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Marketing collateral may be the hardest-working member of a team, representing a park or recreation department even when its employees cannot. Therefore, it is important that the copy on websites, brochures, and mailers conveys the correct message in a clear, convincing, and user-friendly manner.
The quality of marketing copy can mean the difference between engaging readers and missing an opportunity. Here are five suggestions to revamp copy:
Know The Audience
Good copy starts with a firm understanding of the target readership, so take some time to really explore who will be reading the marketing piece. Start with market research data—if available—but then go a step further to create a fully formed mental picture of the audience.