Greensboro Plan2Play Parks and Recreation Master Plan 2019

GREENSBORO PLAN2PLAY MASTER PLAN - 103

Enhance: Create a Strong Brand SUPPORTING PARTIES + PARTNERS • Neighborhood Associations

KEY PROJECTS & TIMEFRAME Near-term (0-5 years) • Centralize registration to one system. Train staff to use the system and reduce stress for registration periods. • Develop a comprehensive program catalog that is easy to read and accessible online and in facilities. • Hire dedicated marketing and communications staff and either train or hire dedicated RecTrac staff. • Create a marketing plan and track marketing effectiveness quarterly. • Offer all program and class registration online. • Develop a brand and signage standard manual and environmental graphics guide. Mid-term (5-10 years) • Continue to train staff on program offerings, registration, communication, and social media. • Pilot signage in ten parks throughout the system, including neighborhood parks receiving basic amenity upgrades.

• Use a marketing effectiveness tracking system to improve marketing efforts and better allocate resources. Long-term (10-20 years+) • Finish installation of brand-aligned signage throughout all parks, facilities and trails. METHODS FOR MEASURING GOAL ACCOMPLISHMENT • Track percentage of residents who report that they are aware of the Department offerings • Track number of resident population reached by technology and social media; assess for equity and distribution • Measure the percent/number of parks and facilities with up-to-date signage • Completion of a marketing plan

• Greensboro Field Operations Department

• Greensboro Public Library

• Greensboro Communications Department

• Greensboro Information Technology Department

• Greensboro Department of Transportation

• Greensboro Planning Department

• Greensboro Downtown Parks Inc.

• Action Greensboro

• Piedmont Land Conservancy

• Guilford County Cooperative Extension

• Piedmont Fat Tire Society

• NC A&T University, College of Science and Technology