COM 627 Social Media for Communicators - Here is the PDF for the Final Strategy Paper example that is the Gold Standard example for what you should follow for your final paper format. This will also help make sure your PowerPoint presentation flows easily/readily from your paper.

1. 1
Shenandoah
National
Park
SocialMediaStrategy
proposalbyAnnaTaylor
com627

2. table of contents
Whenonetugsatasinglethinginnature,
hefindsitattachedtotherestoftheworld.
john muir
3•Aboutthepark
4•audience
5•objectivesandgoals
6•strategy
14•guidelines
16•measuringsuccess
17•inconclusion
18•references
7•tactics
8•content
12•influencers
13•outreach

3. 3
ShenandoahNationalParkisa311.208squaremile
nationalparkintheBlueRidgeMountainsofVirginia.
TheShenandoahRiverandValleyflanktheparktothewest,
withtherollinghillsoftheVirginiaPiedmontontheeast.
about the park

4. 4
Socialmediaisnowperhapstheeasiestandquickestway
toreachAmericans,andnotjustmillennials.
audience
Shenandoah National Park
visitors are typically elderly and
white, so this strategy will target
a younger, more diverse audience.
The National Park Service
“Find Your Park” campaign,
which was introduced during its
centennial anniversary in 2016, is
still somewhat popular, but the
National Park Service isn’t pushing
it as hard. The park service,
specifically Shenandoah National
Park, wants to reach a new
audience that includes seasoned
explorers and those who are new
to the wonders of the park.
“Seventy percent of the U.S.
population now has at least
one social networking profile;
more than half use two or more
social networks. The number of
worldwide social media users is
projected to grow from 2.1 billion
last year to 2.5 billion by 2018”
(Pick, 2016).
Pick says social media may be
important today, but it will be even
moreimportanttomorrow.“Ninety
percent of young adults—ages 18 to
29—use social media (compared to
just three percent of those over age
65). A third of millennials say social
media is one of their preferred
channels for communicating with
businesses.”
It’s a critical moment to propel
the parks into a new century so
they don’t become parks for people
of the past, according to former
Interior Secretary Sally Jewell
(“National Parks Campaign,” 2015).
“If we don’t reach out and become
relevant to a broader population,
we won’t have the support the
parks need to do their jobs in the
future.”
Shenandoahnationalpark’s
currentsocialpresence
rundown
275,039likes
average1 postperday
strongengagement
variedcontent
www.facebook.com/shenandoahnps
facebook
275,039likes
average1 postperday
mediumengagement
variedcontent
www.twitter.com/ShenandoahNPS
twitter
97,700followers
average1 posteverytwodays
verystrongengagement
variedcontent
www.instagram.com/shenandoahnps
instagram
Inthistechnologicalage,thereisonelanguageallpeople
speakwithoutatranslator:socialmedia.
The NPS manages all the
parks’ overarching social media
objectives, but Shenandoah
National Park is largely
responsible for creating its own
content, posting high-resolution
images, engaging with fans
and answering questions about
weather, road conditions, park
programs, etc. This includes
creating the conversation on
Facebook, Twitter and Instagram
to make sure the park tailors its
message to its fan base, which
may consist of locals and frequent
visitors along with national park
newbies who are venturing out for
the first time.

5. 5
Americansarestillwillingtogetinvolvedinthe
nationalparkexperiencebymakingitpersonal.
objectives
From its inception, the Find
Your Park campaign set out to
“introduce a new, more diverse
generation of millennials and
children to ‘America’s best idea’
- the national parks” (“National
Parks Campaign,” 2015). “In
studying public perceptions, park
officials found many people think
national parks are only located
in the West” (“National Parks
Campaign,” 2015).
Piggy-backing off the Find
Your Park campaign’s success,
Shenandoah will be targeting users
through technology. If they’re
glued to their screens, reach them
where they are. Let them bring
their screens to the great outdoors
and encourage them to share.
Influencers with ties to Virginia
willbeacriticalpartofthisstrategy.
“For some, visiting a national
park can be about putting away
the smartphones and escaping
to the outdoors. But for others
— including the National Park
Service rangers and coordinators
— the smartphone is becoming an
increasingly important part of the
experience of contributing to the
country’s protected areas” (Flynn,
2016).
“In such a digitally connected
world, the NPS must be an integral
part of the digital experience to be
relevant to the next generation”
(Final Report, 2016).
The objective is to entice a
younger, more diverse generation
of explorers to visit Shenandoah
National Park. The park wants to
increase the number of visitors by
the end of the year, raise awareness
for park projects and initiatives,
improve online engagement on
Facebook, Twitter and Instagram,
and encourage people to share
their park experiences on social
media.
Despite our society’s migration
to a connected, online life, there
is a contrasting movement to get
outside, explore, and embrace
wanderlust – but take your iPhone
with you. People are increasingly
viewing the world around them
through the filter of a smartphone
screen, so how engaged can we
reallybewhenwevisittheseplaces?
At the same time, our constant
connection to electronics makes
it easier than ever to share the
world around us with our families,
friends, and perfect strangers.
(Milstein, 2015).
Shenandoah must be focused
on showcasing the park’s stunning
views and dramatic landscapes to
prove there is more to the National
Park Service than Yellowstone and
Yosemite.
To that end, the goal is obvious:
get more people in the park! To do
this, we need to drive people to
the locations online where park
content is being shared.
We want the park to feel like
your best friend or a member of
your family. Something you can
turn to when you need to feel the
dirt under your feet.
specific,measurable,attain-
able,relevantandtimely
Goals
inthenext12months:
• Increasenumberofvisitors
toShenandoahNationalPark
(includingwiderdemographic
reach)
• increasenumberoffacebook
likesto300,000
• increasenumberofinstagram
followersto100,000
• increaseuseofnew
#myshenandoahhashtag
topromotepersonalpark
experiences
• implementsuccessfulinfluencer
partnershipasamodelfor
futurecampaigns

6. 6
ShenandoahNationalParkmustleveragethesuccess
ofthenationalFindYourParkcampaigninorderto
raiseawarness,increaseengagementandmake
theparkrelatabletoanewgenerationofexplorers.
strategy

7. 7
#myshenandoah:connectingwith“thenextgeneration
ofparkvisitors,supporters,andadvocates.”
tactics
To achieve these goals, there are
several tactics we’ll need to employ.
The first is understanding when
and where to post. The park will
need to post at least once a day
on both Facebook and Instagram.
Each of these posts will need to
offer followers something of value,
not just verbiage to meet a quota.
The park needs to engage with
existing fans by commenting on
posts, photos, and check-ins, etc.
All posts should use at least one
hashtag and no more than three
hashtags, to ensure inclusion in the
greater conversation.
The park needs a content plan
to ensure consistent and cohesive
tone in all messaging, along with a
social media content calendar.
By developing a plan and
scheduling more of the park’s
content, it will be able to take
advantage of opportunities
when the target audience is
online to ensure a wider reach,
better visibility, and the ability to
participate in active conversations.
The park’s Instagram
account should hold monthly
contests to determine which
user-submitted photo from the
#VirginiaIsBeautiful hashtag will
be featured on the Shenandoah
National Park Instagram page.
The park will use Buffer
or HootSuite for all content
management to space tweets,
posts and photos evenly to avoid
over-saturation and deprivation.
We will need to monitor Twitter
analytics, Facebook analytics,
Buffer and HootSuite to observe
patterns and learn about followers.
This will help increase engagement
with new and existing followers by
participating in conversations and
following hashtags.
The park will follow and engage
with influencers, publications,
podcasts and magazines relevant to
the park’s audience.
As part of the tactic to engage
in conversation and leverage the
use of hashtags on social media,
we suggest the park’s Facebook
and Instagram accounts begin
to promote a new hashtag:
#MyShenandoah.
As we learned in our Week 3
Asynchronous lessons, cultivating
strong interactions requires
reaching out to influencers and
responding to the people who are
already engaging with you. Social
media monitoring is the key to
success, and without examining
social media analytics and assessing
the performance of your posts and
social profiles, you are just playing a
guessing game” (Klingbeil).
The park wants to grow its
online following, but we want
those followers to be valuable,
and we want to be valuable to
them. Connections are important,
especially as we push the
“#MyShenandoah” narrative, so
the park must create and share the
type of content that appeals to the
desired audience.
Shenandoah National Park wants to connect people to the park, and they’ll do this by developing
relationships with the public; connecting urban communities to parks, trails, waterways and green spaces;
expanding the use of parks; and welcoming and engaging diverse communities (Final Report, 2016).

8. 8
creatingadialoguethattiespeopletogether
throughsharedexperiencesandsentiment
content
There are four well-utilized
hashtags that already exist, and
Shenandoah should certainly
take advantage of those. The
first two, #VisitVirginia and
#VirginiaIsBeautiful are essential
for any partnered posts. The Find
Your Park campaign is technically
over, but the hashtag is still heavily
used and will ensure high visibility
of posts. The #Shenandoah
hashtag is almost as popular as
the #FindYourPark hashtag, and
the park Instagram, Twitter and
Facebookpagesshouldcapitalizeon
this ongoing, growing conversation.
But the park’s goal is to
be more relatable to a new
audience. Millenials crave valuable
experiences, so emphasizing
the personal connections to the
park will be crucial. I suggest
implementing a new hashtag,
#MyShenandoah, to showcase
those personal stories.
Participants will also be
encouraged to share the story of
how they captured the photo -
did it involve a hike on one of the
parks many trails? What did they
encounter along the way? Who
were they with? This emphasizes
the personal connection to the
park that is so important to the
#FindYourPark campaign and the
sentiment on which Shenandoah is
trying to capitalize.
By using the #MyShenandoah
hashtag, suddenly users are part of
a larger dialogue, tied together by
a love of adventure, the outdoors,
family vacations, fresh air, simple
don’tdoanythingonsocial
mediawithoutahashtag
hashtags
datafromfollowthehashtag.com
858Tweetsinlast10days
529contributors
2.6impressions
25.8%originalcontent
46.2%retweetedcontent
#VisitVirginia
1,500Tweetsinlast10days
970contributors
11.9millionimpressions
26.4%originalcontent
49.7%retweetedcontent
#findyourpark
1,498Tweetsinlast10days
1,002contributors
5.3millionimpressions
57.6%originalcontent
27.8%retweetedcontent
#shenandoah
7Tweetsinlast10days
3contributors
9.4millionimpressions
100%originalcontent
#virginiaisbeautiful
curiosity, and national parks.
Hashtags can be used by anyone,
so Sheandoah can encourage park
visitors to join the conversation
online, but the park can also use
hashtags to market to the desired
audience by inserting command
messages and promoting certain
themes.
Hunting for the best fall foliage
views? Look no further than
Skyline Drive right here in
Shenandoah! #MyShenandoah
#VirginiaIsBeautiful
#Findyourpark this week & visit
Shenandoah National Park for
free!. Happy National Park Week!
#MyShenandoah
click
toplay
video

9. 9
Leaves are falling all around you, glimmering in the first light of golden hour now creeping through the
swaying branches overhead as autumn quietly envelopes western Virginia. The ground crunches beneath your
feet.You walk hand-in-hand downWhite Oak Canyon trail. It’s cool and quiet in the forest and you make your
way to the waterfall, one of many hidden throughout the Blue Ridge Mountains. This is your Shenandoah.
#MyShenandoah

10. 10
#MyShenandoah
“I love @shenandoahnps so much. It is my most favorite place to explore with my family. My brother
climbs big rocks with me. My sister and I look for cool salamanders and bugs. My Mom hikes with me and
gives me rides on her shoulders. My Dad and I build rock cairns and look for bears. You should come visit this
special place. #MyShenandoah #FindYourPark” - @busterbrownhikes
“You guys. I really like to hike. We
climbed rocks. Lots of rocks. We saw a giant
Marbled Orbweaver spider. The leaves were so
pretty. Oh, and and we climbed some rocks.
#MyShenandoah”
- @busterbrownhikes
exampleusesof#MyShenandoah

11. 11
The park should also take advantage of its website where it can publish
listicles, a type of short-form writing that partially, if not entirely, takes
the form of a list; creating playlists; and using virtual view kiosks and
virtual park tours on the website to entice new visitors to get outside and
experience the parks without the filter of a computer screen.
Posts on Facebook will also tend to be a bit lengthier as space is less of a
concern.
content MORECONTENTIDEASFOR
FACEBOOKANDTHEPARKBLOG
There’salwayssomethingblooming
inthepark! Here’sOURLISTOFtopfive
favoritewildflowerstomakesure
youfindduringyourtriptothepark!
#MyShenandoah
NOTSUREWHATTOBRINGWITHYOUON
YOURTRIPTOTHEBLUERIDGEMOUNTAINS?
CHECKOUTOURLISTOFPACKING
ESSENTIALSTOHELPMAKETHEMOSTOF
YOURTIMEOUTSIDE.
#MYSHENANDOAH
BEARS:THEY’REJUSTLIKEUS! CHECK
OUTTHESEFIVEBEARSWHOJUSTREALLY
NEEDEDASNACKANDANAP!
#MYSHENANDOAH
BEARS:THEY’REJUSTLIKEUS! CHECK
OUTTHESEFIVEBEARSWHOJUSTREALLY
NEEDEDASNACKANDANAP!
#MYSHENANDOAH
GAMETIME!CANYOUGUESSWHATOUR
PARKRANGERSAREPOINTINGAT?
#MYSHENANDOAH
#RANGERSPOINTINGATTHINGS
EXTRAS
People visit Shenandoah National Park for a number of reasons: its
stunning landscapes, waterfalls, meadows, mountain overlooks,
and more than 500 miles of trails for humans big and small. But
we know what’s really motivating your latest excursion to the most
beautiful place in Virginia - selfies! So let us help you out! Here are
the best (and safest) places to snap those awe-inspiring mountain
selfies everyone goes crazy for! #MyShenandoah

12. 12
@VirginiaISBeautiful
influencers
Taking advantage of social
influencers is important for any
brand looking to expand its reach
and gain a new audience. For
Shenandoah National Park, one
major goal is to showcase the
park’s stunning views and dramatic
landscapes to prove there is more
to the National Park Service than
Yellowstone and Yosemite.
For this reason, the park will
rely heavily on photography to
entice new visitors by showing
them what natural beauty awaits
inside the park.
The most promising potential
influencer is the Instagram account
@VirginiaIsBeautiful. The account
currently has more than 30,000
followers and posts new photos
about once a week. The photos
are aggregated using the hashtag
#VirginiaIsBeautiful.
The account has amassed
30,000 followers in less than a
year and continues to grow. Many
of its followers, old and new, will
probably also want to follow the
Shenandoah page for photos and
educational content.
VirginiaIsBeautiful’s mission
is to showcase gorgeous locations
in Virginia, and they already
regularly feature images taken in
Shenandoah National Park. Their
historic content is relevant to
Shenandoah’s messaging.
Because it relies on user-
generated content, partnering
would be a good way to boost
traffic for the smaller account by
encouraging submissions. If the
audience knows their photo could
potentially be featured on the
National Park page, we may see
higher engagement.
One suggestion, also discussed
in the tactics section of this
proposal,istorunmonthlycontests
to see which user-submitted photo
from Virginia Is Beautiful will
be featured on the Shenandoah
Instagram page. Participants will
also be encouraged to share the
story of how they captured the
photo - did it involve a hike on one
of the parks many trails? What did
theyencounteralongtheway? Who
were they with? This emphasizes
the personal connection to the
park that is so important to the
#FindYourPark campaign and the
sentiment Shenandoah is trying to
capitalize on.
The Shenandoah National
Park Instagram account has three
times as many followers, and the
park has an even larger audience
on Facebook, which guarantees
the Virginia Is Beautiful account
will experience a significant
increase in the exposure, reach and
engagement on its posts.
Virginia is Beautiful Instagram
account does not have a
presence on any other platform.
Instagram is the target market for
Shenandoah, but cross-posting on
Facebook and Twitter from the
Shenandoah accounts, using the
#VirginiaIsBeautiful hashtag and
a link to the Instagram photo, will
ensure highest visibility.

13. 13
mutuallybeneficialpartnershipswith
relevantandengagingcuratorsandcreators
outreach
Hi David,
MynameisSusan.IworkfortheNationalParkServiceatShenandoah
National Park. Our goal is to get more explorers to visit Shenandoah
National Park, which we know is one of your favorite places feature on
your Instagram page. We need help educating Americans to prove there
is more to the National Park Service than Yellowstone and Yosemite,
and that stunning views and dramatic landscapes can be found right here
in Virginia!
We’dliketopartnerwithyouaspartofour#MyShenandoahcampaign
to showcase our love of adventure, the outdoors, family vacations, fresh
air, simple curiosity, and everything else Shenandoah National Park can
offer, and in turn, increase visibility on your Instagram page as well. I’d
love to arrange a time to speak with you this week about how we can
help each other when you have a few moments to spare.
Thank you for your time,
Susan Smith
Social Media Outreach Coordinator
otherpotentialinfluencersfor
shenandoahtopartnerwith
influencers
1,644followers
mountainclimbing,Nikoncarrying,Shenan-
doahpaddling,skyworshipping,birddog
obsessed,farmlovingchef,VAgirl&mamato
threewildthings
@blueridgelover
94.9Kfollowers
Bringingjoytolifebyhelpingpeoplemake
historicmomentsandmemoriesinVirginia.
@visitvirginia
2,255followers
Yourreliable,consistentsourcefornew
hikes,waterfalls,andeverythingbeautifulin
#VirginiaOutdoors.
@virginiaoutdoors
696Kfollowers
Morethanjustphotos,weprovideyouwith
thedetailstoturneachimageintoyournext
adventure.
@theoutbound
Susan Smith

14. 14
Communityguidelinesforshenandoah
socialmediacommunitiesfansandfollowers
guidelines
Like all National Parks,
Shenandoah National Park is a
place where friends and families
can come together to enjoy the
quiet splendor of westernVirginia’s
immeasurable beauty. Our social
media communities are a place
where we share our experiences at
the park with others. That means
our social media pages are family
friendly, too.
We want these communities
to reflect how we feel when we
are in nature, so please keep your
comments and wall posts clean.
Please be considerate of others’
opinions. We have some simple
guidelines below we ask you to
follow. If you do not comply, your
message will be removed.
Graphic, obscene, explicit,
racist, abusive, hateful or
defamatory comments and posts
will not be tolerated.
We do not allow attempts to
defame or defraud any financial,
commercial or non-governmental
agency nor do we allow comments
that suggest or encourage illegal
activity. External links do not
constitute official endorsement on
behalf of the National Park Service
or the Department of Interior.
Comments or posts that don’t
contribute to a healthy discussion
about the park may be deleted.
Federal regulations prohibit
advertising on government
sponsoredwebpages.Thisincludes
promotion or endorsement of
any financial, commercial or non-
governmental agency. Statements
or external links that drive viewers
to commercial web sites are
considered advertising. Such posts
and/or links are subject to deletion.
Posts containing photographs with
watermarks identifying business
names, logos, or websites will be
deleted. Images with discreet
watermarks involving only a
personal name and copyright are
permitted, (e.g. “©2012 John
Smith”).
People who continue to
post prohibited content and/
or links may be subject to page
participation restrictions and/or
removal from the page. We reserve
the right to determine whether the
intention of a post is to advertise
a commercial venture. These rules
are ultimately subject to emerging
National Park Service social
media management policies, and
thereforemaychangeasconditions
warrant.
We hope you will help us foster
a safe and supportive environment
wherefansofShenandoahNational
Park feel comfortable sharing and
engaging with each other.
For more information, please
visit: www.nps.gov/shen

15. 15
Theeffectiveuseofsocialmedia
in support of the park’s mission is
an important skill set in the 21st
century. It is equally important we
have a policy in place that allows
us to take advantage of expaning
communication opportunities
while protecting the park and its
programs and employees from
undue risk. It is critical that social
media tools be accessed and used
in a responsible manner. As with
email and other electronic means
of communication, official use of
these applications to communicate
and engage with the public must
be in accordance with all the
applicable Federal policies
Do not discuss any agency or
park related information that is
not considered public information.
Assume that any content you
post may be considered in the
public domain, will be available
for a long period of time, and can
be published or discussed in the
media.
Remain focused on your
mission. If using social media tools
to communicate with the public
isn’t one of your primary duties,
don’t let it interfere with those
duties.
Do not engage in vulgar or
abusive language, personal attacks
of any kind, or offensive terms
targeting individuals or groups.
Keep it clean and professional.
Every post should make a positive
contribution. Posts or replies
that includes derogatory, abusive,
offensive, obscene, violent or
inappropriate content will be
removed.
socialmediaguidelinesforshenandoahemployees
guidelines
Do not endorse commercial
products, services, or entities.
Do not endorse political
parties, candidates, or groups.
Behonest,politeandrespectful.
Shenandoah National Park
pages are intended to be used
for the helpful exchange of
information. They are safe and
supportive environment where
fans of Shenandoah National
Park feel comfortable sharing and
engaging with each other.
By exercising discretion and
common sense when employing
social media for professional or
personal purposes, you will help
assure that their great potential is
fully realized without inadvertently
compromising our professional,
legal, or ethical standards.
When in doubt, stop. Don’t
post until you’re free of doubt. Be
certain that your post would be
considered protected speech for
First Amendment purposes.
Also, add a disclaimer to your
personsalsocialnetworkingprofile,
personal blog, or other online
presences that clearly states that
the opinions or views expressed are
yours alone and do not represent
the views of Shenandoah National
Park or the National Park Service
Adapted from the Department of
the Interior social media policy.

16. 16
Whatgoodisallyourhardworkifyou
can’tproveitwasmeaningful?
measuring success
ItwillbecriticalforShenandoah
to monitor metrics throughout
the next year. We will be looking
specifically for conversations that
include #MyShenandoah, Virginia
Is Beautiful, and Find Your Park,
along with potential influencers
and keywords related to the brand.
Using services like Social
Mention, Google Analytics,
Follow the Hashtag, YouGov,
and HootSuite, we will be able
to monitor the responses to our
carefully crafted tactics, which will
help our efforts moving forward.
Many of our initiatives have to
be tracked over time.
The objectives of the
campaign were to raise awareness
and increase engagement, so using
some of the social listening tools
mentioned above, we will look
at metrics like volume, reach,
exposure, and sentiment. We’ll
monitor the number of retweets,
comments, replies, and messages
to see who is participating and
how valuable that participation is
to the conversation.
We’ll use the visitor centers
to collect metrics on the number
of physical visitors to the park,
and we’ll also monitor things like
vehicular traffic, pedestrian traffic,
and participation in various park
programs.
Whatdowewanttodo?
• Increase number of
visitors to Shenandoah
National Park (including
wider demographic reach)
• Increase number of
facebook likes to 300,000
• Increase number of
instagram followers to
100,000
• Increase use of new
#myshenandoah hashtag
to promote personal park
experiences
• Implement a successful
influencer partnership
as a model for future
campaigns

17. 17
Ourphoneandtabletscreensarenolongerwalls
betweenusandtheworldoutside.ShenandoahNationalPark
turnsthemintodoors,throughwhichwegladlywalk.
in conclusion

18. 18
references
1. Associated Press. (2015, March 30). National Parks campaign calls on Americans to ‘Find Your Park’. Retrieved from VOANews.
com: http://www.voanews.com/a/ap-national-parks-campaign-calls-on-americans-to-find-your-park/2699911.html.
2. Associated Press. (2-17, January 21). Visits to national parks peak for third straight year. Retrieved from Sentinel and Enterprise:
http://www.sentinelandenterprise.com/lifestyle/ci_30741944/visits-national-parks-peak-third-straight-year
3. Campbell, R., Martin, C., & Fabos, B. (2016). Media and Culture 10: Mass Communication in a Digital Age. Boston, MA: Bedford/
St. Martin’s.
4. Flynn, K. (2016, April 23). National Park Service Taps Mobile Game, Social Media To Recruit Young Volunteers. Retrieved from
International Business Times: http://www.ibtimes.com/national-park-service-taps-mobile-game-social-media-recruit-young-vol-
unteers-2358570
5. Hartigan-Shea, R. (2015, March 24). how Good Old American Marketing Saved the National Parks. Retrieved from National Geo-
graphic: http://news.nationalgeographic.com/2015/03/150324-national-park-service-history-yellowstone-california-united-states/
6. M.Milstein. (2015, June 15). How a PR Genius Saved the National Parks, and You Can, Too. Retrieved from Observer: http://ob-
server.com/2015/06/how-a-pr-genius-saved-the-national-parks-and-you-can-too/
7. Marotti, A. (2016, August 25). National Park Service centennial: How do they Instagram in the wilderness? Retrieved from Chica-
go Tribune: http://www.chicagotribune.com/bluesky/originals/ct-national-park-service-centennial-bsi-20160825-story.html
8. National Park Foundation. (2014, March 24). National Park Service Announces Public Engagement Campaign. Retrieved from
National Park Foundation: https://www.nationalparks.org/about/pressroom/press-releases/national-park-service-announces-pub-
lic-engagement-campaign.
9. National Park Service. (2016). National Park Service Centennial Final Report. Retrieved from National Park Service: https://www.
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