Park and recreation agencies offer amazing opportunities to connect with nature, exercise and meet new people. Even on a rainy day, recreational indoor events can help community members not feel so “cooped up.” Unfortunately, some of the best park and recreation activities are under-attended and underfunded due to a lack of general awareness. 

Do you offer an inspiring community art class? Does your community have some breathtaking (literally and figuratively) hiking trails? By using high-quality video content to capture your incredible programs, you will effectively reach your community. 

In this guide, we’ll explore four tips for creating better park and recreation marketing videos. Let’s take a closer look at how to develop audience-focused content for your park and recreation agency. 

1. Choose engaging video topics

Your videos are more likely to be viewed if you cover engaging and relevant topics. Remember to keep your audience in mind when considering your content. What types of videos would be most engaging for your community members? 

Some top content ideas include: 

• Recaps of park events, like a summer festival or fall fundraiser. Did your recreation center host a holiday celebration? Use video content to advertise your special events, recreation services or fundraising efforts in action.
• Q&As with community members who often use your parks. Get to know your community members by asking them about their experiences in your programs or the spaces you manage. Why is visiting your park part of their daily or weekly routine? 
• Day in the life of a farmers market vendor. Farmers markets are often crowd-pleasing events. Offering a glimpse into a day in the life of a farmers market vendor can inspire your audience to try some locally grown, fresh vegetables. 
• Explainer videos about specific trails or new parking configurations. These video types are helpful for both committed parkgoers and new ones to clearly explain new additions. Someone looking to refresh their exercise routine would appreciate updated and accessible trail information.
• PSA or educational videos about park rules or conservation tips. Parkgoers care about the parks they visit. Educate them about how they can make a difference. Make sure they are aware of all park safety rules and up to date with the latest conservation tips. 

Choosing a variety of video types ensures that your content stays fresh and interesting for your audience. They will appreciate having a mix of entertainment and educational content. 

2. Use professional video resources when possible

You don’t have to go all out and purchase top-of-the-line video equipment that exceeds your budget. But having a video camera, microphone and bright lighting can go a long way. It’s especially helpful to use an external microphone when filming outside in noisy environments. 

You also can work with a video production company to help give your videos a professional feel. These experts offer services like:

• Pre-production strategizing. Exceptional research and storyboarding are the bones of every well-structured video story. The right production company will help you set the scene. 
• Capturing professional-quality video. Sound, lighting and professional cameras capture your parks’ unique value.
• Editing the final product. Editing is the secret ingredient that makes your content come to life. Music selection, scene organization and video length are all elements to consider when adding your finishing touches. 

According to Tectonic Video’s guide to video storytelling, professional-level storytelling will set your organization apart, driving engagement and giving more credibility to your video content. 

3. Make your videos accessible to everyone

As a park and recreation professional, your organization likely spends a lot of time strategizing how to make your parks, facilities and programming more inclusive for people with disabilities. 

These efforts should extend to your online resources as well. Online accessibility means your digital content is perceivable and usable for all visitors, regardless of ability. Make your videos more accessible by following these general guidelines: 

• Include captions in your video content. 
• Make sure your videos have a pause functionality and avoid auto-playing videos.
• Include the option to turn on audio descriptions.
• Make sure any text or graphics you use have clear color contrast.
• Ensure your audio is clear and that you avoid jargon. 

Prioritizing accessibility ensures that your video content is available to a wider audience and allows you to serve your local community more effectively. 

4. Market your videos to a wider audience

Make sure your audience can access your exceptional video content! Promote your videos across your online marketing platforms, including:

• Your website
• Your email newsletters
• Your social media platforms

Track metrics on each platform. Click-through rates, average time watched and social shares are all standard progress measurements. This will help you understand how engaging your videos are for your audience and whether you should make any changes to your strategy. 

Quality promotional video content places your engaging, unique parks and recreational offerings on display. Marketing what makes your park and recreation agency special can help increase online traffic and foot traffic, fostering a more active community. 

Doug Scott is the founder and CEO of Tectonic Video.