Jellystone Park, Mill Run
686% Increase in Followers
Yogi Bear’s Jellystone Park
Jellystone Park is a national camp-resort franchise featuring characters from the infamous cartoon, Yogi Bear. The camp-resorts feature waterparks, daily activities, character events, and themed weekends!
Increase Followers
Increase Engagement
Inform Users of Upcoming Events
Goals
Colors
To showcase the camp resort’s playful energy and recreational purpose, choosing bright and colorful brand colors was essential. To pay homage to the original television show, Yogi Bear, I wanted to showcase the staple colors in Yogi, Boo Boo, and Cindy’s outfits.
Tone
It was also important to ensure the tone of voice used across the Instagram account catered to the target audience. The camp’s Instagram follower demographics were mostly women (73%) between the ages of 25-44 (63%). Due to the nature of the camp resort partnered with the demographic data, we wanted to ensure our tone was playful, fun, and catered to moms.
Content
Ensuring that the content lived up to the joyous and recreational experience that Yogi Bear’s Jellystone Park is known for was essential. The kind of content regularly posted featured children interacting with the bears, enjoying camp activities, showcasing upcoming events, and getting to know the staff.
Content Creation
To showcase the camp’s fun activities and notoriously comedic bear mascots, a lot of the content was focused on events that were going on in the park. The content creation for the park was focused on happenings in the park and was rarely staged. This gave the content that genuine feeling we were looking for and created a sense of FOMO within our audience of moms who just wanted to see their kids have fun.
Content Pillars
Although while working on this project, content pillars had not been established prior, the content began to take on roles of its own. Some of the pillars included information, promotion, and community.
Posting Schedule
I used social media marketing best practices to inform the social media posting schedule of the camp-resort. The posting schedule usually consisted of 2-3 posts per week. The number of posts would vary dependent on sizable upcoming events, new announcements, and content from the previous themed weekend.
