Fun is in our Nature!

Key Findings• Overall, there is not an effective line of communication

between Cobb County P.A.R.K.S. parks and facilities and the community.

• Cobb County P.A.R.K.S. parks and facilities needs to create and distribute updated offline and online communication materials to its key publics which will increase its credibility.

• Better visuals and typography will increase visitor engagement and will make the website easier to navigate.

• Cobb County P.A.R.K.S. parks and facilities has many amenities and recreational activities for all of its key publics to enjoy long-term (unknown to public).

• Updated park signage will create a sense of security within visitors’ minds thus positively influencing the organization’s reputation.

Strengths

• Parks and facilities are clean and well maintained

• There are parks and facilities located all over the county, not just one particular area

• Cobb County P.A.R.K.S. parks and facilities already has loyal followers that communicate by word of mouth

• Cobb County P.A.R.K.S. parks and facilities has built relationships with sponsors

• Options are offered for both older and younger people to enjoy

Weaknesses

• Majority of the parks observed do not have communication materials or signs

• The website does not provide up-to-date information

• Cobb County P.A.R.K.S. parks and facilities does not recap its events or post information about the outcome

• Cobb County P.A.R.K.S. parks and facilities does not have sufficient brand identity

• There is not enough people or money for Cobb County to maintain everything

Opportunities

• Childhood obesity• New Braves stadium in Cobb County• Businesses looking for partnerships• Newsworthy stories• Renovations for new features and amenities

Threats

• Lack of online presence with social media makes it difficult to connect with all key publics.

• Potential visitors may find that the amenities in their neighborhood or backyard are more inviting and less busy.

• With child obesity on the rise, there is a threat to lose children attendance that would otherwise participate in recreational sports.

• Potential threat for injuries or deaths with unkempt equipment and dangerous park activities.

• Some of the more secluded parks do not have security patrolling.

Problem Statement

Cobb County P.A.R.K.S. parks and facilities lacks a unified message, brand identity, and needs to improve all current forms of communication with their key publics. They need to embrace change and implement new communication techniques in order to accomplish long and short-term goals and to keep up with competitors.

Key publics

Primary1. Adults (external, active and inactive)2. Families (external, active)3. Seniors: Ages 65+ (external, active)

Secondary4. Volunteers (internal and external, active)5. Residents of neighboring counties (external,

inactive)6. Organizations with outdoor-centered

activities (internal and external, inactive)

Goal and objectives

Goal: To strengthen the relationship between Cobb County P.A.R.K.S. parks and facilities and its key publics. Objectives:1. To increase awareness of Cobb County P.A.R.K.S.

parks and facilities among Cobb County adults, families, and seniors by 20% by May 2016.

2. To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016.

3. To increase online engagement with adults, families, and seniors by 10% by May 2016.

Key message & TagLine

Key message: Cobb County P.A.R.K.S. parks and facilities serves its community by offering a wide variety of parks and recreation for not only Cobb County residents, but to the metro-Atlanta area. Cobb County P.A.R.K.S. parks and facilities offers more than 70 parks, and a diverse range of different events throughout the year. Cobb County P.A.R.K.S. parks and facilities offers much more than just parks, it provides a unique experience to share and grow within the community and to build memories that will last a lifetime.

Tagline: Fun is in our nature!

Media Relations StrategyDevelop and execute a proactive media relations campaign to keep publics and the media up to date about Cobb County P.A.R.K.S. parks, facilities, and events.

Objectives addressed:

1. To increase awareness of Cobb County P.A.R.K.S. parks and facilities among Cobb County adults, families and seniors by 20% by May 2016.

2. To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016.

3. To increase online engagement with adults, families and seniors by 10% by May 2016.

Media Relations

Tactics: ● Create a SPLOST factsheet so the public will

know what parks are under construction and what new amenities will be available.

● Create a factsheet about Wild Horse Creek Park, which has several different amenities such as the park connects to the Silver Comet Trail.

Timeline & Budget:● The timeline for the SPLOST factsheet is May

1, 2015 - May 22, 2015.● The timeline for Wild Horse Creek Park

factsheet is June 5, 2015 - June 26, 2015.● The budget for both is $0.

Media Relations

Tactic• Feature story released by media that highlights

what Hyde Farm is all about and when it was established.

• Explains how Cobb County P.A.R.K.S. parks and facilities came into possession of the farm.

Timeline & Budget• April11, 2016 - April 20, 2016• Budget: $0

Media Relations

Tactic• Pitch the feature story to news outlet• This will explain what it is we are trying to

accomplish by running this story.

Timeline & Budget• Pitch will be sent on April 1, 2016 - April 20,

2016 • Budget: $0

Media Relations�TacticThe Down Home Days Festival will be held on May 21st and 22nd of 2016 at the Hyde Farm. The Down Home Days Festival is an event that celebrates and recognizes the traditions and the new beginnings with the community!

Event will include:•Music and entertainment•Classic car show and classic tractor show•Arts and crafts booths•Food booths •Children’s games•Vendor booths

Admission is $5 a person, kids 12 and under are free!

Timeline & Budget• Timeline: August 1, 2015 - May 22, 2016• Cost: $5,185

Media Relations

TacticA media advisory is sent to local media outlets informing the media of the upcoming event held at Hyde Farm. The advisory should be newsworthy, and also an invite to reporters to come cover the “Down Home Days Festival.”

Timeline & Budget• Timeline: May 1, 2016- May 18th, 2016• Cost: $0

Media Relations

Tactic• Press Release to media on Hyde Farm • Necessary to bring awareness to what Hyde

Farm will have to offer. • Professional and cost effective.• SPLOST dollars were used to bring a piece of

land back to life.

Timeline & Budget• Timeline- April 25, 2016 - April 27, 2016 • Cost- $0.00

Media Relations

Tactic• Pitch letter to media on press release about

Hyde Farm. • Traditional form of communication with the

media.• Briefly explains what the press release is about

and why the public needs to know.

Timeline & Budget• Timeline- April 25, 2016 - April 27, 2016 • Cost- $0.00

Media Relations

Tactic

Pitch letter to Marietta Daily Journal for Cobb County P.A.R.K.S. parks and facilities trails press release

• Seasonal pitch

– Features top 5 benefits of trails

– Explains why P.A.R.K.S trails is a viable option for leisure activities

Timeline & Budget• January 1 - January 10, 2016• Cost: $0.00

Media Relations

TacticPress release about Cobb County P.A.R.K.S. parks and facilities new trail system to Fox5 Atlanta• Digital form of communication with the media• Highlights Noonday Creek Trail and Kennesaw

Mountain to Chattahoochee River Trail• Increases potential reach via news coverage

Timeline & Budget• February 11, 2016 - February 25, 2016 • Cost: $0.00

Media Relations Tactic• Editorial Calendar• 2 suggestions per month with titles/basic

descriptionsBenefits• From the standpoint of the media relations

team working for Cobb County P.A.R.K.S. parks and facilities, the calendar will be an organizational tool in which they can record events that are booked.

• The team will continue to be in the know about events on the calendar through the transgression of editing and creating the calendar.

Timeline & Budget• Timeline: May 1, 2015- May 1, 2016• Budget: $0.00

Collateral Materials Strategy

To improve partnerships and public interest in the parks, our strategy is to create information that can be added to the website or given out at all park locations.

Objectives addressed:

1. To increase awareness of Cobb County P.A.R.K.S. parks and facilities among Cobb County adults, families and seniors by 20 percent by May 2016.

2. To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016.

3. To increase online engagement with adults, families and seniors by 10 percent by May 2016.

Infographic

• motive:– To increase partnerships among Cobb

County P.A.R.K.S. parks and facilities and the community.

• DESCRIPTION:– One-sided infographic– List benefits of partnering with Cobb County – Links to website for more information on

how to become a partner• DISTRIBUTION LOCATION:– Website

“HIDDEN GEMS”

• MOTIVE:– To inform young adults about events in the Cobb

County area that they may have not known about, or had the opportunity to be a part of.

– Bring more young adults to the parks and recreational areas.

• DESCRIPTION:– Postcard sized infographic, card style.– Vibrant designs showcasing what nature and the

parks have to offer.– Highlighting events and fun things to do not

known to the public. • DISTRIBUTION LOCATION:

– Kennesaw State University Campus

INFORMATIONAL BROCHURES FOR TOURISTS

• MOTIVES:– “Sports are the number one economic driver in

Cobb County.” - Director Eddie Canon– Sports attract visitors from surrounding areas.

• Description:– Double sided tri-fold– Attention grabbing photos– List of park activities and amenities– Addresses of facilities and directions– Contact information including social media handles

• Distribution location:– Local Cobb County hotels

Magnetic “To-Do” List of Seasonal Events

• Motive:– To encourage Cobb audiences of all types to

attend 2015 and 2016 seasonal events held at Cobb County P.A.R.K.S., by checking off events on their “to-do” list throughout the spring/summer or fall/winter seasons.

• Description:– 3.74" x 8.27" flyer with a magnetic strip on the

back to stick to any home refrigerator.- Flyer will list seasonal events in a “things to-do” fashion

– May also be used as an opportunity to advertise the new smartphone application

• .Distribution Location:– Via U.S. Mail to Cobb County households

TRAIL BROCHURES• Motive:

– Trails are growing in popularity and are receiving SPLOST funds to undergo renovations in order to provide the best trail experience.

– For active members who can visit previously unknown parks and trail locations.

• Description:– Two separate double-sided tri-folds (North and South)

• Trail location• Activities allowed on trail• Trail length with highlighted feature trails• Safety tips/Activity tips• Upcoming events regarding the trail and/or park

• Distribution Location:– Inside main buildings, on bulletin boards, as well as in plastic

boxes along the trails for people to view while taking a break or passing by.

Timeline & BUDGET May 1st, 2015 – May 15TH, 2016

INFOGRAPHIC……………………………………………………..$0.00

May 12, 2015 – May 30, 2015“HIDDEN GEMS” CARD………………………………………..$500.00May 12, 2015 – May 20, 2015BROCHURES……………………………………………………...$310.00

May 10, 2015 – OngoingSEASONAL EVENTS MAGNETIC FLYERS (2)……………...... $1,160.00

May 1, 2015 – March 20, 2016TOURIST BROCHURES………………………………….….....…$168.74

May 1, 2015 – Ongoing

TOTAL…………………………………………$2,138.74

Social media strategies & tactics

Strategy: Improve Cobb County P.A.R.K.S. parks and facilities social media presence

Objectives addressed:1. To increase awareness of Cobb County

P.A.R.K.S. parks and facilities among Cobb County adults, families and seniors by 20 percent by May 2016.

2. To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016.

3. To increase online engagement with adults, families and seniors by 10 percent by May 2016.

• Reaches key publics of adults and families • 6 tactics total

6 tactics• Tactic 1- Create and implement social media

contests • Tactic 2- Develop a campaign to promote all Cobb

County P.A.R.K.S. parks and facilities social media accounts and hashtags

• Tactic 3- Create social media calendar and schedule

• Tactic 4- Create a Facebook page for Cobb County P.A.R.K.S. parks and facilities with groups and relevant information

• Tactic 5- Create an internship program to recruit social media interns

• Tactic 6- Create a social media campaign with updates related to SPLOST renovations or fun things to do at

the parks each season

Timeline • Social media contests

– May 3, 2015 - Feb. 10, 2016• Social media campaign to promote accounts and

hashtags– May 2, 2015 - May 30, 2016

• Social media calendar– May 1, 2015 - ongoing

• Facebook page– May 1, 2015 - ongoing

• Internship program– May 1, 2015 – May 5, 2016

• Editorial calendar for SPLOST – May 1, 2015 - ongoing

Budget • Social media contest. . . . . . . . . . . . . . . . . $600 • Internship. . . . . . . . . . . . . . . . . . . … . . . . . . .

$2,250 • Social media promotional campaign

flyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $725

• Facebook page . . . . . . . . . . . . . . . . . . . . . . . . . $500

• Editorial calendar . . . . . . . . . . . . . . . . . . . . . $0 • Social media calendar and schedule . $0

• Total strategy budget: $4,075

Website Strategies

• Redesign Cobb County P.A.R.K.S. parks and facilities’ section of the website to be more user-friendly, more aesthetically appealing to online visitors and more up-to-date

Objectives addressed:1. To increase awareness of Cobb County P.A.R.K.S.

parks and facilities among Cobb County adults, families and seniors by 20 percent by May 2016.

2. To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016.

3. To increase online engagement with adults, families and seniors by 10 percent by May 2016.

• Addresses all key publics

Website Tactic 1

• TACTIC 1: Website hierarchy• We plan to use the website hierarchy

document to provide our suggestions as how to design the website

Website Tactic 2

• Tactic 2: Mock-ups of what a few web-pages would look like

About Us

• Will feature general information about the foundation and history of Cobb County P.A.R.K.S.

• Mission Statement• Brief History• General Overview of SPLOST• General Information of what the parks have

to offer

Parks & Districts

• Will feature a list of all seventy-seven of the parks in an organized display

• Two sections: Alphabetical order/ Parks by district (north, south, east, west)

• Specific information about the parks (locations, hours of operation, amenities, registration links, etc.)

• Events held at this park and what SPLOST is doing at this park

Events

• Will highlight events hosted at all of the facilities of Cobb County P.A.R.K.S. parks and facilities

• Master calendar of all dates, times, and descriptions

• Tab with past events, promoting new events (pictures, registration, link for ticket purchases)

In the News

• Will feature recently published articles from online media sources with either a link to an article or an actual article

• Press releases and other media relations materials

SPLOST

• Will be dedicated to informing the public about how the SPLOST implementation is affecting the parks

• Blog: shows public what recent projects and essentially where their tax dollars are going

• Charts/maps/lists of parks currently under construction and which parks are closed due to SPLOST

Timeline

• The official timeline begins in May 2015, with the launch of the website set for Aug. 3, 2015

• Early stages include: • working with graphic designer to develop

layout of website • reviewing provided mock-ups of pages, and

consulting with leadership to approve content• Once website goes live: • timeline activity consists of reviewing content

twice a month and adding new information as needed

Budget

• The total cost for the website is estimated at $1,600

• This cost will be used to hire a professional photographer to take pictures of the parks and events for the website

Evaluation

• Objective 1: To increase awareness of Cobb County P.A.R.K.S. parks and facilities among Cobb County adults, families and seniors by 20% by May 2016• Focus Group• Online Survey

• Objective 2: To increase the use of Cobb County P.A.R.K.S. parks and facilities among adults by 5% by May 2016• Count number of people in attendance in audience in four major

events• Measure the number of people who sign up for organized sports

and activities

• Objective 3: To increase online engagement with adults, families and seniors by 10% by May 2016• Count the number of website hits• Count the number of new social media likes

Any Questions? Thank you!