Paynes Prairie is located in 10 miles south of Gainesville, in Micanopy Florida,

right outside the University of Florida boundaries. It stretches 22,000 acres

across in wilderness.

“To provide resource-based recreation

while preserving, interpreting and

restoring natural and cultural resources.”

Paynes Prairie is comprised of 25 distinct natural communities which include more than 800 kinds of plants. The park also provides the viewing of alligators, bison, wild horses, and 271 species of birds. A large basin sits in the center of Paynes prairie where grasses, sedges, lush and flowering plants cover the basin and act as a filter, purifying the water in the vast wetland. (Florida Park Services, 2007)

Attractions There is an array of opportunities for visitors: Camping, picnicking Hiking Trails Bicycling Nature watching Guided tours Special on hands projects

Quarterly attendance records Infrared counters on the trails Broad targeting based on the mission

statement

Devil’s Millhopper

San Felasco Hammock

Preserve. Gainesville-

Hawthorne State Trail

Silver Springs

Activities and ProgramsZip-lining!TrailsCampingWater Leisure

Educational ResourcesVisitors CenterObservation Tower

We will coverStrengthsWeaknessesOpportunitiesThreats

U.S. National Landmark Easily Accessible A lot of Visitor Opportunities aesthetically pleasing areas, many observing

platforms and wildlife viewing opportunities, various recreational activities (fishing, camping, hiking, bicycling, horseback riding, guided tours)

Very Large (21,000 Acres) The visitor center is centrally located and

presents videos, displays, and maps of the preserve

Cheap Admission Prices ($6 per vehicle) Long Operating Hours (8:00 am until sunset)

Much of the University of Florida student population is unaware of the many visitor opportunities available at Paynes Prairie

Doesn’t even occur to students to visit Recreational opportunities at Paynes

Prairie are subject to weather conditions Attendance rates are not always

persistent, especially if extreme weather takes place for long periods of time

The University of Florida student population could be a major target market

Paynes Prairie is not a far drive from the University of Florida. If the student population became more informed about the preserve and everything it has to offer, they may much more inclined to be return customers.

Informational opportunities are a great way to gain public support

Paynes Prairie could expand their efforts in terms of informing people of the importance of maintenance to the preserve. Since it a U.S. national landmark, many people would likely react favorably.

Weather Other Outdoor Recreational Activities

(especially those that are free) University of Florida students can

participate in many of the same recreational activities at Lake Wauberg at no cost.

Bad Economy

Young Adults: Ages 18-29 Why?

The dynamic of the groupWe can better understand and

communicate the needs of this age group.Easily attract Most likely to engage in outdoor

recreational activities.

Social Adventurous, thrill seekers Curiosity Young and physically able to participate Healthy life style Economical Visually and Electronically appeased

• Easy to read• Subtitles• Visually Attractive• Map• Resources• Activities • Map• Contact Information

Goal #1 Educate customers about Paynes Prairie in a modern way  Objective #1 Create a new informational video within

the next year to be shown within the welcome center.   Objective #2 Paint the welcome center in more vibrant

colors within the next year. For example: yellow or red Objective #3 Hire younger employees to manage the

welcome center within the next year. Goal #2 To increase the amount of visitors 

Objective #1 Implement a zip line within the next year without interfering with the ecosystem and wildlife.

Objective #2 To increase the advertisements for Paynes Prairie by 10% within the next year via our marketing channels.

Objective #3 To implement a student discount for all students at the University of Florida within the next year.

Increased popularity in outdoor recreation

Increased popularity among our age group

Appealing:Thrill seekingFun!Cheap Allows for nature appreciation Goes well with the habitat

Benefits

Location

Supports campaign theme

Other rope courses?

Flyers Flyers will be posted in dorms and handed out on

campus Sale Promotions

Coupons, Special Student Rates Press Release

“One with Nature” will be promoted as a safe and fun way for students to be physically active

Radio Announcements Kiss 105.3 will be a sponsor and do

announcements as an in-kind donation Word of Mouth

Students will tell their friends about their enjoyable experience

Ad in the Alligator

Kind of serious Kind of funny Environmental awareness Opportunity for people to feel good

Chalk & posters on campus

Overall – sustain a 10% increase in park attendance in year 1.

“How Did You Hear About Us” form Our campaign will start August 1st

2010 Evaluate entire operation at:

August 31st – 1 month evaluationOctober 31st – 3 month evaluationApril 30th, 2011 – 9 month evaluationAugust 1st 2011 – 12 month evaluation