MARKETING Profile 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 approximately 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. Locally, programs and events and facilities like Fort Hill Activity Center are a key area of emphasis for ongoing marketing efforts to generate awareness and participation in the community. The Marketing Department staff serves two primary and distinct purposes: 1.) promote the District’s programs and facilities to increase awareness and generate revenue; and 2.) support the varied internal communication needs of departments across the organization. Ultimately, the goal of the marketing function is to leverage aspects like knowledge and expertise in addition to data, technology, creativity and efficiencies to increase visibility of the District across the community and beyond, educate our residents regarding District projects and processes, and continue to manage the strong brand and identity of the District as premier provider of exceptional recreation experiences for all ages and interests in Naperville. Effectively fulfilling the diverse and detailed marketing function requires the retention and fostering of a creative and engaged staff with varying talents and skillsets.
The Marketing Department is staffed with the following roles: y Director of Marketing and Communications
to make them more conversational and less scripted to increase authenticity and interest. This new format will roll out in early 2026 with the annual State of the Park District series. From an alternative revenue perspective, the District’s sponsorship and advertising program continues to grow; we achieved 98% of the $360k goal by late summer and expect to exceed that amount by the end of 2025. While the 2026 revenue goal will increase, we also need to balance that expectation understanding that at this point, there is not a lot of sponsorable inventory left to sell. The only way that will change is if the District adds more events and facilities. Lastly, every year, the District has a rather long list of ribbon-cutting events; 2025 was no exception and it appears that 2026 will be the same with some carryover of some events from 2025, and new playground renovations planned within the new capital budget. Three larger scale occasions will take place in 2026 with Naperville Youth Soccer celebrating 50 years, Naperbrook Golf Course recognizing 35 years, and Fort Hill Activity Center acknowledging its 10th anniversary. The Marketing Department will be working on creating some level of recognition/promotion for each of these. The Marketing Department prides itself on continuous improvement, and we look forward to continuing to work with our internal customers to support their needs in addition to further refining our externally focused initiatives to creatively promote and expertly message the vast recreation opportunities the Naperville Park District provides, while celebrating some exciting milestones.
y Creative Services Manager y Communications Manager y Sales and Sponsorship Manager y Publications Designer y Graphic Designer y Digital Marketing Specialist
Since the onboarding of the Digital Marketing Specialist in late 2023, the department has grown its social media and digital marketing footprint to expand its brand, increase engagement, and educate residents across a variety of campaigns. Additionally, the purchase of a drone in 2024 and the subsequent required training and certification has played into our ability to enhance engagement across our social channels. We plan to continue using the drone as a way to create and promote entertaining and insightful Park District content. In 2025, there have been several large-scale projects involving the time, attention, and creativity of several marketing staff. These projects include: 1.) Multi-year Districtwide signage project; 2.) Communications for a potential 2026 referendum; 3.) CAPRA preparation. Additionally, in late 2025, staff will be involved in the multi- phase process of developing a new three-year strategic plan. Aside from the larger-scale projects, the Marketing team has been working to recreate the ParkTalk podcast, committing to launching full-video episodes on YouTube, enhancing the podcasting studio set, and tailoring the interviews
2026 BUDGET 50
napervilleparks.org
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