Oak Lawn Park District Comprehensive Plan - Marketing Plan - 2021 Review - Brand Promise & Statistics

Sep 13, 2026

Upload by Liam

Oak Lawn Park District Comprehensive Plan’s marketing plan defines the brand promise and positioning slogan, then outlines strategic initiatives focused on driving traffic to the website, improving internal communication, advancing recreation access through diversity, equity, and inclusion, and building staff culture and success. The 2021 review records staffing changes, key accomplishments, and measurable social media performance. It also summarizes website traffic, acquisition channels, top searches and referrals, and provides a brochure/postcard schedule for seasonal outreach, supported by local demographic insights.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages10

Reading Time4 min

AccessFree to download

Marketing Plan

Brand Promise / Mission Statement

Positioning Statement / Slogan

Strategic Initiatives

2021 Review

Social Media Statistics

2021 Website Statistics

2021 Acquisition and Top Searches

Brochure and Postcard Schedule

Community Demographic Context

2022 Goals & Objectives

Oak Lawn Park District Comprehensive Plan Marketing Plan Brand Promise/Mission Statement: The Oak Lawn Park District promotes a strong sense of community by providing leisure opportunities and the preservation of natural resources that enhances the quality of life and wellness for everyone. Positioning Statement / Slogan: Dating back to the 1970’s, this slogan has been part of Park District’s across Illinois as part of a state-wide initiative. It has stood the test of time and continues to be a slogan Oak Lawn Park District uses to encourage our residents to make sure they make time in their busy schedules for fun. Take Time for Fun! Strategic Initiatives: 1. To drive people to the Oak Lawn Park District website 2. To improve internal communication 3. To ensure the opportunity of recreation for all through the scope of diversity, equity, and inclusion 4. To Invest in New and Continuing Staff Culture and Success 5. Program Service Evaluations 2021 Review: Staff changes: Justin Waters took as Marketing Manager in August of 2021 and Genae Grabowski was hired as Graphic Designer in May of 2022. We feel we have a foundation built within our new team to take this district to places it has never seen from a marketing strategy and design standpoint. Major accomplishments: • Mailed out a postcard for the Community Needs Survey in September to all 23,000 Oak Lawn resident households • Completely redesigned and Moved the Digital Program Guide [tojoomag.com](tojoomag.com)[ ](tojoomag.com)starting with the Winter 2021 Digital Program Guide to better track and analyze statistics, while providing a better user experience. • Sent out a Summer Day Camp Mailer in April 2022 to households in Oak Lawn with kids ages 3-14 and cross-referenced with a list of campers that have participated in camps in the last 3 years. • Re-constructed and built website pages for rentals, aquatics, gymnastics, art, dance, and events. Social Media Statistics (started tracking August 23, 2021) Facebook Likes: Jan 1, 2021: 7,209 December 31, 2021: 7,815 Engagement Rates (began tracking August 23, 2021): The average engagement rate for all your posts, calculated as the sum of engagement rates for each post divided by the number of posts. The engagement rate for a post counts the percentage of engagements (clicks, likes, shares, and comments) on the post out of the number of people who viewed it Facebook: 7.61% Instagram: 4.09% Page Engagement: The total number of interactions (reactions, comments, and shares) received by your Pages’posts as well as by other posts on Facebook that mention your Pages (that is, reactions to user check-ins, event responses, mentions, likes of your Pages, and more) Facebook: 7,255 Instagram: 1,085 Page Content Clicks: Facebook: 18,872 2021 Website Statistics: Total Unique Users: 135,549 Percent New Users: 80.4% Percent Returning Users: 19.6% Unique Page Views: 508,433 Bounce Rate: 53.60% Most page visits: 1. Home 99,627 2. Community Pavilion 46,172 3. Program Guide 32,633 4. Calendar 25,069 5. Ice Arena 22,283 6. Aquatics 17,629 7. Racquet/Fitness 14,187 8. Athletics 13,753 2021 Traffic Mobile: 70.23% Desktop: 28.12% Tablet: 1.65% 2021 Acquisition Organic 70.5% Direct 18.6% Social 4.8% Referral 3% Paid Search >1% Top Searches through Google 1. oak lawn park district 2. oak lawn pavilion 3. oak lawn ice arena 4. oaklawn park district 5. oak lawn racquet club 6. oak lawn gymnastics 7. oak lawn park district programs 8. oak lawn pool 9. oak lawn park district registration 10. olparks Top Referral 1. Facebook [2. patch.com](2. patch.com) [3. baidu.com](3. baidu.com) [4. mommypoppins.com](4. mommypoppins.com) 5. Yelp Brochure Schedule FALL: Dept. Heads Email To Marketing Proof 1 from Marketing to Rec. Staff Edits to Marketing Proof 2 from Marketing to Rec. Staff Edits to Marketing Pr

FAQs

What is the brand promise and positioning used in the marketing plan?

The brand promise emphasizes community connection, leisure opportunities, and preservation of natural resources to enhance quality of life and wellness. The positioning slogan “Take Time for Fun!” is intended to encourage residents to make time for enjoyable activities despite busy schedules.

What strategic initiatives does the plan prioritize?

The plan prioritizes increasing traffic to the Oak Lawn Park District website, improving internal communication, ensuring recreation opportunities for all through diversity, equity, and inclusion, investing in new and continuing staff culture and success, and conducting program service evaluations.

Which metrics are tracked for social media and website performance in 2021?

Social media performance includes likes, engagement rates, page engagement, and page content clicks for Facebook and Instagram. Website performance covers total unique users, percent new vs. returning users, unique page views, bounce rate, top page visits, traffic by device type, and acquisition sources including organic, direct, social, referral, and paid search.

Sep 13, 2026

Upload by Liam