Spelling out the benefits of parks and recreation - written materials that communicate the social benefits

This month we wanted to give you some great examples and ideas for using the benefits message, research, quotes, logo, and slogan on paper. Hundreds of departments and state associations have taken the lead in sharing the benefits message. It would be difficult to cite each example and give each credit; there are just too many! For every example mentioned in this article, there is a hard copy in my files or at the National Recreation and Park Association headquarters in Ashburn, Virginia. The profession and the public are beginning to get the message.

If you've participated in the benefits training program, "Putting the Pieces Together: The Benefits of Parks and Recreation," you've been through a brainstorming exercise in which you share ideas for spreading the message, both internally and externally. Here are just a few examples of what that training has inspired:

Fax covers--Many departments and state associations have redesigned their fax covers to include benefits information, statements, quotes, logo, or slogan. I've seen examples with just the logo, while others include a quote from a famous person taken from the resource guide, a reference from a piece of research, logos for each of the four categories and a statement relative to each, a list of benefit statements across the bottom of the page, a specific fax cover for each benefit category with a quote or piece of research pertaining to that category, or a combination of all of the above.

Many agencies and departments change their fax covers on a regular basis to reflect the benefits of an upcoming special event or a community celebration. The sky is the limit! Here's a tip: to strengthen you credibility, always include the reference information when using a research piece.

Brochures--Like the fax covers, there are a number of ways to incorporate the benefits message into departmental brochures. Cover pages use the logo and slogan; pictures and quotes are used that depict various benefits; benefit research statements, quotes, or personal testimonials are boxed and highlighted throughout the brochure (a citizen's personal affirmation can be incredibly powerful). Some individuals run benefit statements across the bottom or top of each page or on the back cover. Still others run research blurbs across the bottom of the page.

Some departments are using the benefits approach within each program description. Instead of simply referring to the fun that one will have when participating in a particular activity, benefit statements are used to reflect the real experience: increasing your heart rate, living longer, and boosting your immune system, for example.

Stationery--There are literally thousands of pieces of stationery out there that include the benefit message. Most departments have incorporated the "Benefits are Endless" slogan somewhere on their letterhead when it was time to reprint stationery. I've seen benefits statements on the outside or across the back of envelopes. (Make sure you check with your post office before printing. There are restrictions when placing a message across the front of an envelope.) If you don't expect to place an order for letterheads anytime soon, you can still include benefits statements on your stationery using your computer and printer.

Employee newsletters--I've seen examples of articles, quotes, research, testimonials, and logos included in departmental and city/countywide newsletters. The information is oftentimes taken directly from the resource guide and adapted to fit a particular department ... which is the purpose of the resource guide!

Everything else--Departmental fact sheets, program fliers, budget justifications, bulletin boards, utility bills, strategic plans, newspaper articles, editorial pieces, registration forms, inner-office memos, interdepartmental memos, office routing slips, paycheck stubs, proclamations, letters, thank-you cards, certificates, recognition reports, board minutes, posters, banners, tent cards, and ads from state associations designed for reproduction in departmental newsletters and brochures have all been used to spread the message about the endless benefits of parks and recreation.

I'm sure I've missed a few examples, and I would love to add to my collection, so please let me know how else you are using paper to get the word out. Or send an example to Cathy Flocke, NRPA, 22377 Belmont Ridge Road, Ashburn, VA 20148; (703) 858-2148; fax: (703) 858-0794; E-mail:cflocke@nrpa.org

RELATED ARTICLE: How to get a copy of the logo

It's easy to obtain permission to use the benefits logo or slogan on any paper product--just fax, write, call, or E-mail Cathy Flocke with a request. There is a $25 fee and an agreement to sign. Be sure to leave your name, agency, and mailing address, and a logo slick will be mailed to you.

Look for more ideas and examples of how departments are spreading the benefits message in upcoming issues. If you don't already have a copy of the resource guide, "Putting the Pieces Together: The Benefits of Parks and Recreation," it can be purchased from NRPA. Also, don't forget to contact your state association for information on participating in a training program.

COPYRIGHT 1998 National Recreation and Park Association
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