PUBLIC AWARENESS PERSPECTIVE 21 Ways to Celebrate (and Promote!) Your Agency Anniversary by Laura A. Seymour
1. Community Festivals Plan a special event to commemorate your anniversary. Events, though time and labor intensive, increase public awareness and foster community pride. At the Northeast DuPage Special Recreation Association's Fishing Derby to celebrate its 20th anniversary, the agency tagged 20 fish and placed them in the lake. Those lucky enough to catch a tagged fish won $20. Or, tie into an existing community event by providing entertainment or sponsoring a fireworks or laser show. 2. Parades Plan your own parade or build an anniversary float for a pre-established parade in your community. In the annual Labor Day parade in Zion this year, the parade marshals are the two surviving members of the founding park board and all parade participants are asked to model their floats around the theme. The 50th Anniversary of the Park District. 3. Special Logo Develop a new logo or enhance your current one. Use it on all your promotional and written materials throughout the year (i.e. letterhead, media releases, giveaways, employee uniforms).
4. Street Banners If large street banners hang from poles in your community, call your local village or city hall for information on size, design specifications, and reservation dates. In many cases, the city will display your banners free-of-charge if the agency purchases the banners. Prices for banners vary depending on quantity, colors, size, and materials used. Recently the Clarendon Hills Park District purchased five-foot, one-color street banners for approximately $50 each. 5. Promotional Items Produce items with your anniversary logo for your staff, board, volunteers, program participants, and community members at-large. Favorites include shirts, hats, mugs, magnets, pens, and buttons. Community leaders in Clarendon Hills will receive a mini-flashlight from the park district in celebration of its 50th anniversary this year. 6. Billboards and Posters Display them in highly visible locations—such as your administration buildings, other city offices, local businesses and stores—during the week or month of your anniversary. 7. Anniversary Seals Develop an anniversary seal and use it on all your outgoing mail during the year. 8. Coloring Contest Coordinate a children's coloring contest with area schools and print the winning drawing on your program guide. 44 • Illinois Parks & Recreation • July/August 1996 9. Publish a Book Publish a book chronicalling your agency's history and distribute to community leaders, businesses, media and friends. The Peoria Park District's 100 Year Anniversary book is featured here.
10. National Gold Medal Award Have you considered applying for the National Gold Medal Award, the coveted national honor for excellence in overall park and recreation management? Your anniversary year is the perfect time to do it. Contact the National Sporting Goods Association at 847/439-4000 for more information. 11. Library Display Resurrect old photos and memorabilia and create a display at your local library (or other public place). Don't forget to highlight your agency's recent accomplishments, too. 12. "Open" Admission for a Day Show your residents how much you appreciate their participation. On your birthday offer free admission to park district facilities such as pools, community centers, aerobic classes, etc. 13. Theme of the Month Designate a theme for each month of the year and increase your public awareness efforts through programming and promotions (for example, Cultural Arts Month, Special Recreation Month, Playground Safety Month). This idea was a big success during the Waukegan Park District's 75th anniversary year. 14. Program Guides Publish a special insert in your program guide and/or feature your anniversary on the cover. Share your history, develop a trivia page or showcase old and new photos. The Wheaton Park District featured a nostalgic and modern photo on the cover of each of the four program guides published during its 75th anniversary year.
15. Plant Trees Plant one tree in each of your parks and dedicate it with a weatherproof plaque. Or, plant 25 new trees on your 25th anniversary. 16. Dedicate a Park A new park named with your anniversary in mind will provide a lasting tribute for generations to come. 17. Time Capsule Fill a time capsule with memorabilia and bury it in a park. Then, at your next anniversary celebration (say 25 years later) invite the community (and media) to help you dig it up. 18. Newspaper Insert Contact your local newspaper and talk to the advertising manager about publishing a special insert highlighting your agency on it's birthday.
19. Anniversary Baby Commemorate your birthday by recognizing the birth of the first baby born on your anniversary. In Peoria, the park district welcomed its "centennial baby" with baskets of presents, including a lifetime park district pass, during a well-received press conference in the mother's hospital room. Each year the child receives a birthday gift from her friends at the park district. This year she got a stuffed animal compliments of the park district's zoo. 20. Thank You Cards Recognize all those individuals, organizations and businesses who have supported your agency throughout the years. Send them a personalized thank you note.
21. Media Kits, Press Releases, Public Service Announcements No matter what you decide to do to celebrate your anniversary make sure to tell your local media representatives. Communicate with them throughout the year. Invite them to your events, schedule them for photo opportunities and suggest interviews with area residents who have "made a difference" or whose lives have been enriched through your agency's programs and services. Laura A. Seymour is the public relations director for the Illinois Association of Park Districts. Illinois Parks & Recreation • July/August 1996 • 45 |
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