I use a "virtual clipping service" via iGoogle that searches and scans the Internet continually for articles which relate to parks and recreation. This week I couldn't help but notice how many articles focused on budget cuts and their impact on communities. Here are a couple of examples:
Dallas Morning News: Dallas budgtet deficit may cut into the fun at parks, recreation centers
Fox 31 KDVR.com : Breckenridge trims $1 Million from budget, recreation, replanting
While funding cuts are nothing new to the parks and recreation profession; what seems to be new is their depth AND the attention being focused on the diminishing funds. As your virtual publicist I strongly encourage you to ride this wave of media attention. Even if park and recreation budget cuts aren't affecting you at this moment it's a good idea to update constituents about budget cuts in your near future and how they may impact your services. You may want to educate people via your web site, activity guide or newsletter about how programs, parks and services are funded. This is a great time to focus on some of the following:
- Your fiscal responsibility. Let consumers and constituents know that you run a lean operation. Share cost savings efforts, but never give the impression that your are scrimping on safety or security.
- The wisdom of your decision-makers to prioritize park and recreation programs (don't use sarcasm or make up stories, but it is a wonderful way to stroke some egos -- especially if times are tough and your community leaders are feeling the heat.)
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Your agency's pricing model which enables cost recovery and (low cost) user fees. Remind people that your programs do not rely (wholly) on tax payers, but rather are paid for by users and participants.
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Remind your community that sponsors make many of your programs possible.
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This is also a great time to thank Sponsors. Why not list ALL of them on your website or in
printed material. Take the time to formally thank sponsors with an useful, imprinted promotional item imprinted with the Benefits are Endless for Sponsors Logo (shown on the right). This logo, customized with your agency name and contact info and given with no strings attached, will remind your business partners that they get when they give!
- Better yet -- use these media stories as a catalyst to breathe new life into your sponsorship program. Look for new ways to help sponsors reach their target audience in new innovative ways. Host a vendor Expo in which Sponsors can directly promote their products to your customers. Host clinics and demonstrations so that your athletes, coaches, crafters and artists can try out new equipment, technologies and gear to improve their game and performance.
Please share your comments and ideas below...
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