The Skokie Park District has based its success on one unified philosophy: "Dare to be different. Never fear change." The agency's Marketing Department has embraced this corporate culture and provided a "try anything once" approach to its many programs.

But for years, the department would ponder, "What marketing tactics are working and what aren't? Are we wasting our valuable dollars on weak communication mediums that aren't sufficiently reaching our markets? How can we find out what is drawing the most patrons to our programs?"

In 1997, the park district embarked on a simple but effective survey approach to find the answers.

For special events and drop-ins
The Marketing Department and frontline staff from eight facilities joined forces to create a "How Did You Hear About It" survey instrument. Now, two years later, every patron who walks through our doors and inquires about a special event is asked, "... And how did you first hear about this event?"

Responses are listed on a survey tabulation sheet behind the counter. These highly visible "reminders" are replaced each season. Friendly, periodical "heads-up" reminders to staff are made at meetings and through routine calls.

For programs and classes
When a patron registers for a program via fax, mail or drop-in registration, a question right on the registration form asks the big-and-bold question, "How did you first hear about this program?" and provides choices they can circle. The park district is aggressively working on enhancing its database system to do even more by the Year 2000.

Like a bookkeeper closes out his books, the Marketing Department also evaluates what outlets work and which don't. In one instance, registration for a golf venue was low in Year 2 (Year 1 being the start-up allowance), but when new advertising mediums emerged in Year 3, the program soared. The agency no longer blindly wastes funds on mediums that may fail. There is no room for costly failures.

Try these two survey methods and if patrons are saying so, change your ways. Entertain new advertising mediums. Explore print ads. Put flyers in newspapers, get your postcards into local grocery bags or distribute a school newsletter via "lunch box express."

Above all, herald the work of your valuable front-line team. They've got their fingers on the pulse of what you do and who you are. In good time, you'll find yourself making more focused, intelligent and educated marketing decisions.

DIANE A. HARDY
is the marketing manager for the Skokie Park District.

March/April 1999 45