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Johnson County Park & Recreation District Receives National Award
POSTED: 06/29/2001
The Johnson County Park and Recreation District was recently notified that it has won a national award recognizing a County/District Policy on Advertising and Sponsorship Programs. The National Association of Counties (NACo) recognized the agency with a 2001 NACo achievement award for the policy, which provides support and creteria for the solicitation and sale of sponsorships and advertisements.

The policy, which was based on an earlier JCPRD Advertising Policy, was adopted as a county-wide advertising and sponsorship policy in December 1999. In its application for the NACo Award, District officials stated they consider the countywide advertising policy adopted by the Johnson County Board of County Commissioners "a strong vote of confidence and endorsement of their efforts."

Under the policy, the District was able to enhance its efforts to attract major sponsors, sell advertisements in its program catalog, and underwrite public informational materials throughout 2000. Some specific accomplishments in this area during 2000 include: a three-year sponsorship and advertising agreement with a nationwide sporting goods retailers valued at $20,000 per year; a contract with a major beverage bottler including $250,000 to promotion and enhancement of JCPRD programs and facilities; approximately $75,000 in advertisements in 240,000 recreation catalogs; and approximately $6,000 in advertisements that covered 80 percent of the costs of publishing 25,000 trail maps.

"The policy has heightened the awareness by the District's Board and the Board of County Commissioners of the dependence on sponsor and advertising revenues," The District stated in its application. "The policy sets out criteria that are uniform and avoid discrimination, establish standards acceptable and consistent with those in the community, and provide internal guidelines to easily monitor compliance with the policy."

Advertising and sponsorship opportunities are especially important to the JCPRD because all District recreation programs and offerings must be self-supporting through fees. In addition to the direct costs of such programs, the County Commission mandated in 2000 that the cost of providing employee benefits must also be supported by fees and other non-tax sources.

The Achievement Award will be officially presented to Johnson County representatives during NACo's Annual Conference to take place in Philadelphia in mid-July. A later local presentation is also anticipated. The award is meant to recognize creative and effective programs.

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