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Chapter Two

existing system overview


this important marketing and informational tool.Websites

are fluid and have the ability to promote programs, events,

and amenities visually. Similar to “a picture is worth 1000

words”, written program descriptions can be minimized

with the addition of descriptive photos.

The majority of patrons using the web do not want to read

a large amount of text. However, the insertion of pictures

or even videos of users can have a much quicker “sell.” An

example of this would be when a user chooses to view the

“Halloween and Fall Events.” The use of a picture or video

from last year’s Pumpkinfest would be very beneficial.

Other recommendations include:

• Develop an About tab on the Department page that

would include a Staff Directory, Mission Statement,

Governing Information, and Frequently Asked

Questions. The City of Henderson, Nevada has a clear

and easy to read Parks and Recreation page that makes

it easy to find content while being visually appealing;

• Consider creating a link to Google Maps for the Park

listings page;

• Create a Volunteer Section where all volunteer

opportunities are listed. This gives the Department

another opportunity to brand their volunteer

program and highlight awards, recognition, and


• Redesign the main page for the Recreation

Department in a way that is more visually appealing.

This can be done in a variety of ways such as a photo

slider of upcoming programs or events, a video from

the director or leadership staff, or testimonials from

community members;

• Reinforce the Department’s commitment to

sustainable practices. Provide information about

maintenance and design practices being used to

promote sustainability.

A process should be put into place to constantly assess

the website, at least on an annual basis, as this is the

first introduction of the Department to many potential

customers. An assessment should include a review of the

following items:

The assessment should include external customer

feedback through focus groups. In addition, it is helpful

to have recreation program staff and contractual

instructors review the site and provide suggestions in

areas of improvement, based on their use of the site and

suggestions they hear from customers.

It is projected that within the next five years, there will

be an equal number of users who may access websites

through smart phones (iPhones, Androids, Blackberries,

etc.) and Tablets (iPad, Samsung Galaxy, HP Slate, etc.).

In order to maximize outreach to its target market, the

Department should evaluate developing applications and

aWAP (wireless application protocol) enabledwebsite that

can be easily viewed by potential users on smart phones or

tablets and also allow them to make online reservations. A

great example of a mobile Recreation site is the Parks and

Recreation Department of Arlington, Texas. The City has

created an Application for their Recreation Department

and easy to access applications for Leagues, Registration,

Special Events, and their program guide.

The Department has also adapted to the world of social

media and offers applications on their website for

Facebook, Twitter, You Tube, Flickr, and Beehive. All of

these allow community members more opportunity to be

informed and connected to the city. Currently these tools

are being used extensively for basic city information such

as public hearings and public input meetings. Social media

has proven to be an effective media outlet for promotional

marketing of programs, events, and current projects.

When using it for this purpose, the Department can post

photos of events or testimonials from past participants as

a way to promote itself.

Currently, the Department uses ClassTrack software for

processing program registration. Additional analysis of

this information with GIS will allow for more thorough

level of service mapping. The city of Arlington, Texas

is currently using GIS to gather information such as the

top percentage of spenders, most recent customer, most

frequent customer, and where these customers are located

and how far they are traveling for programs and services.

Additionally, using GIS, staff would be able to develop

targeting marketing and advertisement to specific areas.

• Content

• Maintainability

• Accessibility

• Customer Usage

• Internal Support