Strategic Research for Openlands’ Get Outside Map

Openlands works to protect natural and open spaces of the Chicago Region. Their goals are cleaner air and water, protected natural habitats and wildlife, enriched time spent outside. They have pioneered the Get Outside map–an interactive map that features over 350 parks, preserves, and natural areas open to the public in and around Chicago. Each site includes a list of benefits and activities, a link for directions through Google Maps, and links to event calendars and other information.

In preparation for their public outreach campaign, they wanted more insight into their audiences, including preferences, and barriers to spending time outside. We designed a targeted market survey aligned with intended ad buys on public transit, conducted a literature review, and delivered a report with findings and recommendations to maximize outreach. Coincidentally through the survey process, we spent an enjoyable amount of time outside.