Virtual Education: Diversity Marketing in Parks and Recreation

Tuesday, January 16, 2024
1:00 PM - 2:30 PM (EST)
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Category: Virtual Education Events

January 16, 2024 | 1:00 - 2:30 PM ET | 0.1 CEUs 
Diversity Marketing in Parks and Recreation

Juan Carlos Acevedo, Superintendent of Marketing and Communications, Wheeling Park District

According to the latest United States census, more than one-third of the population is classified as racial or ethnic minorities and the nation's diversity is likely to increase in the future. Park administrators and managers across the country are facing different challenges in providing programs and recreational activities to diverse groups. Not only do ethnic and racial minorities have unique recreation and program preferences, but often some are unaware that programs exist in their communities.  This session will talk about the different strategies a park district or agency can implement in the short and long term to market program offerings to an ethnically and racially diverse community, and build a two-way relationship. 

Learning Objectives

  • Learn the meaning of Diversity Marketing and how it can be applied to parks and recreation.
  • Learn how to listen to your ethnically and culturally diverse community through engagement.
  • Learn the four P's of marketing and how they can be applied to your agency's marketing efforts efforts.
About Juan: Juan Carlos Acevedo, CPRP, is a park and recreation professional specializing in Marketing and Communications in the Chicagoland area and PhD student at the University of Illinois, Urbana-Champaign.  He has 18 years of experience creating, developing, and marketing leisure programs, activities, and events to diverse communities. He has become well-versed in marketing and communications, including market research, branding, content creation, social and digital media management, print and promotions, and public messaging.   He is excited to share his passion of community service, parks and recreation, and marketing strategies with you.    

All FRPA Virtual Education Sessions are live and encourage you to stay engaged so that discussion can take place during and after the presentation. Each session has been scheduled for the time of the presentation but please keep in mind that we will have around seven to ten minutes of introductory announcements and possibly words from our sponsor during the session. These may cause the session to run over the allotted time by 10-15 minutes. 
Please make sure your first and last name appear as your profile name so that the moderator will know to let you into the meeting. If are not able to make this change, it is your responsibility to inform FRPA what device name you will be signing in under.