connect public relations: mccp

7/30/2019 Connect Public Relations: MCCP

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public relations

Connect Public Relations

Emily BuddAlaina Moseley

Brandon Orr

Client

Murray Calloway-County Parks & Recreation

2014 Tax Referendum


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Murray-Calloway County Parks & Recreation

Table of Contents

Connect Public Relations ....................................................................................................................... 1

Emily Budd ................................................................................................................................ 2

Brandon Orr ............................................................................................................................... 3Alaina Moseley ............................................................................................................................ 4

Executive Summary ................................................................................................................................ 5

Situational Analysis ................................................................................................................................. 6

Clients Mission Statement ..................................................................................................................... 7

Client History ......................................................................................................................................... 8

Problem Statement ............................................................................................................................. 10

Goal of the Campaign ....................................................................................................................... 11

Messages & Themes .......................................................................................................................... 12

PR Mission Statement ....................................................................................................................... 13

Campaign Objectives ....................................................................................................................... 14

Prole of Target Publics ....................................................................................................................... 15

Opinion Leaders ................................................................................................................................. 16

Revitalize Image: Strategies ................................................................................................................ 22

Community Relations Ofcer ....................................................................................................... 23

Rebranding Organization ....................................................................................................... 24

Logo ........................................................................................................................................ 25

Website Relaunch ..................................................................................................................... 26

Facebook ................................................................................................................................ 28

Twitter ...................................................................................................................................... 29

Instagram ............................................................................................................................... 30

Scene in the Community .......................................................................................................... 31

Rejuvinate Participation ...................................................................................................................... 32


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iMurray-Calloway County Parks & Recreation

Table of Contents (cont.)

Friends of the Park.................................................................................................................... 33

FOP Application ......................................................................................................................... 35

FOP Flyer ............................................................................................................................... 36FOP T-shirt ............................................................................................................................. 37

FOP Window Decals .............................................................................................................. 38

FOP Kick-off Event ................................................................................................................... 39

FOP Speech ............................................................................................................................. 40

FOP News Release.................................................................................................................... 42

FOP Parental Outreach ........................................................................................................... 45

FOP Business Ally ..................................................................................................................... 47

FOP Newsletter ....................................................................................................................... 51

FOP Blog: Talking Trees ........................................................................................................... 52

Community Days ................................................................................................................. 54

FOP Days .............................................................................................................................. 55

Reinforce Need: Strategy ...................................................................................................................... 56

Parks Inititative ......................................................................................................................... 57

Webpage ............................................................................................................................... 58

Facebook ................................................................................................................................ 60

Twitter ...................................................................................................................................... 61

YouTube ................................................................................................................................... 62

Feature Articles......................................................................................................................... 64

News Release ........................................................................................................................... 67

Evaluation ......................................................................................................................................... 70

Appendix A: Contact & Schedules ....................................................................................................... 70

Appendix B: Primary Research ....................................................................................................... 86

Appendix C: Secondary Research ................................................................................................... 113


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1Murray-Calloway County Parks & Recreation

Connect Public Relations

Connect Public Relations is based out of Washington, D.C., and specializes in serving government and

non-prot clients

Mission Statement

Embodying the American Spirit by connecting the hands that need, with the hands that serve.

Vision Statement

Connect Public Relations is committed to working with government and non-prot organizations to

create a more perfect union, uphold the greatest ideals of citizenship, honesty, and service by pushing

the boundaries of the communication industry through the eld of research.

Values Statement

Ethical Actions: We promise to practice Public Relations within the highest ideals of ethics while

performing all business.

Objectivity: We promise to objectively provide the best service to our clients, and the publics we serve.

Pioneering: We promise to pioneer past the intellectual boundaries of the communications eld to

communicate messages effectively and creatively.

Service: We promise to serve every hand in need, when called upon to support the community, that has

made us who and what we are today

Commitment: We promise to maintain a strong commitment to each client, ultimately providing the best

timely service.


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Emily M. BuddProject Manager5981 Shady Oaks Lane

Naples, FL 34119

[email protected]

239.825.6851

Murray State University | Murray, KY August 2011-Present Resident Advisor Oversee safety and well-being of 40 residents. Promote and host two monthly educational programs

Naples Equestrian Challenge | Naples, FL May 2012- July 2012 NonprotIntern

Revised and managed databases and mailing lists. Spearheaded coordination of donations for annual fund raiser.

Hilton Naples | Naples, FL May 2011- July 2011 PR/EventPlanningIntern Generated SEO content through research for website and blog

Facilitated the organization of special events and meetings

C2 Communications, LLC. | Naples, FL May 2010- July 2010Server/Bartender

Redesigned marketing book and materials using InDesign

Upgraded client websites using new content and layout

Work Experience

Murray State University | Murray, Kentucky August 2009-PresentBachelor of Arts Anticipated Graduation Date: May 2013

Major: Public Relations Minor: Youth Non-prot Leadership

Education

Secretary, Lee Clark Residential College Council August 2010-PresentAlumni Relations, Murray State University Student Alumni Board January 2012- PresentMember, National Residence Hall Honorary January 2012- PresentMentor, Growing into Respectful Outstanding Women August 2011-May 2012Member, Public Relations Student Society of America August 2010- Present

Vice President, Public Relations Student Society of America January 2011-May 2011First Year Leader, Lee Clark Residential College August 2010- December 2011

Leadership Experience


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Brandon T. OrrCreative Director901A Sycamore St.

Murray, Ky 42071

[email protected]

270.227.2565

The Murray State News | Murray, KY April 2011-Present Advertising Sales Manager Produce approximately 500 inches of print, online and classied advertising Oversee performance and payroll of multiple sales representatives

Pink & Black Magazine | pinkandblack-magazine.com February 2013-PresentBusiness Manager

Connect and maintain relationships with afliates Generate revenue through online advertisements

Racer Band | Murray, KY May 2012-November 2012 PublicityIntern Author multiple press releases about the organization.

Develop and manage relationships with local media outlets

A Good Thing Consignment Shop| Murray, KY November 2011-PresentSales Associate

Direct and create all social media and online content

Handle $15,000 monthly payout to consignors

Work Experience

Murray State University | Murray, Kentucky August 2009-PresentBachelor of Science Anticipated Graduation Date: May 2013

Major: Public Relations Minors: Marketing, Chemistry

Education

Vice President, Public Relation Student Society of America August 2012-PresentBateman Case Competition, Public Relation Student Society of America August 2012-April 2013Director of Corporate Relations,Alpha Kappa Psi August 2012-December 2012Professional Chair,Alpha Kappa Psi August 2012-December 2012Senior Research Assistant, MSU Inorganic Research Laboratory August 2009-December 2011Member, Murray State Universitys Racer Band August 2009-November 2012Member, Murray State Universitys Pep Band August 2009-November 2012



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Alaina G. MoseleyResearch Director574 Jackson Forest Rd.

Paris, Tennessee 38242

[email protected]

731.363.7843

Airborne Gymnastics Academy | Paris, TN. November 2011-Present Gymnastics/Tumbling Coach USA Gynastics certied Coordinate multiple cheerleading clinics for surrounding areas

Express Tan | Murray, KY and Paris, TN. January 2010-PresentProfessional Tanning Consultant

Customer, Computer and Sales/Marketing Skills Smart Tan certied

Matthew Robbins Design | New York, NY. May 2011-August 2011 EventPlanningIntern Designed ower arrangements for special events

Initiated new organizational system for inventory

Seatons Mesquite Grill | Buchanan, TN. March 2006-January 2010Server/Bartender

Attended bartending classes, earned ABC license

Advanced my social skills by interacting with customers

Work Experience

Murray State University | Murray, Kentucky August 2010-PresentBachelor of Arts Anticipated Graduation Date: December 2013

Major: Public Relations Minor: Advertising

Education

Public Relations Student Society of America 2011-Present Member

Attended meetings and gained a greater understanding of what PRSSA is and what itdoes for the community.

Involved in decision making for the group and assisted in event planning. Remained up-to-date with current industry news and the latest trends in Public

Relations.



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Executive Summary

In January 2013, Murray Calloway County Park and Recreation requested a public relations

campaign for a tax referendum to benet the budget of MCC Parks and Recreations to be implemented

throughout 2013-2014, until voting day November 2014.

The primary focus of the campaign is to generate community support of the 2014 tax referendum

This plan suggests the name of tax referendum to be changed to Parks Initiative. Changing the name

will erase the negative connotations of the word tax, and suggest a proactive response as opposed to

a reactive from voting citizens. To gain support for the Parks Initiative the proposed PR plan will highlight

the symbiotic economic and physiological relationship between the Murray Calloway-County community

and the Murray Calloway Parks system by creating awareness throughout the community. This plan also

suggests the name change of Murray Calloway County Parks and Recreation to Calloway County Parks

to create a more encompassing name, which reects a county community park.

The tactics developed from primary and secondary research will create awareness of the needs

of the MCC Park districts. In the proposed plan several tactics are used to create a relationship between

the park district and the citizens of the Calloway County, to strength ownership within the parks. One

proposed tactic is to create a brand ambassador program that also serves as a volunteer organization,

Friends of the Park. This tact will use newsletters, Facebook, Twitter, special events, and websites tobuild support surrounding the Parks Initiative. It will create civic responsibility for citizens of Murray, as

well as raise awareness of needs of the park districts. Other tactics include using a media kit, social

media, and special events to address the needs of the clients.

Through these tactics the PR plan will revitalize, rejuvenate, and reinforce the needs of the MCC

Park District.


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Situational Analysis

Murray Calloway County Parks and Recreation has a strong reputation in the Calloway County

community. Research shows that community members believe the parks are well run, and maintained

to the best of the MCCPs abilities. There is no strong voice of opposition for the tax referendum,yet, because the topic has not been formally introduced to the community. It is also shown in the

research that members of the community strongly believe the parks are important to Calloway County

economically and socially. Economically, the benets are seen by the community, through tournaments

run by the MCCP and adding to community appeal for new businesses.

A major issue in trying to get citizens to vote yes to the tax referendum will be that people are

opposed to taxes. Tax has a negative connotation, and many people have a hard time moving past the

idea of a tax. Research shows that people do not positively relate to the word tax. Also, citizens do not

see a need for civic responsibility to nancially support the park. It has been related to them that the park

is being run efciently with the current budget. Research also showed that many of those same people

do not understand where the parks budget comes from. Citizens dont realize the needs of the parks are

as great as they are, and have not been made aware of any needs nancially. While many people agree

the park is useful in the community, some people identify the parks as city parks, and do not see direct

correlation within the Calloway County as a whole. Also, because the referendum has been voted down

once before in previous years, there is a chance the stigma may overshadow the current cause.

There are no other community parks and facilities in Calloway County. Therefore this drives

the needs to continue operating the MCCP for the benet of the community. There is a willingness to

support the parks, through volunteerism or nancially, according to the research. People are aware of

the parks and special events that occur regularly at the park, and usually well attended by community

members. Citizens also are aware of the facilities that park district operates.

Community members of Calloway County see the need for the continuation of the MCCP within

their community, but they are not currently aware of MCCPs needs nancially or through the support the

2014 tax referendum.


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Clients Mission Statement

Murray-Calloway County Parks and Recreation Department will serve to enhance the quality of life of

the community at large by providing resources and opportunities that will benet both city

and county residents.


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Client History

1937- Murray City Pool Closed New Pool opened at the College

1938- Date set for Calloway County Fair at Murray City Park, Aug 18-19-20

1940- City of Murray voted to approve bonds up to $25,000 to maintain a system of parks1941- Decisions to locate new park on Chestnut between 8th and 10th 13 acres

1941- Mayor George Hart received telegram from President Roosevelt approving $49,697 for

construction of Murray Park

1941- Mayor George Hart Park project will start November 23 Cost $480,545 between 8th and

10th Street

1944- Opening of Murray City Park June 8 Boy and Girl Scouts, Murray High and Training School

Bands

1948- More than 500 families to attend Farm Bureau Picnic at Murray City Park

1949- Calloway County Fair at Murray City Park

1950- Preston Ty Holland Summer supervisor all tables and booths reserved for both noon and

evening events

1958- City Council voted $7,750 for new ballpark in southeast section of Murray City Park

1962- Dennis Taylor Summer Supervisor Principal Murray Elementary School

1970- Kiwanis Club donated playground equipment to park

1971- Plaque Murray Park for Excellence in the Field of Parks and Recreation for City under

20,000 population

1971- Barry Polston Full-time Recreation Director City of Murray

1972- Barry Polston Director Special 4th of July at Murray Park

1973- Calloway Fiscal Court voted to purchase Ryan Property for price of $150,000

1974- Cost Estimate MCCP-- $640,000 (Excluding 9-hole golf course)

1975- Excavation began for a new pool complex 3 pools

1987- Park Board voted to close the park due to a $20,000 shortage and reopen in the spring


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Client History (cont.)

1988- Trade Day moved from Drive-In Theater to MCCP

1994- Mrs. Sargent will take over Waters School House for repair and upkeep

1999- 10 acres of park fertilized, limed and seeded


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Problem Statement

The Murray Calloway County Parks District is limited in their current budget set by the County

and City, and will not be able to continue to maintain and renovate needed areas of the park. The

suggested tax referendum regarding the parks for 2014 will create a larger more workable budget for theMCCP District. For example, the parks budget is barely covering all the current needs of the park. This

referendum will allow the parks a more exible budget to x all the necessary facilities in the park such as

the pool and the baseball lights.

The MCCP will need the support of the community to pass the referendum. There is a disconnect

in the understanding of the need of the parks nancially and what the community perceives as the

needs. Challenges faced while gaining support of the community will include:

Image:The parks are often referred to as city parks. Therefore, many county citizens do not

see the parks being directly benecial to them, and do not feel responsible for the park.

Awareness: Many community members do not see the needs of the park. They are unaware of

the limited budget, and how that affects the upkeep and management of the parks facilities.

Presence: Research shows that many people say that the park is not visible in the community.

Without a successful plan to revitalize, rejuvenate and reinforce, the MCCP District will not be able

to secure the votes of citizens for the tax referendum in the 2014 elections. Without the funds the MCCP

District will not continue as it does today.


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Goal of the Campaign

To generate community support for the 2014 Parks Initiative by highlighting the symbiotic economic and

physiological relationship between the Murray Calloway-County community and the Murray

-Calloway County Parks system.


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Messages & Themes

Messages

The Calloway County Parks are here to serve both the county and city residents.

Benets of the park initiative both nancially and psychologically. The park system will not survive if the parks initiative is not passed.

Themes

Revitalize. Rejuvenate. Reinforce.

Revitalize the connection of the parks and the surrounding community.

Rejuvenate the parks programs to best serve the community.

Reinforce the community in any way possible.


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PR Mission Statement

Create a plan to reinforces the role of the Murray-Calloway County parks in the community ultimately

generating support of the importance of the 2014 Parks Initiative.


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Campaign Objectives

Revitalize image

Present a unied and updated image of the parks system to 25 percent of the Murray Calloway-

County community by Fall 2014.

The client must correct previous connotations about the parks role in the Murray-Calloway

County community by revitalizing the image of the organization. This will allow support of

the park to ow easily in order to pass the Parks Initiative.

Rejuvenate participation

Increase foot trafc by 20 percent to the park by Fall 2014.

To maximize the support of the Parks Initiative, the client will need to rejuvenate

participation of the parks. The constituency are visual creatures therefore bringing the to

see the needed repairs will have the most effectiveness.

Reinforce need

Inform 25 percent of Murray-Calloway County community of the costs and benets of the parks

initiative by November 2014.

The client must reinforce the need for the Parks Initiative by informing all constituents of the

Murray-Calloway County community.


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Prole of Target Publics

Primary:

Families with children under the age 17

Involved in athletics or creative arts Continuously interact through social media outlets

Have a personal attachment to the parks or facilities

Secondary:

Land-owning or business-owning citizens

Lead active and community-involved lives

Well educated on local politics

Relate to current events through online media or television

Murray State University Students

Spend regular time outdoors

Enjoy spending time with family or friends

Registered voters or eligible registered voters


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Opinion Leaders

Student Government Association (SGA):

President: Jeremiah Johnson

Murray State University

Murray, KY 42071

While in college, students are elected by peers to function as a governing body for them. As

opinion leaders, they can be quite inuential with students. They look to them many times to see exactly

what their stance will be on certain issues or matters. This in turn can affect what the students opinions

will be.


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Opinion Leaders (cont.)

Professors/Teachers:

President at MSU: Randy Dunn

218 Wells Hall

Murray KY 42071

Superintendent: Calloway County Schools Steve Hoskins

P.O. Box 8000

2110 College Farm Road

Murray, KY 42071

Murray City Schools Steven Hirase

208 South 13th Street

Murray, KY 42071

Regardless of school level, whether it is elementary, middle, high school, or college, these

individuals have a great impact. Their views on issues may times present themselves through teaching

subjects or counseling students. Valuable and impressionable time in students lives is spent with these

teachers.


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Mayor:

Bill Wells

104 N. 5th St.,

Murray, KY 42071

Bill Wells is the Mayor of the City of Murray. He has lived and served as a member of this

community for more than 30 years, as the rst Director of the Murray Family Resource, former Murray

High School Principal, City Councilman of 18 years and co-founder of Murray Make a Difference Day.

He is inuential because he is well liked by the City of Murray.


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City Council:

104 N. 5th St.,

Murray, KY 42071

One of the goals is to educate the city council members about the parks initiative. The city counci

wants the best for the community. If they are in support of the parks initiative, these council members

will be helpful in educating the community that the parks initiative is an opportunity to save the Murray-

Calloway County Parks.


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County Executive Judge:

Larry Elkins

312 N. 4th St.

Murray, KY 42071

County Judge Larry Elkins has signicant inuence over the community. Convincing him that the

initiative is a positive contribution to the community will be the key to getting the parks initiative passed.


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Chamber of Commerce:

Tim Todd

Board Chairman

805 N. 12th St

Murray, KY 42071

The Chamber of Commerce is in conjunction with all the small businesses in Murray. After

educating the commerce of the parks initiative, their support fosters the support of all the businesses of

Murray to partner with the Friends of the Park tactic.


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Revitalizing Image: Strategies

Create a universally encompassing online presence

Create a universally encompassing traditional media presence.


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Tactic: Community Relations OcerTargeted Public(s): Primary and Secondary Publics

An internship program developed for the Calloway County Parks District and students studying

at Murray State University will work as a benecial relationship for both parties. It will allow for students

to grow in knowledge and experience, and provide the parks with help with their FOP program, special

events, social media, and other needs. This internship program will also continue to strengthen the

relationship of the Park District and Murray State University.

The internship program will be open to Youth and Nonprot, Recreational, Public Relations,

Marketing or Advertising majors/minors at Murray State University. A description of the duties and

responsibilities of the position, as well as the requirements will be sent out to the contact persons at

the beginning of each semester to distribute to students. There will also be a link provided on the parks

website. The Park Director will hire however many interns they deem necessary for the work load they

have available for the following three months. The internship program will require three months, with a

minimum of 12 hours a week to be eligible and internships for college credit are encouraged.

The selected intern will complete all of the following tactics of this campaign.

Evaluation:

Standard employee review

Cost:

None


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Tactic: Rebranding OrganizationTargeted Public(s):Primary and Secondary Publics

It is in the organizations best interest to change the name of the parks from Murray-Calloway

County Parks to Calloway County Parks. The purpose for this rebranding is to encompass the

community as a whole. The goal is to attract everyone in Calloway County to these parks, not just

Murray. According to focus group research, Many people who live outside of Murray said they feel

disconnected from the park because the current name of the park and the location of the park.

The location of the park lends itself to be easily connected with constituents in the Murray

community; the Calloway County community will be more responsible for the park if the organization

highlights them in the organizations name.

In changing the name to Calloway County Parks, this will reach everyone and make them take

claim of the park.

Evaluation:

N/A

Cost:

$10,000 for signage


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Tactic: LogoTargeted Public(s): Primary and Secondary Publics

A logo is an organizations identier and often acts as a rst impression to consumers; therefore

Three logos have been created that bring CCP into the 21st century. Each was designed with the ideas

of simplicity and a sense of modern.

In the Murray community, it is vital to present a unied image that encompasses both the Murray

and Calloway County communities. A new logo is a simple and effective way to create a new image for

any organization.

Evaluation:

SurveysCost:

Free


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Tactic: Website RelaunchTargeted Public(s): Primary and Secondary Publics

It is essential to an organizations success to have all the information a consumer will need at

their ngertips. It is in the organizations best interest to reevaluate the webistes role in the organizations

communication plan.

The proposed website is designed to mimic some of the best in the industry and also to t the

needs of the community members. A simple sitemap, larger text, images and interactive elements all

come together to provide an enjoyable experience for any age community member. The website is

linked to pull information from all social media platforms to allow continuous updates without having to

have a webmaster constantly on hand.

Pages included in the website include park contact information, park activities, park map, links to

all social media platforms and images that highlight members from both the Murray and Calloway County

communities.

To reinforce the rebranding of the organization, Calloway County Parks should purchase the rights

to www.callowaycountyparks.org.

Evaluation:

Unique Hits

SEO

Cost:

URL Rights: $23.99

Test URL:

http://studentdev.murraystate.edu/art35301sp13/borr/park/ndex.html


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Tactic: Website Relaunch (cont.)Screenshot of home page


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Tactic: FacebookTargeted Public(s): Primary and Secondary Publics

Create a new Facebook page for the Calloway County Parks. This Facebook will be the primary

tool to gain interest with the college-age students and middle age people. Facebook will be the key

way to get connected directly with the parks. People can voice their concerns, opinions or ideas on the

Facebook wall.

Currently, the Murray-Calloway County Parks is a person on Facebook. To see their wall, you

must be friends with them. This is against Facebook policy. Calloway County Parks want to make this

Facebook a page for fans to like. By December 2013, the community relations ofcer should 1,000

likes on the page. To attract more of the target publics, the Facebook page will be updated on a regular

basis and will include variety of topics and media tactics:

Events regarding the parks

Special promotions through Friends of the Parks program

Information on ways to gain involvement through voluntarism in the park

Link to the parks updated webpage, Instagram and Twitter accounts

Evaluation:

Monitor the frequency and content of posts

placed on the Facebook page fromusers Evaluation on the number of likes within

the set timeline

Increased connection of users with theFacebook, Instagram and Twitteraccounts

Cost:

Free

Example Post:

Walking outdoors is a great way to get your recommended 60 minutesof exercise a day. Come check out all of our walking paths.


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Tactic: TwitterTargeted Public(s): Secondary Publics

A new Twitter account will be created for the Calloway County Parks (@CC_Parks).

The target publics who have a Twitter account will be able to follow Calloway County Parks. The

account will be updated on a daily basis with fun facts and events regarding the parks. The account will

also be updated with opportunities to volunteer.

Twitter is one of the fastest growing social networks. More and more people are joining Twitter,

and it is one of the most effective forms of communication. Many students, organizations and activists

will be able to quickly reach information through CC_Parks.

The Twitter account will be in direct correlation with the Calloway County Parks Facebook page.

Every time the Facebook group is updated, a link will be posted on the Twitter account. Therefore, the

same topics discussed on the Facebook will be featured in another media outlet, Twitter.

Evaluation:

Number of Twitter followers Number of retweets

Cost:

Free

Example Post:

Walking outdoors is a great way to get your recommended 60 minutesof exercise a day. Come check out all of our walking paths. #CCparks#gettinghealthy


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Tactic: InstagramTargeted Public(s): Secondary Publics

A new Instagram account will be created for the Calloway County Parks (@CC_Parks).

The target publics who have a Instagram account will be able to follow Calloway County Parks.

The account will be updated on a daily basis with fun facts and events regarding the parks. The account

will also be updated with opportunities to volunteer.

Instagram is one of the fastest growing social networks for younger adolescents. Many students,

organizations and activists will be able to quickly reach information through CC_Parks.

The messages on this platform will be designed to reach out and connect to younger adolescents

due its multimedia nature. Photos should include numerous children playing at the park, participating in a

park sport or sponsored activity.

Evaluation:

Number of followers Number of retweets Use of promoted hashtags

Cost:

Free

Example Post:

IloveChestnutPark!#ccparks#baseballseason


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Tactic: Scene in the CommunityTargeted Public(s): Primary Publics

Scene in the Community is a weekly element published by The Murray Ledger & Times. This

forum will allow the parks to showcase multiple users of the park both from the city and county. The goal

of this tactic will allow community members to see how many people use the park from all parts of the

county.

It would be most effective to photograph the opinion leaders outlined in this campaign to spread

the message most effectively. People, especially the elderly, identify easily with photos and will hopefully

snowball this into a word-of-mouth campaign.

Evaluation:

Press CoverageCost:

Free

Example Post:DogwoodtreesbegintobloomnearawalkingtrailinCentralParkontherstdayofspring.


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Rejuvenate Participation: Strategy

Increase foot trafc by 20 percent to the park by Fall 2014.


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Tactic: Friends of the Park (Brand Ambassador Program)Targeted Public(s): Primary and Secondary Publics

The Friends of the Park program is developed to foster the relationship of the Calloway County

Parks and the community. It will serve as an ambassador program, and allow for the community to

have input into the parks. Along with community input, it will serve as a way to disseminate information

on the Parks Initiative 2014, and gather support from community members. There will be volunteer

opportunities through the program as well, which will help to foster civic responsibilities.

This tactic will have several components and tactics within this one to create a successful

program. There will also be two different variations of the program which include: FOP community

members and FOP business members.

FOP Community

Members of the community will be offered the opportunity to become a friend of the park. Letters

informing parents about the program will be sent out at all schools, elementary- high school, as well as

representatives sent to the PTA meetings. Flyers concerning the program will be posted at businesses,

the park, and the Chamber of Commerce. Social media will be used to promote the program as well.

A tab on the website will be developed to allow online sign-ups. Participants may also sign up at the

Friends of the Park kick-off party at the start of the school year. The only fee would be $5, and would go

towards the Friends of the Park t-shirt.

On every rst Friday of the month there will be a FOP Friday. Businesses will sign up in advance to

provide a reward to anyone who wears their FOP shirt. Rewards can vary depending on the business.

These will be coordinated two months in advanced. That Friday there will also be FOP meeting at the

Pavilion in Central Park. This meeting will allow for FOP to hold an open forum about upcoming projects,

volunteer opportunities, and keep the community involved in the parks.

Participants will also sign up for either an email or print newsletter to be sent out monthly. This

newsletter will be shorter, but provide them with important information (the newsletter is discussed

further in the Newsletter Tactic). There will also be a Facebook page, Calloway County Friends of the

Park. This page will keep participants up-to-date.


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Tactic: Friends of the Parks (cont.)Targeted Public(s): Primary and Secondary Publics

FOP Business

Businesses will be offered to become a part of the FOP program. They will be given a FOP sticker

to place in the window of their business. They will always have the opportunity to be highlighted in the

newsletter as the Business Friend of the Park of the Month. They can sign up to provide a reward to the

FOPs on the FOP Fridays. Businesses will be invited through the Chamber of Commerce, as well as the

Kiwanis Club and the Calloway County Rotary. The business name would be announced at every FOP

Friday meeting and listed on the Facebook page, newsletter or other motivational material.

All collateral material is included in the following pages. All of these materials are vital to create a

collective captive audience that may be used to then further the support of the Parks Initiative.

Evaluation:

Number or participants Press coverage

Cost:

Free


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Friends of the Park: ApplicationExample Application

Name: ___________________________________________________________________________________

Address: _________________________________________________________________________________

Phone: ___________________________________________________

Email: ____________________________________________________

Birthday: _________________________

T-Shirt Size: _______________________

Do you prefer to receive monthly newsletter through traditional mail or email: ________________________


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Friends of the Park: Promotional FlyerExample Flyer

Calloway County

Friends of the Park

Become a friend of the Calloway County Parks.

Get an awesome T-shirt, great monthly

rewards, volunteer opportunities, and the

inside scoop of happenings at the park!

To find out more please visit:

www.facebook.com/CallowayFOPor

online.


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Friends of the Park: T-shirtsTargeted Public(s): Primary and Secondary Publics

T-shirts will be distributed at all members of Friends of the Park. This will identify the group

members throughout the community in order to increase interest and improve foot trafc to the park.

Color: Kiwi

Front: FOP logoBack: Business sponsor logos and CC Parks logo

Cost:

$6.40 per shirt X 125 shirts= $800


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Friends of the Park: Window DecalsTargeted Public(s): Primary and Secondary Publics

Window decals will be available to all members of Friends of the Park. Business sponsor decals

will be distributed to all business allies. This will identify the group members throughout the community in

order to increase interest and improve foot trafc to the park.

Member Decals Business Sponsor Decals

Evaluation:

N/ACost:

$6.89 per sticker X 50= $344.50


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Friends of the Park: Kick-O EventTargeted Public(s): Primary and Secondary Publics

This event is to spark interest in the brand ambassador program eventually cultivating

participation in the program. The event will be a simple press conference based around a speech calling

to the community to action and promoting civic responsibility.

It is written to be given by a member of the Calloway County Park District Board, like Jason Lovett

or the current Board Director. A member of the board is ideal to give the speech because the board has

a strong inuence not only within the park, but in the community. They also have a good reputation, and

represent the relationship between the parks and the community.

The speech will introduce the Friends of the Park program, and the business members who are

involved in the program as well. It will also address the issues that the park currently is facing, including

nancial limitations and the tax referendum. The goal will be to not only make people aware of the FOP

program, but their need for support from the community in passing the 2014 tax referendum. It will also

help to connect with the community and give them more responsibility and input with the parks.

This speech will be targeted to members of FOP which will include children, their parents, and

retired members of the community, business owners, and land owners. Local media outlets will be

invited to this kick-off, and given a chance to hear the speech.


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Friends of the Park: SpeechExample Speech

Welcome to the Friends of the Park kick-off party. My name is _______, I am the current Board

Director for the Calloway County Parks. On behalf of the park board and myself, thank you for showing

your support to the parks. We are pleased to see so many members of the community here this

afternoon. We would also like to take the opportunity to thank the Friends of the Park business partners.

There are representatives from: (list businesses who have signed up). These businesses have agreed to

show their support of the parks as well, and we encourage the support of their businesses.

The Friends of the Parks program was developed to foster the relationship between the park

district and the community of Calloway County. We invite you to participate in events held at the park,

and become the voice of the parks out in the community. Along with that we would like to hear what

you have to say. As a friend of the park we value your opinion and input on what we can do to make

the parks better. Give us your input by attending our Community Days held monthly, leave a note in

the comment box placed up in the pavilion during every FOP day or join the conversation on our FOP

Facebook page.

We also want to thank you for your support. On the rst Friday of every month we will have a FOP

Business of the month who has agreed to generously provide rewards to every friend of the park whowears their FOP shirt to their business. This month we would like to thank (name business) for their

support, and for being our rst FOP business. Stop in this rst Friday of this month to redeem your

reward. To keep up to-date on our upcoming FOP Business sign up for online or mailed newsletters or

like us on Facebook.

As a FOP we want to keep you in-the-know about the parks current standing. The park board

and parks department are continuously trying to address the needs of the parks. Many members of our

community do not realize the expenses that come along with the maintaining facilities like the baseball

elds or the concession stands. The biggest issue the parks currently face is not having a budget large

enough to continue the maintenance of the park. That subsequently means having to close down


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Friends of the Park: Speech (cont.)

facilities one-by-one. However, with the support of the community we hope to address this issue by

passing a park initiative for 2014. This park initiative will provide the parks with a large budget and allow

for the needs of the park to be met.

The only way the parks will continue to operate and be an important part of the Calloway County

community is through the support of the FOP. But not only supporting the parks, but supporting the

2014 parks initiative will ensure that park can contribute to the communitys wellbeing. To learn more

about the parks initiative please visit our website and click on the Park initiative tab or please feel free

to join the conversation during the Community Days held every 3rd Wednesday of the month.

The FOP is a vital part of this park and of the CC community. As the needs of the parks grow

we look to the community for support, just as the parks have continuously provided support to the

community. Becoming a FOP you are making a statement of valuing the community and well-being of

your community. We are pleased to have so many participants, and look forward to what the parks and

the community can achieve together. Thank you for coming out today, have a wonderful time!


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Friends of the Park: News ReleaseTargeted Public(s): Primary and Secondary Publics

Small-town journalism is holding strong in the digital age. CCP support staff and community

relations ofcer would work to build and nurture a working relationship with the news media. Calloway

County Parks will provide numerous amount of content in the from of news releases in order to spark

the interest in the brand ambassador program eventually cultivating participation in the program. Subject

matter will vary but will include the topics: event announcements, volunteer opportunities and local sport

league updates.


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NEWSRELEASE

JUNE1,2013 Contact:FORIMMEDIATERELEASE TabBrockman

[email protected] 270-762-0325

PARKSUNVEILNEWPROGRAM

CallowayCountyParksannouncenewvolunteerprogram

Murray,KYCallowayCountyParksandRecreationDepartmentunveiledanew

volunteerprogramFriendsoftheParkonXXX.

FriendsoftheParkisavolunteerorganizationbasedinsidetheparksandis

opentoanymemberofthecommunity.Theprogramoffersmembersincentives

outsideofthevolunteeropportunities.Businesseswillofferaspecialoffertoall

membersthefirstFridayofeverymonth.

DuesfortheorganizationareXXXandarepaidtotheCCPRmainofficeon

PayneStreet.Memberswillreceiveat-shirtaswellasamembershipcard.

-more-


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Wearelookingforpeoplewhoarededicatednotonlytotheparksandwhat

theyhavetooffer,butpeoplewhoaretrulyinterestedingivingbacktothe

community,directorTabBrockman.

Theparksareconstantlylookingforwaystoincludethecommunityn

activitiesoutsidethemanytraditionalsportsandrecreationalvenues.

TheChamberofCommerce,theRotaryClubandthemultipledepartmentsof

theMurrayStateUniversityhaveallannouncedthattheywillsponsortheprogram

andplanttopartnerwithFriendsoftheParkoverthecomingmonths.

BrockmanhasnamedXXXasthedirectoroftheFriendsofthePark.XXXalso

servesonCCPRsBoardofDirectors.

Theparkisthecentralmeetinggroundforthecommunityandwewantto

ensureitisthebestwecanbe,XXXsaid.

CCPRservesboththeMurrayandCallowayCountycommunitiesby

providingfacilitiesthatallcommunitymemberscanuseforavariousnumberof

events.

FormoreinformationontheCCPorFriendsofthepark,contactBrockmanat

[email protected].

-###-

MediaContact:

BrandonOrr

ConnectPR

270-227-2565

[email protected]


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Friends of the Parks: Parental OutreachTargeted Public(s): Primary and Secondary Publics

In order to successfully reach families with children to become friends of the park a letter will be

sent out through schools to the parents. The letters will be distributed to every school to be sent home

with children. This includes elementary, middle and high schools. The letter explains the program and the

opportunity to become involved. These can also be distributed to parents at PTA meetings, weekly take

home folders or sporting events.


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Friends of the Parks: Parental Outreach (cont.)Example Letter to Parents

Dear Parents,

The Calloway County Parks Districts is proud to announce the Friends of the Park program. The

FOP program is open to anyone and everyone. The program will give you and your family the rst inside

scoop of happenings at the park, free rewards, volunteer opportunities, and a foster the relationship

between the park district and the community of Calloway County.

To become a Friend of the Park all that you need to do is sign up online at (www.

callowaycountyparks.org) or nd the link of on our Calloway County Friends of the Park Facebook page,

or mail-in/drop-off the attached form to (address), or attend our Friends of the Park kick-off day on

(date). The cost is only $5 per person. Becoming a Friend of the Park means:

FOP T-shirt

Entry into FOP Day (rst Friday of the month) at the park; celebration and fun!

Wear your FOP t-shirt on FOP Days into selected businesses and receive rewards

Chances to win passes to the Parks pool

Receive online or mailed Talking Trees newsletter to stay up-to-date

We invite you to become the voice of the parks out in the community. Along with that we would

like to hear your voice! As a friend of the park we value your opinion and input on what we can do to

make the parks better. Give us your input by attending our Community Days held monthly, leave a note

in the comment box placed up in the pavilion during every FOP day or join the conversation on our FOP

Facebook page.

For more information please feel free to visit our website (www.callowaycountyparks.org) or call 270-

767-0325.

Sincerely,

Parks Director


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Friends of the Parks: Business AllyTargeted Public(s): Primary and Secondary Publics

To strengthen the message of reinvesting, Calloway County Parks should ally with business by

providing free marketing material and attempt to drive trafc to these business. All members of the

Murray Chamber of Commerce will be named as allies and all marketing material will be available for free

Businesses will be given a FOP sticker to place in the window of their business. They will always

have the opportunity to be highlighted in the newsletter as the Business Friend of the Park of the Month.

They can sign up to provide a reward to the FOPs on the FOP Fridays. The business name would

be announced at every FOP Friday meeting and listed on the Facebook page, newsletter, or other

motivational material.


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Friends of the Parks: Business Ally (cont.)Example Letter

To (business manager),

The Calloway County Parks Districts is proud to announce the Friends of the Park program. The

FOP program is open to members of the community and businesses. The program will give community

members the inside scoop of happenings at the park, free rewards, volunteer opportunities, and a foster

the relationship between the park district and the community of Calloway County.

As an important part of the business community we would like to extend the offer to you to

become a Friend of the Park business. All that is required from you is that is proudly display a Friends

of the Park sticker in your business window. You will also have the option in participating in FOP Fridays

(every rst Friday of the month). If you volunteer to be the business of the month we ask that you provide

a reward for all FOP wearing their FOP shirt that enter your business that given Friday. This will be a

great way to not only promote your business, but to create a relationship with customers who share your

values within the community. We will even highlight you in our monthly newsletter, and proudly announce

your business as the sponsor for that months FOP Friday meeting.

To become a Friend of the Park business all that you need to do is sign up online at (www.),

nd the link of on our Calloway County Friends of the Park Facebook page, call us at 270.762.0325 orattend our Friends of the Park kick-off day on (date).

To become a community Friend of the Parks member the cost is only $5 per person. Becoming a

Friend of the Park means:

FOP T-shirt

Entry into FOP Day (rst Friday of the month) at the park; celebration and fun!

Wear your FOP t-shirt on FOP Days into selected businesses and receive rewards

Chances to win passes to the Parks pool

Receive online or mailed Talking Trees newsletter to stay up-to-date

We invite you to become the voice of the parks out in the community. Along with that we would


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Friends of the Parks: Business Ally (cont.)Example Letter

like to hear your voice! As a friend of the park business we value your opinion and input on what we can

do to make the parks better. Give us your input and become a Friend of the Park.

For more information please feel free to visit our website http://www.murrayparks.org or call

270.672.0325.

Sincerely,

Calloway County Park Board of Directors


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Friends of the Park: NewsletterTargeted Public(s): Primary and Secondary Publics

The newsletter will serve as a communication tool for all Friends of the Park events, volunteer

opportunities. Articles will entail biographies of an honorary sponsor and Friends of the Park member.

This will also act as an educational venue to support the tax referendum as Fall 2014 approaches.

It should be available electronically and in print to both cut cost and serve the needs of older

publics. The newsletter should be distributed monthly in order to remain in constant contact will all

necessary publics.


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talking treesa specialFOP publication

For the month of

September we would

like to thank A Good

Thing Consignment

Home Furnishing for

being the Business of

the Month. You can

nd their shop located

in the town square at514 Main Street. You

can also check out

their website: www.

agoodthingconsign-

ment.com

Starting in 1997,

A Good Thing Con-

signment Shop has

been serving Western

Kentucky for 13 years.

They have a large

inventory of ne furni-

ture and accessories

collected from the

best consigners from

all across the region.There are a number of

reasons people con-

sign: sometimes peo-

ple are simply ready

for a change.

The rst Friday of

this month be sure

to stop by their shop

in your FOP t-shirt

to redeem your FOP

reward. As always,

we are proud to be a

friend of A Good Thing

Consignment Home

WHATS INSIDE:

Looking for a way

to get involved?

Check out the Vol-

unteer section

Want to become

the FOP of the next

month? tell us why

on our Facebook

page.

Have a great idea

or input for the

parks? We want to

hear. Keep reading

to nd out how to

tell us

VOL 1, ISSUE 1Business of the Month: A Good Thing

Consignment Home Furnishings

Neal Head is a stu-

dent at Murray State

University, but is orig-

inally from Lexington,

Kentucky. Neal has

been named the FOP

of the month because

of his dedication to

the parks. Not onlyhas he volunteered

his time to several of

our volunteer projects

this past month, but

he has invited sev-

eral of his friends to

participate in FOP. He

proudly boost about

the Calloway County

Parks, and is surely a

friend of the park.

Neals hobbies in-

clude reading, throw-

ing the Frisbee and

frequenting the great

outdoors with hisfriends. He has played

intramural softball

with his residential

college. He enjoys his

time volunteering with

CC Parks and had this

to say about his ex-

Junior Neal Head, from

Lexington, KY, was

named as Aprils Friend

of the Park. Head joined

in 2013 and was recent-

ly named secretary

Member Profle: Neal Head

Friends of the Park: Newsletter (cont.)Example Newsletter


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Friends of the Park: Talking Trees (Blog)Targeted Public(s): Primary and Secondary Publics

Talking Trees will serve as the information center for Friends of the Park. It will outline upcoming

volunteer opportunities and hopefully will add to the bigger conversation of community service. The blog

should encourage participation in the organization and drive trafc to the park. Posts should include a

variety of messages: text, visual and multimedia. Due to the nature of a blog, it will be the easiest venue

to cnvey complex textual messages.

This will also act as an educational venue to support the Parks Initiative as Fall 2014 approaches.


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Friends of the Park: Talking Trees (cont.)Example Post

GOAL!

Only two weeks left until soccer season begins! How exciting! We have missed the smell of fresh-

cut grass and hot dogs while watching the teams play off on a warm Saturday afternoon. But before

the festivities can begin, there is still some nal details to take care of and the park needs our help.

Jason is still looking for volunteers to paint the lines and work the concession stands. If you are willing to

volunteer email Jason at [email protected].

Soccer is one of the biggest seasons for the park and one of the best too. Soccer teaches teams

about teamwork, sportsmanship and how to set goals. Friends of the Park should be outstanding

examples of sportsmanship when attending games because we can mold the future of our community.

We hope to see everyone at this Fridays meeting at noon and then again at Yogurt Your Weighs

FOP Happy Hour. Wear your green shirt and get 15 percent off on dish! See everyone then!


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Tactic: Friends of the Park DaysTargeted Public(s): Primary, Secondary Publics

Friends of the Park days will serve as a tool to drive trafc to the park. This will work by utilizing

the partnership with the Chamber of Commerce and the small businesses of Murray. T-shirts will be

available to FOP members and if they wear them into specic businesses (pending on the month) on the

Friday that Friends of the Park falls on, they could get a discount on something in the store.

Evaluation:

Number of participants Press coverage

Cost:

Free


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Reinforce Need: Strategy

Inform 25 percent of Murray-Calloway County community of the costs and benets of the parks initiative

by Fall 2014.


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Tactic: Parks InitiativeTargeted Public(s): Primary and Secondary Publics

Research shows that members of the community are weary of the word tax. There are often

negative connotations that come along with using the word tax when describing the tax referendum for

2014. It was found that using the phrase Parks Initiative elicited a more positive response from the

constituents. Changing the name from tax referendum will help eliminate the preconceived notions, and

hopes to negate opposition to the referendum because of the stigma that is attached with the word

tax. It will also require people to research further into what Parks Initiative means, which means it

will allow an opportunity to control the information provided to them. The phrase Parks Initiative also

appears to be proactive - not reactive.

Evaluation:

SurveysCost:

Free


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Tactic: Parks Initiative WebpageTargeted Public(s): Primary and Secondary Publics

As part of the website launch, Calloway County Parks will dedicate a good portion of the site

map to the Parks Initiative and will serve as the central hub of trafc. These pages should be designed to

maximize search engine optimization with the use of and tags. The clean simple look will

attract younger audiences and provide an easy-to-read source of information for older generations.

The site will outline how the Parks Initiative will actually reinforce Murrays economy, as well as

the psychological and social environment. An important feature will include a tax calculator to allow

constituents to know how little it will cost them.

The pages will include:

Friends of the Park

Education

How much will I pay?

How can I help?

Evaluation:

Unique Hits SEO Google Analytics

Cost:

Free

Test URL:

http://studentdev.murraystate.edu/art35301sp13/borr/park/initatative.

html


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Tactic: Parks Initiative Website (cont.)Screenshot of Park Initiative page


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Tactic: FacebookTargeted Public(s): Primary and Secondary Publics

Create a new Facebook link for the Calloway County Park Initiative. This Facebook will be the

simplest tool to disseminate text and multimedia messages. Facebook will be the key way to get

connected directly with the supports of the tax referendum. People can voice their concerns, opinions or

ideas on the Facebook wall in regards to the initiative. Integration of other media sites with increase SEO

and help with generating content.

By August 2014, CCP should have 1,000 likes on the page. To attract more of the target publics,

the Facebook page will be updated on a regular basis and will include variety of topics and media

tactics:

Events regarding the support of the parks

Educational information about the initiative

Information on ways to show support

Link to the parks updated webpage and Twitter accounts

Evaluation:

Monitor the frequency and content of postsplaced on the Facebook page from

users Evaluation on the number of likes withinthe set timeline

Cost:

Free

Example Post:

Remember to pick up your yard signs in support of the Parks

Initiative.


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Tactic: TwitterTargeted Public(s): Secondary Publics

A new Twitter account will be created for the Calloway County Parks Initiative (@CC_

ParksInitiative).

The target publics who have a Twitter account will be able to follow Calloway County Parks. The

account will be updated on a daily basis with facts and events regarding the parks initiative. The account

will also be updated with opportunities to volunteer.

By August 2014, the initiative account should have 1,000 followers on the account. To attract

more of the target publics, the account will be updated on a regular basis and will include variety of

topics:

Events regarding the support of the parks

Educational information about the initiative

Information on ways to show support

Link to the parks updated webpage using URL shortners

Evaluation:

Number of Twitter followers Number of retweets

Cost:

Free

Test URL:

Remember to get out and vote! Save the parks, safeguard the futurefor your children. #CCParks #ParksInitiative


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Tactic: YouTubeTargeted Public(s): Primary, Secondary Publics

A YouTube channel will be created for the Calloway County Parks. Videos will be posted to the

channel, and will be able to be shared on other social media sites like Facebook or Twitter. Research

shows that a video is 12 times more likely to be shared than a traditional textual message. By using

YouTube it will allow for an entertaining and productive way to disseminate the chosen messages.

One video that can be produced will be called Follow the Dollar. The video will follow a dollar

from on citizen and how it benets the parks and back into their pocket. Videos like these are a creative

and unique way to discuss the Parks Initiative. Other video ideas include Meet the Parks Board or A

Day in the Life of a Child at the Parks. The wide range of videos will reinforce that the park benets to

the Calloway County Community.

Evaluation:

Number of video views Google Analytics

Cost:

Free


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Tactic: Voter Registration DaysTargeted Public(s): Secondary Publics

CCP will set up booths for people who are Calloway County residents to register to vote.

Every vote will count and they need to take advantage of as many as possible. Many college students

change their address to Murray when they come here for college. These publics are more likely to

vote yes because they are not directly impacted by the parks initiative because they do not own land.

Other people we want to target are those in high school who just turned 18. Many of them have fond

memories of the park growing up whether it was playing on the playground or being involved in sports.

If we can educate them that the park will not exist without this then hopefully that will increased favored

voter turnout.

Evaluation:

Number of participants Voter Turnout

Cost:

Free


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Tactic: Feature ArticlesTargeted Public(s): Primary and Secondary Publics

The feature article will vary a wide variety of topics: benets of the initiative, park success stories,

benets of the park, etc. The dissemination of information will add a sense of integrity to the article but

more importantly separates the message from CCP.

This dissemination of information will educate all involved publics to generate discussion. Each

feature article should be strategically placed and tailored to reach each specied public according the

media list and the editorial calendar found in the appendices.

This is a feature article focusing on a local student, Rebecca, who actively uses the parks, and

how important the parks are to her. The article identies how the parks have played an important role in

her life as a child, and her involvement in the parks growing up. She is currently a Murray State University

student and she continues to use the parks on a regular basis. The article will work to highlight not

only the need of the park in the community, but the kind of impact it has on the life a child within this

community. Rebecca also grew up in Hazel, part of the Calloway County community, and will tie together

the idea that residents outside the city of Murray are impacted by the parks.

The article is written to be distributed in local media or even in statewide media, including

newspapers and magazines. The target audiences for this tactic include parents with children, the

citizens of Calloway County, and retired members of the community.

Evaluation:

Press CoverageCost:

Free


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Tactic: Feature Articles (cont.)Example Article

CallowayCountyParksProvideaHome

For many people, their childhood memories are lled with laughing and playing games with their

friends and family. This is no different for Rebecca, a current student at Murray State University. Her

best memories are in the setting of the Calloway County Central Park, after moving to the county in

elementary school because of her parents divorce. Rebecca and children like her, nd a home within the

community of the Calloway County Parks.

Rebecca was younger when her parents divorced, and her and her mother moved out of their

family home. She was used to having several acres of land to play on, and friends and cousins just

down the street to play a game of tag with. After being uprooted from her familiar surroundings, she

struggled with feeling happy. I was younger when this all happened, but it was such a change in my life.

I remember being so sad I didnt have a backyard to play in like I used to, Rebecca said recalling the

transition in her life.

Limited on disposable income and desperate to help her daughter feel more at home, Sandy,

Rebeccas mom, started taking her to Central Park to play on the playground. Rebecca immediately

began to play and laugh like she used to. She made friends with the kids in the park, and started to

make her visits a regular thing on weekends. During summer nights in middle school you could nd her

playing basketball with her friends or lying out to look at the stars.

Recounting the trips to the park, Rebecca said, I was so thankful for a place to go and be social.

I dont have any siblings, and was always pretty shy. Going to the parks made it easy to play with kids

and enjoy just being a kid myself.

Those trips to the parks did not end after elementary school. Now as a successful student

at MSU Rebecca nds times to make it to the parks. I still go sit at the parks to read when I need a

breather from school or I go to watch an intramural softball game, she said. Like many MSU students

she appreciates getting a chance to be outside and the change of scenery from campus.


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Tactic: Feature Articles (cont.)Example Article

Also, like other children Rebecca is grateful the parks were there when she needed a place to be a kid,

and nd comfort in. The Calloway County Park District serves the community of Calloway County by

providing a safe and fun environment for families and their children. It isnt just about the facilities the

parks have, but about the kind of community it encourages.


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Tactic: Press ReleasesTargeted Public(s): Primary and Secondary Publics

The feature articles will vary a wide variety of topics: benets of the initiative, park success stories,

benets of the park, etc. The dissemination of information will add a sense of integrity to the article but

more importantly separate the message and CCP..

This dissemination of information will educate all involved publics to generate discussion. Each

feature article should be strategically placed and tailored to reach each specied public according the

media list and the editorial calendar found in the appendices.

Evaluation:

Press Coverage

Cost:

Free


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NEWSRELEASE

JUNE1,2013 Contact:

FORIMMEDIATERELEASE TabBrockman

[email protected]

270-762-0325

MURRAY,APARKPOORCOMMUNITY

SurveyshowsthatMurrayhasfewerparksthanothercommunities

Murray,KYMurray-CallowayCountymaybedeemedasapark-poorcommunity

accordingtoarecentsurvey.

AccordingtotheTrustforPublicLandsCenterforCityParkExcellence

(CCPE),theMurraycommunityhasapproximatelynineacresofparklandforevery

thousandstudents.ThisplacesMurrayinthelowerthirdofthesurveycompletedin

2009.

Thisisreallydishearteningtoouroffice,directorTabBrockmansaid.

Westrivetobethebestparkintheregionandconstantlyimprovingtobest

-more-


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serveourconstituents.

TheCCPEdidnotcompleteafullevaluationoftheparksystem.

ThissurveywasresultofagrowingtrendknownastheParkRenaissance.

Numerousparkshavereportedbothaincreaseinfundingfromtheirrespective

communitiesaswellasaspikeinparticipantsinparkeventsandfacilities.

Park-richcommunitieshavenumerousbenefitswhencomparedtoa

communitywithlessparkacreage.

AccordingtotheTrustforPublicLands,parksandopenspaceincreasethe

valueofneighboringresidentialproperty.

Growingevidencepointstoasimilarbenefitoncommercialpropertyvalue.

Theavailabilityofparkandrecreationfacilitiesisanimportantquality-of-lifefactor

forcorporationschoosingwheretolocatefacilitiesandforwell-educated

individualschoosingaplacetolive.

CCPRservesboththeMurrayandCallowayCountycommunitiesby

providingfacilitiesthatallcommunitymemberscanuseforavariousnumberof

events.

FormoreinformationontheCCP,contactBrockmanat270-762-0325orvia

[email protected].

-###-

MediaContact:BrandonOrr

ConnectPR

270-227-2565

[email protected]


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Evaluation: Ongoing

Tactic Evaluation

Connect PR has included an on-going evaluation plan for each individual tactic previously

discussed. The customized evaluation method can be found at the conclusion of the specictactic.

Summative Evaluation

To accurately and holistically evaluate the effectiveness of the campaign, Connect PR suggests

mailer surveys biannually. These should be completed in early spring and late fall. This will provide

goals and feedback to the communications team to adjust the campaign to maximize peak times

for the park. An example survey is included on the following page.

CCP should complete personal interviews multiple times a year. Each interview will include

questioning using prompted and unprompted questions. These techniques will gauge if

constituents of Calloway County understand the Parks Initiative. Examples are listed below.

Prompted Questions

What is the Parks Initiative and how will it help the Calloway County Parks?

Unprompted Questions

What is the Parks Initiative?


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Please circle your choice- 1 being least agreeable, 5 being most agreeable

1. My family or I use the park on a regular basis 1 2 3 4 5

2. I believe the park facilities are well maintained 1 2 3 4 5

3. I understand the parks budget and how its spent 1 2 3 4 5

4. I believe the budget is spent wisely 1 2 3 4 5

5. I would like to see improvements to the parks 1 2 3 4 5

6. The parks are benecial to the whole community 1 2 3 4 5

7. I feel civic responsibility to the parks 1 2 3 4 58. I would be willing to donate my time to the parks 1 2 3 4 5

9. Id vote for a property Parks Initiative for the parks 1 2 3 4 5

10. I believe the Parks Initiative is the best option 1 2 3 4 5

Any comments or concern regarding the Calloway County Parks:

Evaluation: Survey MailersExample Survey


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Appendix A: Contact & Schedules

Budget

Social Media Accounts

Media List

Opinion Leader Contact Information

Calendar of Events

Event Risk Management Plan

Editoral Calendar


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Budget

Estimated Cost

New Signage $10,000

FOP T-shirts (X 125) $800

FOP Window Decals (X 50) $344.50

Wesbite URL change $23.99

Mailers/Save the Dates $499.99

Misc. Materials $1,000

Total: $12,668.48


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Social Media AccountsLogin Information

Facebook

Username: N/a

Password: N/a

*If chosen, Tab Brockman will become a administrator of these account.

Twitter

Handle:@CC_parks

Password: advancedpr

Instagram

Username:@CC_parks


Gmail

Username:[email protected]


Facebook(ParksInitiative)

Username: N/a

Password: N/a

*If chosen, Tab Brockman will become a administrator of these account.

Twitter(Parksinitiative)

Username:@CC_parksinitative



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Media Outlet Editor/Manager Email Phone

Papers/Magazine

Murray Ledger and Times Greg Travis [email protected] 270.753.1916

Murray Life Magazine Robert Valentine [email protected] 270.753.5225

Murray State News Lexy Gross [email protected] 270.809.4468

Paducah Sun

West Kentucky News

Mayeld Messenger

Radio

WFGE Froggy 103 Scott Swalls [email protected] 270.753.9434

WKMS 91.3 NPR Chad Lampe [email protected] 800.599.4737

WNBS 1340 am News Scott Swalls [email protected] 270.753.2400

WTRT 88.1 Religious Eddie Sheridan [email protected] 270.437.4095

WAAJ 89.7 Bluegrass Eddie Sheridan [email protected] 270.437.4095

WVHM 90.5 Southern Gospel Eddie Sheridan [email protected] 270.437.4095

WNKJ Christian Radio 270.886.9655

WKYQ 93.3 Country [email protected] 270.444.6391

WAY-FM 88.3

Television

WDKA TV 49 573.334.1223

WKPD TV 29

WPSD TV 6 [email protected]

Withers Broadcast 270.538.5251

KFVS 12 573.335.1212

Media List


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Opinion Leaders: Contact

Name Position Address Phone Number Fax Number

Larry Elkins Judge 1st Floor Old Courthouse (270) 753-2920 (270) 753-2911

District Court Judicial Building (270) 753-0060 (270) 759-9822312 N. 4th St.

Murray, KY 42071

Circuit Court Judicial Building (270) 753-2773 (270) 759-9822

312 N. 4th St.

Murray, KY 42071

connect public relations: mccp

Documents