A New Chapter Begins at Eastern National: Introducing America’s National Parks
Eastern National is making some exciting changes to our family of brands. Beginning in 2019, we’ll introduce a new name to our park visitors and partners at the store level: America’s National Parks. One of the initiatives we’re undertaking as part of our strategic plan goals is to develop a brand strategy to help better tell our story about who we are as an organization and the value we provide to our park partners and visitors.
While our partners are familiar with who we are and what we do, many of our park visitors are not. The name Eastern National doesn’t always resonate with them. And with the many marks and messages that we use to distinguish our products and services, we don’t always make it easy for them.
With that in mind, we’re going to simplify and strengthen our brand story to clarify the connection between our organization and the parks we support. For our partners and the millions of visitors we serve each year, this will mean greater mission fulfillment and revenue growth.
This change reflects a new chapter but not an entirely new name. We currently use “America’s National Parks” in several product lines, in a publishing partnership, and as the tagline of our eCommerce store. By leveraging this name for our stores, customers will more easily understand that we are the official educational retail partner at the park, and that their purchases directly support that park’s mission.
This change doesn’t mean Eastern National—the name and the company—is going away. Eastern National will be the parent company of America’s National Parks, which will encompass our retail and other customer-facing operations. We’ll continue to use the name Eastern National for our trade and business-to-business customers, such as park partners and wholesale customers. You’ll also see the Eastern National name remain for our stores at non-NPS sites like state parks and national forests.
We’re excited about these changes and hope you are too. Read more about them in the Eastern National Brand Book.