Page 267 - City of Mansfield FY22 Operarting 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.

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

Services Provided
• Create dynamic content for department communication, information, and entertainment across
multiple platforms to build a strong reputation, increase program participation and engage
residents and visitors.
• Improve internal relationships and staff morale through increased communication efforts, such as
newsletters and emails, and events/programs, such as the High Five forms and Park Tank
initiative.
• Oversee and guide the department image within the city organization and community through
careful, conscious attention to every public-facing aspect of operations, including signage,
marketing, online presence, and customer service.

Accomplishments in FY 2020-2021
• Increased Facebook followers by 40% and reach by 128%.
• Increased Instagram followers by 30% and reach by 141%.
• Completed and began implementation of 3-year communications plan.
• Completed department mission and vision statement, brand identity and sign policy.

FY 2021-2022 Goals & Objectives

1. Increase overall positive reputation and awareness of the department and its projects, facilities,
programs, and events.
• Expand strategic social media plan to keep residents engaged and aware, with a focus on positive
stories, staff features and education/information over promotion/sales.
• Provide regular project updates and feedback gathering to maintain reputation as responsive,
transparent department that is attentive to needs and customer service.
• Expand outreach through targeted efforts to specific user groups.
• Develop and expand internal communications to keep staff informed and better able to update
users, as well as maintaining high morale high and world-class service.

2. Increase participation in programs and events through strategic marketing efforts.
• Update recreation guide and increase distribution for more effective promotion.
• Update and distribute new branded promotional materials to better spread information about the
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 targeted audiences.

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