Key Messages and Keywords

Sophia Doshi, Lexi Mathai, Lita Sone

S.I. Newhouse School of Public Communication

PRL 376: Content Optimization for PR Writing

Professor Hong

March 31, 2025

Central Message

        

The goal of the Patagonia Protection Patches is to raise awareness for the National Parks Conservation Association, as well as donating 15% of the profits from patch sales to the NPCA. The patches will depict areas in specific National Parks to foster appreciation amongst consumers for the parks, and push people to care more about the National Parks.

Patagonia Protection Patches are made using fully recycled materials to reduce fabric waste from Patagonia products, tying to our mission to help protect the environment. Every year it is estimated that 92 million tons of fabric are wasted by the global fashion industry (Business Waste). Patagonia aims to mitigate this issue by reusing materials taken from damaged clothes that would otherwise be recycled by Patagonia, cutting down on the company’s contribution to the mass waste of fabric across the world.

Keywords

  1. Patagonia
  2. Patches
  3. National Parks
  4. Preservation
  5. Environment
  6. Responsibility
  7. NPCA
  8. Community
  9. Protect
  10. Sustainable

Key Messages

  1. What are Patagonia Protection Patches?
  1. Patagonia’s Protection Patches are iron-on patches made from recycled materials. Adhering to Patagonia’s efforts to protect our planet, we use recycled, sustainable materials to cut down on wasting fabrics. The patches depict scenery that can be seen in specific national parks. For these patches, Patagonia is partnering with the National Parks Conservation Association, or NPCA, by donating some of the profits to them. These patches will not only raise awareness for the NPCA and the national parks in general, but their sales will help Patagonia be able to financially donate to this cause. Through these patches, Patagonia hopes to do good for our community by encouraging them to keep reusing materials before buying new.
  1. Who is the NPCA?
  1. The National Parks Conservation Association is an organization that is dedicated to protecting the national parks across the United States. The NPCA acts as a voice for the voiceless parks and the wildlife within.
  1. How are the patches made?
  1. The patches are made with recycled materials. This material comes from the typically unusable items of clothing we receive from our repair services that are damaged beyond repair. By utilizing these materials, we are repurposing them and reducing the 92 million tons of fabric that ends up in landfills yearly. Afterall, the order is first to reduce, then reuse and recycle as a last resort. This furthers Patagonia’s goal of sustainability and battling overconsumption.
  1. Why patches?
  1. In honor of the material they’re made of, we decided on iron-on patches because they can be used to fix small holes or damage on cherished clothing items, furthering our effort to not waste or contribute to overconsumption. They can also be used to customize any other clothing in a fun way. People can buy them and wear them as a reminder of the importance of conserving our National Parks.
  1. How will the patches help the NCPA?
  1. 15% of our profits from our patches will be donated to the NCPA to help fund their conservation efforts of our national parks. Additionally, these patches will spread more information about the NCPA and their mission to national park goers.
  1. What are the patch designs going to look like?
  1. The patches will replicate iconic landmarks from each of the national parks, using a retro art style. We drew from stamps for inspiration for the patch designs, wanting it to reflect the gorgeous nature in the national parks and remind people the importance of their conservation.
  1. How much will the patches cost?
  1. All patches will be $10, with 15% of the profits going to the NCPA. The recycled materials the patches were made with helps cut down costs in creating them, so we are able to lower the price point for our customers while still gaining enough funds to donate to the conservation of the national parks.
  1. Where will the patches be available?
  1. The patches will be available for purchase online, as well as in their designated national parks’ welcome center.
  1. What period will the patches be available?
  1. This limited-edition release will be available beginning July 1, 2025. The patches will continue to be sold on the Patagonia website and in stores through the end of June 2025. Additionally, the patches will be available in the national parks’ welcome centers year-round.
  1. Once the sale period is over, will there be a return time to purchase the patches again?
  1. Patagonia intends to offer the Patagonia Protection Patches yealy, every July during National Park & Recreation month as a reminder to protect the environment and conserve the national parks.
  1. Which parks will have Protection Patches?
  1. Each of America’s national parks will have a patch designed. This list includes:
  1. Arches National Park, Utah
  2. Badlands National Park, South Dakota
  3. Crater Lake National Park, Oregon
  4. Death Valley National Park, California and Nevada
  5. Glacier National Park, Montana
  6. Grand Canyon National Park, Arizona
  7. Great Smoky Mountains National Park, North Carolina and Tennessee
  8. Joshua Tree National Park, California
  9. Lassen Volcanic National Park, California
  10. Mesa Verde National Park, Colorado
  11. Mount Rainier National Park, Washington
  12. North Cascades National Park, Washington
  13. Petrified Forest National Park, Arizona
  14. Pinnacles National Park, California
  15. Rocky Mountain National Park, Colorado
  16. Sequoia National Park, California
  17. White Sands National Park, New Mexico
  18. Wind Cave National Park, South Dakota
  19. Yellowstone National Park, Idaho, Montana, and Wyoming
  20. Yosemite National Park, California

Data and Statistics for Keywords

Patches

Preservation 

Environment

Responsibility

NPCA

Community

Protect

Sustainable

Contributions

Lexi: I primarily wrote the central message and also contributed to both the key words and key messages.

Lita: I contributed by addings a few keywords, mainly working on writing key messages, the questions and their answers. I also checked over for AP style and grammar.

Sophia: I contributed a couple of keywords, several questions and answers, and helped clarify answers to questions we decided to revisit. I consulted with my group members to revise the list of National Parks. I also found the statistics on Brandwatch to support all of our keywords and created the bookmarked links for efficiency.