"Our plan addresses all aspects of the way we do business. It's the sum of the little things that make the difference: financial responsibility, actions of your employees, quality of programs and events and measurement techniques." -Ray Ochromowicz |
Providers of community services such as park and recreation programs know that successful public relations is dependent upon a reliable planning and implementation process. Gathering opinions of constituents and customers about programs and services, as well as any future projects under consideration, is avaluable first step in the process. Thorough planning, implementation and communication, as well as measurement and evaluation can help ensure that the project will triumph. Several Illinois park districts, forest preserves and recreation agencies have discovered this process to be the winning ticket to securing community approval, passing referendums, increasing program participation and winning awards. Here's how some districts put the elements of this process to work for them. Obtaining Community Input Residents' opinions can be ascertained by conducting formal surveys or holding public meetings prior to creating the strategic plan. At the Bolingbrook Park District, a recent community survey gave the district an overwhelming 85 percent approval raring, an increase of 10 percent over its 1995 survey. With the help of a contracted firm, staff designed a written questionnaire to determine awareness, participation, satisfaction and interests. "The questionnaire was mailed to a randomly selected sample of 25 percent of Bolingbrook's 16,000 households," says Ray Ochromowicz, director of the Bolingbrook Park District. Surveys also play an important role at the Lake County Forest Preserves. In January 1998, the district conducted a survey to prepare for an upcoming referendum campaign for presentation to the county's voters. The survey results complemented a similar survey conducted in 1993. |
"A telephone survey of more than 500 county residents provided valuable information on county-wide issues such as the need to maintain adequate open space and trails as well as restoring natural areas," says Andrew Kimmel, director of environmental education and public affairs for Lake County. "The survey also measured forest preserve use by residents, and their willingness to pay for proposed projects." Extensive research projects, focus groups and public hearings were conducted by the Skokie Park District in advance of the district's recent image campaign. By listening to the public and planning in accordance with their expressed needs and desires, Skokie's 1996 community survey gave them a 90 percent positive image raring. This was a drastic improvement from the 1990 survey which indicated 82 percent of respondents never set foot in the park district. Creating the Plan Whether the plan is to be long term (covering the next three to five years) or short term (a specific project such as a referendum), a careful analyses of information from the research phase will help in preparing the plan. Goals, objectives, strategies and tactics can be developed using the research to turn around a negative image, enhance a positive image, introduce a new program or service, promote a special event, and reinforce the benefits message. "At Bolingbrook, our high satisfaction rating, combined with other survey findings and our internal program measurements, help us prepare the district's strategic plan, which includes marketing and public information strategies," says Ochromowicz. "Our plan addresses all aspects of the way we do business. It's the sum of the little things that make the difference: financial responsibility, actions of your employees, quality of programs and events and measurement techniques." |