Title
Receive a report regarding marketing efforts for County of Monterey Parks Division; provide comments and recommendations to Parks staff.
Report
RECOMMENDATION:
It is recommended the Monterey County Parks Commission receive a report regarding marketing efforts for County of Monterey Parks and Lakes; provide comments and recommendations to Parks staff.
SUMMARY/DISCUSSION:
Marketing efforts and rebranding of the Parks Division are currently underway with cooperation from SEE Monterey (formerly Monterey County Convention and Visitors Bureau), County of Monterey Communications Division, and Vista Recreation.
In 2022, the Parks Division was contacted by SEE Monterey regarding photo shoots in various parks that they would be using on their website to market recreational opportunities in the region. Photoshoots took place at Jacks Peak Park, Toro Park and Lake San Antonio. The images captured have been used in television commercials, in print media and on their website. One of the SEE Monterey website pages is for the "Top 10 Hiking Destinations," with Jacks Peak Park in the number one position and Toro Park as number four. Both parks were higher than many other scenic areas such as Big Sur. The partnership is continuing with SEE Monterey helping to distribute County Parks rack cards to local hotels and hospitality venues.
In fall 2023, the County Communications team partnered with MP Media and KSBW Creative Services to create two, 30-second television commercials; one for all County parks and recreation areas and another focused-on County day-use parks. The ads aired in both English and Spanish, fall through spring, on local media stations during nightly newscasts and during the NFL football regular and post season games, especially during the San Francisco 49ers games. County Communication absorbed a majority of the cost for production and airtime, with Parks contributing approximately $13,000. The ads appeared to help with creating a 17% increase in ...
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