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future leaders continued from page 42

you can do for a relatively low cost. But, a
lot of times we just try to have fun. Who
doesn't like having fun?
Describe the process of getting
Facebook set up.
We started using Facebook about four
years ago. There was no major approval process and we had no resistance. It
caught on more quickly that I had expected. Then, we challenged the City of Arlington (which was also trying to increase
its presence on Facebook) to a friendly
" Facebook-faceoff " to see which city could
get the most fans within a three-month period. Fans on both sides became very engaged and encouraged their friends to
help their city win. In the end, Grand Prairie won, but both of our cities gained a
huge number of new fans through the successful promotion. We currently have over
3,000 fans and the number is growing.
What are some of Grand Prairie's most
successful marketing campaigns?
E-mail marketing has proven to be very
effective. I have developed new e-clubs
such as the " Grand Fun Club " and have
grown the total number of subscribers
to well over 10,000 people. The continued growth of Facebook and other social
media outlets has also proven to be very
successful and cost-effective.
What are the new cutting edge
marketing tools you are attempting?
As smart phones rise in popularity, so
has the use of QR (quick response) codes
which are being placed in a variety of locations to try to increase web traffic. We
are also in the beginning stages of text
message marketing and we're looking to
soon expand that to the same level as the
email clubs.
What advice would you give
departments about a marketing
strategy?
Don't assume your budget won't allow
you to get super creative. There are many
really effective things out there that won't
break your budget. Also, make sure you
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engage your guests at events, facilities,
and online-and collect their data.
What advice can you give a young
professional about making a
difference for a parks and recreation
department?
Have fun and don't be afraid to bring in
new marketing ideas to your department.
Look around at what other businesses or
other parks and recreation departments
are doing.
So, who can tap into these potential
marketing tools and make them work
for recreation agencies? An old dog can
learn new tricks, but there are plenty of
" pups " out there who can jump right in
and perform these tricks given the right
guidance and environment.
Let this be a lesson to young and administrative professionals alike. For the
young professional, your skills and experiences in today's society can really help
you land that job. You have the ability to
make a difference right away with what
you bring to the table. Do your research
and know what a department currently
uses, what they have yet to explore, and
how your knowledge could help move
them forward.
For administrators, be sure to utilize young professionals or interns that
serve your department. Keeping up
with the ever-changing technology and
social trends that can help market your
department is a difficult task. A young
professional's youthful exuberance and
experiences might be just what your department needs to get with the times.
In the end it can save money, time, and
boost your overall program.
Thomas Venniro is the Recreation Supervisor for the Town of Gates Recreation
and Parks Department in New York. He is
the National Forum Representative for the
Young Professional Network and President
Elect for the Genesee Valley Recreation and
Parks Society. He is also a recipient of the
2010 NRPA Young Professional Fellowship,
and enjoys recreation and leisure activities
with his family and friends.

July 2011 - Parks & Recreation

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