Photo Credit: Courtesy of Auburn Area Recreation and Park District
Editor’s Note: This column, “LBWA” (Leadership By Wandering Around), is based on the premise that, in order to find out what’s going on in the field, a parks-and-rec leader has to leave his or her desk and “wander around” the area of operations, talk to people, ask questions, and kick around ideas with the individuals in the thick of delivering services to the public. So the author will bring up issues and ask the leaders among the readership to share their knowledge and experiences.
I am going to stay on the marketing topic for at least another column or two because it has generated a lot of response, both from people needing help and those offering it.
I previously made the point that in all likelihood the majority of recreation departments don’t have a dedicated marketing branch; and these days, if they do, it may be one of the first functions to be “right-sized” out of the picture. The irony is that the awareness effective marketing provides is exactly what recreation programs, classes, and events need to be successful.
I suspect that many departments avoid this issue due to a lack of staffing or marketing experience, doing the best they can with the resources they have, and hoping for the best. Others choose to take the bull by the horns and attack the marketing beast head-on.
