MARKETING Profile
As of fall 2023, the Marketing Department is staffed with the following roles: • Director of Marketing and Communications • Creative Services Manager • Community Development Manager • Sales and Sponsorship Manager • Publications Designer • Graphic Designer By the end of 2023/beginning of 2024, the department will add two new staff including a digital marketing specialist (DMS) and a communications manager (CM). While the DMS role is a new position designed to expand the District’s digital marketing capabilities and footprint across social media and beyond, the CM position is replacing the Community Development Manager (referenced above) due to the retirement of the individual currently serving in that role. With the shift in title and responsibilities for the CM role, there are opportunities to do more to expand the PR/media relations aspects while focusing more on lifestyle marketing and resident education opportunities regarding District operations. Anticipating two new individuals joining the department and the District will mean that a significant portion of 2024 will involve onboarding and orienting new staff to ensure success in their respective roles while fully immersing them in the excellent culture of the Naperville Park District.
The Marketing Department is responsible for promoting and managing the brand and identity of the District in addition to marketing the District’s programs, facilities, events and services to a community of nearly 150,000 residents. Destination facilities such as Centennial Beach, Knoch Knolls Nature Center, the Riverwalk, and Springbrook and Naperbrook Golf Courses are promoted regionally to expand visibility, interest and participation beyond Naperville. More locally, programs and events and facilities like Fort Hill Activity Center are a key area of focus for District promotions. The Marketing Department staff serves two distinct roles: 1.) promote the District’s programs and facilities to increase promotion and revenue; and 2.) serve the internal communication needs of departments across the organization. Ultimately, the goal of the marketing function is to leverage aspects such as data, technology, partnerships, creativity and efficiencies to increase the visibility of the District throughout the community and beyond, educate our residents regarding District projects and processes, and establish and manage the identity of the District as a premier provider of exceptional recreation experiences for all ages. Effectively fulfilling the marketing function requires the retention of a creative and engaged staff possessing varying skillsets.
Also in 2024, the Marketing Department will play an integral role in the promoting and hosting of myriad ribbon-cutting events for a lengthy list of playgrounds in addition to the opening of the Rothermel Family Skate Facility at Centennial Park, the Frank J. Rus Pavilion at Knoch Knolls Park, and the Marie Todd Practice Facility at Naperbrook Golf Course. Additionally, with Knoch Knolls Nature Center celebrating its 10th anniversary and Springbrook Golf Course marking its 50th anniversary, a significant amount of planning and marketing will be allocated to promote these milestones in addition to potentially planning events and providing special offers to engage the community and help us celebrate these happy occasions. Finally, although covered in more detail in the sponsorship narrative, it’s worth noting that sponsorships/advertising continue to perform exceptionally well. The revenue goal for this area in 2023 was $300,000, which was achieved (and surpassed) by the end of August. Our sponsorship/ advertising program continues to be an important and growing source of alternative revenue that is expanding due to the addition of new sponsorable inventory and new community businesses moving into Naperville that see the value of connecting with the Naperville Park District brand.
2024 BUDGET 50
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