Greensboro Plan2Play Parks and Recreation Master Plan 2019

94 - FEBRUARY 2019

#2 ENHANCE Create a Strong Brand Goal: Clearly communicate the Department’s mission, offerings, and high quality brand to the community. Recreation amenities, events and destinations in any recreation and park system benefit from a coordinated approach to get the word out. According to the community survey, 48% of Greensboro residents do not use the system because they do not know what is offered. Likewise, layers of inconsistent signage systems create confusion. As Greensboro grows and becomes more diverse, the Department must develop outreach to fit those needs. Efforts to expand Greensboro’s online presence, enhance visibility through consistent wayfinding and signage, and leverage marketing of programs and events will help increase engagement and participation with a broader audience. Greensboro’s peers are increasingly devoting staff and resources to marketing and communications. The City of Wichita, for example, is developing a communications and outreach branch to increase public awareness and implement their communication and marketing plans. The branch has recently overseen

• Create a dedicated marketing plan, budget, and personnel for the Department - This should include both general advertising and program specific advertising. The marketing plan should also identify guidelines for use of logos, design of outreach materials and other external focused imagery. • Create an annual marketing plan - The plan should describe a 12-month strategy for marketing focuses, scheduling, promotions, channels/ outlets, partnerships, and related opportunities. • Develop a quarterly marketing action matrix - The matrix should ensure that primary marketing channels are addressed at least once per quarter. • Use a marketing effectiveness tracking system - This system should improve marketing efforts and determine which marketing channels are producing the best return on investment and effort and which are least effective and need to revisited.

a rebranding of the Wichita Park and Recreation Department. Greensboro should consider expanding its investment in the Department’s visibility. Where a marketing and public outreach division falls within a city’s organizational structure varies from city to city. Some position it under Recreation (from which recreational activities or special events are sponsored). Others place it under Park Administration, or directly under Parks. The following recommendations include a menu of options to grow outreach to the community and better advertise the Department’s mission, facilities, parks and programs: Action 2a. Create a department- wide, central marketing plan with dedicated resources to strengthen the Department’s outreach and communications with partners, other organizations and the public. The following marketing recommendations were developed based on best practices, operational insights and conversations with staff: