Connect Public Relations: MCCP

public relations
Connect Public Relations

Emily Budd Alaina Moseley Brandon Orr
Client: Murray Calloway-County Parks & Recreation 2014 Tax Referendum.
Table of Contents
Connect Public Relations ....................................................................................................................... 1 Emily Budd ................................................................................................................................ 2 Brandon Orr ............................................................................................................................... 3 Alaina Moseley ............................................................................................................................ 4
Executive Summary ................................................................................................................................ 5 Situational Analysis ................................................................................................................................. 6 Clients Mission Statement ..................................................................................................................... 7 Client History ......................................................................................................................................... 8 Problem Statement ............................................................................................................................. 10 Goal of the Campaign ....................................................................................................................... 11 Messages & Themes .......................................................................................................................... 12 PR Mission Statement ....................................................................................................................... 13 Campaign Objectives ....................................................................................................................... 14 Profile of Target Publics ....................................................................................................................... 15 Opinion Leaders ................................................................................................................................. 16 Revitalize Image: Strategies ................................................................................................................ 22 Community Relations Officer ....................................................................................................... 23 Rebranding Organization ....................................................................................................... 24 Logo ........................................................................................................................................ 25 Website Relaunch ..................................................................................................................... 26 Facebook ................................................................................................................................ 28 Twitter ...................................................................................................................................... 29 Instagram ............................................................................................................................... 30 Scene in the Community .......................................................................................................... 31
Rejuvinate Participation ...................................................................................................................... 32
Murray-Calloway County Parks & Recreation
Table of Contents (cont.)

Friends of the Park.................................................................................................................... 33 FOP Application ......................................................................................................................... 35 FOP Flyer ............................................................................................................................... 36 FOP T-shirt ............................................................................................................................. 37 FOP Window Decals .............................................................................................................. 38 FOP Kick-off Event ................................................................................................................... 39 FOP Speech ............................................................................................................................. 40 FOP News Release.................................................................................................................... 42 FOP Parental Outreach ........................................................................................................... 45 FOP Business Ally ..................................................................................................................... 47 FOP Newsletter ....................................................................................................................... 51 FOP Blog: Talking Trees ........................................................................................................... 52 Community Days ................................................................................................................. 54 FOP Days .............................................................................................................................. 55 Parks Inititative ......................................................................................................................... 57 Webpage ............................................................................................................................... 58 Facebook ................................................................................................................................ 60 Twitter ...................................................................................................................................... 61 YouTube ................................................................................................................................... 62 Feature Articles......................................................................................................................... 64 News Release ........................................................................................................................... 67
Reinforce Need: Strategy ...................................................................................................................... 56
Evaluation ......................................................................................................................................... 70 Appendix A: Contact & Schedules ....................................................................................................... 70 Appendix B: Primary Research ....................................................................................................... 86 Appendix C: Secondary Research ................................................................................................... 113
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Connect Public Relations

Connect Public Relations is based out of Washington, D.C., and specializes in serving government and non-profit clients Mission Statement Embodying the American Spirit by connecting the hands that need, with the hands that serve. Vision Statement Connect Public Relations is committed to working with government and non-profit organizations to create a more perfect union, uphold the greatest ideals of citizenship, honesty, and service by pushing the boundaries of the communication industry through the field of research. Values Statement Ethical Actions: We promise to practice Public Relations within the highest ideals of ethics while performing all business. Objectivity: We promise to objectively provide the best service to our clients, and the publics we serve. Pioneering: We promise to pioneer past the intellectual boundaries of the communications field to communicate messages effectively and creatively. Service: We promise to serve every hand in need, when called upon to support the community, that has made us who and what we are today Commitment: We promise to maintain a strong commitment to each client, ultimately providing the best timely service.
Emily M. Budd Project Manager
5981 Shady Oaks Lane Naples, FL 34119 emilymbudd@gmail.com 239.825.6851

Work Experience Murray State University | Murray, KY Resident Advisor Oversee safety and well-being of 40 residents. Promote and host two monthly educational programs Naples Equestrian Challenge | Naples, FL Nonprofit Intern Revised and managed databases and mailing lists. Spearheaded coordination of donations for annual fund raiser. Hilton Naples | Naples, FL PR/Event Planning Intern Generated SEO content through research for website and blog Facilitated the organization of special events and meetings C2 Communications, LLC. | Naples, FL Server/Bartender Redesigned marketing book and materials using InDesign Upgraded client websites using new content and layout
August 2011-Present
May 2012- July 2012
May 2011- July 2011
May 2010- July 2010
Education Murray State University | Murray, Kentucky August 2009-Present Bachelor of Arts Anticipated Graduation Date: May 2013 Major: Public Relations Minor: Youth Non-profit Leadership Leadership Experience Secretary, Lee Clark Residential College Council August 2010-Present Alumni Relations, Murray State University Student Alumni Board January 2012- Present Member, National Residence Hall Honorary January 2012- Present Mentor, Growing into Respectful Outstanding Women August 2011-May 2012 Member, Public Relations Student Society of America August 2010- Present Vice President, Public Relations Student Society of America January 2011-May 2011 First Year Leader, Lee Clark Residential College August 2010- December 2011 Murray-Calloway County Parks & Recreation 2
Brandon T. Orr Creative Director
901A Sycamore St. Murray, Ky 42071 b.o.racer13@gmail.com 270.227.2565

Work Experience The Murray State News | Murray, KY April 2011-Present Advertising Sales Manager Produce approximately 500 inches of print, online and classified advertising Oversee performance and payroll of multiple sales representatives Pink & Black Magazine | pinkandblack-magazine.com Business Manager Connect and maintain relationships with affiliates Generate revenue through online advertisements February 2013-Present
Racer Band | Murray, KY May 2012-November 2012 Publicity Intern Author multiple press releases about the organization. Develop and manage relationships with local media outlets A Good Thing Consignment Shop| Murray, KY Sales Associate Direct and create all social media and online content Handle $15,000 monthly payout to consignors November 2011-Present
Education Murray State University | Murray, Kentucky August 2009-Present Bachelor of Science Anticipated Graduation Date: May 2013 Major: Public Relations Minors: Marketing, Chemistry Leadership Experience Vice President, Public Relation Student Society of America August 2012-Present Bateman Case Competition, Public Relation Student Society of America August 2012-April 2013 Director of Corporate Relations, Alpha Kappa Psi August 2012-December 2012 Professional Chair, Alpha Kappa Psi August 2012-December 2012 Senior Research Assistant, MSU Inorganic Research Laboratory August 2009-December 2011 Member, Murray State Universitys Racer Band August 2009-November 2012 Member, Murray State Universitys Pep Band August 2009-November 2012
Alaina G. Moseley Research Director

574 Jackson Forest Rd. Paris, Tennessee 38242 alaina.moseley@gmail.com 731.363.7843
Work Experience Airborne Gymnastics Academy | Paris, TN. November 2011-Present Gymnastics/Tumbling Coach USA Gynastics certified Coordinate multiple cheerleading clinics for surrounding areas Express Tan | Murray, KY and Paris, TN. Professional Tanning Consultant Customer, Computer and Sales/Marketing Skills Smart Tan certified Matthew Robbins Design | New York, NY. Event Planning Intern Designed flower arrangements for special events Initiated new organizational system for inventory Seatons Mesquite Grill | Buchanan, TN. Server/Bartender Attended bartending classes, earned ABC license Advanced my social skills by interacting with customers January 2010-Present
May 2011-August 2011
March 2006-January 2010
Education Murray State University | Murray, Kentucky August 2010-Present Bachelor of Arts Anticipated Graduation Date: December 2013 Major: Public Relations Minor: Advertising Leadership Experience Public Relations Student Society of America 2011-Present Member Attended meetings and gained a greater understanding of what PRSSA is and what it does for the community. Involved in decision making for the group and assisted in event planning. Remained up-to-date with current industry news and the latest trends in Public Relations.
Executive Summary
In January 2013, Murray Calloway County Park and Recreation requested a public relations
campaign for a tax referendum to benefit the budget of MCC Parks and Recreations to be implemented throughout 2013-2014, until voting day November 2014. The primary focus of the campaign is to generate community support of the 2014 tax referendum. This plan suggests the name of tax referendum to be changed to Parks Initiative. Changing the name will erase the negative connotations of the word tax, and suggest a proactive response as opposed to a reactive from voting citizens. To gain support for the Parks Initiative the proposed PR plan will highlight the symbiotic economic and physiological relationship between the Murray Calloway-County community and the Murray Calloway Parks system by creating awareness throughout the community. This plan also suggests the name change of Murray Calloway County Parks and Recreation to Calloway County Parks to create a more encompassing name, which reflects a county community park. The tactics developed from primary and secondary research will create awareness of the needs of the MCC Park districts. In the proposed plan several tactics are used to create a relationship between the park district and the citizens of the Calloway County, to strength ownership within the parks. One proposed tactic is to create a brand ambassador program that also serves as a volunteer organization, Friends of the Park. This tact will use newsletters, Facebook, Twitter, special events, and websites to build support surrounding the Parks Initiative. It will create civic responsibility for citizens of Murray, as well as raise awareness of needs of the park districts. Other tactics include using a media kit, social media, and special events to address the needs of the clients. Through these tactics the PR plan will revitalize, rejuvenate, and reinforce the needs of the MCC Park District.
Situational Analysis
Murray Calloway County Parks and Recreation has a strong reputation in the Calloway County
community. Research shows that community members believe the parks are well run, and maintained to the best of the MCCPs abilities. There is no strong voice of opposition for the tax referendum, yet, because the topic has not been formally introduced to the community. It is also shown in the research that members of the community strongly believe the parks are important to Calloway County economically and socially. Economically, the benefits are seen by the community, through tournaments run by the MCCP and adding to community appeal for new businesses. A major issue in trying to get citizens to vote yes to the tax referendum will be that people are
opposed to taxes. Tax has a negative connotation, and many people have a hard time moving past the idea of a tax. Research shows that people do not positively relate to the word tax. Also, citizens do not see a need for civic responsibility to financially support the park. It has been related to them that the park is being run efficiently with the current budget. Research also showed that many of those same people do not understand where the parks budget comes from. Citizens dont realize the needs of the parks are as great as they are, and have not been made aware of any needs financially. While many people agree the park is useful in the community, some people identify the parks as city parks, and do not see direct correlation within the Calloway County as a whole. Also, because the referendum has been voted down once before in previous years, there is a chance the stigma may overshadow the current cause. There are no other community parks and facilities in Calloway County. Therefore this drives
the needs to continue operating the MCCP for the benefit of the community. There is a willingness to support the parks, through volunteerism or financially, according to the research. People are aware of the parks and special events that occur regularly at the park, and usually well attended by community members. Citizens also are aware of the facilities that park district operates. Community members of Calloway County see the need for the continuation of the MCCP within their community, but they are not currently aware of MCCPs needs financially or through the support the 2014 tax referendum.
Clients Mission Statement

Murray-Calloway County Parks and Recreation Department will serve to enhance the quality of life of the community at large by providing resources and opportunities that will benefit both city and county residents.
Client History
1937- Murray City Pool Closed New Pool opened at the College 1938- Date set for Calloway County Fair at Murray City Park, Aug 18-19-20 1940- City of Murray voted to approve bonds up to $25,000 to maintain a system of parks 1941- Decisions to locate new park on Chestnut between 8th and 10th 13 acres 1941- Mayor George Hart received telegram from President Roosevelt approving $49,697 for construction of Murray Park 10th Street 1941- Mayor George Hart Park project will start November 23 Cost $480,545 between 8th and
1944- Opening of Murray City Park June 8 Boy and Girl Scouts, Murray High and Training School Bands 1948- More than 500 families to attend Farm Bureau Picnic at Murray City Park 1949- Calloway County Fair at Murray City Park 1950- Preston Ty Holland Summer supervisor all tables and booths reserved for both noon and evening events 1958- City Council voted $7,750 for new ballpark in southeast section of Murray City Park 1962- Dennis Taylor Summer Supervisor Principal Murray Elementary School 1970- Kiwanis Club donated playground equipment to park 1971- Plaque Murray Park for Excellence in the Field of Parks and Recreation for City under 20,000 population 1971- Barry Polston Full-time Recreation Director City of Murray 1972- Barry Polston Director Special 4th of July at Murray Park 1973- Calloway Fiscal Court voted to purchase Ryan Property for price of $150,000 1974- Cost Estimate MCCP-- $640,000 (Excluding 9-hole golf course) 1975- Excavation began for a new pool complex 3 pools 1987- Park Board voted to close the park due to a $20,000 shortage and reopen in the spring
Client History (cont.)

1988- Trade Day moved from Drive-In Theater to MCCP 1994- Mrs. Sargent will take over Waters School House for repair and upkeep 1999- 10 acres of park fertilized, limed and seeded
Problem Statement
The Murray Calloway County Parks District is limited in their current budget set by the County
and City, and will not be able to continue to maintain and renovate needed areas of the park. The suggested tax referendum regarding the parks for 2014 will create a larger more workable budget for the MCCP District. For example, the parks budget is barely covering all the current needs of the park. This referendum will allow the parks a more flexible budget to fix all the necessary facilities in the park such as the pool and the baseball lights. The MCCP will need the support of the community to pass the referendum. There is a disconnect in the understanding of the need of the parks financially and what the community perceives as the needs. Challenges faced while gaining support of the community will include: Image: The parks are often referred to as city parks. Therefore, many county citizens do not see the parks being directly beneficial to them, and do not feel responsible for the park. Awareness: Many community members do not see the needs of the park. They are unaware of the limited budget, and how that affects the upkeep and management of the parks facilities. Presence: Research shows that many people say that the park is not visible in the community. Without a successful plan to revitalize, rejuvenate and reinforce, the MCCP District will not be able
to secure the votes of citizens for the tax referendum in the 2014 elections. Without the funds the MCCP District will not continue as it does today.
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Goal of the Campaign

To generate community support for the 2014 Parks Initiative by highlighting the symbiotic economic and physiological relationship between the Murray Calloway-County community and the Murray -Calloway County Parks system.
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Messages & Themes

Messages The Calloway County Parks are here to serve both the county and city residents. Benefits of the park initiative both financially and psychologically. The park system will not survive if the parks initiative is not passed.
Themes Revitalize. Rejuvenate. Reinforce. Revitalize the connection of the parks and the surrounding community. Rejuvenate the parks programs to best serve the community. Reinforce the community in any way possible.
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PR Mission Statement
Create a plan to reinforces the role of the Murray-Calloway County parks in the community ultimately generating support of the importance of the 2014 Parks Initiative.
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Campaign Objectives
Revitalize image Present a unified and updated image of the parks system to 25 percent of the Murray Calloway- County community by Fall 2014.
The client must correct previous connotations about the parks role in the Murray-Calloway County community by revitalizing the image of the organization. This will allow support of the park to flow easily in order to pass the Parks Initiative.
Rejuvenate participation Increase foot traffic by 20 percent to the park by Fall 2014.
To maximize the support of the Parks Initiative, the client will need to rejuvenate participation of the parks. The constituency are visual creatures therefore bringing the to see the needed repairs will have the most effectiveness. Reinforce need Inform 25 percent of Murray-Calloway County community of the costs and benefits of the parks initiative by November 2014.
The client must reinforce the need for the Parks Initiative by informing all constituents of the Murray-Calloway County community.
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Profile of Target Publics

Primary: Families with children under the age 17 Involved in athletics or creative arts Continuously interact through social media outlets Have a personal attachment to the parks or facilities Secondary: Land-owning or business-owning citizens Lead active and community-involved lives Well educated on local politics Relate to current events through online media or television Murray State University Students Spend regular time outdoors Enjoy spending time with family or friends Registered voters or eligible registered voters
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Opinion Leaders
Student Government Association (SGA): President: Jeremiah Johnson Murray State University Murray, KY 42071 While in college, students are elected by peers to function as a governing body for them. As
opinion leaders, they can be quite influential with students. They look to them many times to see exactly what their stance will be on certain issues or matters. This in turn can affect what the students opinions will be.
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Opinion Leaders (cont.)

Professors/Teachers: President at MSU: Superintendent: Randy Dunn 218 Wells Hall Murray KY 42071
Calloway County Schools Steve Hoskins P.O. Box 8000 2110 College Farm Road Murray, KY 42071 Steven Hirase 208 South 13th Street Murray, KY 42071
Murray City Schools
Regardless of school level, whether it is elementary, middle, high school, or college, these
individuals have a great impact. Their views on issues may times present themselves through teaching subjects or counseling students. Valuable and impressionable time in students lives is spent with these teachers.
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Mayor: Bill Wells 104 N. 5th St., Murray, KY 42071 Bill Wells is the Mayor of the City of Murray. He has lived and served as a member of this
community for more than 30 years, as the first Director of the Murray Family Resource, former Murray High School Principal, City Councilman of 18 years and co-founder of Murray Make a Difference Day. He is influential because he is well liked by the City of Murray.
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City Council: 104 N. 5th St., Murray, KY 42071 One of the goals is to educate the city council members about the parks initiative. The city council
wants the best for the community. If they are in support of the parks initiative, these council members will be helpful in educating the community that the parks initiative is an opportunity to save the MurrayCalloway County Parks.
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County Executive Judge: Larry Elkins 312 N. 4th St. Murray, KY 42071 County Judge Larry Elkins has significant influence over the community. Convincing him that the
initiative is a positive contribution to the community will be the key to getting the parks initiative passed.
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Chamber of Commerce: Tim Todd Board Chairman 805 N. 12th St Murray, KY 42071 The Chamber of Commerce is in conjunction with all the small businesses in Murray. After
educating the commerce of the parks initiative, their support fosters the support of all the businesses of Murray to partner with the Friends of the Park tactic.
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Revitalizing Image: Strategies

Create a universally encompassing online presence
Create a universally encompassing traditional media presence.
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Tactic: Community Relations Officer

Targeted Public(s): Primary and Secondary Publics
An internship program developed for the Calloway County Parks District and students studying
at Murray State University will work as a beneficial relationship for both parties. It will allow for students to grow in knowledge and experience, and provide the parks with help with their FOP program, special events, social media, and other needs. This internship program will also continue to strengthen the relationship of the Park District and Murray State University. The internship program will be open to Youth and Nonprofit, Recreational, Public Relations, Marketing or Advertising majors/minors at Murray State University. A description of the duties and responsibilities of the position, as well as the requirements will be sent out to the contact persons at the beginning of each semester to distribute to students. There will also be a link provided on the parks website. The Park Director will hire however many interns they deem necessary for the work load they have available for the following three months. The internship program will require three months, with a minimum of 12 hours a week to be eligible and internships for college credit are encouraged. The selected intern will complete all of the following tactics of this campaign.
Evaluation: Standard employee review
Cost: None
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Tactic: Rebranding Organization

Targeted Public(s):Primary and Secondary Publics

It is in the organizations best interest to change the name of the parks from Murray-Calloway
County Parks to Calloway County Parks. The purpose for this rebranding is to encompass the community as a whole. The goal is to attract everyone in Calloway County to these parks, not just Murray. According to focus group research, Many people who live outside of Murray said they feel disconnected from the park because the current name of the park and the location of the park. The location of the park lends itself to be easily connected with constituents in the Murray community; the Calloway County community will be more responsible for the park if the organization highlights them in the organizations name. In changing the name to Calloway County Parks, this will reach everyone and make them take claim of the park.
Evaluation: N/A
Cost: $10,000 for signage
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Tactic: Logo


A logo is an organizations identifier and often acts as a first impression to consumers; therefore
Three logos have been created that bring CCP into the 21st century. Each was designed with the ideas of simplicity and a sense of modern. In the Murray community, it is vital to present a unified image that encompasses both the Murray and Calloway County communities. A new logo is a simple and effective way to create a new image for any organization.
Evaluation: Surveys
Cost: Free
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Tactic: Website Relaunch


It is essential to an organizations success to have all the information a consumer will need at
their fingertips. It is in the organizations best interest to reevaluate the webistes role in the organizations communication plan. The proposed website is designed to mimic some of the best in the industry and also to fit the needs of the community members. A simple sitemap, larger text, images and interactive elements all come together to provide an enjoyable experience for any age community member. The website is linked to pull information from all social media platforms to allow continuous updates without having to have a webmaster constantly on hand. Pages included in the website include park contact information, park activities, park map, links to all social media platforms and images that highlight members from both the Murray and Calloway County communities. To reinforce the rebranding of the organization, Calloway County Parks should purchase the rights to www.callowaycountyparks.org. Test URL: http://studentdev.murraystate.edu/art35301sp13/borr/park/ndex.html
Evaluation: Unique Hits SEO
Cost: URL Rights: $23.99
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Tactic: Website Relaunch (cont.)

Screenshot of home page
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Tactic: Facebook


Create a new Facebook page for the Calloway County Parks. This Facebook will be the primary
tool to gain interest with the college-age students and middle age people. Facebook will be the key way to get connected directly with the parks. People can voice their concerns, opinions or ideas on the Facebook wall. Currently, the Murray-Calloway County Parks is a person on Facebook. To see their wall, you must be friends with them. This is against Facebook policy. Calloway County Parks want to make this Facebook a page for fans to like. By December 2013, the community relations officer should 1,000 likes on the page. To attract more of the target publics, the Facebook page will be updated on a regular basis and will include variety of topics and media tactics: Events regarding the parks Special promotions through Friends of the Parks program Information on ways to gain involvement through voluntarism in the park Link to the parks updated webpage, Instagram and Twitter accounts Example Post: Walking outdoors is a great way to get your recommended 60 minutes of exercise a day. Come check out all of our walking paths.
Evaluation: Cost: Monitor the frequency and content of posts Free placed on the Facebook page from users Evaluation on the number of likes within the set timeline Increased connection of users with the Facebook, Instagram and Twitter accounts Murray-Calloway County Parks & Recreation 28
Tactic: Twitter

Targeted Public(s): Secondary Publics

A new Twitter account will be created for the Calloway County Parks (@CC_Parks). The target publics who have a Twitter account will be able to follow Calloway County Parks. The
account will be updated on a daily basis with fun facts and events regarding the parks. The account will also be updated with opportunities to volunteer. Twitter is one of the fastest growing social networks. More and more people are joining Twitter, and it is one of the most effective forms of communication. Many students, organizations and activists will be able to quickly reach information through CC_Parks. The Twitter account will be in direct correlation with the Calloway County Parks Facebook page.
Every time the Facebook group is updated, a link will be posted on the Twitter account. Therefore, the same topics discussed on the Facebook will be featured in another media outlet, Twitter.
Example Post: Walking outdoors is a great way to get your recommended 60 minutes of exercise a day. Come check out all of our walking paths. #CCparks #gettinghealthy
Evaluation: Number of Twitter followers Number of retweets
Cost: Free
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Tactic: Instagram


A new Instagram account will be created for the Calloway County Parks (@CC_Parks). The target publics who have a Instagram account will be able to follow Calloway County Parks.
The account will be updated on a daily basis with fun facts and events regarding the parks. The account will also be updated with opportunities to volunteer. Instagram is one of the fastest growing social networks for younger adolescents. Many students, The messages on this platform will be designed to reach out and connect to younger adolescents organizations and activists will be able to quickly reach information through CC_Parks.
due its multimedia nature. Photos should include numerous children playing at the park, participating in a park sport or sponsored activity.
Example Post: I love Chestnut Park! #ccparks #baseballseason
Evaluation: Number of followers Number of retweets Use of promoted hashtags
Cost: Free
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Tactic: Scene in the Community

Targeted Public(s): Primary Publics
Scene in the Community is a weekly element published by The Murray Ledger & Times. This
forum will allow the parks to showcase multiple users of the park both from the city and county. The goal of this tactic will allow community members to see how many people use the park from all parts of the county. It would be most effective to photograph the opinion leaders outlined in this campaign to spread the message most effectively. People, especially the elderly, identify easily with photos and will hopefully snowball this into a word-of-mouth campaign. Example Post: Dogwood trees begin to bloom near a walking trail in Central Park on the first day of spring.
Evaluation: Press Coverage
Cost: Free
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Rejuvenate Participation: Strategy

Increase foot traffic by 20 percent to the park by Fall 2014.
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Tactic: Friends of the Park (Brand Ambassador Program)

The Friends of the Park program is developed to foster the relationship of the Calloway County
Parks and the community. It will serve as an ambassador program, and allow for the community to have input into the parks. Along with community input, it will serve as a way to disseminate information on the Parks Initiative 2014, and gather support from community members. There will be volunteer opportunities through the program as well, which will help to foster civic responsibilities. This tactic will have several components and tactics within this one to create a successful program. There will also be two different variations of the program which include: FOP community members and FOP business members. FOP Community Members of the community will be offered the opportunity to become a friend of the park. Letters informing parents about the program will be sent out at all schools, elementary- high school, as well as representatives sent to the PTA meetings. Flyers concerning the program will be posted at businesses, the park, and the Chamber of Commerce. Social media will be used to promote the program as well. A tab on the website will be developed to allow online sign-ups. Participants may also sign up at the Friends of the Park kick-off party at the start of the school year. The only fee would be $5, and would go towards the Friends of the Park t-shirt. On every first Friday of the month there will be a FOP Friday. Businesses will sign up in advance to provide a reward to anyone who wears their FOP shirt. Rewards can vary depending on the business. These will be coordinated two months in advanced. That Friday there will also be FOP meeting at the Pavilion in Central Park. This meeting will allow for FOP to hold an open forum about upcoming projects, volunteer opportunities, and keep the community involved in the parks. Participants will also sign up for either an email or print newsletter to be sent out monthly. This newsletter will be shorter, but provide them with important information (the newsletter is discussed further in the Newsletter Tactic). There will also be a Facebook page, Calloway County Friends of the Park. This page will keep participants up-to-date. Murray-Calloway County Parks & Recreation
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Tactic: Friends of the Parks (cont.)

FOP Business Businesses will be offered to become a part of the FOP program. They will be given a FOP sticker to place in the window of their business. They will always have the opportunity to be highlighted in the newsletter as the Business Friend of the Park of the Month. They can sign up to provide a reward to the FOPs on the FOP Fridays. Businesses will be invited through the Chamber of Commerce, as well as the Kiwanis Club and the Calloway County Rotary. The business name would be announced at every FOP Friday meeting and listed on the Facebook page, newsletter or other motivational material. All collateral material is included in the following pages. All of these materials are vital to create a collective captive audience that may be used to then further the support of the Parks Initiative.
Evaluation: Number or participants Press coverage
Cost: Free
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Friends of the Park: Application

Example Application
Name: ___________________________________________________________________________________ Address: _________________________________________________________________________________ Phone: ___________________________________________________ Email: ____________________________________________________ Birthday: _________________________ T-Shirt Size: _______________________ Do you prefer to receive monthly newsletter through traditional mail or email: ________________________
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Friends of the Park: Promotional Flyer

Example Flyer
Calloway County Friends of the Park
Become a friend of the Calloway County Parks. Get an awesome T-shirt, great monthly rewards, volunteer opportunities, and the inside scoop of happenings at the park! To find out more please visit:
www.facebook.com/CallowayFOP or
online.
Murray-Calloway County Parks & Recreation 36
Friends of the Park: T-shirts

T-shirts will be distributed at all members of Friends of the Park. This will identify the group
members throughout the community in order to increase interest and improve foot traffic to the park.
Color: Kiwi Front: FOP logo Back: Business sponsor logos and CC Parks logo Cost: $6.40 per shirt X 125 shirts= $800
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Friends of the Park: Window Decals


Window decals will be available to all members of Friends of the Park. Business sponsor decals
will be distributed to all business allies. This will identify the group members throughout the community in order to increase interest and improve foot traffic to the park.
Member Decals
Business Sponsor Decals
Evaluation: N/A
Cost: $6.89 per sticker X 50= $344.50
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Friends of the Park: Kick-Off Event

This event is to spark interest in the brand ambassador program eventually cultivating
participation in the program. The event will be a simple press conference based around a speech calling to the community to action and promoting civic responsibility. It is written to be given by a member of the Calloway County Park District Board, like Jason Lovett or the current Board Director. A member of the board is ideal to give the speech because the board has a strong influence not only within the park, but in the community. They also have a good reputation, and represent the relationship between the parks and the community. The speech will introduce the Friends of the Park program, and the business members who are involved in the program as well. It will also address the issues that the park currently is facing, including financial limitations and the tax referendum. The goal will be to not only make people aware of the FOP program, but their need for support from the community in passing the 2014 tax referendum. It will also help to connect with the community and give them more responsibility and input with the parks. This speech will be targeted to members of FOP which will include children, their parents, and retired members of the community, business owners, and land owners. Local media outlets will be invited to this kick-off, and given a chance to hear the speech.
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Friends of the Park: Speech

Example Speech

Welcome to the Friends of the Park kick-off party. My name is _______, I am the current Board
Director for the Calloway County Parks. On behalf of the park board and myself, thank you for showing your support to the parks. We are pleased to see so many members of the community here this afternoon. We would also like to take the opportunity to thank the Friends of the Park business partners. There are representatives from: (list businesses who have signed up). These businesses have agreed to show their support of the parks as well, and we encourage the support of their businesses. The Friends of the Parks program was developed to foster the relationship between the park district and the community of Calloway County. We invite you to participate in events held at the park, and become the voice of the parks out in the community. Along with that we would like to hear what you have to say. As a friend of the park we value your opinion and input on what we can do to make the parks better. Give us your input by attending our Community Days held monthly, leave a note in the comment box placed up in the pavilion during every FOP day or join the conversation on our FOP Facebook page. We also want to thank you for your support. On the first Friday of every month we will have a FOP Business of the month who has agreed to generously provide rewards to every friend of the park who wears their FOP shirt to their business. This month we would like to thank (name business) for their support, and for being our first FOP business. Stop in this first Friday of this month to redeem your reward. To keep up to-date on our upcoming FOP Business sign up for online or mailed newsletters or like us on Facebook. As a FOP we want to keep you in-the-know about the parks current standing. The park board and parks department are continuously trying to address the needs of the parks. Many members of our community do not realize the expenses that come along with the maintaining facilities like the baseball fields or the concession stands. The biggest issue the parks currently face is not having a budget large enough to continue the maintenance of the park. That subsequently means having to close down
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Friends of the Park: Speech (cont.)
facilities one-by-one. However, with the support of the community we hope to address this issue by passing a park initiative for 2014. This park initiative will provide the parks with a large budget and allow for the needs of the park to be met. The only way the parks will continue to operate and be an important part of the Calloway County community is through the support of the FOP. But not only supporting the parks, but supporting the 2014 parks initiative will ensure that park can contribute to the communitys wellbeing. To learn more about the parks initiative please visit our website and click on the Park initiative tab or please feel free to join the conversation during the Community Days held every 3rd Wednesday of the month. The FOP is a vital part of this park and of the CC community. As the needs of the parks grow we look to the community for support, just as the parks have continuously provided support to the community. Becoming a FOP you are making a statement of valuing the community and well-being of your community. We are pleased to have so many participants, and look forward to what the parks and the community can achieve together. Thank you for coming out today, have a wonderful time!
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Friends of the Park: News Release

Small-town journalism is holding strong in the digital age. CCP support staff and community
relations officer would work to build and nurture a working relationship with the news media. Calloway County Parks will provide numerous amount of content in the from of news releases in order to spark the interest in the brand ambassador program eventually cultivating participation in the program. Subject matter will vary but will include the topics: event announcements, volunteer opportunities and local sport league updates.
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NEWS RELEASE JUNE 1, 2013 Contact: FOR IMMEDIATE RELEASE Tab Brockman tab.brockman@murrayparks.org 270-762-0325 PARKS UNVEIL NEW PROGRAM Calloway County Parks announce new volunteer program Murray, KY Calloway County Parks and Recreation Department unveiled a new volunteer program Friends of the Park on XXX. Friends of the Park is a volunteer organization based inside the parks and is
outside of the volunteer opportunities. Businesses will offer a special offer to all members the first Friday of every month.
open to any member of the community. The program offers members incentives
Payne Street. Members will receive a t-shirt as well as a membership card. -more-
Dues for the organization are XXX and are paid to the CCPR main office on
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they have to offer, but people who are truly interested in giving back to the community, director Tab Brockman.
We are looking for people who are dedicated not only to the parks and what
activities outside the many traditional sports and recreational venues.
The parks are constantly looking for ways to include the community n The Chamber of Commerce, the Rotary Club and the multiple departments of
the Murray State University have all announced that they will sponsor the program and plant to partner with Friends of the Park over the coming months. serves on CCPRs Board of Directors.
Brockman has named XXX as the director of the Friends of the Park. XXX also The park is the central meeting ground for the community and we want to CCPR serves both the Murray and Calloway County communities by
ensure it is the best we can be, XXX said.
providing facilities that all community members can use for a various number of events. For more information on the CCP or Friends of the park, contact Brockman at
270-762-0325 or via email at tab.brockman@murrayparks.org. -###-
Media Contact: Brandon Orr Connect PR 270-227-2565 b.o.racer13@gmail.com
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Friends of the Parks: Parental Outreach


In order to successfully reach families with children to become friends of the park a letter will be
sent out through schools to the parents. The letters will be distributed to every school to be sent home with children. This includes elementary, middle and high schools. The letter explains the program and the opportunity to become involved. These can also be distributed to parents at PTA meetings, weekly take home folders or sporting events.
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Friends of the Parks: Parental Outreach (cont.)

Example Letter to Parents
Dear Parents, The Calloway County Parks Districts is proud to announce the Friends of the Park program. The
FOP program is open to anyone and everyone. The program will give you and your family the first inside scoop of happenings at the park, free rewards, volunteer opportunities, and a foster the relationship between the park district and the community of Calloway County. To become a Friend of the Park all that you need to do is sign up online at (www. callowaycountyparks.org) or find the link of on our Calloway County Friends of the Park Facebook page, or mail-in/drop-off the attached form to (address), or attend our Friends of the Park kick-off day on (date). The cost is only $5 per person. Becoming a Friend of the Park means: FOP T-shirt Entry into FOP Day (first Friday of the month) at the park; celebration and fun! Wear your FOP t-shirt on FOP Days into selected businesses and receive rewards Chances to win passes to the Parks pool Receive online or mailed Talking Trees newsletter to stay up-to-date We invite you to become the voice of the parks out in the community. Along with that we would
like to hear your voice! As a friend of the park we value your opinion and input on what we can do to make the parks better. Give us your input by attending our Community Days held monthly, leave a note in the comment box placed up in the pavilion during every FOP day or join the conversation on our FOP Facebook page. For more information please feel free to visit our website (www.callowaycountyparks.org) or call 270767-0325. Sincerely, Parks Director Murray-Calloway County Parks & Recreation 46
Friends of the Parks: Business Ally

To strengthen the message of reinvesting, Calloway County Parks should ally with business by
providing free marketing material and attempt to drive traffic to these business. All members of the Murray Chamber of Commerce will be named as allies and all marketing material will be available for free. Businesses will be given a FOP sticker to place in the window of their business. They will always have the opportunity to be highlighted in the newsletter as the Business Friend of the Park of the Month. They can sign up to provide a reward to the FOPs on the FOP Fridays. The business name would be announced at every FOP Friday meeting and listed on the Facebook page, newsletter, or other motivational material.
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Friends of the Parks: Business Ally (cont.)

Example Letter
To (business manager), The Calloway County Parks Districts is proud to announce the Friends of the Park program. The
FOP program is open to members of the community and businesses. The program will give community members the inside scoop of happenings at the park, free rewards, volunteer opportunities, and a foster the relationship between the park district and the community of Calloway County. As an important part of the business community we would like to extend the offer to you to become a Friend of the Park business. All that is required from you is that is proudly display a Friends of the Park sticker in your business window. You will also have the option in participating in FOP Fridays (every first Friday of the month). If you volunteer to be the business of the month we ask that you provide a reward for all FOP wearing their FOP shirt that enter your business that given Friday. This will be a great way to not only promote your business, but to create a relationship with customers who share your values within the community. We will even highlight you in our monthly newsletter, and proudly announce your business as the sponsor for that months FOP Friday meeting. To become a Friend of the Park business all that you need to do is sign up online at (www.), find the link of on our Calloway County Friends of the Park Facebook page, call us at 270.762.0325 or attend our Friends of the Park kick-off day on (date). To become a community Friend of the Parks member the cost is only $5 per person. Becoming a FOP T-shirt Entry into FOP Day (first Friday of the month) at the park; celebration and fun! Wear your FOP t-shirt on FOP Days into selected businesses and receive rewards Chances to win passes to the Parks pool Receive online or mailed Talking Trees newsletter to stay up-to-date We invite you to become the voice of the parks out in the community. Along with that we would Friend of the Park means:
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Friends of the Parks: Business Ally (cont.)

Example Letter
like to hear your voice! As a friend of the park business we value your opinion and input on what we can do to make the parks better. Give us your input and become a Friend of the Park. For more information please feel free to visit our website http://www.murrayparks.org or call 270.672.0325. Sincerely, Calloway County Park Board of Directors
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Friends of the Park: Newsletter

The newsletter will serve as a communication tool for all Friends of the Park events, volunteer
opportunities. Articles will entail biographies of an honorary sponsor and Friends of the Park member. This will also act as an educational venue to support the tax referendum as Fall 2014 approaches. It should be available electronically and in print to both cut cost and serve the needs of older publics. The newsletter should be distributed monthly in order to remain in constant contact will all necessary publics.
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Friends of the Park: Newsletter (cont.)

Example Newsletter
talking trees
VOL 1, ISSUE 1
a special FOP publication
Business of the Month: A Good Thing Consignment Home Furnishings

find their shop located in the town square at 514 Main Street. You can also check out their website: www. agoodthingconsignment.com Starting in 1997, A Good Thing Consignment Shop has been serving Western Kentucky for 13 years. They have a large inventory of fine furniture and accessories collected from the best consigners from all across the region. There are a number of reasons people consign: sometimes people are simply ready for a change. The first Friday of this month be sure to stop by their shop in your FOP t-shirt to redeem your FOP reward. As always, we are proud to be a friend of A Good Thing Consignment Home
For the month of September we would like to thank A Good Thing Consignment Home Furnishing for being the Business of the Month. You can WHATS INSIDE: Looking for a way to get involved? Check out the Volunteer section Want to become the FOP of the next month? tell us why on our Facebook page. Have a great idea or input for the parks? We want to hear. Keep reading to find out how to tell us
Member Profile: Neal Head

Neal Head is a student at Murray State University, but is originally from Lexington, Kentucky. Neal has been named the FOP of the month because of his dedication to the parks. Not only has he volunteered his time to several of our volunteer projects this past month, but he has invited several of his friends to participate in FOP. He proudly boost about the Calloway County Parks, and is surely a friend of the park. Neals hobbies include reading, throwing the Frisbee and frequenting the great outdoors with his friends. He has played intramural softball with his residential college. He enjoys his time volunteering with CC Parks and had this to say about his ex-
Junior Neal Head, from Lexington, KY, was named as Aprils Friend of the Park. Head joined in 2013 and was recently named secretary
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Friends of the Park: Talking Trees (Blog)


Talking Trees will serve as the information center for Friends of the Park. It will outline upcoming
volunteer opportunities and hopefully will add to the bigger conversation of community service. The blog should encourage participation in the organization and drive traffic to the park. Posts should include a variety of messages: text, visual and multimedia. Due to the nature of a blog, it will be the easiest venue to cnvey complex textual messages. This will also act as an educational venue to support the Parks Initiative as Fall 2014 approaches.
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Friends of the Park: Talking Trees (cont.)

Example Post
GOAL! Only two weeks left until soccer season begins! How exciting! We have missed the smell of freshcut grass and hot dogs while watching the teams play off on a warm Saturday afternoon. But before the festivities can begin, there is still some final details to take care of and the park needs our help. Jason is still looking for volunteers to paint the lines and work the concession stands. If you are willing to volunteer email Jason at soccer@callowaycountyparks.org. Soccer is one of the biggest seasons for the park and one of the best too. Soccer teaches teams
about teamwork, sportsmanship and how to set goals. Friends of the Park should be outstanding examples of sportsmanship when attending games because we can mold the future of our community. We hope to see everyone at this Fridays meeting at noon and then again at Yogurt Your Weighs FOP Happy Hour. Wear your green shirt and get 15 percent off on dish! See everyone then!
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Tactic: Community Days

Targeted Public(s): Primary Publics

Community Days will serve as a town hall meeting for people of the small communities to get
together to talk about the parks initiative and how it will affect their lives as well as their families and Calloway County. Breaking the county down into smaller groups, we feel we can get the opinions of more people. Evaluation: Number of participants Press coverage Cost: Free
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Tactic: Friends of the Park Days

Targeted Public(s): Primary, Secondary Publics

Friends of the Park days will serve as a tool to drive traffic to the park. This will work by utilizing
the partnership with the Chamber of Commerce and the small businesses of Murray. T-shirts will be available to FOP members and if they wear them into specific businesses (pending on the month) on the Friday that Friends of the Park falls on, they could get a discount on something in the store.
Evaluation: Number of participants Press coverage
Cost: Free
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Reinforce Need: Strategy

Inform 25 percent of Murray-Calloway County community of the costs and benefits of the parks initiative by Fall 2014.
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Tactic: Parks Initiative


Research shows that members of the community are weary of the word tax. There are often
negative connotations that come along with using the word tax when describing the tax referendum for 2014. It was found that using the phrase Parks Initiative elicited a more positive response from the constituents. Changing the name from tax referendum will help eliminate the preconceived notions, and hopes to negate opposition to the referendum because of the stigma that is attached with the word tax. It will also require people to research further into what Parks Initiative means, which means it will allow an opportunity to control the information provided to them. The phrase Parks Initiative also appears to be proactive - not reactive.
Evaluation: Surveys
Cost: Free
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Tactic: Parks Initiative Webpage


As part of the website launch, Calloway County Parks will dedicate a good portion of the site
map to the Parks Initiative and will serve as the central hub of traffic. These pages should be designed to maximize search engine optimization with the use of <META> and <h1> tags. The clean simple look will attract younger audiences and provide an easy-to-read source of information for older generations. The site will outline how the Parks Initiative will actually reinforce Murrays economy, as well as the psychological and social environment. An important feature will include a tax calculator to allow constituents to know how little it will cost them. The pages will include: Friends of the Park Education How much will I pay? How can I help?
Test URL: http://studentdev.murraystate.edu/art35301sp13/borr/park/initatative. html
Evaluation: Unique Hits SEO Google Analytics
Cost: Free
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Tactic: Parks Initiative Website (cont.)

Screenshot of Park Initiative page
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Tactic: Facebook


Create a new Facebook link for the Calloway County Park Initiative. This Facebook will be the
simplest tool to disseminate text and multimedia messages. Facebook will be the key way to get connected directly with the supports of the tax referendum. People can voice their concerns, opinions or ideas on the Facebook wall in regards to the initiative. Integration of other media sites with increase SEO and help with generating content. By August 2014, CCP should have 1,000 likes on the page. To attract more of the target publics, the Facebook page will be updated on a regular basis and will include variety of topics and media tactics: Events regarding the support of the parks Educational information about the initiative Information on ways to show support Link to the parks updated webpage and Twitter accounts
Example Post: Remember to pick up your yard signs in support of the Parks Initiative.
Evaluation: Cost: Monitor the frequency and content of posts Free placed on the Facebook page from users Evaluation on the number of likes within the set timeline
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Tactic: Twitter


A new Twitter account will be created for the Calloway County Parks Initiative (@CC_
ParksInitiative). The target publics who have a Twitter account will be able to follow Calloway County Parks. The account will be updated on a daily basis with facts and events regarding the parks initiative. The account will also be updated with opportunities to volunteer. By August 2014, the initiative account should have 1,000 followers on the account. To attract more of the target publics, the account will be updated on a regular basis and will include variety of topics: Events regarding the support of the parks Educational information about the initiative Information on ways to show support Link to the parks updated webpage using URL shortners Test URL: Remember to get out and vote! Save the parks, safeguard the future for your children. #CCParks #ParksInitiative
Evaluation: Number of Twitter followers Number of retweets
Cost: Free
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Tactic: YouTube

Targeted Public(s): Primary, Secondary Publics

A YouTube channel will be created for the Calloway County Parks. Videos will be posted to the
channel, and will be able to be shared on other social media sites like Facebook or Twitter. Research shows that a video is 12 times more likely to be shared than a traditional textual message. By using YouTube it will allow for an entertaining and productive way to disseminate the chosen messages. One video that can be produced will be called Follow the Dollar. The video will follow a dollar from on citizen and how it benefits the parks and back into their pocket. Videos like these are a creative and unique way to discuss the Parks Initiative. Other video ideas include Meet the Parks Board or A Day in the Life of a Child at the Parks. The wide range of videos will reinforce that the park benefits to the Calloway County Community.
Evaluation: Number of video views Google Analytics
Cost: Free
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Tactic: Voter Registration Days

CCP will set up booths for people who are Calloway County residents to register to vote.
Every vote will count and they need to take advantage of as many as possible. Many college students change their address to Murray when they come here for college. These publics are more likely to vote yes because they are not directly impacted by the parks initiative because they do not own land. Other people we want to target are those in high school who just turned 18. Many of them have fond memories of the park growing up whether it was playing on the playground or being involved in sports. If we can educate them that the park will not exist without this then hopefully that will increased favored voter turnout. Evaluation: Number of participants Voter Turnout Cost: Free
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Tactic: Feature Articles


The feature article will vary a wide variety of topics: benefits of the initiative, park success stories,
benefits of the park, etc. The dissemination of information will add a sense of integrity to the article but more importantly separates the message from CCP. This dissemination of information will educate all involved publics to generate discussion. Each feature article should be strategically placed and tailored to reach each specified public according the media list and the editorial calendar found in the appendices. This is a feature article focusing on a local student, Rebecca, who actively uses the parks, and
how important the parks are to her. The article identifies how the parks have played an important role in her life as a child, and her involvement in the parks growing up. She is currently a Murray State University student and she continues to use the parks on a regular basis. The article will work to highlight not only the need of the park in the community, but the kind of impact it has on the life a child within this community. Rebecca also grew up in Hazel, part of the Calloway County community, and will tie together the idea that residents outside the city of Murray are impacted by the parks. The article is written to be distributed in local media or even in statewide media, including newspapers and magazines. The target audiences for this tactic include parents with children, the citizens of Calloway County, and retired members of the community.
Cost: Free
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Tactic: Feature Articles (cont.)

Example Article
Calloway County Parks Provide a Home For many people, their childhood memories are filled with laughing and playing games with their friends and family. This is no different for Rebecca, a current student at Murray State University. Her best memories are in the setting of the Calloway County Central Park, after moving to the county in elementary school because of her parents divorce. Rebecca and children like her, find a home within the community of the Calloway County Parks. Rebecca was younger when her parents divorced, and her and her mother moved out of their
family home. She was used to having several acres of land to play on, and friends and cousins just down the street to play a game of tag with. After being uprooted from her familiar surroundings, she struggled with feeling happy. I was younger when this all happened, but it was such a change in my life. I remember being so sad I didnt have a backyard to play in like I used to, Rebecca said recalling the transition in her life. Limited on disposable income and desperate to help her daughter feel more at home, Sandy, Rebeccas mom, started taking her to Central Park to play on the playground. Rebecca immediately began to play and laugh like she used to. She made friends with the kids in the park, and started to make her visits a regular thing on weekends. During summer nights in middle school you could find her playing basketball with her friends or lying out to look at the stars. Recounting the trips to the park, Rebecca said, I was so thankful for a place to go and be social. I dont have any siblings, and was always pretty shy. Going to the parks made it easy to play with kids and enjoy just being a kid myself. Those trips to the parks did not end after elementary school. Now as a successful student at MSU Rebecca finds times to make it to the parks. I still go sit at the parks to read when I need a breather from school or I go to watch an intramural softball game, she said. Like many MSU students she appreciates getting a chance to be outside and the change of scenery from campus.
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Tactic: Feature Articles (cont.)

Example Article
Also, like other children Rebecca is grateful the parks were there when she needed a place to be a kid, and find comfort in. The Calloway County Park District serves the community of Calloway County by providing a safe and fun environment for families and their children. It isnt just about the facilities the parks have, but about the kind of community it encourages.
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Tactic: Press Releases


The feature articles will vary a wide variety of topics: benefits of the initiative, park success stories,
benefits of the park, etc. The dissemination of information will add a sense of integrity to the article but more importantly separate the message and CCP.. This dissemination of information will educate all involved publics to generate discussion. Each feature article should be strategically placed and tailored to reach each specified public according the media list and the editorial calendar found in the appendices.
Cost: Free
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NEWS RELEASE JUNE 1, 2013 Contact: FOR IMMEDIATE RELEASE Tab Brockman tab.brockman@murrayparks.org 270-762-0325 MURRAY, A PARK POOR COMMUNITY Survey shows that Murray has fewer parks than other communities Murray, KY Murray-Calloway County may be deemed as a park-poor community according to a recent survey. According to the Trust for Public Lands Center for City Park Excellence
(CCPE), the Murray community has approximately nine acres of parkland for every 2009.
thousand students. This places Murray in the lower third of the survey completed in This is really disheartening to our office, director Tab Brockman said. -more-
We strive to be the best park in the region and constantly improving to best
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serve our constituents.
The CCPE did not complete a full evaluation of the park system.
Numerous parks have reported both a increase in funding from their respective communities as well as a spike in participants in park events and facilities. community with less park acreage. Park-rich communities have numerous benefits when compared to a
This survey was result of a growing trend known as the Park Renaissance.
value of neighboring residential property.
According to the Trust for Public Lands, parks and open space increase the Growing evidence points to a similar benefit on commercial property value.
The availability of park and recreation facilities is an important quality-of-life factor for corporations choosing where to locate facilities and for well-educated individuals choosing a place to live.
providing facilities that all community members can use for a various number of events. For more information on the CCP, contact Brockman at 270-762-0325 or via
CCPR serves both the Murray and Calloway County communities by
email at tab.brockman@murrayparks.org.
Media Contact: Brandon Orr Connect PR 270-227-2565 b.o.racer13@gmail.com
-###-
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Evaluation: Ongoing
Tactic Evaluation Connect PR has included an on-going evaluation plan for each individual tactic previously discussed. The customized evaluation method can be found at the conclusion of the specific tactic.
Summative Evaluation To accurately and holistically evaluate the effectiveness of the campaign, Connect PR suggests mailer surveys biannually. These should be completed in early spring and late fall. This will provide goals and feedback to the communications team to adjust the campaign to maximize peak times for the park. An example survey is included on the following page. CCP should complete personal interviews multiple times a year. Each interview will include questioning using prompted and unprompted questions. These techniques will gauge if constituents of Calloway County understand the Parks Initiative. Examples are listed below.
Prompted Questions What is the Parks Initiative and how will it help the Calloway County Parks?
Unprompted Questions What is the Parks Initiative?
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Evaluation: Survey Mailers

Example Survey
Please circle your choice- 1 being least agreeable, 5 being most agreeable
1. My family or I use the park on a regular basis 2. I believe the park facilities are well maintained 3. I understand the parks budget and how its spent 4. I believe the budget is spent wisely 5. I would like to see improvements to the parks 6. The parks are beneficial to the whole community 7. I feel civic responsibility to the parks 8. I would be willing to donate my time to the parks 9. Id vote for a property Parks Initiative for the parks 10. I believe the Parks Initiative is the best option
1 1 1 1 1 1 1 1 1 1
2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5
Any comments or concern regarding the Calloway County Parks:
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Appendix A: Contact & Schedules

Budget Social Media Accounts Media List Opinion Leader Contact Information Calendar of Events Event Risk Management Plan Editoral Calendar
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Budget
Estimated Cost New Signage FOP T-shirts (X 125) FOP Window Decals (X 50) Wesbite URL change Mailers/Save the Dates Misc. Materials Total: $10,000 $800 $344.50 $23.99 $499.99 $1,000 $12,668.48
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Social Media Accounts

Login Information
Facebook Username: N/a Password: N/a *If chosen, Tab Brockman will become a administrator of these account. Handle:@CC_parks Password: advancedpr
Twitter
Instagram Gmail Username:callowaycountyparks@gmail.com Password: advancedpr Username: N/a Password: N/a *If chosen, Tab Brockman will become a administrator of these account. Username:@CC_parksinitative Password: advancedpr Username:@CC_parks Password: advancedpr
Facebook (Parks Initiative)
Twitter (Parks initiative)
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Media List
Media Outlet Editor/Manager Email Phone Papers/Magazine Murray Ledger and Times Murray Life Magazine Murray State News Paducah Sun West Kentucky News Mayfield Messenger Radio Scott Swalls Chad Lampe Scott Swalls Eddie Sheridan Eddie Sheridan Eddie Sheridan froggypsa@gmail.com chad.lampe@msu.edu scott@forevercomm.com eddie.sheridan@hmiradio.com eddie.sheridan@hmiradio.com eddie.sheridan@hmiradio.com info@wkyq.com 270.753.9434 800.599.4737 270.753.2400 270.437.4095 270.437.4095 270.437.4095 270.886.9655 270.444.6391 WFGE Froggy 103 WKMS 91.3 NPR WNBS 1340 am News WTRT 88.1 Religious WAAJ 89.7 Bluegrass WVHM 90.5 Southern Gospel Greg Travis Robert Valentine Lexy Gross editor@murrayledger.com murraylife@aol.com thenews@murraystate.edu 270.753.1916 270.753.5225 270.809.4468
WNKJ Christian Radio WKYQ 93.3 Country WAY-FM 88.3 Television WDKA TV 49 WKPD TV 29 WPSD TV 6 ccrecelius@wpsdlocal6.com Withers Broadcast KFVS 12 Murray-Calloway County Parks & Recreation
573.334.1223
270.538.5251 573.335.1212
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Opinion Leaders: Contact

Name Position Address Phone Number Fax Number Larry Elkins Judge 1st Floor Old Courthouse 312 N. 4th St. Murray, KY 42071 (270) 753-2773 (270) 759-9822 312 N. 4th St. Murray, KY 42071 First Christian Church 111 N. 5th Street Murray, KY 42071 (270) 753-1854 (270) 753-3967 203 S 4th St, Murray, KY 42071 First Presbyterian Church 1601 Main Street Murray, KY 42071 Coldwater Un. Methodist (270) 489-2381 8317 St. Rt 121 N. Murray, KY 42071 Murray State University 218 Wells Hall Murray KY 42071 1st Floor Murray, KY 42071 76 (270) 809-6951 (270) 809-3763 (270) 753-6460 (270)753-3824 (270) 753-2920 (270) 753-0060 (270) 753-2911 (270) 759-9822 District Court Judicial Building

Rev. Dr. Ruth Ragovin Sr, Minister
Circuit Court Judicial Building
Keith Inman
Rev. Dr. Montgomery
Sr .Minister First Baptist Church
Pastor Pastor Pastor
Rev. Mr. Montgomery
Timothy Palmer Randy Dunn President Jeremiah Johnson MSU SGA
President Curris Center
Opinion Leaders: Contact (cont.)

Kennith Bargo Bob Rogers Bill Wells Superintendent Calloway County Superintendent Murray City Mayor P.O. Box 8000 (270) 762-6000 (270) 762-7310
2110 College Farm Rd Murray, KY 42071 Carter Administration (270) 753-4363 208 South 13th ST Murray, KY 42071 104 N. 5th St. Murray, KY 42071 805 N. 12th St Murray, KY 42071 (270) 436-6099 (270) 762-0350 (270) 759-4906
Tim Todd Chairman
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Calendar of Events:
July 2013: 5thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
17thMurray Community Day
August 2013: 2ndFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
21stKirksey/Hazel Community Day
September 2013: 6thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
18thAlmo/Lynn Grove Community Day
October 2013: 4thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
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Calendar of Events (cont.):

16thNew Concord/Coldwater Community Day Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
November 2013: 1stFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
December 2013: 6thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
January 2014: 3rdFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
February 2014: 7thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park March 2014: 7thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park April 2014: 4thFriends of the Park
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Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Location: Murray High School Location: Calloway County High School Location: Curris Center on Murray State campus
8thVoter Registration Days 9thVoter Registration Days 21stVoter Registration Days
22ndVoter Registration Days Location: Curris Center on Murray State campus
May 2014:
2ndFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Location: Wal-Mart
June 2014:
10thVoter Registration Day
2ndFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
July 2014:
4thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park
16thMurray Community Day
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August 2014: 1stFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
20thKirksey/Hazel Community Day
September 2014: 5thFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
17thAlmo/Lynn Grove Community Day
October 2014: 3rdFriends of the Park Time: 4:00p.m.-7:00p.m. Location: Large Picnic Shelter in Chestnut Park Time: 11:00a.m.-2:00p.m. Location: Large Picnic Shelter in Chestnut Park
15thNew Concord/Coldwater Community Day
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Event Risk Management Plan

I. General Description A. Community Days B. Voter Registration C. Friends of the Park A. Dates: Community Days: Third Wednesday of every month starting July 2013 Voter Registration Days 2014: April 8-9, 21-22 and May 10 Friends of the Park: First Friday of every month starting July 2013 Community Days: 11:00a.m.-2:00p.m. Voter Registration Days: 9:00a.m.-2:00p.m.
II. Date and Times
B. Time:
Friends of the Park: 4:00p.m.-7:00p.m. A. Purpose: To inform Calloway County of the parks initiative B. Goals: 1. Get the opinion of others about the initiative 2. Educate people of the referendum 3. Educate people of the conditions of the park and what will happen if the parks initiative doesnt pass 1.Revitalize image - present a unified and updated image of the parks system to 25 percent of the Murray Calloway County community by Fall 2014. 2. Rejuvenate participation increase foot traffic by 20 percent to the park by Fall 2014. 3. Reinforce need inform 55 percent of Murray Calloway County community of the costs and benefits of the parks initiative by Fall 2014. Murray-Calloway County Parks & Recreation 82
III. Purpose, Goals and Objectives
C. Objectives:
Event Risk Management Plan (cont.)

IV. Location A. Activity Site: Chestnut Park, Murray, KY 42071 B. Weather: Change in weather will not affect the program unless there is thunder and
lightning. V. Transportation A. Participants can walk or drive to the set location. A. Number: 100 people B. Characteristics: Must be over 18, we want participants who can vote in Calloway VI. Participants
County. VII. Leaders A. Church Leaders in each small community A. Chairs for participants to sit and talk A. Pre-Activity Preparation: 1. Securing location through the park office 2. Bring chairs for participants to sit 3. Bring information for people to read about the parks initiative 1. Participants will be given a name tag to wear 2. Participants are encouraged to talk. 3. Somebody from the park will be there to help guide participants through questioning 1.Participants may arrive early or stay late to chat with friends VIII. Equipment IX. Conduct of the Program Activity
B. Group Control and Communication:
C. Time Management Plan:
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Event Risk Management Plan (cont.)

2. Meeting will start promptly at the set time 3. Volunteers will arrive early to set up tables, chairs and handouts for people 1. The Calloway County Parks has an emergency plan implemented that all employees and volunteers are made aware of.
X. Emergency Preparedness:
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Editoral Calendar
Month Type Headline Dissmenination June July August August September October December May June July August September October November Press Release Feature Article Press Release Press Release Press Release Press Release Press Release Feature Article Press Release Press Release Press Release Press Release Feature Article Press Release Press Release Press Release Press Release Press Release Press Release Press Release Press Release Press Release Park Announces New Program Parks Provide a Home FOP program grows Parks Bring Potential Business Park offers exercise options Parks Go Digital Park offers exercise options FOP updates park facilities Fall brings changes for the parks Trunk or Treat, fun for all ages All news outlets Murray Life All news outlets All news outlets All news outlets All news outlets All news outlets Murray Life All news outlets All news outlets
Work begins on Festival of Lights All news outlets Park Initiative makes to the ballot All news outlets Parks: Here and Now Parks Financially support area Park annouces renovation Parks hold tax forum Park offers help to voters Park talk to small communnties Park begins work on pool Citizens discuss tax options Voters decide on new tax Murray Life All news outlets All news outlets All news outlets All news outlets All news outlets All news outlets All news outlets All news outlets Murray: A parks-poor communiity All news outlets
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Appendix B: Primary Research

Focus Group Report Focus Group Consent Form Board of Directors Focus Group Script Board of Directors Focus Group Survey Board of Directors Focus Group Survey Results Maintenance Interview Script Community Focus Group Script Community Focus Group Survey Community Focus Group Results
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Focus Group Report

Introduction: The Murray Calloway County Park District has asked for our assistance to help come up with a plan to pass a tax referendum that will supply the park with extra funding from the community to help with the upkeep of the park. We have conducted focus groups to help find out the opinion of the citizens of Murray. This report will show the information gathered from surveys, interviews and the focus group. Methodology: The target publics for our focus group and surveys were the Board of Directors of the Murray Calloway County Park District and all citizens of Calloway County. We have conducted private interviews with several members of the board as well as citizens in the community. Our first set of participants was given to us as there are specific members on the board and they accepted to partake in our focus group. The second group of participants for the community focus group came from citizens of Calloway County. We submitted flyers around town to get support for our focus group. Few participants showed, but we received some valuable information. None of the participants were compensated for their participation. We had approximately eight participants for our first focus group. Our second participation group brought in about 6 people. We had hoped for more. Upon arrival at the focus group facility, participants were presented with a written notice of
consent form. The notice of consent informed potential participants that the session would be audio taped and of the need to sign the consent agreement before participating in the session. The form was explained to and read by each participant. All signed consent agreements. Each focus group discussion was conducted in English. Every participant was called by their first name. The sessions lasted from one hour to one hour and thirty minutes. A script was prepared by the whole class and was moderated by a member of the class. Groups of questions were supplied to each moderator to keep the discussion flowing and to receive the information that we need. Other class
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Focus Group Report (cont.)

members that attended the focus groups recorded notes. Food and drinks were provided to participants at each focus group. Findings: Interview with Betty Hudson and Andrew Johnson In the private interview with office manager Betty Hudson and maintenance supervisor Andrew Johnson, the two were quick to open up to our questions. Questions ranged from internal and external park relationship as well as more detailed park background information. Betty has worked at for close to 28 years while Jason Lovett has only been there for 8 years. Both agree that baseball and soccer are the most popular sports while disc golf is the most popular unorganized sport. The dog park is slowly gaining more users. Betty doesnt not believe there is a typical park user, but she believes it is more popular with families in the summertime and all ages use it year around; college students are known only to use the park during the summertime, especially for disc golf. The last update to the park was the Bee Creek concession stand was rebuilt but has yet to reopen. In terms of internal park relations, most of the board of directors do not come into the office regularly. Hudson agrees that most do not use the parks enough for what their position calls for. The few board members that do make semi-regular appearances to the park are Chairman Jason Lovett and two other members that Hudson could not recall. The mayor seems to appreciate and use the park regularly, but in comparison to the previous mayor shows an indifferent attitude. Both Hudson and Johnson are in close contact with Tab and say that he is very involved and supportive. There are numerous annual events that go on at the park: Freedom Fest, Trail of Treats, disc golf tournaments, Festival of Lights, baseball tournaments, Murray State intramurals and the Highland Festival. Both agree that the events are overall successful and growing in attendance; they would
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appreciate more community involvement. Hudson may be referred to as the face of the parks since she handles all event registrations and facility reservation, while Johnson has very little interaction with the public. Most complaints they receive are in regards to bathrooms and the dog park. Hudson has often had customers asking about the parks ability to build a community building and more shelters. In regards to the tax referendum, the duo recommended to target county families with children, with the support of the mayor, judge and magistrates. If the initiative is not passed Hudson believes the park will shut down in the next five years. If the initiative passed, Hudson would want to see an expanded office and pool repairs and Johnson would need new maintenance equipment. Interview with Jason Lovett In a private interview with Chairman Jason Lovett, he expressed his concern for the parks and that without a bigger budget to cover necessary repairs, the park with not exist in ten years. When asked about the current situation of the park and how it could be improved, he responded: The park has an improved standing right now from what it has been in the past in terms of public opinion. I think that the public sees us serving a broader range of people than we once did. Our facilities are in the worst shape that they have ever been in. About 40 years ago Central Park was created and that facility has mostly been patched the best that we could do with our funding. Our park office is in bad need of being upgraded the office only consists of 2 rooms that are both small and it is not adequate for handling matters where you need privacy. Right now I think that the public is beginning to see that we do more than just serving youth sports. We offer much more than we did 12 years ago for the people but unfortunately I think that many in the county see us just as a City Park. We actually are well on our way to getting our image improved. Our current director has reached out to many organizations that at one time werent working with us. When it comes to our facilities it would be great to see them upgraded so they could provide many more years of future use.
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In the interview we immediately brought up the tax referendum to the chairman to get his opinions
and views about how the tax will help the park or if they dont get the funding, how it would hurt the park. He wasnt shy about his views. The tax referendum would bring the much needed consistent funding to support the parks system. We dont really know from one year to the next what to expect with our park funding because it is essentially given to us by the City and the County. If we had a stable source of revenue we could do much more for the park. Without some stable funding park services will have to be cut and as the facilities become in a
state of disrepair it may even become necessary to liquidate facilities that cant be kept up. The services that people have become familiar in the park will certainly have to be cut back. Lovett said that if the park receives the funding that the tax referendum supplies, it would take about 8 -10 years to get the park caught up on what needs to be upgraded and replaced. Lovett also said that if and when the park gets this funding they wont just go and start spending money to spend it. They want to carefully plan the best way to spend this money and make needed improvements in the best possible way. About 10 years ago, a similar tax referendum was voted on in Murray and it failed to pass. We asked Jason how the parks current state would be different today had it passed. He said that had they received the funding that they would not be running into problems today such as having to replace 40 year-old lighting fixtures for the baseball fields or coming up with a solution to fix the extremely leaky pool. Lastly, when asked about the new budget if the referendum passes Jason said that when they get to a point where they are looking at new parks that the board will hold public hearings to get the views of what the community would like to see. The board would also expect that if the tax passes they would be doing a new master plan to look at the needs of the community.
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Board of Directors Focus Group From the Board members perspective, they would like to see several improvements. The
upgrades they would like to see are to the current facilities and buildings. Many of the fixtures such as the baseball lights are aged. The pool is leaking severely, almost beyond repair. They would like to supply more parking and possibly purchase more property. Hopefully if the referendum passes, the parks will get more money. The parks could also use more publicity to let people know about the amenities in the park. During our focus group we learned that there are some internal scuffles between the soccer and
baseball programs. There is a specific maintenance budget for baseball. There is no baseball budget and they get whatever they need because it is a more popular sport. Baseball teams do not have to rent the fields. The soccer program has to rent their fields. Soccer has to raise the money for equipment and jerseys. The park does not support the soccer program, yet the excess money the program makes goes right back into the park. Steve, who runs the soccer program, asks his family to run the concession stand because they cannot afford to pay someone to run it. We have learned that to the pool is number one on their list of things to get fixed. The pool has multiple leaks and they cannot find where the leaks are, so it cant be fixed. The only solution they can come up with is to get a new one. Community Focus Group During the community focus group there were many discussions of volunteer programs to help get the community involved as well as bringing activities back into the park. Everyone agreed that the park would get more volunteers, but people dont know how to get in contact with anyone to start Our goal is to help the board be able to convince the mayor, the city council, the court, MSU, the Chamber, the city schools and the judge for the need to this tax referendum and hopefully get it passed.
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helping. They also think there should be more publicity and place markers for the parks so people know how to get there. Everyone thinks the park is centrally located and that every city needs a good park. They think that crime rates and obesity would rise if the parks didnt exist. The disc golf course is a big attraction. One participant recalls seeing children play basketball until late at night. The same participant recalls taking her kids and grandkids to pool and playgrounds. In regards to the necessary upgrades that the park needs, the community knows about the pool and the old light fixtures on the baseball fields. Someone stated that the pool in Mayfield had the same problem that the park pool has and it caved in. This worries several people as their kids use that pool every summer. One participant said to check with other counties to see about what they are doing about fixing a pool and to come up with a different solution if it is too expensive to fix. The people who use the park regularly see many mothers bringing their young children to play in the park. All know that the sports programs bring many people to the park during the summer and fall. Thousands of children go to the pool each year. Disc golf is a major attraction in the park. There was a split between the focus group participants when asked if they would vote yes or no to the referendum. For those who voted yes, they realize the need for the money to help upgrade the park as it needs it in the worst way. Those who voted no said they live in the county and they have plenty of land for their children and grandchildren to play on and that they dont use the park. One participant said he would vote no because the tax has a way of growing over the years. The things promised have a way of happening at the beginning but as the years go on, things arent being done. This participant lives in the city. He thinks you can go to the mall and get the same exercise and its air conditioned. There was a discussion of the alcohol law that passed in Murray and how it was suppose to fix the citys money problem. Many of the participants thought of ideas to get the people into the parks during the nicer months. Women talked to ice cream socials and craft fairs to bring not only people from Murray, but
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surrounding areas to the park. A man talked about having music fair and bringing different bands to the park to play. The parks can charge an admission to help raise money. Conclusion: Our conclusion is that it is going to take a lot of work to help convince Calloway County that the park is in desperate need of some financial support. Some people are stuck in their ways and will not bend on their views. Other people we have decided can be swayed in their decision to support the park. From our talks with the board members, we have come to understand the park is in need of upgrades in almost every aspect. The board wants a stable budget that they receive every year so they can better prepare the budget to keep the park in tip top shape. Those who are against the referendum, the biggest concern is that taxs like these have a way of growing over the years and that the things promised in the beginning have a way of disappearing over the years. A big concern for everyone should be the shape of the pool. Right now the parks are looking into purchasing a new pool because the one they have has many leaks that cannot be repaired. A similar problem happened in Mayfield and the pool caved in. This is something we do not want happening. The lights on the baseball field have 40 year old fixtures and they need to be updated. Without being updated it could easily short out and cause a fire. We have to come up with a solution that will help get the park the money it needs or in a few years, the park will not exist. Without the upgrades to the park, it will slowly start to diminish into nothing. The participants agreed that calling the parks the city parks is confusing to people. They think The baseball program brings in people and money to the community. that they people in the county cannot use it.
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Focus Group Consent Form
FOCUS GROUP NOTICE OF CONSENT

Project Title: The ADVANCED PUBLIC RELATIONS Class presents a Focus Group Session on Monday February 18, 2013, 5:00 p.m. to 5:50 p.m. with the Murray-Calloway County Park District Board of Directors at the Murray Chamber of Commerce, Murray, Ky. Investigators: Students enrolled in the MSU JMC 491-01, Advanced Public Relations Course Faculty: Robin Orvino, Lecturer, Department of Journalism/Mass Communication
1.
2. 3. 4. 5. 6.
This study is being conducted as part of the primary research necessary for developing an election campaign for a $0.05 per hundred dollars, property tax referendum supporting the Murray-Calloway County Park District. If you participate in this project, your signed agreement to participate is required. Written below is an explanation of the purpose of the project, the procedures to be used, the potential benefits and possible risks of participation. Please read this explanation and discuss with the investigator any questions you may have that may help you understand the project. If you then decide to participate in this project, please sign this form in the presence of the person who provided you with this form. Nature and Purpose of the Project: The information obtained from the discussion in the focus group will be used to develop a public relations campaign for a property tax referendum to increase funding for the MCC Park District, Murray, Ky. The focus group should last approximately 50 minutes. Explanation of Procedures: Participants will be asked to have a discussion elaborating on different questions presented by the moderator. The discussion will be video and audio recorded. Discomforts / Risks: Your participation should lead to no foreseeable discomfort or risk. Benefits: There are no direct individual benefits to participants from the focus group. However, participants responses will improve the knowledge and understanding necessary for students enrolled in the Advance Public Relations course. Confidentiality: Your responses in the discussion will remain confidential and will only be used by the listed student investigators for research purposes only. Refusal / Withdraw: Your participation in this focus group should be completely voluntary. Your refusal to participate will involve no penalty. If you have any questions about the study or your rights as a participant, before signing the consent form, please ask any student investigator. I acknowledge that the risks and benefits involved and the need for the research have been fully explained to me; that I have been informed that I may withdraw from participation at any time without prejudice or penalty; and the investigator has offered to answer any question that I may have regarding the procedures to be followed or my rights as a participant, and has answered to my satisfaction my questions. I, _______________________________________, state that I freely and voluntarily consent to participate in Print Name of Participant the focus group project. I also acknowledge that I will be under video and audio surveillance. ________________________________________ ______________________________ Date Signature of Participant

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Board of Directors Focus Group Script

Welcome: Good afternoon and a warm thanks to each of you for taking time out of your busy schedules to This focus group is being facilitated by select students of Advanced Public Relations Course at meet with us for this focus group. Murray State Universitys Department of Journalism and Mass Communications. Your facilitators are: Courtney Kerns, Emily Budd, Kirby Feldkamp, Brandon Orr, Allyson Putman, Zach Peacock and myself, Katelyn Henson. Our purpose today is to gather information about Murray Calloway Countys Dept. of Parks & We encourage everyone to be open and honest during our discussion, so that we may gather the Confidentiality related to each of your opinions will be upheld and anything discussed in this The session will only last about 45 minutes, and will be video recorded to ensure that we capture Again, thank you for your time. Now, lets get started. Opening questions: 1. How would you describe the Murray Calloway County Park system? 2. How do you think it measures up to other cities the size of Murray? Do you have an example of what you consider a great park? Why do you think it is outstanding? 3. What does the park mean to you? To your family? Your friend? 4. What does a regular park participant look like? (Demographics, hobbies, income, level of education, those types of facts, etc.) 5. How do you think the park district could be improved? Recreation, to discuss issues faced by the Parks and current challenges faced. most reliable and helpful data possible in order to help us meet our research goals. chamber today will remain confidential, only to be used as data for our class purposes. all the necessary data.
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Board of Directors Focus Group Script (cont.)

6. In the Short-term? FOLLOW UP 7. In the Long term? FOLLOWUP 8. What would be the biggest challenges faced to succeed in these long-term improvements? 9. Follow up on their references to MONEY. 10. How is the Park District funded today? 11. How has that changed in the past 2 or 3 years? 12. How much will MONEY is necessary to impact the success of the parks future? Explain the reason for this focus group: We have been asked to develop preliminary election campaigns; to educate and inform the correct target publics; with the goal of having a property tax referendum submitted to the voters during the 2014 election. In Chapter 355 of House Bill 742, An ACT relating to the purchase of development rights for public parks. A public parks purchase and maintenance program proposal authorized by KRS 97.590 may be submitted to voters of an urban-county by either a resolution of the legislative body or a petition meeting the requirements of this section. ---- A property tax referendum supporting the Murray Calloway County Park District to be voted upon by the citizens of the city of Murray and Calloway County. Referendum questions: 1. Do you believe a property tax referendum is a positive or a negative move? Why? 2. How do you feel your fellow citizens will receive the idea of the tax referendum? 3. What will some of the major negative responses to the referendum be? 4. What are some of the positive supporting arguments for the referendum? 5. Where does the Park receive its money from currently? In the past? 6. What is your opinion of the parks reputation with regards to the effective use of its current
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budget? 7. If there are problems, explain? 8. Who covers the loss of the shortfall? 9. In the passed have there been any incidents with the misappropriation of funds? 10. How do you see the park in the future with the referendum, and how do you see it without? 11. Explain your understanding of MCC Parks leaders reputation? What does the community think of all of you -- the Boards leadership? Explain? Offer examples. 12. Who would you consider is the face of the Murray Calloway County Park system? Why? 13. Who come to mind first when the Park District is on or in the news? 14. What is the reputation of the park?
Explain that we will need to reach the correct target publics effectively and to do so we need to know more about the City and the County. Exploring Target Publics questions: 1. Who in Calloway County can the Park District count on to support the referendum? (Leaders, organizations, etc) 2. Who or what organizations, or publics, within the community will be your biggest opposition? 3. We have learned that there is a bit of class warfare between surrounding towns and Murray. Farmers vs. lawyers, that kind of thing. Or, that County kids cant get into certain Murray sports teams. What can you tell us about conflicts between surrounding cities in the County and Murray? 4. When the issue was on the ballot 10 years ago, it passed in the city. Not the county. Why did that happen? 5. Where is the wealth? In the City or the County? Or is it equal? 6. Where is the power? Who leads that power base? 7. A decade ago, a referendum was passed in the City but did not pass in the County? Where
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was your standing during that vote? Why do you think that happened? 8. In the past and today, have bridges been burned between the Park system and parts of the community? Offer a few examples. This will help us understand the history of the organizations operations. 9. What caused these relationships to dissolve? 10. What has been done, or is currently being done to reconnect these relationships? 11. What publics do you think will be most supportive of moving the park district into the future? Why? 12. What do people in the city connect with? What makes them change their minds? 13. What do people in the county connect with? What makes them change their minds? Thank you for sharing your knowledge and opinions. As we work through the process, may we contact you with further questions? And, if you think of anything that may help us, please send it along to our professor, ms. Orvino. Rorvino@murraystate.edu or 270-809-5308. Once again, thanks for sharing your valuable time with us.
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Results from Board Focus Group Survey

1) Gender: Male: 3 Female: 5
2) Age Range: 18-25: 0 26-33: 0 34-41: 1 42-49: 2 50-60: 0 60+: 5
3) Race: White: 8
4) Marital Status: Single: 2 Married: 5 Divorced: 0 Widowed: 1 Separated: 0
5) Number of People in the Household: 1 person: 2 2 people: 2
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Results from Board Focus Group Survey (cont.)

3 people: 3 4 people: 0 5+ people: 1 6) Do you have children? If so, what are their ages? Yes: 7 -- 5, 14, 16, 17, 22, 29, 31, 32, 33, 34, 35, 36, 38, 45, 48 No: 1
7) How many grandchildren do you have? One person has 12 grandchildren. One person has 3 grandchildren. The rest have none.
8) What is your income level? $19,999 or less: 0 $20,000-$39,000: 3 $40,000-$59,000: 1 $60,000-$79,000: 1 $80,000-$99,000:1 $100,000+: 2
9) Do you own land? If, so how much? Yes: 6 # of acres: 0.5-1.9: 3 2.0-4.9: 2
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No: 2 10) Do you live in the city or county? City of Murray: 6 County: 2 10-19.9: 1 20+: 1
11) Are you a business owner? Yes: 1 No: 7
12) What percentage of your social group is involved in the parks? 25%: 5 50%: 1 75%: 1 100%:1
13) How important is the MCC Park District to you? (1 is the lowest, 5 highest) 1: 0 2: 0 3: 0 4: 3 5: 4
14) How many times a week do you and your families visit the park?
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Yes: 5 Freedom Fest, First Christian Church, Human Rights Commission, Soccer Board President, EOC and Rotary
No: 3
22) Which board is most important to you? 23) How many years have you been on the board? 0-3 years: 4 4-5 years: 2 6-10 years: 1 11-15 years: 1 MCC Park: 8 Other: 0
24) What media do you use? Email: 8 Facebook: 4 Twitter: 2 Pinterest: 1
25) How many hours per week do you use social media? Never use: 2 Less than 7 hours: 3 7-14 hours: 2 14-28 hours: 1
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26) Do you own a smart phone or other smart device? Yes: 6 No: 2
27) Would you consider yourself an opinion leader within your social media network? Yes: 4 No: 4
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Community Focus Group Survey
Murray Calloway-County Community Survey and Focus Group

This survey and accompanying focus group event have been created by the students enrolled in the Advanced Public Relations (JMC 491) class within Murray State Universitys Department of Journalism & Mass Communications; as partial fulfillment of the requirements for their major project of the course. The major project requires students create a public relations plan for a client and then present (or pitch) that plan to the client. This survey and the focus group event are a part of the research and development process. Your participation supports and enhances the educational experience of the students, in preparation for the working world. Information gathered through the attached survey and during the focus group event will be considered confidential information. In some instances, you may be asked if your name and position within the community may be used for planning purposes. If that is the case, the students will ask you to sign a release form.
Survey Instructions: Please answer the questions within this survey to the best of your ability. Do not confer with other attendees. Your responses will remain confidential.
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Community Focus Group Survey (cont.)

DEMOGRAPHIC INFORMATION
1. Gender: ____ Male ____ Female 2. Age: ____ 18-25 ____ 26-33 ____ 34-41 ____ 42-49 ____ 50-60 ____ 60-75 _____ 76 + 3. Ethnicity: ____Asian ____Black ____Hispanic ____White____ Other __________ 4. Marital Status: ____Single ____Separated ____Married ____Widowed ____ Five or more ____Divorced
5. How many people currently live in your household, including yourself? ____ One ____ Two ____ Three ____ Four 6. Do you have children? ____Yes ____ No
If yes, cite number of children ___________ Gender and age: boys _________________________ girls ___________________________ 7. Do you have grandchildren? ____Yes 8. Are you a student? ____Yes ____ No If yes, whats your university classification? ____Freshman ____MSU Faculty ____Sophomore ____ MSU Staff ____Junior ____Senior ____Graduate Level How many _____ No _____
9. Do you own a business or businesses? ___ Yes ___ No If yes, name the business or businesses __________________________________________________________________________ 10. What is your employment status? ____ Student working full-time in addition to classes ____ Student part-time working full-time in addition to classes ____ Full time ____ Part Time ____ Self-employed ____ Retired ____Unemployed 11. What is your income level? ___ $0 - $19,999 ___ $60,000 - $79,999 ___ $20,000 - $39,999 ___ $80,000 $100,000 ___ $40,000 - $59,999 ___ $100,000 +
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1. What is your primary mode of transportation? ____ Personal automobile ____ Car Pool ____ Taxi ____ Public Transportation ____ Bicycle _________Motorcycle ____ Other (Please Specify: _______________) 2. 3. 4. 5. Are you a U.S. Citizen? ____ Yes ____ No
If not, what is your country of origin? ___________________ Primary language: _________________________ Are you in Murray during the summer? ____Yes ____ No
6. Do you own land? ____ No ____ Yes If yes, how many acres? ___ 0 - .5 acres ___ 5 9.9 acres ___ .5 1.9 acres ___ 10 - 19.9 acres ___ 2.0 4.9 acres ___ 20-50 acres ___ 50 or more acres ___ I dont own land
7. Do you live in the city or county? ___ City of Murray ___ Calloway County
MEDIA USAGE
8. Rank your media use habits. 1 is least used and 5 is most used TV RADIO NEWSPAPER MAGAZINE INTERNET 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5
OTHER: ___________________ 9. Which if the following social media sources do you use? ____Facebook ____Twitter ____Skype ____Pinterest ____Google+ ____IM or MSN Messenger ____Foursquare ____ Instagram ____ Tumblr ____ MySpace ____ YouTube ____ LinkedIn _____________ Other
10. How much time do you devote to your most used media source per week?
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____ less than 7 hours ____ between 7 14 hours ____ between 14 28 hours ____ More than 28 hours 1. Do you have a blog? Yes ____ No ____ 2. Are you a friends on Facebook with the MCC Park District? Yes ____ No ____ 3. Do you follow MCC Park District on their Twitter page? Yes ____ No ____ 4. 5. 6. 7. 8. 9. How much time do you spend on social media per day? _______________________________ Please list the media you use most to get the news? For example: TV news programs, Radio, Websites? Please list _____________________________________________________________ What time of day do you use it most? ______________________________________________ What media should we use to connect with you? List the top two. ______________________ Do you respond to a certain type of media, over the others? ____________________________ Do you have a Smartphone or other smart devices? Yes ____ No ____
10. List other devices ________________________________________________________________ 11. Would you consider yourself an opinion leader, within your social media network? Yes__ No __
MURRAY-CALLOWAY COUNTY PARK DISTRICT KNOWLEDGE

12. In your social group, what percent are actively using the MCC Park District? ___ 25 percent ___ 50 percent ___ 75 percent ___ 100 percent 13. How important is the MCC Park District to you? (1 is the lowest and 5 is the highest) ___ 1 ___ 2 ___ 3 ___ 4 ___ 5 14. How many times do you and your family visit the park per week? ___ 1 ___ 2 ___ 3 ___ 4 ___ 5 ___ I dont use the park
15. What do you do at the parks? _________________________________________________________________________ _________________________________________________________________________ 16. If you dont use the park, why not? _________________________________________________________________________ _________________________________________________________________________ 17. What have you found most memorable about the MCC Park District? Why? _________________________________________________________________________ _________________________________________________________________________
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If Murray had to charge an admission price to use the park, what would you suggest? Per visit use _______________ Per year use _______________________
COMMUNITY INVOLVEMENT
1. Are you a volunteer at MCC Park District? Yes_____ No______
2. If yes, when and what did you do? ________________________________________________ 3. 4. If no, why not?________________________________________________________________ Do you currently volunteer for any organizations? Yes _____ No _____
5. If yes, which organization(s) and why? _______________________________________________ 6. If you are unable to volunteer your time, would you be willing to donate money? Yes ___ No ___
7. If yes, how much? $0 to $50.00 ___ $50 to 100 ____ $100 to 150 ____ $150 to 200_____ $200+____ 8. If you could volunteer, what time of day would you be willing to volunteer? Morning_____ Afternoon_________ Evening_________ Weekdays_______ Weekends ____ 9. Do you currently have a car you would use for potential volunteer purposes? Yes _____ No _____ 1 is not involved, 5 is very involved. 1 2 3 4 5 1 2 3 4 5
10. How involved are you on the MSU campus? 11. How involved are you in the community?
12. What organizations ON or OFF CAMPUS -- are you actively involved? _______________________________________________________________________________ ________________________________________________________________________________ 13. If you volunteer, how many hours a week do you support your favorite organization? _______ 14. Do you think all segments of Murrays population use the parks equally? Yes _____ No _____ 15. Do you think the parks are utilized as much as they should be? Yes _____ No _____ 16. What festivals/events, throughout Western Kentucky, have you been attracted to attending? ______________________________________________________________________________
ENVIRONMENTAL PRESERVATION
17. Is environmental preservation important to you? ____Yes ____ No
18. How important do you think the park district is, with regards to enhancing the local environment? (1 is the lowest and 5 is the highest)
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___ 1 ___ 2 ___ 3 ___ 4 ___ 5
1. Do you think that the MCC Park District does a good job of preserving the surrounding land? ____Yes ____ No
2. Is the natural habitat of the parks an important reason why you use the parks? ____Yes ____ No
3. For what reasons would you use the park, as opposed to an indoor facility? _______________________________________________________________________________
HEALTHY LIFESTYLE
4. Do you exercise regularly? ____Yes ____ No ____ No
5. Do you eat a healthy balanced diet? ____Yes
6. Do you have effective time management skills? ____Yes ____ No
FINANCES
7. If you have children, how much do you spend on sports or extracurricular activities per year? ________________________________________________________________________________ 8. What percentage of your taxes would you be willing to contribute per year in order to update and maintain the parks? ______________________________________________________________ 9. What local taxes do you pay annually? _______________________________________________ 10. Approximately how much do your pay for your childrens education per academic school year? _______________________________________________________________________________
Thank you for your participation!
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Community Focus Group Script

Introduction: Zach Good afternoon and a warm thanks to each of you for taking time out of your busy schedules to This focus group is being facilitated by students of Advanced Public Relations Course at Murray meet with us for this focus group. State Universitys Department of Journalism and Mass Communications. Brandon Orr and myself, Zach Taylor, will be the moderators for this session. Our purpose today is to gather information about Murray Calloway Countys Dept. of Parks & Recreation, to discuss issues faced by the Parks and current challenges faced. We encourage everyone to be open and honest during our discussion, so that we may gather the most reliable and helpful data possible in order to help us meet our research goals. Confidentiality related to each of your opinions will be upheld and anything discussed in this chamber today will remain confidential, only to be used as data for our class purposes. Community involvement: Brandon 1. What kind of impact do you think the MCC Parks have in the community in regards to business? City Infrastructure? and aesthetics of the city of Murray? 2. What kind of impact do you think the park has on children? Adults? Families? a. Do you know of any park-sponsored programming outside of sports? If so, you do participate/how successful are they? The session will only last about 60 minutes, and will be video recorded to ensure that we capture Again, thank you for your time. all the necessary data.
3. In what ways does the community support the parks? 4. Do you think the park is an essential part of the Murray- Calloway County community? 5. Please name three words or phrases that come to mind when you think of the park?
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Community Focus Group Script (cont.)

Family, Children & Healthy Lifestyles: Zach 1.What do you and your family most benefit from the MCC Park district? a. In what ways do you and your family use the park for recreation? What facilities do you use the most? a. Is it clean or dirty? Up-to-date or falling apart? Success or failure? City or County? Etc.
2. Do you use the park to improve your physical health? If so, in what ways? 3. Are you kids involved in any of the park programs? Please elaborate. 4. Which of the parks does your family frequent most often? Why? 5. What do you think of the current park facilities? 6. Do you feel that the parks are safe? How can they be improved in terms of safety? 7. What kind of improvements would make you more inclined to bring your family to the park?
Script Zach We have been asked to develop preliminary election campaigns; to educate and inform the correct target publics; with the goal of having a property tax referendum submitted to the voters during the 2014 election. In Chapter 355 of House Bill 742, An ACT relating to the purchase of development rights for
public parks. A public parks purchase and maintenance program proposal authorized by KRS 97.590 may be submitted to voters of an urban-county by either a resolution of the legislative body or a petition meeting the requirements of this section. ---- A property tax referendum supporting the Murray Calloway County Park District to be voted upon by the citizens of the city of Murray and Calloway County. Financial: Brandon 1. If you knew the park was going to be closed within a five year period, how would that impact
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Community Focus Group Script (cont.)

your life? 2. Records show that 10 years ago the same initiative was voted on. It passed it in the city, but not in the county. Why do you think that was? 3. What are the deciding factors today that could convince you to support the initiative? 4. Who are the major players who could swing your vote in support of the initiative? 5. What activities or programs would you like to see with a budget increase?
Close: Zach
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Appendix C: Secondary Research

Bibliography
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Bibliography
Title: Overweight and Obesity Citation: Gavin, M. L. (2012, October). Overweight and Obesity. Retrieved from http://m.kidshealth.org/ parent/general/body/overweight_obesity.html Summary: This article discusses obesity in children in America. It describes the characteristics of obese children and the effects it has on their daily life as well as their future lives. The causes of obesity are listed as lack of exercise and eating unhealthy foods. The ways of preventing obesity are explained to parents and family members because they are the ones who are allowing the children to eat this way. It clarifies ways to not fall into common eating behavior traps such as rewarding children with junk food for good behavior or to stop bad behaviors. There is a BMI calculator for you to calculate your childs BMI. After you do that, check the BMI chart to see where your child falls in terms of obesity. The American Academy of Pediatrics (AAP) gives recommendations and guidelines for children who are obese. They say genetics plays a part in a child being obese, but living a healthy lifestyle can drastically lower your childs chances of being obese. Correlation: We will use this article to get to the heart of the board members. Obesity is a big problem in America now. Our goal is to get the referendum passed so we dont lose the park. It is how many residents of Calloway County get their exercise. We want to focus on keeping the park. We believe if the park ceases to exist there will be a rise in obese children.
Title: Obesity and Exercise Citation: Schmitt, S. (2012, January 19). Obesity and Exercise. Retrieved from http://www.acsm.org/ access-public-information/articles/2012/01/19/obesity-and-exercise Summary: The American College of Sports Medicine states that obesity affects one-third of all adults. Genetics can play a role in the likelihood that a person will become obese, the condition occurs when the amount of calories consumed exceeds the amount of calories expanded over a long period of time. The article shows the benefits of regular exercise and how it can help reduce body fat as well as
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Bibliography (cont.)
protect against chronic diseases associated with obesity. Regular exercise can also help prevent type 2 diabetes, osteoporosis and certain cancers. Exercise improves your mood. A quick workout can calm you down. Exercise gives you endorphins and they make you happy and reduce feelings of depression. Exercise helps manage weight. Exercise burns calories which are needed to help keep the weight off. Exercise promotes better sleep which can improve your concentration and productivity during the day. Obese people should start an exercise program at a low intensity and start integrating physical activity into daily activities such as taking the stairs and slowly progress over time. It also talks about precautions when starting diets or exercise programs. Correlation: Seeing this article really expresses how important exercise is to maintaining a healthy lifestyle. This relates to the park because when it starts to get nice outside, people go to the park to exercise. Many people use the park on a daily basis, whether it is to play disc golf or go for a brisk run. Without the park, there will be no place for children to play on swing sets or any sports. The park is the center of childrens activities and without them, it will make it hard for families to go out and get exercise. This article also promotes the benefits of exercise and what it does for the body. It is important to know exactly how exercise affects your mood and sleeping pattern. Lastly, it is essential to be familiar with how working out can help you manage your weight. Title: Childhood Obesity: A Matter of Life and Death Citation: Carson, C. (2012, February 14). Childhood Obesity: A Matter of Life and Death. Retrieved from http://www.huffingtonpost.com/mobileweb/carole-carson/childhood-obesity-a-matte_b_461020.html Summary: This article focuses on heart disease in adolescent children. A study was done in the New England Journal of Medicine and reported in the Washington Post that confirmed children who are overweight have a higher risk of developing heart disease as an adult. Indications of heart disease are starting to show up as early as age 25. They provide recommendations to families about how to start healthy eating habits, especially for children. Carson suggests joining support groups that target treating
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childhood obesity. The American Heart Association provides an overview of exercise and nutrition guides to keep you on a healthy lifestyle track. The National Heart, Lung and Blood Institute advise pediatricians, pediatric nurses and school health personnel for children to screen for heart disease by measuring blood pressures regularly. Correlation: We will use this article to show how important it is for children to get exercise due to heart disease. We want the children of Murray to outlive their parents. If the parks no longer exist then children will have fewer places to get out and play. We believe this will increase the use of television and video games. Lack of exercise and an unhealthy eating lifestyle will lead to heart disease. We want to accent the parks as a place to get your daily exercise in even if it is a short walk around the park. For children, the more outside activity we can get them involved in the better. This will decrease the chances of heart disease therefore extend their lifespan.
Dries, B. (2013, February 13). Council votes on sales tax referendum. Retrieved from http://www. memphisdailynews.com/news/2013/feb/5/council-votes-on-sales-tax-referendum/ Memphis City Council votes on a sales tax referendum earlier this year. The group pushing for the sales tax held multiple open forums: long-term effects and short- term effects of the referendum. They also asked multiple large influencers in the community to speak throughout the campaign. (Important to localize effects)
The article also localized the story by outlining how each smaller community would be affected.
N/A. (15, Dec. 15). Urbana park board puts tax referendum for new aquatic center on April ballot. Retrieved from http://will.illinois.edu/news/story/urbana-park-board-puts-tax-referendum-fornew-aquatic-center-on-april-ballo Voters in the Urbana Park District will be asked to approve an 11-cent property tax increase to
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Voters in the Urbana Park District will be asked to approve an 11-cent property tax increase to help pay for a new outdoor swimming pool complex at Crystal Lake Park. through the community via the creation of jobs, especially in construction.
In this article, the author talked about how the tax referendum actually will circulate back
U.S. Bureau of Labor Statistics, (2013). Economy at a glance. Retrieved from website: http://www. bls.gov/eag/eag.ky.htm According to the U.S. Bureau of Labor Statistics, as of March 01, 2013, Kentuckys unemployment rate was 8 percent.
Show how the tax referendum will come back to the community via jobs.
Title: Park District Referendum Fails, Bond Issue Rejected by AH Voters Citation: Glaser, Rachel. Park District Referendum Fails, Bond Issue Rejected by AH Voters - Arlington Heights, IL Patch. Arlington Heights, IL Patch - News, Sports, Events, Businesses & Deals. N.p., 7 Nov. 2012. Web. 11 Mar. 2013. <http://arlingtonheights.patch.com/articles/park- district-referendum-fails-39-million-bond-issue-rejected-by-arlington-heights-voters>. Summary: This article discusses the referendum proposal to benefit the Arlington Heights Park district. The referendum in this community did not pass with 51.35 percent of the vote against it. The community complains about the facilities and the programs, but it is frustrating for park officials because they have no financial way of improving. The lack of support for the referendum was blamed on hard economic times. The park district had proposed a property tax referendum earlier in the year, but that, too, was shot down by voters. They cut the amount of requested tax but it clearly was not enough. The park board does not have an alternative plan. Correlation: This article was good because it shows that other parks of similar size are struggling with finding support in their community. Ground work of why the referendum might not be passed was
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already done in this article. When we are creating our plan we need to create a tactic that will address the economic needs. It is clear that this referendum did not pass in Arlington Heights because of economic loss, so we will focus on how it will be an invest on the economic future. Title: Shaping the Future of Oak Park Citation: Shaping the Future of Oak Park. Park District of Oak Park. N.p., n.d. Web. 11 Mar. 2013. <www.pdop.org/about us/CurrentFinances>. Summary: This is an informational flyer that the Park District of Oak Park gave the residents about their plans to use the referendum. In the fall of 2006 the voter of Oak Park passed a referendum authorizing the Park District to collect 25 cents for every $100 of equalized assessed valuation of property for the Corporate Fund. It listed home values, projected referendum impact, actual referendum impact, and total increase in park district tax. It then listed other taxes in the community, and the percentage that it actually receives. Correlation: Seeing this information broken down makes it easier to understand the impact on finances. It is something that could be done to show voters exactly what they are voting for and the actual impact it will have. When people hear the word tax they can come up with negative thoughts about it all. We could use a tactic that will break it all down and show how much they would actually be giving in tax in comparisons to other taxes that community. It could also break down exactly where their dollar is going. It gives more ownership in the tax. Title: Tax Information Citation: Tax Information | Park Ridge Park District. Park Ridge Park District . N.p., n.d. Web. 11 Mar. 2013. <http://www.prparks.org/node/1411>. Summary: Park Ridge Park District uses its website as a way to address the tax referendum they hope to have passed in April 2013. They describe what a tax referendum is, and how it is used in the
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community. They list the things they want to accomplish if the tax referendum passes. Their impact on the community currently is highlighted, so that people can see the importance of the park. Then they give a tax calculator so that people in the community can see how much they will be spending. Correlation: Having a page on the park districts website is a good idea, so that voters can go straight to the source to find the information they want. We saw in other sources that giving a tax calculator is an interesting thing to do, it could have a beneficial impact on voters. It gives them a stronger idea of what they are actually spending. It also list out technical things that to a common person might not make much sense, but it is a good reference for them so they can do more research.
Title: Proposal to Urbana Parks and Recreational Facilities Citation: Proposal to Urbana Parks and Recreational Facilities. Urbana Parks. N.p., n.d. Web. 7 Mar. 2013. www.urbanaparks.org/pdfs/QA_Referendum.pdf>. Summary: This is also a fact sheet given out by the Urbana Park and Recreations District about the tax referendum. It basically is all of their research put into a report for the community to have. They answer questions that voters might have about the tax. Things covered include the tax, what it is and how it will impact the community, why the tax is a good idea and how they know it is, how it will be used, how the tax works, what they will see on the ballot, and other information to educate voters as completely as possible. They break things down so that voters get a complete understanding of the tax, how it is used, and where the money goes. Correlation: This kind of fact sheet is incredibly helpful when trying to educate voters. Creating a fact sheet like this and then finding a way to distribute this in the community could be a powerful tactic. It basically answers all the questions they have before they even have to answer them. I think creating something like this shows the organization is upfront and wanting the community to truly be a part of the decision. I think using smaller ideas from articles listed above we could create a factual and helpful informational packet that would really educate voters.
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Title: The Benefits of Parks and Recreation Citation: Benefits of Parks and Recreation - City of Oakdale. City of Oakdale . N.p., n.d. Web. 11 Mar. 2013. <http://www.ci.oakdale.mn.us/index.asp?Type=B_BASIC&SEC=%7BA3BF2C6F-458E-4D95A28B-9B34C6552139%7D>. Summary: The Pak District of Oakdale uses their website to educate citizens on the importance of the parks. One in four Americans use their community park. Health benefits include recreational facilities for all ages and people who access a park exercise more. Environmental benefits include protected natural space, wildlife safety, and air quality. Economic impacts include desirable place to live and work, motivate business expansions, location of park can increase home costs. Overall benefits to the community include a stronger sense of belonging, access for those with greater financial needs; improvise quality of life, and volunteer opportunities Correlation: Having a tactic that will address the health, environmental, economic, and community benefits will give people more of a reason to support the parks. A tactic like a special event that encompasses all those benefits and makes them known to citizens could be helpful. The more that people know about how the parks benefit them the more they are willing to support the cause. It is about educating them, and giving them more responsibility in the vote.
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Client: Murray Calloway-County Parks & Recreation 2014 Tax Referendum.

Rejuvinate Participation ...................................................................................................................... 32

Murray-Calloway County Parks & Recreation

Table of Contents (cont.)

Reinforce Need: Strategy ...................................................................................................................... 56

Murray-Calloway County Parks & Recreation

Connect Public Relations

Murray-Calloway County Parks & Recreation

Emily M. Budd Project Manager

5981 Shady Oaks Lane Naples, FL 34119 emilymbudd@gmail.com 239.825.6851

May 2012- July 2012

May 2011- July 2011

May 2010- July 2010

Brandon T. Orr Creative Director

901A Sycamore St. Murray, Ky 42071 b.o.racer13@gmail.com 270.227.2565

Murray-Calloway County Parks & Recreation

Alaina G. Moseley Research Director

May 2011-August 2011

March 2006-January 2010

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Clients Mission Statement

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Client History (cont.)

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Goal of the Campaign

Murray-Calloway County Parks & Recreation

Messages & Themes

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Profile of Target Publics

Murray-Calloway County Parks & Recreation

Murray-Calloway County Parks & Recreation

Opinion Leaders (cont.)

Murray City Schools

Murray-Calloway County Parks & Recreation

Opinion Leaders (cont.)

Murray-Calloway County Parks & Recreation

Opinion Leaders (cont.)

Murray-Calloway County Parks & Recreation

Opinion Leaders (cont.)

Murray-Calloway County Parks & Recreation

Opinion Leaders (cont.)

Murray-Calloway County Parks & Recreation

Revitalizing Image: Strategies

Create a universally encompassing traditional media presence.

Murray-Calloway County Parks & Recreation

Tactic: Community Relations Officer

Evaluation: Standard employee review

Murray-Calloway County Parks & Recreation

Tactic: Rebranding Organization

Targeted Public(s):Primary and Secondary Publics

Cost: $10,000 for signage

Murray-Calloway County Parks & Recreation

Targeted Public(s): Primary and Secondary Publics

Murray-Calloway County Parks & Recreation

Tactic: Website Relaunch

Targeted Public(s): Primary and Secondary Publics