Mixed Media

In our world of evolving technology, marketing through the traditional mass media is no longer adequate for reaching the various segments of your targeted audience. A few years ago, you could feel comfortable about reaching your audience by simply sending a news release to the local newspaper and radio and television station, as well as mailing your program brochures to your list of patrons.

Today, the world of marketing and communication is much more complicated. People have many more information choices: numerous speciality publications, hundreds of cable-TV channels, and the unlimited possibilities of the Internet. The people you are attempting to reach with your message now are selecting the information they want through speciality media. They no longer have to sort through the clutter of information bombarding them via the mass media.

As promoters, we must move into the age of narrow-casting and niche marketing. To meet the challenge of reaching all segments of your targeted audience, you'll need to add some of these nontraditional media to your marketing mix.

Keep your agency's home page on the World Wide Web updated with programs and special events. Include date, time, location and a phone number. If you don't have a Website, you will need to enter this realm very soon. This medium is gaining in popularity as the method of accessing needed information. When developing your site, you need to consider both graphics and text. Keep your design simple, using only enough graphics to keep your audience interested. Keep the graphics as small as possible, whether you're using photos, illustrations, tables or charts. Large files take longer to load, causing viewers to move on to another site.

Some villages and cities now have Websites with pages that list upcoming community events. Get yours on it.

This organization offers information about the communities' business and civic activities through its publications and Websites. The DeKalb Park District, for example, features prominently throughout the DeKalb Chamber of Commerces 1999 promotional piece for the area. Photographs and contact information for the park district are featured throughout, plus a two-page information section on "Parks and Recreation" was submitted by the agency.

Contact the local tourism office for promotional possibilities, which may include displaying your brochures, listing your events in their brochure or on their Website calendar. Also contact the regional and state tourism offices for promotional opportunities. The Illinois Office of Tourism publishes a semiannual "Calendar of Events," which lists activities that have statewide appeal. Items for this publication must be received approximately six months in advance. For contact information, see www.enjoyillinois.com.

Keep up-to-date on all speciality publications in your area. New tabloid newspapers designed for certain demographics such as seniors, families and special interest groups accept news articles about programs and events for those audiences. You may have to do more preparation such as rewriting the article specifically to seniors rather than submitting the generic release.

Contact the editor about publicity possibilities, especially if your agency is partnering with the organization, either a business or non-profit group. If your agency enters into a partnership with a local hospital or other large business, or a nonprofit such as the Red Cross, make sure their newsletter editor includes you in their publications. Target your message to that particular audience, which will likely be the organizations employees or members.

Pitching an unusual story to a columnist rather than the editor or reporter that you normally work with may prove successful. Diane Hardy of the Skokie Park District, for example, pitched a story to Zay N. Smith of the Chicago Sun-Times and received great coverage in his "Quick Takes" column.

Sending your information via e-mail makes it easier for reporters and editors to use. Copy your release into the e-mail document rather than attaching it as a separate file to eliminate software compatibility problems.

To get air time on cable-TV public access programs, you will need to prepare for an on-camera presentation or arrange for the agency expert to make the presentation. Remember to ask about technical support; some cable companies require you to provide your own videographer. To maximize your audience, be sure to publicize the date, time and channel that the program will appear.

New technology offers many challenges in preparing and disseminating your message, but the result will be worth the effort. You'll get through to the hard-to-reach audience, and soon be rewarded with your own success story.

RUTH SiOTTAG, APR is the public relations director for the Illinois Association of Park Districts

Nations in Bloom 1999

The Nations in Bloom program of the International Federation of Park and Recreation Associations, recognizes environmental excellence in communities around the world. Applicants are judged based on five criteria: enhancement of the landscape, heritage management, environmentally sensitive practices, community involvement and planning for the future. Applications are due September 15, 1999. For details, davemeli@ilam.co.uk or www.ifpra.org.

Team Up for Youth Sports

"Community Action Guides" are now available from the National Recreation and Park Association and the Association for International Youth Sports (AIYS). The guides show communities how to generate additional resources for their youth sports programs, through fundraising, partnerships and marketing. To get a guide and more details: Karhy J. Spangler, CLP, director of National Programs, 1-800- 649-3042, (email) nationalprograms@nrpa.org, or www.aiys.com.

July Is Parks and Recreation Month

Celebrate this month by sending photos from your agency with a personal message on the back (e.g., "Congress keep the promise...support local parks!") as part of NRPA's "Picture Parks" campaign. The goal is to tell Congress about the benefits of parks and recreation to all Americans and restore funds to the Land and Water Conservation Fund and the Urban Park and Recovery Program. For more information, www.nrpa.org

Embrace the Age of Niche Marketing

Wide-canvassing news releases are less effective than targeted pitches to more nontraditional marketing channels