1. Leadership Southern Maryland Connections Project - 2017
Greenwell Foundation – Strategic Marketing Plan

2. About the Greenwell Foundation Explore, Experience, Embrace
The Greenwell Foundation was established by John Philip Greenwell in Long before the Americans with Disabilities Act, when many individuals were still institutionalized, he envisioned a place where people with disabilities could experience the beauty of nature and the joy of outdoor recreation.
Through an innovative partnership with Maryland Department of Natural Resources, the park was opened to the public in the mid-1990’s and the Greenwell Foundation began offering active programming with a Therapeutic Riding Program.
The Foundation offers a range of inclusive programs, striving to provide opportunities for everyone.
Annually, over 40,000 visitors to the park.
More than 1,000 people use
Their programs have served over 3,500 children.

3. More about Greenwell
Vision: The Greenwell Foundation will demonstrate the possibilities available to all individuals when accessibility and inclusiveness are made a priority.
Mission: The mission of the Greenwell Foundation, Inc. is to provide programs for people with and without disabilities in an inclusive, outdoor environment.
Commitments:
To include people with disabilities in all parts of the Greenwell Foundation operation.
To support people in gaining skills and personal growth.
To seek every opportunity to develop and maintain strong community partnerships.
Population Served: Tri-County Area (all ages)
Programs: Equestrian, Camps, Nature Time

4. Greenwell Foundation Project: 2017 Strategic Marketing Plan
Objective: To grow Greenwell Foundation’s programs by developing a strategic marketing plan that encompasses the three core programs (Camp Greenwell, Equestrian Program, Nature Time) and a marketing calendar.
Goals:
Increase Awareness of Greenwell Foundation
Grow Camp Greenwell Participation
Grow Equestrian Program Participation
Grow Nature Time Participation
Increase Philanthropic Support of Greenwell Foundation

5. Areas Needing Improvement
Website: Intuitiveness, Updates required
General awareness, i.e. advertising of Hiking Trails and Free Activities (beach, picnics, etc)
Program Structure, further definition and identification of activities
Streamline and organize registration

6. Greenwell Foundation Project: 2017 Strategic Marketing Plan
Plan of Action:
LSM project assignment, Strategic Plan
Met with Kaitlyn Fernald and Joe Anderson and discussed the scope of project
Determined the need had evolved into a marketing plan
Site Visit: took a tour of park and facilities.
Gathered sample marketing plans.
Used knowledge of Greenwell foundation (from research and Greenwell website) to develop marketing plan.
Outcomes:
Draft marketing plan with defined goals, objectives and tactics.
Calendar
Specific Recommendations

7. Benefits Increased awareness Increased enrollment in core programs
Defined objectives and tactics to address areas needing improvement as identified by Greenwell Foundation