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November/December illinois Vo l u m e 4 7 , N u m b e r 6 N o v e m b e r / D e c e m b e r 2 0 1 6 PARKS AND RECREATION PThe magazineR of the Illinois Association of Park Districts and the Illinois Park and Recreation Association marketing: customer focused stategies that work PLUS: The 2017 Legal Calendar & Best of the Best Awards Gala Winners IN THIS ISSUE From the Editor 4 Read inspiring stories on customer-focused marketing and enter our photo contest! Get on Board 6 Research Shows The Impact of IAPD Membership 8 Eye on the Profession IPRA’s New Marketing Model and Exciting News Statehouse Insider 9 Think Positive When it Comes to Advocacy and Marketing 12 2017 Legal Calendar Marketing - Customer Focused 16 Strategies That Work Lincoln Park District shares some insights on how marketing works well for them Customers are Marketing People Too 20 Rockford Park District writes on how they are able to focus on their customers 22 WebXtra 16 Mastering Park Signage The Village of Hawthorn Woods shows us how they incorporate effective signs in their marketing 23 2016 IAPD Best of the Best Gala Awards Congratulations to all of our winners! Customer Focused Marketing 24 Champaign Park District tells us about how they put customers first in their marketing efforts 28 People and Places 20 24 Faces and places making news around the state I L L I N O I S P A R K S A N D R E C R E A T I O N illinois FROM THE EDITOR As the seasons change PARKS AND RECREATION and the air gets colder – PR let’s look at ways to get 211 East Monroe Street, Springfield, Illinois 62701-1186 217.523.4554 FAX 217.523.4273 [email protected] www.ILparks.org www.ILipra.org customers to “warm up” Managing Editor Graphic Design to your agency AND your PETER M. MURPHY, President and Chief Executive Officer, IAPD GOSS ADVERTISING, 217.423.4739, www.gossadvertising.com message. This issue offers Editor Advertising Sales Representative RACHEL LAIER, Publications Director, IAPD TODD PERNSTEINER, 952.841.1111, [email protected] insights and ideas to help your agency shine. JOINT EDITORIAL COMMITTEE An effective marketing plan is vital to the success of IAPD Representatives IPRA Representatives ADRIANE JOHNSON, Buffalo Grove Park District LAURA BARRON, Village of the Lake in the Hills your profit centers and overall agency mission. LORI FLORES-WEISSKOPF, Park District of Highland Park KARI MILLER, Batavia Park District ANN ZIOLKOWSKI, Northbrook Park District Beginning with a focus on your customer will help ensure you get started in the right direction. I hope these articles will inspire you to find the best way to ILLINOIS ASSOCIATION OF PARK DISTRICTS KEN COLLIN, Chairman, Freeport Park District KELLY CUMMINGS, Peoria Park District engage your customer as you show off the tremendous TOM BARZ, Chairman-Elect, Frankfort Park District SHARON DIMARIA, Schaumburg Park District DIANE MAIN, Immediate Past-Chairman, Westmont Park District ASHELY GOTT, Marion Park District value your agency provides! JOHN HOSCHEIT, Vice-Chairman, Forest Preserve District of Kane County ADRIANE JOHNSON, Buffalo Grove Park District KEVIN DOLAN, Vice-Chairman, Mundelein Park & Recreation District DALE LARSON, New Lenox Community Park District ERIC ENTLER, Vice-Chairman, Park District of Forest Park RON LEHMAN, Channahon Park District GRANT HAMMER, Treasurer, Springfield Park District LESTER LONG, Dolton Park District Warm regards, MIKE VOGL, Sergeant-at-Arms, Bloomingdale Park District SUE MURPHY, Oak Lawn Park District DOUG BROOKS, Rockford Park District LORI PALMER, Bartlett Park District DICK VOLKER, Princeton Park District IAPD HEADQUARTERS — Rachel Laier, Editor 211 East Monroe Street, Springfield, IL 62701-1186 217.523.4554 www.ILparks.org PETER M. MURPHY, President and Chief Executive Officer RACHEL LAIER, Publications Director JASON ANSELMENT, Legal/Legislative Counsel SHANNON SARTAIN, Legal Secretary BOBBIE JO HILL, Public Relations Director CINDY TIMMERMANN, Marketing Director ALAN HOWARD, Finance Director SUE TRIPHAHN, Educational Services Director KARI CATTON, Executive Secretary “Give Us Your Best Shot” ILLINOIS PARK AND RECREATION ASSOCIATION MARY JEANNE HUTCHISON, Chairman, O’Fallon Parks NORTHERN REGION Photo Contest and Recreation Department MOLLY HAMER, Secretary, Geneseo Park District ENTRIES DUE DECEMBER 2! RITA FLETCHER, Chairman-Elect, Bartlett Park District SOUTHERN REGION RICK HANETHO, Immediate Past Chairman, Northbrook Park District KIMBERLY CAUGHRAN, Village of Godfrey CHICAGO METRO REGION MEMBERSHIP COUNCIL REPRESENTATIVE GREG PETRY, Waukegan Park District MATT CORSO, South East Association for Special Parks and Recreation (SEASPAR) Do you have a great photo from one of your CENTRAL REGION JARROD SCHEUNEMANN, agency events you would like to share? Enter them University of Illinois MEMBER-AT-LARGE JEFF FOUGEROUSSE, Vernon Hills Park District in this year's photo contest! You may enter up to five photos in each of the following categories: • Recreation / People at Play IPRA HEADQUARTERS 536 East Avenue, LaGrange, IL 60525-6815 708.588.2280 Fax 708.354.0535 www.ILipra.org • Sports DEBBIE TRUEBLOOD, Executive Director LEESA JOHNSON, Conference and Meeting Director • Wildlife (live animals and insects, etc.) MATT FAIRBANKS, Membership and Education Director JESSICA KOLLMAN, Administrative Assistant/Marketing Coordinator • Nature / Landscapes (flowers, sunsets, BARRY FRANKS, Finance Director SHEILA MULVEY, Education and Member Services Manager HEATHER WEISHAAR, Outreach Director lakes and other landscapes, etc.) Contest rules and waiver form can be found online Illinois Parks and Recreation (ISSN 0019-2155) is published bimonthly at 211 E. Monroe Street, Springfield, Illinois, by the Illinois Association of Park Districts and the Illinois at ILparks.org/PhotoContest. Please send us your Park and Recreation Association. Annual subscription rates: $12 for IAPD/IPRA members; $50 for non-members; $60 foreign; $20 educational institutions. Single copies: $2 members; $10 nonmembers. Periodicals postage paid at Springfield, Illinois and additional post offices. “Best Shots” soon. The deadline for entry is POSTMASTER: Send address changes to Illinois Parks & Recreation, 211 E. Monroe Street, Springfield, IL 62701-1186. Opinions expressed in this publication are those of the authors and do not necessarily express the official views of the IAPD/IPRA. Likewise, the publication of any December 2, 2016. advertisement is not to be construed as an endorsement of the product or services offered. Members of the IAPD and the IPRA and other interested persons are encouraged to submit articles and illustrative photos for possible publication in the magazine. Send for manuscript guidelines and deadline dates: Editor, Illinois Parks & Recreation, 211 E. Monroe Street, Springfield, IL 62701-1186, 217.523.4554, [email protected], www.ILparks.org. By submitting articles for publication, authors are assigning the copyright to the Illinois Association of Park Districts. Copyright© by the Illinois Association of Park Districts and the Illinois Park and Recreation Association. All rights reserved. Reprints of articles in whole or in part without prior written permission are prohibited. 4 I l l i n o i s P a r k s & R e c r e a t i o n w w w . I L i p r a . o r g GET ON BOARD New Research Shows the Impact of IAPD Membership Peter M. Murphy, J.D., CAE IAPD President and CEO During the past several months, IAPD has been working closely with aQity Research & Insights to analyze the results of an IAPD-funded • Young employees learn many critical skills as part of their survey pertaining to the W-2 employment and revenue data of IAPD agency employment which will serve them well in future careers member agencies. including communication skills, people skills, leadership and responsibility, time management, outstanding customer service I am very excited to share the impressive Statewide results of the and much more. Agency W-2 and Revenue Data. The report contains the following key • Overwhelmingly all of the young agency employees surveyed findings: were happy with their work experience, and four out of five would definitely recommend it to others. • Several young employees interviewed shared the following • Statewide, over 67,382 Illinois residents are employed by park appreciation for their employment opportunities: districts, forest preserve districts, and special recreation • “My communication and leadership skills really associations. strengthened through the park district. They challenged me • Jobs generated by park districts, forest preserve districts and in ways that I wasn't familiar with. They are way stronger SRAs in 2015 contributed nearly $720 million to household than ever before.” (age 25, downstate park district) incomes statewide. • “I really enjoy coming to work. I work with a lot of different • In addition to salaries and income to employees, these agencies people – preschoolers, middle schoolers, senior citizens. It generate almost $110 million in compensation to allows me to do something different every day; that's not an subcontractors like those who teach recreation classes, etc. opportunity everybody gets.” (age 25, downstate forest g • Nearly half of the employees statewide are under age 25, and preserve district) one in ten are older adults (age 60+). These two segments • “I can't even begin to list the amazing things this park represent a third of the agencies' overall payroll and almost district has done for me over the last 3 decades. From 60% of its employees. providing me with a place to grow and develop since the • Younger employees are most prevalent among park districts and age of 3, to being my first job as a staff instructor and special recreation associations, while forest preserve districts eventually my first full-time job, the park district will always are most likely to hire older adults. remain in my heart.” • Park districts, forest preserves and conservation districts are • The vast majority of young employees surveyed recognize that significant local job creators. Statewide, 62% of agency their agency work experience will have a great benefit on future employees live within their employer's district.
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