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PR Plan for Maintenance of Eugene’s Parks and Open Spaces Hannah Lowenthal Allison Barry Samantha Schwartz Alexandra Allen J 453: Public Relations Plan Table of Contents Introduction…​ …………………...……………………………………………1 Situation Analysis…​ …………………………………………………………..1 A. Problem Statement Organizing Background and History…​ ……………………………………..1 B. Vision Statement C. Mission Statement Operational Environment…​ ………………………………………………....3 D. Environmental Scanning E. Demographics of Eugene Charts SWOT Analysis…​ …………………………………………………………….4 Publics…​ ……………………………………………………………………....6 F. Primary Public: Young Families G. Primary Public: University of Oregon Fraternity and Sorority Life Goals…​ ………………………………………………………………………...8 Objectives…​ …………………………………………………………………...8 Messaging…​ …………………………………………………………………...8 Strategy and Tactics…​ ………………………………………………………..9 Calendar and Budget …​ ………………………………………………...……11 Evaluation Plan…​ …………………………………………………………….12 Summary…​ ……………………………………………………………………12 Team Bios…​ …………………………………………………………………...12 References…​ …………………………………………………………………..16 Appendices…​ ………………………………………………………………….17 Introduction In this PR Plan for Maintenance of Eugene’s Park and Open Spaces, a thorough situational and environmental analysis is strategically developed to improve Eugene parks’ maintenance. The organization background has been examined and the main objectives and goals have been outlined, including recruiting volunteers and raising $5,000 every six months for 12 months. The key publics, young families in the Eugene community and University of Oregon Fraternity and Sorority Life, are chosen based off the strengths and opportunities the parks offer. We will reach these goals through a variety of traditional and digital media campaigns, as well as, reaching out to the community. We hope this will help with the cleanliness and maintenance of the parks by the end of March 2016. Situation Analysis Since 1998, Eugene’s park and natural area system has expanded in acreage and number of parks. Approximately $72 million dollars in capital funding, $1.9 million dollars in donations and an additional $1.9 million funded by System Development Charges (SDCs) allowed for Eugene park expansion (City of Eugene Parks and Open Space Report, pp. 2­3), With the growth of the park and natural area system, Eugene faces a lack of funding for park maintenance and upkeep because the maintenance budget failed to grow with the acreage expansion. Because of deferred park maintenance, park equipment has begun to age to the point of safety risk and there has been an increase in illicit activities within parks (City of Eugene Parks and Open Space Report, p. 2). “The POS has incrementally cut back on services and renovations and had to defer maintenance by spreading resources across a much larger area,” (City of Eugene Parks and Open Space Report, p.4). The lack of maintenance poses a potential threat to the park system because the aged equipment has become dangerous for people to use. If solutions are not implemented the cost of replacing equipment will equate to nearly $24 million dollars (City of Eugene Parks and Open Space Report, p. 6). Problem Statement: T​he problems the Eugene parks face include deferred park maintenance, increase in illicit activities, lack of maintenance funding and lack of services and volunteers. Organization Background and History Eugene, Ore.’s first park was a donation of land in 1906 (City of Eugene Parks and Open Space Comprehensive Plan: Introduction p.1). The land later became Hendricks Park and attracted a wide variety of people with different recreational interests—skateboarding, jogging, bird watching, bicycling, dog walking and more. Today, the City of Eugene is home to 130 parks and natural areas stretching across 2900 acres of land (City of Eugene Parks and Open Space Comprehensive Plan: Introduction p.1). M​ ission Statement: “S​trengthening our community by preserving and enhancing our parks and open space system and providing diverse recreation experiences” ​(City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p.3). Vision Statement: “W​ e envision an interconnected and accessible system of vibrant public spaces, friendly neighborhood parks, thriving natural areas and diverse recreation opportunities that make our city a healthy, active and beautiful place in which to live, work and play” (​City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p.3). From 2002 to 2006 the Eugene Parks, Recreation and Open Space Comprehensive Plan was set into place. The plan identified the core values set forth by Eugene’s parks and natural area system: health, equity, community, service and sustainability (C​ ity of Eugene Parks and Open Space Comprehensive Plan:​ Planning Framework pp. 8­10). The goals of the 10­15 year plan were as follows: ● Provide opportunities to enjoy nature and the outdoors. ● Provide inclusive, accessible and affordable programs and places. ● Support and enhance individual and community health and wellness. ● Build a sense of community by developing strong community partnerships. ● Identify underserved populations and provide outreach to engage diverse community members. ● Promote lifelong human development through a range of recreation opportunities. ● Build environmental stewardship through environmental education, outdoor recreation and volunteer opportunities. ● Promote human understanding and a sense of community through cultural opportunities. ● Distribute parks, open space and recreation service equitably throughout the community. ● Build and maintain sustainable parks, recreation and open space infrastructure ● Make fiscal responsibility a high priority. ● Ensure the efficient use of resources. (List cited from the C​ ity of Eugene Parks and Open Space Comprehensive Plan:​ Planning Framework pp. 13­15). The comprehensive plan aimed to create a balanced and equitable system of parks and recreation services; provide an accessible and connected park system; renovate and restore existing parks and open space; maintain existing investments; offer opportunities for community volunteerism; and provide youth development opportunities (City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p. 15). However, the plan failed to consider a potential lack of park maintenance and how it would create a decline in park use, increase in illicit activities and increase in danger from using aged, faulty park equipment. Operational Environment Environmental scanning: Eugene population: 1​56,185 UO Population: 2​4,181 Demographics of Eugene (Demographic information taken from the U​ nited States Census Bureau). What do locals enjoy doing? Locals enjoy using the parks as a safe, fun place to bring their children, run on the trails and use the sporting fields. There are also playground areas for children to play on. Eugene offers natural areas along with community parks and neighborhood parks (City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p. 2). What do locals miss? Locals miss a safe, functional park that has adequate restrooms and playground equipment, no vandalism and no camping, (City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p. 2). Do folks realize the resources needed for maintenance? Only the city’s general funds can be used to update repairs and maintenance. The general fund is used to maintain playgrounds, restrooms, hard infrastructure, water lines and all other services that keep the parks safe and flourishing. These funds are also used to address creating challenges that threaten the overall health of the system, (City of Eugene Parks and Open Space Comprehensive Plan: Planning Framework p. 4­6). What are peer organizations saying, doing? Is there a model out there for a way forward? The National Parks Conservation Association’s Center for Park Research has identified deferred maintenance as one of the most serious challenges facing the National Park Service. Similar to Eugene, NPCA faced funding problems with fulfilling their call to action plan on the problem. NPCA took two approaches to preserve maintenance: ● Gain partnerships and compliances with outside organizations for uses that advance park purposes. ● Volunteers needed to preserve maintenance without ongoing management responsibility. (Center for Park Research). Social media Eugene Parks and Open Spaces has a website, Facebook, Twitter and Instagram account. Its website is straightforward with links to the Eugenes Parks Report, as well as other plans, while it’s Facebook page offers ideas for outside activities to do in Eugene’s parks and open spaces. The city of Eugene has a Twitter and Instagram account where they actively post pictures of community members volunteering and cleaning the park. However, they are only following three people and have a mere 15 followers. (City of Eugene Parks and Open Space Facebook page, Twitter and Instagram). Traditional media When events occur in the parks, a report and short video about it is featured in the local news. News articles are released focusing on local events happening in the parks or articles about usage of walking trails and bike paths. (City of Eugene Parks and Open Space Facebook page). SWOT Analysis STRENGTHS: ● Increase in acreage from park expansion from 1998 to 2014 creating the following: o 18 neighborhood parks o 10 new future neighborhood park sites o 1 new community park o 34 acres for a new future community park site o 1 new regional playground o 180 additional acres to a

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