October 2018 - Parks & Recreation - 30

MEMBER TO MEMBER

ed with parks and recreation: like
the exercise performed earlier by
the department staff members.
This proved to be a critical step in
the process.
Focus group members were blunt.
They liked the values selected for
the campaign but were highly critical of the images chosen to illustrate
those ideals. Each participant saw
him- or herself as representative of
those values, and they wanted to see
themselves reflected in the posters.
However, the photographs depicted
a very narrow, homogenous constit-

uency. The discussion was enlightening and humbling. Several pictures showed kids playing sports, but
older focus group members rejected
the idea that parks and recreation
was only about youth athletics, reminding us that they enjoy walking
the nature trails. Some women in
the group explained that the young,
ultra-fit bodies in the photos did not
represent their friends, who regularly took aerobics classes at the recreation centers.
The group told us, in no uncertain terms, that the images were

cherry-picked stereotypes of park
and recreation participants often depicted in glossy, high-end
chamber of commerce brochures,
and they did not reflect the real
Clayton County community. The
participants pointed out that most
of the department's patrons were
from communities of color, but
most of the posters overlooked this
fact. They were correct. The photos were curated to portray Clayton
County like one of those communities promoted by Madison Avenue marketing firms, using traditional aesthetics as currency. This
was clearly the result of our own
internal bias.
Based on the recommendations
made by the focus group, additional photos were added, and the
values were revised. Ultimately, the
poster series grew to a total of 20
images with corresponding ideals,
including several that previously
had not been considered.
The posters were printed and
distributed throughout the park
system: placed in recreation centers, park clubhouses, conference
rooms, public libraries and elementary schools. The community was
bombarded with the message that
important values can be learned
through participation in park and
recreation programming, and every constituency is welcome. The
response to the campaign was overwhelming. Through direct feedback from patrons, we learned that
people saw themselves in the images, and they felt an invitation had
been extended directly to them.
While our campaign initially colSeeing themselves reflected in the
branding campaign made patrons feel
they had received a direct invitation.

28

Parks & Recreation

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October 2018 - Parks & Recreation

Table of Contents for the Digital Edition of October 2018 - Parks & Recreation

October 2018 - Parks & Recreation - 1
October 2018 - Parks & Recreation - 2
October 2018 - Parks & Recreation - 3
October 2018 - Parks & Recreation - 4
October 2018 - Parks & Recreation - 5
October 2018 - Parks & Recreation - 6
October 2018 - Parks & Recreation - 7
October 2018 - Parks & Recreation - 8
October 2018 - Parks & Recreation - 9
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October 2018 - Parks & Recreation - 21
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October 2018 - Parks & Recreation - 28
October 2018 - Parks & Recreation - 29
October 2018 - Parks & Recreation - 30
October 2018 - Parks & Recreation - 31
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October 2018 - Parks & Recreation - 35
October 2018 - Parks & Recreation - 36
October 2018 - Parks & Recreation - 37
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October 2018 - Parks & Recreation - 39
October 2018 - Parks & Recreation - 40
October 2018 - Parks & Recreation - 41
October 2018 - Parks & Recreation - 42
October 2018 - Parks & Recreation - 43
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https://www.nxtbook.com/nrpa/ParksRecreationMagazine/december-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/november-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/october-2012
https://www.nxtbook.com/nrpa/ParksRecreationMagazine/september-2012
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