PUBLIC AWARENESS PERSPECTIVE

The "Bear" Facts on the Mike Singletary
Take Time For Fun!® Campaign

by Terri Pistone and Brenda Segal

During recent meetings, the Illinois Park and Recreation Association and Illinois Association of Park Districts have finalized the marketing plan and budget, and we're pleased to report that the Mike Singletary Take Time For Fun! campaign has been successfully "kicked off," and we're up and running.

Seven public information and marketing specialists from Schaumburg, Wheaton, Deerfield, Highland Park, Skokie, River Trails and Elmhurst park districts have put together a comprehensive promotional marketing strategy which will maximize the potential public relations impact of our nationally known, high-profile spokesman, Mike Singletary.

Though retired, Singletary is a near legend to Illinois football fans and a sure-fire future honoree in the NFL Hall of Fame.

The three-year promotional schedule covers the full spectrum of marketing venues:

Posters for in-house and community distribution. These posters can be personalized with information reflecting participating districts' individual public relations message.

A video tape. In April, a professional interviewer met and spoke with Mike Singletary. The resulting footage has been carefully edited and streamlined into a short but dynamic public relations tool for local districts.

Singletary talks very genuinely about why he is signed on as a spokesman for Take Time For Fun! and is most sincere in expressing his support of our industry. He firmly believes that recreation can be a major impact in everyone's life as it has been in his.

This video will also be adapted into a 30-second public service announcement to be distributed to more than 50 television and cable stations statewide.

Movie Trailers. Anyone who has ever waited for a movie to begin knows what trailers are—the myriad of messages, announcements and coming attractions displayed before the feature film starts (you know ... "Buy Popcorn," "Eat at Joe's Restaurant," "Refrain from Talking," etc.). The marketing committee thought, "Why not Take Time For Fun! ?" And so, you may just see our message flash before your eyes this summer as you wait to see the latest celluloid blockbuster.

Commercial Radio Spots. The same message relayed in the video public service announcement will be broadcasted in a 30-second radio commercial on 60 stations statewide.

Print Media. Ads and feature articles, press releases and letters to the editors will be printed in local papers. Special pieces will be submitted for publication in the Chicago Tribune's Kids' News and Sports Illustrated for Kids.

Seasonal Brochures. Articles and photos will be featured in park district and recreation agency publications.

If this is not enough, we are looking into billboards and signs, book covers and other premium items, bench and bus signs, bumper stickers, coloring books and more... all in the name of Take Time For Fun! The message is as easy to sell as ice cream on a summer day. The trick is determining which of so many creative directions we wish and can afford to take during the remainder of this campaign.

We welcome the innovative skills of local agencies to spur us on to greater heights of promotional awareness. With the support and active participation of local Take Tune For Fun! agencies, we should all begin to feel that Mike Singletary is part of our recreation family. (He does not get CEUs as part of his three-year agreement with Illinois Parks and Recreation, however!)

Through 1995, we will be monitoring the progress and determining the impact of the campaign. We will make adjustments where necessary and accentuate the positive whenever possible (if it works, keep doing it!).

Display the Singletary posters. Tell your community about the campaign using the articles, ad slicks and sample press releases we've supplied for you. Use the video—show it at public meetings and play it at your registration desk. Speaking of registration, why not consider giving away an inexpensive Take Time For Fun! premium at registration time or at special events?

We've got a powerful spokesman and an imminently appealing message: "Recreation is what makes life pleasurable. What you do in your leisure time is important to the quality of your life. That's why we're here—to provide you with leisure opportunities. We make your community a better place in which to live. Mike Singletary believes that, and so do we."

We'll keep you posted on any new ideas as they develop. In the meantime, we welcome your suggestions for how we can deliver the message in a way that best suits your agency and your community. Let's get the word out. Do your part. Take time to promote Take Time For Fun! and let Mike Singletary—and us—help you do it!

About the Authors
Terri Pistone is the Public Information Coordinator for River Trails Park District and Brenda Segal is the Public Information Coordinator for Deerfield Park District.