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Thanks for watching – we shaped our messaging somewhat intuitively, but @ronproskow would be better to answer more specifically, as I am a ‘parkie’ and Ron is our marketing guru.
I think it would be fair to say that we used fairly standard marketing theory. THe first and second year were really about getting to know our audience (which we are still doing) and figuring out what the hook would be to get folks to become aware that are not already. I think I would say that a diversity of approaches and media in a concentrated time frame was key.
Also, our intention is a measured expansion of the concept/brand.
thanks for your question! Eva