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Friends of Warner Parks

About

Friends of Warner Parks is a Nashville nonprofit dedicated to the preservation of the Percy and Edwin Warner Parks. Partnering with Circa, FOWP revamped it's digital marketing tools including the CRM, CMS, donor database, and website.

Objective

Refresh the Friends of Warner Parks website in order to promote its mission and gain more support to preserve, protect, and steward Percy and Edwin Warner Parks.
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Analytics Reports · Art Direction · Brand Audit · Brand Messaging · Brand Positioning · Communications Planning · Content Planning · Content Strategy · Copywriting · Customer Experience · Design · Design Production · Email Marketing And Loyalty · Graphic Design · Iconography · Marketing · Marketing Management · Marketing Strategy · Search Engine Optimization · Stewardship · Strategy · UI/UX · User Flow · Web Design · Website Development
Park bench overlooking Warner Park with the Friends of Warner Parks logo overlaying the image.
Close up of a web page on the FOWP site.
Computer screen with the view of the Friends of Warner Parks website.

Content strategy prioritized user acquisition through best SEO practices and clear content structure.

Grid of images showing different website pages.

The web experience focused on the user journey through clear calls-to-action and restyled web layouts that feel natural and inviting.

Full Moon Pickin' Party email inviting receivers to sign up for the event.
Badges showing different icons for FOWP including their tagline.

“There is no way we would have been able to do this without Circa.”

— JANE AVINGER
CHIEF OPERATING OFFICER, FRIENDS OF WARNER PARKS

Grid of iconography used in the FOWP brand.
Collage of images from the Full Moon Pickin Party showcasing families enjoying musicians.
Unfolded trifold brochure about Planned Giving.

Return on Creative

$61.19K

In first event online ticket sales.

1,077

Total event supporters one month post activation.

403%

Increase in users from previous year’s average.

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Work with Circa

Friends of Warner Parks is a nonprofit dedicated to the preservation of the Percy and Edwin Warner Parks in Nashville, TN. From forest management and trail restoration to research and educational programming, Friends of Warner Parks has acted as an advocate for the preservation of the legacy and beauty of these lands.

FOWP engaged Circa to: enhance understanding of FOWP’s mission and better demonstrate its impact, align goals of the organization with needs of the user, optimize access to information, and provide clarity around park offerings. Circa orchestrated a digital transformation for FOWP’s CRM system, database management, and website.

Content Strategy | With a critical eye, Circa evaluated FOWP’s messaging hierarchy and simplified it to clarify their mission in a bold, easy-to-understand, manner. Previously blocky web graphics and styles now evoke a sense of openness, naturalness, and comfort. Lastly, bold and simple icons were developed to be used across FOWP’s initiatives. 

Website UX & UI | The online content for parks and facilities was streamlined, ensuring a simpler user experience. Website landing pages were restructured to concentrate on one topic at a time, enhancing search-ability and adhering to SEO best practices. These revisions have also improved readability and information hierarchy, making it easier for users to comprehend. Additionally, the sitemap was reorganized, with nested headings implemented for more efficient navigation.

CRM Transformation | Circa opted to transition Friends of Warner Parks to a different CRM platform, that allowed more flexibility and opportunity to reach FOWP’s market. After crafting a strategy for email campaigns, Circa helped FOWP implement a campaign that earned a 400% increase in engagement. 

The results following the activation were impressive: +$61,000 in revenues, 403% increase in user engagement, +1,000 new sponsors… the list keeps going. The new system empowered Friends of Warner Parks to more easily and effectively raise support, share their mission with their community, and live out their mission.