Central Park Seasonal Guides
The Project
Develop content and promotional strategy for the Central Park Conservancy’s six seasonal guides each year, to serve as successful lead-gen tools for email sign-ups.
The Strategy
Provide useful, interactive content that enhances the Park visitor’s experience—while highlighting the Conservancy’s role in keeping Central Park thriving.
The Result
Significant email sign-ups each season and web content with strong engagement. Highlights:
The 2026 Fall Foliage Tracker saw a 78.6% engagement rate, and the 2025 Holiday Guide had a 61.3% engagement rate.
The 2025 Cherry Blossom Tracker received over 23,000 visits in just one week—over 2x as many visits as the typical most popular webpage—and was featured in The New York Times.
Over 15% of all Conservancy donors first signed up for email to gain access to a seasonal guide.
Click or tap each asset below to see more.
Cherry Blossom Tracker webpage
Fall Guide webpage
Email providing early Spring Guide access to donors
Spring Guide sign-up
I worked with the social media team to create memes promoting the Fall Guide: one of our most shared and most clicked-on posts of fall
Holiday Guide webpage
Web Design: Mark O’Neil, Tori Pendola
Email Design: Irene Kallos, Jess DeAngelis
Social Media: Hannah Payne
Photography: Harry Hunkele, Haghi Suka, Jeenah Moon, Patricia Burmicky, Elliot Stern, Central Park Conservancy Archives