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The City of Farmington’s Department of Parks, Recreation, & Cultural Affairs ( COF PRCA) Community Relations Plan March 14, 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], [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] 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. Key findings have yet to be determined. 2 ---PAGE BREAK--- 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: … get from list Community Representatives 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. 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 3 ---PAGE BREAK--- 4 OBJECTIVE 2 Define and continually evaluate all community avenues of information distribution (MR, emails, media options, printed material, & emerging technology). Reevaluate and update lists every year (after March, 2014). 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 OBJECTIVE 3 Define key findings and determine strategies for Master Plan, to be completed by May, 2014. STRATEGIES Define key findings and determine strategies for Master Plan by changing, adapting, or restructuring current practices of data collection, for better results. TACTICS To be determined by June of 2014. BUDGET $60,000 annually MEASUREMENT Evaluate each year if each objective has been met.