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

Check Your Digital Hub

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

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

Check 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. Check that:

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, by group where possible. 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

Check Your Always-On Conversation

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

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

Check That You’re Meeting Residents Where They Are

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

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

Check Your Word-of-Mouth Multipliers

Community partners can extend your reach through trusted local channels and word-of-mouth promotion. Check that:

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

Check That Your Marketing “Sticks”

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

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 →