“To understand our customer base, Great Parks will continually measure the loyalty and satisfaction of supporters, park guests, county residents and visitors to the region. Through increased awareness, Great Parks of Hamilton County will be recognized as the region’s primary resource for conservation, outdoor education and recreation.”
- Benchmark customer base and public awareness.
- Develop or strengthen brand equity.
- Develop and implement comprehensive marketing plan.
- Restructure planning and coordination of all park projects, programs, events and activities to achieve awareness and organization-based goals.
- In the fall of 2012, the Objective One team interviewed branding agencies to assist in the process of reaching our markets and increasing park district awareness. Topic Design was selected.
- Staff received an invitation and submitted their ideas for review concerning a possible name change for the Hamilton County Park District.
- The team worked with Topic Design to review and analyze UC surveys, Park user surveys as well as market research and other feedback to determine the next steps to build park awareness and reach.
- By December 2012, after several discussions and debates, the Objective One team presented its recommendation to the Park Board of Commissioners for the next step in building park district awareness.
- A Survey and Measurement team was formed to continue measurement of park guest loyalty, attitude, and satisfaction. The questions and best practices developed by the team have been integrated in park-wide survey methods and serve as the standard for which all information collection is built and allow for further and more consistent benchmarking throughout the agency.
- The park district worked with an outside advertising agency to create a new name and look (i.e., a brand) for the park district, which was unveiled to the public in June 2013. Rebranding the park included transitioning from Hamilton County Park District to Great Parks of Hamilton County in both name and communication methods.
- A Merchandising Team was established to promote the new brand consistently in all park facilities. The team’s main objective is to create marketing and merchandise offerings, so that our guest will recognize each facility as part of the Great Parks family.
- Development for a comprehensive plan for 2013 is currently in progress. The plan will aid in the support of key existing programming, events and activities as well as determine overall park goals, or priorities.
- A new health and wellness initiative for 2014, “Healthy Parks, Healthy People,” was developed. The goal of the initiative is to provide and promote educational and recreational opportunities to help people actively strive for a balanced life.