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The City of Farmington’s Department of Parks, Recreation, & Cultural Affairs ( COF PRCA) Community Relations Plan May 1, 2014 Community Relations Plan for the COF PRCA Department outlining the basis for a public relations program. ---PAGE BREAK--- City of Farmington Parks Recreation, and Cultural Affairs Community Relations Plan Revised 3/14/2014 EXECUTIVE SUMMARY The Farmington Parks, Recreation, and Cultural Affairs (COFPRCA) Public Relation Plan is intended to help meet the needs of current and future residents by positioning Farmington to build on, and inform the community about the unique parks, facilities, special events, and programs assets, along with identification of new opportunities. The citizen driven plan establishes a direction to guide city staff, advisory committees, and elected officials in their efforts to enhance the community’s programs, services and facilities. SITUATION ANALYSIS Community Foundation Relationships Existing Community Group and agency involvement currently exists within the Parks, Recreation, and Cultural Affairs Department. Each Division Head sits and serves on one or more board groups that pertain to that particular division’s involvement with the community. Director of COFPRCA Connie Mack World Series Committee Parks, Recreation, and Cultural Affairs Commission Recreation Superintendent Four Corners Conference for Professional Development Connie Mack World Series Committee Recreation Manager Connie Mack World Series Committee New Mexico Parks and Recreation Association (NMRPA) RiverReach Foundation Senior Center Director ECHO PMS Community Guidance Council Animal Welfare Director The Regional Animal & Pet Shelter Foundation Museum Director Farmington Museum Foundation Civic Center Manager` Civic Center Foundation Community Center Manager Affiliated Community Groups Golf Course Manager PGA Community Relations Liasons with all area media has been established. Local and extended area are key to COFPRCA Public Service and Media Release distribution. The list is as follows: General Media Release Distribution list [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], towntalk@daily- times.com, [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED] 1 ---PAGE BREAK--- Additional Native American [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED] Navajo Times Kym Tyler - Graphic Designer / Public Notice, [PHONE REDACTED] [EMAIL REDACTED] Amber L. Wauneka - Rodeo, Sports and Community Listings, [PHONE REDACTED] [EMAIL REDACTED] Public Notices Josephine Carl - Public Notice Manager, [PHONE REDACTED] [EMAIL REDACTED] Southern Ute Drum [EMAIL REDACTED] Gallup Independent Tyler Castañeda [PHONE REDACTED] ext. 212, Community Briefs [EMAIL REDACTED] Extended [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED] Extra Extended [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED] Local chambers [EMAIL REDACTED], [EMAIL REDACTED], Art/museum [EMAIL REDACTED], [EMAIL REDACTED] Division Heads & Supervisors [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED], [EMAIL REDACTED] Community Outreach As part of this planning effort, a complete parks, recreation, open space and trails needs Assessment for a Master Plan was conducted. Activities included: obtaining community input through focus/stakeholder groups, public official meetings, and community wide public meetings; creating an in- depth profile of demographics of the Farmington City area; and examining national and local recreational trends. Over 100 community members participated in five citizen focus groups, eight stakeholder interviews, and a public forum during the month of August, 2013. Participants represented a wide variety of community interests including park and recreation users, parents of children that participate in city programs, concerned residents, business representatives, partnering organizations, and the COFPRCA Department staff. The consultants facilitated the discussion and led the participants through a series of questions to gain input on a broad range of issues about or affecting the City. The City of Farmington conducted a community attitude and interest survey from November, 2013 to March, 2014, to help establish priorities for the future development of Parks, Recreation, and Cultural Affairs facilities, programs, and services within the community. The survey was designed to obtain statistically valid results from households throughout the City of Farmington and surrounding San Juan County. 2 ---PAGE BREAK--- Key findings are outlined in the City of Farmington Parks, Recreation, and Cultural Affairs Master Plan Findings Presentation given on April 24, 2014. A first draft of a Key Findings Matrix has been created as a general guideline to determine primary goals. GOAL The single goal is to communicate effectively with the community and determine the present and future needs of the community and how best to achieve that. TARGET AUDIENCES General Public includes the following demographics: Families with school-aged children 50+ citizens Navajo and Spanish speaking houselholds Existing PRCA patrons Surrounding county residents Interest Specific Groups include: Connie Mack World Series Board PRCA Commission Four Corners Economic Development Tourism Farmington Convention and Visitors Bureau Boys and Girls Club of Farmington Riverreach Foundation Pet Project Foundation Animal Advisory Commission Farmington Amateur Baseball Congress (FABC) Four Corners Youth Soccer League ECHO PMS Community Guidance Council Community Swim Clubs Farmington Young Professionals (FYP) Big Brothers Big Sisters of San Juan County San Juan County Extension Advisory Council Mayor’s Minority Issues Rountable Environmental Health & Safety Team Four Corners Comprehensive Homeless Assistance National Notary Association members Healthy Native Communities Partnership Through research, and community outreach, define new demographic targets KEY MESSAGES COFPRCA seeks to improve the quality of life for citizens of all ages in Farmington and surrounding communities. CORPRCA offers a wide range of parks, facilities, special events, and programming to the citizens of Farmington and surrounding communities COPRCA provides a safe, family-friendly, and caring atmosphere for people of Farmington and surrounding communities. 3 ---PAGE BREAK--- OBJECTIVE 1 Develop and explore additional partnerships and collaborations with new Foundation and community leadership opportunities, every year (after March, 2014). STRATEGY Expand community communication and involvement in programs and events through emerging technologies. TACTICS Giveaways Photo Contests Multimedia News Release Phone app Blog Twitter & Facebook E-newsletter Website Gateway Program Guide Articles OBJECTIVE 2 Define and continually evaluate all community avenues of information distribution (MR, emails, media options, printed material, & emerging technology). Reevaluate and update methods every year, using the External/Internal Communication Matrix as a guideline. STRATEGY Continue to survey the public at special events. Define and continually evaluate all community avenues of information distribution through Master Plan Data, social media analytics, creation of interactive involvement such as contest and photo contests and emerging technologies. TACTICS Events Giveaways Photo Contests Posters Multimedia News Release Phone app Blog Twitter & Facebook News Release Brochure Flyers E-newsletter Website Website Calendar Relocation Publications Ads Gateway Program Guide Articles Trade Show Presence 4 ---PAGE BREAK--- 5 OBJECTIVE 3 Key Issues identifies from the COFPRCA Master Plan Survey to be addressed are: 1. Better marketing and communication of activities 2. Work on Agency branding for development of tourism or ecotourism 3. Work on making the website easier to access information 4. Stay on the cutting edge of technology STRATEGIES Evaluate changing, adapting, and restructuring current practices of communication, for better results. TACTICS 1. Better marketing and communication of activities – Improve on new techniques, mostly data base management, for data collection on how the public wants to get their information. (Look at Objective 2 for more detail) 2. Work on Agency branding for development of tourism or ecotourism – Become more involved in City-wide efforts to brand our area, in order to tie in those ideas to our programming. 3. Work on making the website easier to access information – Continually look at the analytics and statistics that the 3rd part web provider has available. Determine where the most traffic resides and use that as a gauge to create a better pipeline of information. 4. Stay on the cutting edge of technology – Always research new ways to make the input/output communication process better. (Look to Objective 1 for greater detail) BUDGET $60,000 annually MEASUREMENT Evaluate each year if each objective has been met.