Lombard Park District

Lombard Park District 46 Chapter Two Marketing Approaches This section identifi es and evaluates the Lombard Park District's marketing approaches. Included in this analysis is a review of the Activity Guide and other marketing approaches, branding and image, and the Website. In the benchmark comparison of other agencies, Lombard has one full-time marketing staff person, which is lower than all other agencies, aside from Addison, which also has just one full-time staff person. Marketing support for park and recreation agencies has developed much greater sophistication. Additionally, the growth in social media has caused additional need for marketing support. The District may want to consider dedicating at least a part-time position toward marketing support. This could potentially be achieved with an intern. One of the important dynamics of marketing within a park district setting is the relationship between the corporate functions of marketing and the tactical work involved in supporting program areas. The District could benefi t from establishing annual goals at the corporate level and the more tactical level in support of programs. The part-time labor allocation toward marketing mentioned above would allow marketing an opportunity to be more strategic. As a corporate function, marketing is an early adopter of the use of technology such as the use of a text messaging system for important information, targeted to specifi c audiences. Marketing has also used Facebook eff ectively and uses it for coupons for services and programs. Additionally, the marketing department worked with Golf to off er a coupon through the "Groupon" Website which proved to be benefi cial for the District. Other important forms of communication include newspaper articles and announcements, community signs, and email blasts which all are well received. Program Guide The program guide, Activity Guide, is distributed to households four times a year and is available online in PDF format and as a "virtual" program guide, which is helpful for customers. The brochure content is well organized, and information is easy to fi nd due to the table of contents listing of programs. The Activity Guide is attractive to the eye with appropriate use of photographs. Comments about the program guide are primarily related to the winter, spring, summer and fall 2012 editions. Although the title of the program guide, Activity Guide, is accurate a more creative title that refl ects the District's brand would be a positive marketing tool. The tag line "Enjoy Life" is used on the cover of each Activity Guide. This is a fun and creative way to grab the attention of readers while also promoting the mission of the Park District. The Activity Guide's content and theme are consistent throughout. The cover is visually attractive and enhanced by photographs. Additionally, each interior page includes a themed header which is repeated throughout the program guide. The mission statement is listed in the guide, which is important to share with customers as well as staff . The President's Message in each issue focuses on the District's recent park projects, program updates, special events, and acknowledgements. The telephone number and web address are listed on every page of the Activity Guide. The callout of "NEW" program listings is a good technique to use, not only for potential customers, but also for staff as a reminder to constantly innovate. Additionally, each program has the initials of the program supervisor that oversees each program. This is helpful for registrants who might have questions about the program and are looking for the appropriate person to contact with regards to their questions. Customers generally look to the price of a program and then the program title as a means of determining whether or not they will register for a class. Therefore, creative program titles are important. Cabin Fever Camp is a good example of a creative title. Many others simply state what the program is about. The goal should be to develop more creativity in the program titles. Activity Guide

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