Greensboro Plan2Play Parks and Recreation Master Plan 2019

GREENSBORO PLAN2PLAY MASTER PLAN - 95

Action 2b. Dedicate staff and resources to get the word out about parks and programs. Unlike many agencies of its size, the Department does not have any full-time staff members dedicated to marketing functions. In order to grow participation in programs and services, labor resources should be dedicated to marketing. The City will receive some level of return on investment for a dedicated marketing position, as this will result in increased revenues. Currently, marketing is completed by part time staff and a task force. While passionate and skilled, this group is also tasked with other core responsibilities. • Fund and hire a dedicated marketing staff member - The responsibility for oversight of marketing guidelines and external messaging should be centralized, either to one person or to a defined group of decision makers. Currently the marketing is primarily the responsibility of part-time staff. Many similar sized departments typically have two to three full-time dedicated marketing staff. This role should be expanded to include at least one

full-time, skilled staff member who can oversee marketing and central registration, including RecTrac training (see Action 2F). • Institute training and workshops to build staff skills department-wide Implement training among all staff to strengthen their ability to interpret data and communicate key messages to various department constituents (customers, elected officials, decision- makers, partners, employees, etc.). This can include lessons or resources to enable mastery of social media, mobile communication, app use/development, and other creative and innovative communication skills department-wide (related to 2b, below). Training sessions can include participatory activities, engaged use of technology/ media, and creative exercises to maximize engagement.

Figure 61. Communicate key messages through staff, on the website and through the Piedmont Discovery App.