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Meridian parks communications lead outlines digital-first outreach, accessibility steps
Summary
Shelley Houston told the Parks and Recreation Commission the department is shifting from routine print to targeted digital outreach, citing growth in social reach, a new enewsletter to 26,000 rec-system subscribers, targeted postcards for neighborhood engagement and work to improve accessibility and multilingual materials.
Shelley Houston, the department’s communications and marketing lead, told the Meridian Parks and Recreation Commission on Dec. 11 that the department has shifted much of its outreach online and is focusing on targeted, measurable channels.
“ We want to be not just a name, but a face and a presence in the community,” Houston said, describing a mix of tactics that include a monthly Parks enewsletter, social media, targeted postcards for neighborhood outreach and partnerships with local influencers.
Houston said the city’s Facebook and Instagram accounts are the department’s biggest channels: “City of Meridian’s Facebook page has 16,000 followers and 12,000 Instagram followers,” and the Parks enewsletter goes to about 26,000 people who have interacted with the rec system. She and staff pointed to one recent post—an online parade route map—that reached more than 30,000 views and thousands of interactions.
The presentation outlined why the department has reduced routine print production: a 40-page printed activity guide previously cost “9 or $10,000” per mailing and attendance did not decline after moving the guide online during the COVID period. Houston said print remains available on request for residents without internet access.
Houston described several accessibility and targeting steps: adding alternative text to photographs for visually impaired users, offering Spanish-language staff support for phone contacts, using analytics to refine who sees specific messages, and testing targeted postcards to neighborhoods around projects such as the Settlers Park expansion. “We can zoom in when we have to,” she said, describing a recent community-center open-house postcard campaign that drew about 50 neighbors to an event.
Commissioners asked questions about platform reach, podcast length and Nextdoor distribution. Houston said the mayor’s podcast “My Meridian” is archived online and the department is open to commissioner participation in outreach programs and occasional podcast appearances. She also noted a Canva subscription and limited in-house design capacity as practical constraints.
The exchange closed with commissioners praising the outreach work and confirming options for commissioners to subscribe to the Parks enewsletter. Houston distributed a handout with examples and links to meridiancity.org/subscribe for residents to manage their subscription preferences.
The commission moved on after the Q&A; no formal action was required on the communications report.
