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Parks communications team touts web and social growth, lists outreach tactics used in 2024
Summary
Spokane Parks communications staff reviewed 2024 outreach metrics, citing large earned-media impressions, social reach, and increases in golf tee-time online traffic; staff outlined tools used and upcoming campaigns.
Spokane Parks communications staff presented a 2024 recap to the Park Board, summarizing earned media, social and web metrics, direct mail and paid advertising, and plans for 2025 outreach efforts.
Fiona Dixon, communications lead for Spokane Parks and Recreation, and Amy Lindsay, who co-presented, described a portfolio of tools the department used in 2024: print and digital ads, site signs, direct mail (including utility bill inserts reaching roughly 85,000 homes per mailing), earned media placements, social channels, newsletters and Google search advertising. Dixon said the department uses those channels to increase registrations, inform the public about services supported by tax dollars, and build trust through transparency.
The presenters provided several performance figures from 2024: the communications team reported approximately 780,000,000 impressions in earned media, about 2,600,000 social media touch points, and significant growth in website activity. They said golf tee-time web pages saw “97, almost 200,000” views, a roughly 90% increase year over year; staff also described popular content such as activity guides and tree-equity tools. They highlighted planned initiatives for 2025 including targeted digital campaigns, an event scorecard to tie marketing actions to operational outcomes, and a Riverfront video series to promote park personas and reduce barriers to visitation.
