Refreshing the Forest Park Forever Brand: A Case Study

When should you consider refreshing a brand? What key steps are essential to developing that ‘perfect’ identity? Join IABC St. Louis Thursday, Feb. 23 for a case study in effective branding. Forest Park Forever Strategic Communications Director Stephen Schenkenberg will discuss how his team dramatically changed this nonprofit’s image from a grass-roots fundraiser into a robust conservancy with an expanding role – as a steward of a national treasure.

Guided by Forest Park’s strategic plan and working in partnership with the St. Louis Department of Parks, Recreation and Forestry, Stephen and his team created a contemporary and unified brand platform that conveyed excitement and focused on the Park’s future.

You'll learn about:

Conducting research
Developing a memorable message
Shaping the final creative design

Stephen Schenkenberg
As the Strategic Communications Director for Forest Park Forever, Stephen oversees communications strategy across the organization – from major fundraising campaigns to media relations, marketing initiatives to daily digital and social media efforts. Since joining Forest Park Forever in 2013, he has led introduction of the new brand platform, developed the communications strategy for a $130 million capital campaign and launched several digital offerings, including Forestparkmap.org, Listenforestpark.org, and a revamped Forestparkforever.org.