Goal #11 Communication Increase awareness of programs and facilities through more effective marketing and branding. 11.1 Increase the marketing budget and grow the marketing team to improve communication and programming engagement goals. Mecklenburg Park & Rec has taken some steps in the direction of marketing and communication success in recent years. The decision to hire a marketing coordinator in 2018 was a positive step. Staff noted improvements during the short time the marketing coordinator was with the organization. However, the addition of only one position was below the 2015 recommendations for marketing staffing. Even with some part-time support, one person is not nearly sufficient for a department that serves more than 1 million people and with an operating budget of more than $50 million. Substantial organization and process changes must occur to successfully accomplish the goal to increase engagement and awareness. Another noteworthy step was staff embracing digital video content during the COVID-19
126
MeckPlaybook 2021 Master Plan
pandemic. This demonstrated the staff’s passion, originality, and flexibility to new communication methods. The “do it yourself” nature of some social media platforms also empowers the staff to share their stories in their own personal way while maintaining agency over produced content. The uptick in engagement with this content proved there is an opportunity to build upon this approach.
•
15% of park and recreation agencies designate 10-15% of their operating budget to marketing and communication activities.
•
26% of park and recreation agencies designate 5-9% of their operating budget to marketing and communication activities.
•
30% designate 2-5% of their operating budget to marketing and communication activities.
Budget A commonly suggested standard in the private sector is to invest approximately 10-15% of revenues in marketing. The Learning Resources Network (LERN), a continuing education and lifelong learning association, makes a similar recommendation for universities, colleges, schools, recreation departments, and associations.
•
28% of park and recreation agencies designate 0-1% of their operating budget to marketing and communication activities.
Research by the National Recreation and Park Association (NRPA), published in their 2019 Marketing and Communication Report, found the following (See Figure 4.2):
The same report by NRPA found that agencies with an operating budget of $10 million and greater spend an average of 2% of their operating budget on marketing and have an average of three FTE for marketing and communication. Staff salaries and benefits should comprise one-half to two-thirds of the allocated marketing budget. The remainder should be allocated to the following areas: printing, postage, advertising, promotional
