Parks and Recreation Program Marketing Checklist

Whether you have just launched a new registration system or are refreshing existing tools, this checklist can help you build a simple, repeatable marketing plan.

Work through each section to see where your marketing is strong and where there may be room to improve.

Key Marketing Area 1: Website

Your Digital Hub

Your recreation website or online catalog is the center of your marketing. Everything else should point back to it.

• Your program catalog and registration page are easy to find from your department’s main website
• The catalog URL is published on/in your:
  • Agency homepage
  • Parks and recreation webpage
  • Department email signatures
• The site is mobile-friendly, well-designed, and works well on:
  • A phone
  • A tablet
  • A laptop or desktop
• Program listings are current, accurate, and include:
  • Dates
  • Times
  • Costs
  • Registration deadlines
  • Answers to common questions
• Residents can create an account, register, and pay without needing to call or visit in person
• Step-by-step account creation and registration instructions are available for residents who need guidance
• Your website and catalog highlight how online registration benefits residents by providing:
  • Family and group accounts
  • Easy program browsing
  • Clear facility availability
  • Convenient online payments
• Your catalog and registration pages follow basic accessibility best practices:
  • Clear headings
  • Good color contrast
  • Descriptive link text
  • Keyboard-friendly forms

Key Marketing Area 2: Email

Your Direct Line to Residents

Email is one of the highest-return channels for local government marketing and is a reliable way to reach residents throughout the year.

• You collect email addresses at every registration, event, and point of contact
• You send a regular email newsletter with program updates and upcoming registrations:
  • Monthly
  • Seasonally
• Registration reminder emails go out before key sign-up windows open, including targeted emails for past participants and relevant audiences
• New programs and major changes are announced proactively to your email list, not just posted on social media
• Every email includes one clear action residents should take
• Your email list is kept clean, updated, and segmented, where possible by group; Examples include:
  • Age group (youth /guardians, teens / guardians, adults, older adults)
  • Interests (sports, aquatics, arts, outdoor programs, special events)
  • Location (by neighborhood, school district, or service area)

Key Marketing Area 3: Social Media

Your Always-On Conversation

Social media works best when it builds community, not just promotes transactions.

• Your department is active on the platforms most residents expect for local updates:
  • Facebook
  • Instagram
  • TikTok
  • LinkedIn
  • X
  • YouTube
• You regularly post program announcements and registration reminders with clear calls to action and direct links to your catalog
• You post during and after programs, e.g., action shots, participant moments, and behind-the-scenes content
• You highlight residents, volunteers, staff, and partners to tell the story of your programs
• You use a location-specific hashtag to encourage residents to share their own photos and experiences
• Your catalog URL is linked in your social media bios and included in relevant posts
• You use Facebook Events for programs and facilities where it makes sense
• You periodically review basic social metrics to see which posts drive real participation:
  • Clicks
  • Event responses
  • Registrations from social links
• Your posts follow best social media accessibility practices

Key Marketing Area 4: Print and In-Person

Meeting Residents Where They Are

Digital reaches most residents, but not all. A layered approach goes further.

• Every program has a flyer with the who, what, where, when, and how to register
• Printed materials match the information on your website and registration catalog and include QR codes that link directly to program information
• Flyers are posted in:
  • Community centers
  • Libraries
  • Schools
  • Local businesses
• Seasonal activity guides or program brochures are distributed to households or available at public locations
• Signs and banners are posted in your facilities and high-visibility areas where permitted
• Staff attend community events and have materials available to promote upcoming programs

Key Marketing Area 5: Community Partnerships

Your Word-of-Mouth Multiplier

• Your programs are listed on local community calendars:
  • Newspapers and local news outlets (including online event listings)
  • HOAs and neighborhood or civic associations
  • Chambers of commerce and business associations
  • School newsletters and district websites
  • Public libraries and community centers (they often have bulletin boards and online calendars)
• You have active partnerships for cross-promotion with:
  • Schools
  • Nonprofits
  • Faith communities
  • Local businesses
  • Other key community organizations (e.g., libraries, civic/youth/senior centers)
• You send announcements or press releases to local media outlets for major program launches, registration openings, and milestones
• For major changes (such as launching a new registration system or feature), you prepare a simple announcement that explains what is new and how residents can get started, and share it via:
  • Press releases and local media
  • Homepage website banner or alert
  • Welcome and introduction emails
  • Social media posts linking back to your website
  • Printed welcome flyer or FAQ at facilities and front desks
• You have identified and lean on community advocates who help spread the word:
  • Volunteers
  • Active participants
  • Local leaders
  • Influencers and highly active social followers
  • Coaches and instructors (youth sports, fitness, arts, etc.)
  • Partner organization champions (e.g., a librarian, PTO coordinator, nonprofit caseworker, or faith community administrator)
• When budget allows, you offer incentives for:
  • Early registration
  • Referrals
  • First-time participation
  • Repeat registration and loyalty

Key Marketing Area 6: The Registration Experience

Make It Easy to Make Your Marketing “Stick”

The best program marketing can fall flat if residents hit friction when they try to sign up.

• Residents can register online from any device without needing to call or visit in person
• The registration process is straightforward and accessible and takes only a few steps to complete
• Program information and instructions are written in clear, plain language so a wide range of residents can understand how to register
• Registration instructions explain what residents need to know first, with important details easy to find
• Program details are consistent across your catalog, emails, social posts, and printed materials (dates, times, locations, and fees match)
• After registering, residents receive:
  • A confirmation with payment details and key program information
  • A reminder communication with program details and any updates
• Program waitlists are in place so residents can stay connected even when a class is full
• Your team regularly reviews registration drop-off points to remove barriers and support strong registration and revenue performance

Let Modern Tools Power Your Programs

Running consistent, resident-focused marketing takes time, especially for small teams. But when residents can easily discover programs, register with confidence, and stay engaged with your department, the effort pays off.

A modern recreation management platform can handle the heavy lifting by creating shareable links and QR codes, sending confirmations and reminders, and maintaining a mobile-friendly public catalog so staff spend less time juggling systems and more time serving residents.

See how an all-in-one parks and recreation management solution from CivicPlus® can help you boost revenue and:

✓ Promote programs
✓ Simplify registration
✓ Grow participation

Request Your Self-Guided Recreation Management Demo →