PR Announcement

Client
Severson Dells Nature Center

Industry
Nonprofit

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Severson Dells Expands Mission with Strategic PR for Park Acquisition

Located in Northern Illinois, Severson Dells Nature Center is dedicated to connecting people to nature through education, conservation, and outdoor experiences. With a focus on fostering an appreciation for the natural world, the center provides environmental education programs for all ages, promotes conservation initiatives, and offers a variety of outdoor activities.

In the summer of 2024, Severson Dells acquired Elliott Park Golf Course which enabled the organization to further its mission by expanding its reach and offering more educational and conservation opportunities to the community. Recognizing the need for clear, strategic communication about this significant growth, Severson Dells turned to Chartwell Agency to craft a compelling public relations announcement.

Solution

To effectively communicate the significance of Severson Dells’ acquisition of Elliott Park Golf Course from the Rockford Park District, Chartwell Agency developed a comprehensive public relations strategy designed to highlight the regional impact of the expansion. The strategy focused on shaping clear, cohesive messaging that aligned the goals of both Severson Dells and the Rockford Park District, emphasizing the benefits to the community and the importance of collaboration between the
two organizations.

Chartwell Agency determined a press conference would be the most impactful way to deliver the exciting news of the acquisition to key constituents, ensuring maximum visibility and engagement. To guarantee the event’s success, Chartwell crafted clear and consistent key message points and prepared statements in anticipation of the grant approval. A comprehensive FAQ document was created to address potential questions from stakeholders, while both a media alert and press release were issued to generate public interest leading up to the event.

Chartwell also expertly managed media relations, providing on-site support throughout the press conference. The agency handled logistics and speaker coordination to ensure a smooth and professional presentation. Additionally, targeted communications were developed for internal audiences, including Severson Dells’ Board of Directors, staff, donors, state legislative representatives, and key partners, ensuring consistent and aligned messaging across all channels before, during, and after the event.

Outcomes

Chartwell Agency’s strategic public relations plan effectively communicated Severson Dells’ growth to key audiences, resulting in widespread media coverage, generating over 30 media mentions and excitement about the organization’s future. The press conference and supporting efforts highlighted the benefits of the new Elliott Park location, positioning Severson Dells as a regional leader in conservation and education. The Rockford Park District’s involvement reinforced its commitment to community collaboration.

This communication strategy successfully engaged stakeholders and community members, strengthening support for the acquisition and ensuring continued growth and success for Severson Dells’ mission.

Chartwell Agency specializes in public relations, helping organizations shape their brand narrative and build strong relationships with key audiences. Through tailored public relations strategies, the firm elevates visibility, enhances credibility, and drives engagement across media channels.