Lombard Park District

Lombard Park District Comprehensive Master Plan

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Districtwide Comprehensive Master Plan 47 Inventory and Analysis After price and title, the third element of importance that customers use to select programs is the description. Descriptions should include features, attributes, and benefi ts. Some of the text included in program descriptions is informational, rather than promotional. Identify the unique value propositions for each program and identify the "hook" that will entice people to register. Descriptions should be brief, no longer than six or seven lines, as readers lose interest in programs if they read too much. A good example is on page 48 of the 2012 Summer Activity Guide. The program Dandy Dinosaurs uses a creative title while the description captures the interest of the reader as well as provides all basic information for participating in the program. Some other descriptions are lengthy and others are purely informational, without creating incentive for a person to be interested in registering. The park and facility rental rates seem to be very reasonable. As a revenue producer they are important to the Park District and the Activity Guide presents the information in a visually appealing way with photographs and an easy to read table of fees. The special events pages are also well organized, however, it would be benefi cial to make this section larger and list core events with pictures to increase potential interest in these programs. Additionally, this could be an opportunity to promote or market sponsors/partners that are supporting those events. Currently there is a list of Administrative and Recreation Staff at the front of the Activity Guide. This page could be an opportunity to include phone numbers and/ or email addresses for Administrative Staff as well as contact information for the Recreation Staff . The staff is putting themselves out there to be seen and explored, so it would show support for them as well as a quick reference to the reader for the managing park district staff to be easily accessible. Additionally, it may be helpful to have a staff highlight section within the Activity Guide. This could be supplemented with information about a couple of key instructional staff in each issue, which brings a personal and approachable touch to the programs they teach/instruct. Along with pictures, a contact person, number, and/or e-mail should also be included in this section. It is also helpful to have customer testimonials, as word of mouth is an important form of marketing. Website Parks and Recreation Websites are becoming increasingly important as a marketing tool, an identifi cation of brand and image, and an avenue to provide government transparency. The Park District homepage is clean and easy to navigate. The logo is front and center on the page with a navigation menu below for users to quickly access what they are looking for. Additionally, the homepage includes a few important announcements followed by an area for users to subscribe to the park district newsletter. At the bottom of the page a photo stream is included. While the homepage is clean and free from congestion, it does not have a compelling call to action. There are several opportunities for improvement for this important marketing and informational tool. For example, rather than list only a couple of important announcements, it may be benefi cial to have an up to date event calendar with scrolling events, images, contests, etc. to get users excited about what is happening. The photostream at the bottom of the page is also fairly generic. This is an opportunity for the park district to promote programs, facilities, and events. The photos represented should be a refl ection of the brand and image that the park district is trying to portray. Website

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