The emphasis on providing information to the public and showing the financial impact of marketing and public relations activities adds credibility to the roles of many public information departments. Too often, these departments are viewed as cost items at budget time, rather than revenue producers. Unfortunately the impact of good public relations is often ignored until a referendum is proposed. Then it is usually too late.

Oftentimes materials produced by public information departments are not a high budgetary priority at park and recreation agencies. As a result, brochures and other communication pieces are often done on shoestring budgets. However, if carefully planning and an eye for design, they can be tastefully done.

Specifically, the Agency Showcase Awards include brochures for programs and special facilities. Also judged are agency logos. Judges from the 1999 competition believe that in the future, the awards program should add the following categories that have a broad impact in the way we communicate: referendum materials, Web sites, annual reports and marketing plans for special events/programs or facilities.

According to the judges of the 1999 competition, here's what makes a great agency brochure.
• An eye-catching cover
Items that make a cover stand out include selection of pleasing palette of colors, creativity, originality, good layout, and good quality photography or original artwork.

Cover should also include prominent display of agency name, and brochure's season and year.

Judges liked covers with copy that indicated a theme or message, or artwork or photos that established a theme.

• Readability of brochure copy
Adequate white space. Interesting but appropriate font choice (needs to be large enough). Clear, well placed program titles. Not too busy.

• Message from Board President or Director.

• List of commissioners and staff with photos.

• District map of facilities and addresses and phones for each.

• Interesting, creative, and original use of graphics and/or photos throughout brochure. Note that these should continue the cover's theme and be of comparable quality.

• Some informational items repeated on the bottom right of each page that judges liked include: page numbers, agency name, brochure season/year, and Web site address and district's main phone.

• Use of Take Time For Fun! and The Benefits Are Endless themes within brochure pages.

• Include a feedback mechanism in each issue. Invite readers to ask questions, make comments and offer suggestions. Be sure to have a staff member with responsibility to respond to inquiries and comments within a reasonable time frame.

• Keep in mind diversity when choosing photographs for your pieces. Show diversity in age, race and gender.

Judges Comments
• A creative and attractive cover goes a long way in any of the brochure categories. True creativity is lacking in many brochures.

Illinois Parks and Recreation * March/April 2000 * 45

• Consider using professionals to improve your product: graphic designers, photographers and copywriters. It is worth the money.

• The quality of cover and brochure's inside need to match. Many agency brochures featured a higher quality cover than the inside contents.

• Although park districts may not have the budget to print both the cover and inside pages on high-quality stock, a clean, consistent layout can provide readability and a quality look.

• Use the center spread to do something unique, such as profile volunteers, promote a foundation, and FAQs (frequently asked questions).

• Look beyond the average shape of materials as you know them. Getting noticed is all about surprising the audience with something new from time to time. Imagine the possibilities if you start with the end in mind and move beyond what you do right now.

JINI CLARE,
owner of Clare Communications in Naperville, Ill., has more than 25 years of experience in communications, publishing and public relations fields. She was formerly the director of communications for the Naperville Park District. Clare Communications provides marketing services to park districts, government agencies and medium-sized businesses.

CAROL SENTE
is the marketing manager for Sente & Rubel Architects.

NANCY KUHR,
of Freeman Design, Ltd., has been a graphic designer specializing in visual communications for 20 years on the North Shore of Chicago. FDL creates Web Pages, logos, corporate ID

46 * Illinois Parks and Recreation * March/April 2000