The Overton Park Conservancy was founded in 2011 and granted the authority to manage 184 acres of public land by the City of Memphis. Overton Park includes a public park, a golf course, The Memphis Brooks Museum of Art, The Memphis College of Art, The Memphis Zoo, Rainbow Lake, Veterans Plaza, The Greensward, and an old forest State Natural Area.
Overton Park requires about $1 Million each year for daily maintenance, cleaning, repairs, landscaping, and upkeep. The Conservancy was created to raise the funding necessary to keep the park beautiful and welcoming. Their mission is “to foster a beautiful, welcoming, and safe park that encourages our diverse community to explore, learn, create, socialize, and play.”
The Conservancy’s website had become outdated and its supporters had become frustrated with it as a resource. The website was confusing and information often got lost among the clutter. They needed help developing a fresh, new website that, along with a brand update, would become a valuable digital asset for the non-profit. The new website also needed to serve as an educational resource for the community in order to connect with a new generation of Conservancy supporters.
What We Did
We teamed up with Three (i) Creative Communications to develop a visually stunning Overton Park Conservancy website that was easy to navigate and provided up-to-date information for visitors. The goal was to showcase what the park has to offer the community and send a strong message about how the park operates on community support.
The outdated and confusing website often resulted in an overwhelming number of calls to the park office. We solved that problem by leveraging digital technology to incorporate more relevant information featured on the new Overton Park Conservancy website. This increased park visitation and decreased the amount of calls to the office. The new site also boosted revenue for the Conservancy as we made the “Plan an Event” and “Give” sections more streamlined.