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Chapter Two

existing system overview

68

throughout the brochure. Instead, all programs catering

to that age group should be located in one section of the

brochure (i.e. Ballroom dance class for ages 55+ should

be located in the Active Adult section and not the Dance

section). Some agencies, such as the one in Arlington,

Texas provide a separate brochure targeted to older adults.

This same concept also pertains to teens. Traditionally

parents and adults under the age of 55 tend to look for

specific program areas such as dance, pre-school, athletics,

etc.

Another alternative to organizing the programs within

the Ledger would be to categorize them by facility. The

City of Henderson, Nevada organizes their programs

in this manner, which can benefit the patron as well as

the Department. This is useful in large systems in which

location is the most important customer consideration

for program choice. When listing programs based on

location, it makes it easy for the reader to research

programs located near their neighborhood. It also allows

for better scheduling for the registrant as they will know

right away if the programs they are registering for are in

opposite locations. Additionally, the facilities benefit from

having programs listed by location as it promotes each

facility and creates a marketable identity.

The web site address is listed on the bottom of every page

of the program guide. A recommendation would be to

also list a phone number for the Department. Additionally

a header should be developed for each page that can be

used for highlighting areas such as department mission,

tag lines, photos, etc. The call-out of “NEW” to program

listings is a good technique to use, not only for potential

customers to identify those programs that are new, but

also for staff as a reminder to constantly innovate.

According to staff, there is currently no collaboration

with the Visitor’s Bureau to reach out to new residents

with the Leisure Ledger. This would be an opportunity

that the Department could explore and develop a type

of “Welcome Packet” to new community members on an

annual basis as a method of marketing. Additionally this

may be helpful, as a result of mailing the Leisure Ledger to

only past year participants there may be lost opportunities

to gain resident participants who have never participated

or participated years ago.

Program guides typically are the most important

marketing method used by park and recreation agencies.

According to national information, 53% of residents in

communities across the country find out about programs

from their guide. According to the Citizen Opinion and

Interest Survey (see Section 3.5) conducted by ETC, only

33% of the City of Raleigh households surveyed learn

about programs and activities from the Leisure Ledger.

This may be indicative of poor circulation to all areas

throughout Raleigh.

The program guide is available online in a PDF format

on the city website. However, a “virtual” online program

guide would be more visually appealing and easier to

read. In addition, this type of guide can be downloaded on

smart phones; whereas PDFs can not. As an example, the

City of Virginia Beach has a virtual online program guide

that is easy to read and also allows for links to registration

while browsing programs in the brochure.

Customers generally look to the price of a program and

then the program title as a means of determining whether

or not they will register for a class. Therefore, creative

program titles are important. “WOW: The Wonders of

Wetlands” is a good example of a creative title. Many

others simply state what the program is about. The goal

should be to develop more creativity in the program titles.

After price and title, the third element of importance is

the description. Descriptions should include features,

attributes, and benefits. Some of the text included in

Volunteer Gardening