capital Parks unit of the National Park Service

1972 Rock Creek Park Horse Center established

1991 Rock Creek Historic District was listed on the National Register of Historic Places

2015 RCP celebrates its 125th anniversary

Historical Research

ROCK CREEK CONSERVANCY

Josh Kim

14

What is the background of some the major structures located in Rock Creek Park?

PIERCE MILL

HORSE CENTER

ROCK CREEK PARK NATURE CENTER

TAFT BRIDGE

The Peirce Mill is a historic mill building located in Rock Creek Park, at Tilden Street and Beach Drive. Issac Peirce, a millwright, built the mill either in 1820 or 1829. Peirce rebuilt this mill according to Oliver Evans’s ideas for milling, with much of the automated machinery on the upper floors. During the 1860s, up to 12 wagon-loads of wheat arrived for grinding. It was possible to grind 70 bushels per day per set of millstones. The last commercial load was ground in 1897, when the main shaft broke, when Alcibiades P. White was grinding a load of

Rock Creek Park Horse Center, founded in 1972, is located in the middle of the park near the Nature Center. The stable provides trail rides, pony rides, and lessons for the public, along with boarding for private horses.

The stable primarily teaches English riding, with an emphasis on lower-level jumping and dressage. The barn is also home to Rock Creek Riders, a therapeutic riding program for adults and children with special needs in the DC area. Past participants in the program include brain injured veterans of the conflicts in Iraq and Afghanistan and people with autism, cerebral palsy, or attention deficit disorder. The program is volunteer-run and relies on donations and contributions for funding. Previously, Rock Creek Riders has worked with the United States Mounted Police, National Park Service, Wounded Warrior Project, and the Caisson Platoon Equine Assisted Programs to provide these therapeutic riding services.

The Rock Creek Park Nature Center serves as the park’s visitor center and offers hiking information, brochures and maps, a bookstore, exhibits on area plants and animals, and a planetarium.

Many of the park’s ranger-led programs start or take place at the Nature Center. The facility includes a children’s Discovery Room offering environmental education books and games and a Discover Rock Creek bilingual (Spanish and English) exhibit geared for middle school audiences. The Nature Center also includes live turtles, fish, snakes, an active beehive, a bird observation deck, and water-wise garden.

The Taft Bridge, also known as the Connecticut Avenue Bridge or William Howard Taft Bridge, is a historic bridge located in the Northwest quadrant of Washington, D.C. It carries Connecticut Avenue over the Rock Creek gorge, including Rock Creek and the Rock Creek and Potomac Parkway, connecting the neighborhoods of Woodley Park and Kalorama. It is situated to the southwest of the Duke Ellington Bridge.

rye. The building served as a public teahouse until the 1930s.

Source: Wikipedia

On July 3, 2003, the Taft Bridge was added to the National Register of Historic Places.

Historical Research

ROCK CREEK CONSERVANCY

Josh Kim

15

Major structures located in Rock Creek Park, continued.

WILLIAM H.G. FITZGERALD TENNIS CENTER

TRAIL INFRASTRUCTURE

CARTER BARRON AMPHITHEATER

The William H.G. FitzGerald Tennis Center is a public tennis center located in Rock Creek Park in Washington, D.C. It is named after a Washington-based private investor who was active in philanthropies and served as ambassador to Ireland. It houses 15 hard courts and 10 clay courts. There are also five indoors courts which are heated and available in winter. The main stadium seats 7,500 spectators. The center is the home of the Citi Open, an annual ATP World Tour and WTA Tour event.

Rock Creek offers more than 1,700 acres of natural area for a variety of uses. Trails are numerous and are a mix of natural surface for hikers, runners and equestrians and paved paths for cyclists and other users.

The Carter Barron Amphitheatre is a 4,000-seat outdoor performance venue in Washington, D.C., U.S. Located in Rock Creek Park, the amphitheater opened in 1950 in honor of the 150th Anniversary of Washington, DC as the nationâ&#x20AC;&#x2122;s capital. The National Park Service operates Carter Barron, offering a variety of quality performances, including reggae, Latin, classical, gospel, musicals, pop, R&B, jazz, new age, theater, and dance. Many of the performances are provided free of charge. The adjacent William H. G. Fitzgerald tennis stadium is part of the Carter Barron recreational facility.

Source: Wikipedia

Source: TrailLink.com

The paved trail runs parallel to Beach Drive and Oregon Avenue, although many other routes are available. The trail systems runs from the Maryland Border at Beach Drive south to the Roosevelt Bridge (I-66) behind the Kennedy Center. At the Maryland border, you can continue north on the paved Rock Creek Trail.

Source: Wikipedia

Project Definition

ROCK CREEK CONSERVANCY

PROJECT OBJECTIVES AND GOALS

16

Project Definition

17

CUTOFF RUNOFF

PROBLEM STATEMENT:

ELEVATOR PITCH:

A change is needed to be made in order to prevent runoff from further damaging the environment of Washington, D.C.

Our campaign uses a novel and unique approach to combat runoff in Rock Creek by promoting hands-on community involvement, as well as spreading awareness of these issues.

One of the largest problems plaguing Rock Creek is the polluted runoff that enters into the creek. Runoff occurs when there is considerable rainfall, and not all of the water from the rising creek is able to organically drain into the ecosystem, and the creek floods. This is a problem because the flooding can lead to significant soil erosion; this soil erosion exposes buried pipes and damages roads and bridges, and causes expensive taxpayer-funded reconstructions. In addition to damaging the cityâ&#x20AC;&#x2122;s infrastructure, this polluted water is very harmful to the local ecosystem of flora and fauna, causing consequential damage to fish and wildlife habitat, as well as knocking down trees.

Runoff has been sieging Rock Creek Park for decades now, and it is our goal to make the parkâ&#x20AC;&#x2122;s water swimmable again.

What we can do to combat this is to create more eco-friendly infrastructure, such as building more rain gardens that allow this rainwater to drain naturally. An attitude change for environmental awareness, in addition to more simple acts of recycling and trash pickup, can also considerably help this endeavor.

Runoff into Rock Creek is one of the most problematic environmental issues in the District of Columbia. As a community, we need to put forth an effort to try to help quell this matter.

BOILER PLATE: One of the largest problems plaguing Rock Creek is the polluted runoff that enters the creek. CUTOFF RUNOFF uses a novel and unique approach to combat this issue by promoting hands-on community involvement, as well as spreading awareness of these concerns. To correct this problem, we can create more eco-friendly infrastructure, such as building more rain gardens that allow rainwater to drain naturally. An attitude change for environmental awareness can also considerably help this endeavor. Our vision is to create a Rock Creek that once again has swimmable water.

MISSION STATEMENT: To quell the environmental issue of runoff into Rock Creek, by promoting hands-on involvement (such as volunteer work to cleanup the park, and to build green infrastructure) and educating the community.

VISION STATEMENT: Our vision is to create a Rock Creek that once again has swimmable water.

Project Definition CAMPAIGN TITLE:

18

CUTOFF RUNOFF

CUTOFF RUNOFF CAMPAIGN GUIDELINES

Cutoff Runoff PREVIOUS IDEAS:

20/20 Rock Creek Park Rock Clean Park Clean the Creek Crystal Clear Rock Creek Park Cleaning Rock Creek’s Future A Clear View of Rock Creek Park Purifying Rock Creek Park Distill the Creek Drain Rock Creek’s Pollution

→→ →→

→→

→→

TAGLINE: Cleaner Creek, Clearer Future PREVIOUS IDEAS:

Creating a Clearer Future for Rock Creek Cleaning Rock Creek’s Future Power of Community Rock Creek Cleaning up Rock Creek Clearing up Rock Creek Running out Pollution Creating a Clearer Rock Creek Creating a Cleaner Rock Creek Toward a Crystal Clear Rock Creek Working for a Crystal Clear Rock Creek

→→

Logo • Logo Concept Service-mark Rules • Clear Space • Minimum Acceptable Usage • Unacceptable Logo Usage Typeface • Primary Typeface • Headlines • Body Copy • Web Typeface Color • Color Variations • Color Palettes Campaign-specific Rules • Yard Sign Rules • Social Media Icons

Strategies

19

CUTOFF RUNOFF

GOAL 1:

Adjust cultural attitude towards environment

OBJECTIVE A:

OBJECTIVE B:

OBJECTIVE C:

ENACT IN GRASS ROOTS EFFORTS

CREATE STEWARDS FOR FUTURE

MERCHANDISE

Actions: →→

→→

→→

→→

→→ →→

Actions: →→

→→

→→

→→

→→

→→

→→

Actions: →→ Branded reusable water bottles/canteens →→ Branded t-shirts, hats, etc.

Booth at a farmers’ market to educate community of runoff Community neighborhood organizations that raise awareness and gather volunteers to bring people to cleanup and help the park Adult education programs that teach of runoff and environmental issues in Rock Creek Walking tours/walk-a-thon that raise money for Rock Creek Park scavenger hunts for kids Measuring water fall to interest people and get a better understanding of the water cycle as it relates to Rock Creek

School curriculum: K-12 programs that teach of runoff and environmental issues in Rock Creek PTA groups that get parents and kids involved in the issues surrounding Rock Creek Programs to reduce waste to educate kids about Rock Creek and clean water Boy/Girl scouts jamboree to educate kids about Rock Creek and clean water Overnight programs/summer camps in/around the park to educate kids about Rock Creek and clean water Guided nature hikes by Park Rangers that educate kids on the flora and fauna of Rock Creek, to teach what runoff can harm Water cycle exercise to teach about the ecosystem of Rock Creek Park, and how it relates to runoff

Strategies

20

CUTOFF RUNOFF

GOAL 2:

Spread awareness of runoff

OBJECTIVE A:

OBJECTIVE B:

OBJECTIVE C:

PASSIVE EDUCATION PROGRAMS

IDENTIFY GREATEST SOURCES

LEVERAGE PARK’S EXISTING RESOURCES

Actions: →→

→→ →→ →→ →→ →→

Actions: →→ Involve local government in approaching sources →→ Involve community in identifying greatest sources

Actions: →→

→→

→→

→→

Installed sidewalk graphics that display updated metrics of runoff and pollution of the park Ad campaign/PAC spreading awareness of runoff Documentation on sources of pollution Documentation on runoff Campaign website with section on runoff Social media campaign to reach out digitally about these environmental issues

Nature Center that houses information about the park and runoff, as well as dedicated staff to answer questions from visitors Kid’s Discovery Room that strives to teach kids about these issues, while also having fun learning Planetarium that’s a fun way to bring people of all ages into the park Park Day Events that bring parents and families into the park

Strategies

21

CUTOFF RUNOFF

GOAL 3:

Promote green infrastructure

OBJECTIVE A:

OBJECTIVE B:

OBJECTIVE C:

HANDS-ON EVENTS

PROMOTE PARK FOR COMMUNITY ENGAGEMENT

COMMUNITY SPEAKER SERIES

Actions: →→ Rain garden building to help rain drain organically into the ecosystem,

and eliminate runoff →→ Trash pickup to help reduce pollution →→ Recycling events to help reduce pollution, and to help

conserve resources →→ Swale digging to help redirect runoff →→ Organic gardening that also allows rain water to drain organically →→ Waste reduction exercises to spread awareness of living more

eco-friendly lifestyles →→ “Habitat for Environment;” building things such as gardens and other

structures to help local ecosystems

Actions: →→

→→

Actions: →→ Speakers from government and community and D.C. area, to promote

environmental-friendly lifestyles and waste reduction

Charity events that help raise money to support CUTOFF RUNOFF and Rock Creek Conservancy Promote clean energy that will help greatly reduce waste in and around Rock Creek, thus reducing polluted storm-water runoff

Stakeholder Personas

CUTOFF RUNOFF

22

Visual Guidelines

CUTOFF RUNOFF

VISUAL GUIDELINES

23

Logo

24

CUTOFF RUNOFF

LOG O C O N CE PT

TA G L INE

The idea for the campaign’s logo was to be able to quickly and creatively communicate the campaign’s idea in one simple, cohesive design. Based off of a bold weight of the typeface Neutra, the logo is created entirely of type; the type was then “cut” with precision to make a sense of implied movement. This dynamic treatment of the type is to create a visual metaphor for both an object being “cut” off and/or “ran” off.

The tagline for our campaign, Cleaner Creek, Clearer Future, was written to represent what CUTOFF RUNOFF’s vision statement strives for. The tagline should never crowd or encumber the logo, but rather compliment it. On print or web publications, the tagline should be arranged like so:

Seeing as runoff is the main problem that CUTOFF RUNOFF aims to quell, representing this issue was also the main goal for the logo. Just as water from runoff flows haphazardly and erratically through an ecosystem, or logo has a certain level of controlled-chaos. Akin to the goal of the campaign, the logo tries to bring order to this otherwise obtrusive and unruly environmental crisis.

CL E A NE R CRE E K, CL E A RE R F U T U RE

C L E A R SPA C E Unless otherwise dictated, our logo should be surrounded by an area of negative space equal to at least one X-height unit of the logotype (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “CUTOFF RUNOFF” letters in the campaign logo. x x x

x

x

M INIM U M A C C E PTA B L E U SA G E The minimum size of the CUTOFF RUNOFF logo is .25" tall, or 6.35 millimeters (as seen in actual-size here).

.25

.25 .785

Logo

25

CUTOFF RUNOFF

U N A C C E P TA BLE LO GO USA GE Our logo is custom-designed artwork; with this in mind, the proportions and positioning of the logo is crucial to uphold. Never alter the logo in any way. Here is a list of common mistakes, to make it easy to avoid misrepresentation.

Skewing the logo from itâ&#x20AC;&#x2122;s original dimensions.

CUTOFF RUNOFF

Using colors not included in the manual.

Park day event!

Rearranging how the type is set.

Using a different typeface.

Placing the logo on colors with a vibrating background.

Cropping any part of the logo out.

Placing a drop shadow behind the logo.

Adding any graphical elements to the logo.

Adding additional words or phrases to the logo.

Color

26

CUTOFF RUNOFF

C O LOR VAR IAT IO NS

C O LO R PA L E T T E

Only these color combinations are permitted; do not create your own variants. Always reproduce from these four-color versions of our logo combinations:

CMYK: To ensure correct color reproduction, use for four-color printing.

PMS: Primarily for logo color-matching and two-color printing. PMS colors are standard colors with the majority of printers available.

RBG/HEX: Use for web and screen applications.

Greyscale/Black: For black and white publications, or against light or bright-colored backgrounds where the primary version is unreadable.

Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable.

PMS1235 255R 184G 25B

0C 32M 95Y 0K #FFAD0D

PMS Black 7 C 61R 57G 53B

38C 35M 33Y 92K #333333

Typeface

27

CUTOFF RUNOFF

P R I M A R Y T YPE FA CE S Highway Sans Pro The typeface is an important element of the CUTOFF RUNOFF image. The Highway Sans type family is used to convey the CUTOFF RUNOFF campaign; it sets a confident, contemporary tone.

Use Highway Sans for headlines and sub-headlines only.

Trade Gothic Trade Gothic gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Trade Gothic for all professionally printed materials that feature large amounts of copy.

WE B T Y P E FA CE S

Brandon

Use for web and screen applications. Use Brandon for headers.

Open Sans Use for web and screen applications. Use Open Sans for body copy.

Highway Sans Highway Sans Highway Sans

Highway Sans bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Trade Gothic Trade Gothic Trade Gothic

Trade Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Campaign Rules

CUTOFF RUNOFF

When representing the CUTOFF RUNOFF campaign, it is important to be sure to accurately depict the messages the campaign has set out to send. By following this guide, you will learn how to use imagery, signage, and stationery that is applicable to CUTOFF RUNOFF’s image.

I M AG E R Y A ND PH OT O GR A PH Y Choosing the right image for communication collateral is critical to the campaign’s image; the stylistic parameters of the images and how the images are treated help to reflect the campaign style: images should show what the environmental impacts of runoff can cause, and also use the same “slash” effect that is incorporated in the CUTOFF RUNOFF logo.

28

Campaign Rules

29

CUTOFF RUNOFF

YA R D S I G NS

SO C IA L M E D IA IC O NS

In the style of a grass-roots campaign, CUTOFF RUNOFF is providing an affordable and easy way to show your support in campaign-esque election yard signs. Make your voice heard. For the sake of campaign recognition, visit our website to find free, hi-res PDFs for the signs, or you can make a small donation to have a sign printed and shipped to your home address.

Icons are to be square or circular format (depending on which network they are used on), and should be PMS 1265C on PMS Black 7 C. Because of scale and legibility constraints, social icons should never feature our tagline.

Campaign Rules

30

CUTOFF RUNOFF

STATI O N E RY When reaching out to other clientele, use official CUTOFF RUNOFF stationery to communicate.

The sizes for all print publications are standard (letterhead 8.5"x11", business card 3.5"x2"), and these dimensions should always be respected. Body copy on letterhead should be 10pt Times regular. Print stationery only in the PMS colors supplied earlier in this guide.

To whom it may concern, Ovit, tem lab ilibusci di optio dentis est excerest, venitibus, conseribus placcullam expliberunt everent quo blaccus autem que volestis atio berspit iuntem quiatur? Pic te es iumqui to volorrovid magnianis veni dollestios ipsus vellore caboribus maximpost, odit, sequat amus moluptatur aligene mporpos et facesciamus.

Volut enim re nietur moluptatem. Peditet fugit dolorehent quunt fugitate ex esequi conse exernam voluptatur?

Itaturehent aut officab orehend elendi int volestibus et, occaecto iuntiumquam am endem simpeles eveles et lignatusti aut acestiasinus estia pore, quuntem rem undus, officip itatquiae vendandant in et facit harum ratem doluptius dem alitin con pro ex erumque nullacc ulparum everrupta volores tinvel iderum sitati nemquatur rero elest ipsunda estemporum rerios a idestem undamendel mi, serumquatius volorib eatus.

Bo. Nienet ad que venistis quas ma expla velest occum ilisque incto qui debis ius eum hicto temque sequibusto omnihiliquam delesequo quundignim quam fugit utemped quas consed ex ent voluptas aut odic temporae delestem aliquo quiandit harume pelia voloreium aut fugitiande comnihit pra verum as etus simillorum que volore vendersped ut il eum, volo del il mi, omnimilit, qui torporis et ulla que volorit atiatessit, tem deni consere strum, quas maximaximin corporumqui non natur, sam res quo descit quam erfero toruntia quo iditis ma dolo

CLEANER CREEK, CLEARER FUTURE

Itaturehent aut officab orehend elendi int volestibus et, occaecto iuntiumquam am endem simpeles eveles et lignatusti aut acestiasinus estia pore, quuntem rem undus, officip itatquiae vendandant tinvel iderum sitati nemquatur rero elest ipsunda estemporum rerios a idestem undamendel mi, serumquatius volorib eatus.

3.5"x2” business card front @ 100 percent

Sincerley,

Mark Roble

senior designer

4300 MONTGOMERY AVENUE, BETHESDA, MD 20814 M D

4300 MONTGOMERY AVENUE, BETHESDA, MD 20814

301.579.3105 301.579.3162

M D

301.579.3105 301.579.3162

cuto ff r un o ff .o rg in fo @cuto ff r un o ff .o rg

c u t o ff ru no ff . o rg i nfo @c u t o ff ru no ff . o rg

business card back @ 100 percent

8.5"x11” letterhead @ 60 percent

Marketing Materials

CUTOFF RUNOFF

MARKETING MATERIALS

31

Marketing Materials

CUTOFF RUNOFF

Public Awareness Campaign Reaching a wide audience is one of the biggest challenges when developing a campaign; knowing where, and more importantly how to reach your audience is key. For CUTOFF RUNOFF, I decided to create a Public Awareness Campaign that would be displayed in public areas, such as Metro stations.

Conceptually, the images are intended to depict what a problem like runoff can do to the beautiful, natural spaces of Rock Creek.

60"x46" PAC Metro ad @ 17 percent

32

Marketing Materials

CUTOFF RUNOFF

60"x46" PAC Metro ad @ 17 percent

33

Marketing Materials

CUTOFF RUNOFF

60"x46" PAC Metro ad @ 17 percent

34

Marketing Materials

CUTOFF RUNOFF

35

Marketing Materials Campaign Animation A video that shows a campaignâ&#x20AC;&#x2122;s goals can also help to reach a wide audience. For the animation, I chose to use the imagery and messages of the previous PAC. When animated, these concepts help to really bring home the ideas of CUTOFF RUNOFF.

CUTOFF RUNOFF

36

Marketing Materials

CUTOFF RUNOFF

37

Marketing Materials

38

CUTOFF RUNOFF

Website / Sitemap

HOME

ABOUT

STORY

EVENTS

MISSION/VISION STATEMENTS

SOCIAL ICONS

CONTACT

DESCRIPTION OF EVENTS

EMAIL FORM/ PHONE NUMBER

INTERACTIVE CALENDAR

NEWSLETTER

DONATE

Marketing Materials Website / Homepage

DESKTOP VIEW

CUTOFF RUNOFF

39

Marketing Materials Website / About

DESKTOP VIEW

CUTOFF RUNOFF

40

Marketing Materials Website / Events

DESKTOP VIEW

CUTOFF RUNOFF

41

Marketing Materials Website / Contact

DESKTOP VIEW

CUTOFF RUNOFF

42

Marketing Materials Website / Donate

DESKTOP VIEW

CUTOFF RUNOFF

43

Marketing Materials Website / Homepage

MOBILE VIEW

CUTOFF RUNOFF

44

Marketing Materials Website / About

MOBILE VIEW

CUTOFF RUNOFF

45

Marketing Materials Website / Events

MOBILE VIEW

CUTOFF RUNOFF

46

Marketing Materials Website / Donate

MOBILE VIEW

CUTOFF RUNOFF

47

Marketing Materials Installed Sidewalk Graphics Similar to the PAC, these urban displays show CUTOFF RUNOFFâ&#x20AC;&#x2122;s image in an unnatural setting. The presence of the imagery should be jarring, and really make people want to stop and look.

CUTOFF RUNOFF

48

Marketing Materials

CUTOFF RUNOFF

Rain Garden Building Getting your hands during is essential to the campaign.

These posters give information on how the public can help.

24"x36" Poster Series @ 20 percent

49

Marketing Materials SOCIAL MEDIA STRATEGY

CUTOFF RUNOFF plans to use Facebook, Twitter, and Instagram to reach a wide audience that is, included but not limited to: young parents in the D.M.V. area and their children, environmental groups, local government, fellow non-profits, and school systems. By understanding who the campaign should reach, and understanding what each stakeholder has to gain from CUTOFF RUNOFF, a clever social media strategy can be crafted. This can be done by identifying what groups are most important to our campaign, and recognizing what venues are most logical in reaching these groups (e.g. using Twitter/Instagram for a younger audience, and working with public school systems and environmental groups on Facebook to reach adults). With tactful and thoughtful campaigning, CUTOFF RUNOFF can use organic reach on these platforms to make the organizationâ&#x20AC;&#x2122;s ideas widespread.

#HASHTAGS Clever creation and use of hashtags on social media is key to gaining an audience. Hashtags should be used to gain traction for the campaign goals of Cutoff Runoff, as well as the promotion of events and activities. Being as simple as the name of the organization, and as specific as oneday events, hashtags will be used to promote an array of the Cutoff Runoff brand.

Sample hashtags may include: #CutoffRunoff #Runoff #CleanWater #CleanerCreek #CleanTheCreek #ClearerFuture #CreekCommunity #AppreciateEnvironement

PROFILE BIOS Social Media bios should be short, and to the point. This bio explains the goals in Cutoff Runoff in a quick and informative fashion:

50

CUTOFF RUNOFF

CUTOFF RUNOFF strives for a cleaner creek and clearer future of Rock Creek by promoting hands-on community involvement, as well as spreading awareness of these issues.

FACEBOOK

Marketing Materials

TWITTER

51

CUTOFF RUNOFF

INSTAGRAM

Marketing Materials

52

CUTOFF RUNOFF

Merchandise Often seen as an afterthought and something superfluous to a campaign, this merchandise was creatively crafted to show core-values of the campaign. The changing hues of the logo on the bottles and mugs represent the cleansing of water, and the apparel represents and active and forwardthinking lifestyle.

BOTH LOGOS CHANGE COLOR WHEN COLD/HOT LIQUID IS ADDED