Writing Assignment for Advertising

Writing Assignment 1: National Park Service

● Mission Statement/Manifesto 1. We are not solely for the trees, the mountains, or the lakes. We are for the forests

that act as a home for various forms of wildlife, the family road trips to breathe defying mountain ranges, and the excited kid in all of us who can’t wait to jump in! We protect landmarks and artifacts that have a significant impact on the hearts and minds of all people. We lookout for those who visit our parks and teach them about the ones that call them home. We strive to help our parks stand the test of time so future generations can enjoy them as much as we do today.

● Slogan 1. Adventure is calling. Where will you park?

● 5 Adjectives 1. Nature-loving: because our love for nature is what motivates us to do our jobs. 2. Ecological: only you can prevent wildfires! (Smokey Bear) 3. Protective: we preserve natural wonders and cultural treasures so that they can be

enjoyed for years to come. 4. Philanthropic: we do what we do in order to give future generations the

experience to enjoy our parks. 5. Enterprising: we find better ways to be resourceful and are constantly trying to

improve our parks, our guests experiences, and ourselves. ● Profile/Brand Persona

1. An elderly male who now sits by a fire and shares tales of his adventures to his grandchildren. He listens to classic country music like Willie Nelson, but not todays country icons like Luke Bryan, because that ain’t country. He would rather pitch a tent than stay at a fancy five-star hotel. He enjoys listening to the words of the wind and painting pictures in the sky. He has a gray bread accompanied by a weathered face but, don’t let that fool you, he is still strong and can hold his own. He still has a flip phone because where he lives doesn’t get much service anyway. He has a good ol’ black lab who enjoys playing fetch. He drives a classic blue 1962 F100 truck. He might look old and boring by today’s standards but he has a heart of gold, eyes that can’t wait to see something new, and a taste for roasted marshmallows.

● Talk like that “person” talks 1. “I’m not as young as I once was. I used to run wild and free, but now I kind of

just mosey around, still free as can be though. I don’t like the city, too much hustle and bustle for my taste. When I was young I wasn’t constantly looking down at some gadget, I was taking in the sights and sounds and just living. I wish

more kids would just go outside and go on adventures, make believe or real, it doesn’t matter. Now kids just stay inside and play on their whatchamacallits and they could care less if a young deer walked into their front yard. When I was a boy, going outside and exploring was how I was able to get away from it all. I tend to think of myself as easy going but I’m definitely set in my ways. You can blame that on age, but I think it's the work of good parenting. I tend to keep to myself, but I enjoy telling stories of the good ol’ days to my friends and strangers. I’ve had a lot of adventures but I think I’m up for some more. I’ll be seeing you pal.”