Page 262 - Manfield FY21 Budget

MPFDC MARKETING AND COMMUNICATIONS

MISSION STATEMENT:

The mission of MPFDC Marketing and Communications is to promote the Mansfield Parks and
Recreation Department, programs, and events by building a strong, genuine reputation in the community;
establishing and nurturing a mutually beneficial relationship with stakeholders; and encouraging positive
reactions and engagement to messaging and programs.

Department at a Glance

Marketing and Communications is part of the Administration Department budget and includes one full-
time equivalent position.

Key Goals and Objectives

Goal 1
Increase overall positive reputation and awareness of parks projects, facilities, programs, and events.

Objectives:
• Update and expand the social media plan covering all platforms, including a variety of content
formats for maximum reach.
• Post positive feature stories to become a source of good news and goodwill in the community.
• Build reputation as a responsive, transparent department attentive to needs and customer service.
• Publish quarterly project updates detailing progress and accomplishments.

Goal 2
Increase participation in programs and events through strategic marketing efforts.

Objectives:
• Update recreation guide and increase distribution for more effective promotion.
• Update and distribute new branded promotional materials to better spread information about
department, events, and programs.
• Develop brand guidelines and marketing plans for specific segments of the department, such as
Nature Education, Pickleball, Dog Park, and other facilities or programs with target audiences.

Goal 3
Build positive engagement with an updated Communications and Marketing Plan.

Objectives:
• Create and implement detailed 3-year Communications and Marketing Plan that focuses on
department-wide goals and strategies and incorporates goals set in the Master Plan.
• Develop and launch department tagline and mascot.
• Update ActiveNet and department website to match branding and be more effective and
informative for citizens.

Performance Objectives
• Expansion of the MPFDC’s social media plan.
• Increase participation and satisfaction in programs and events through effective marketing.

261