Running head: CAPE MAY CONVENTION HALL

Cape May Convention Hall

Senior Thesis
Colleen Barry
Dr. Gillis
11/24/15

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Client Introduction

Cape May, NJ
The City of Cape May is a historic vacation town that is located at the southern tip of
New Jersey. The town welcomes thousands of visitors every year to visit its beaches, wildlife,
and Victorian offerings. Cape May is home to many local communities as well as visitors in the
warmer seasons. Since it is a vacation town, all marketing and promotions of events must be
targeted at both community members and visitors. This creates a unique problem when it comes
to creating awareness for an event or program (Welcome to Cape May, 2015).
The Convention Hall is located on the beach front in Cape May and is the main
Community Center for the city. The Convention Hall is a public building that is open from
eight-thirty in the morning until four-thirty in the afternoon. This building is used for various
community events, concerts, weddings, banquets, seminars, and many other city events. The
Convention Hall was rebuilt in 2012. The new architecture of the building allowed room for a
large banquet and concert hall, a smaller community room, a prep kitchen, wrap around deck,
office space, and store fronts. The city employees who work directly with the Convention Halls
events, recreation for the city, civic affairs, and the citys marketing director, all work inside the
Convention Hall (Welcome to Cape May, 2015).
The Cape May Recreation Department is an important part of the community and tourism
in the city. Having a recreation department in the city helps keep local revenue up as well as a
sense of community with all of the offered programs. The Recreation Department has many
programs that are offered year round. These programs include; Cape May Waves Swim Team,
Roller-skating, Mens Softball, Storybook hour, Pelican Place Preschool, Volleyball, Group

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fitness, Cape May Race Events, and Wee Play. The City of Cape May offers these recreational
programs to local residents and visitors (Welcome to Cape May, 2015).
The problem that the city is facing is that the programs that are offered need to be
directed at appropriate demographics and publics in order to reach specific revenue and
attendance projections. There are many offered programs but increasing awareness and
attendance within the community could profit the city tremendously. Creating a brand campaign
would help enhance recognition, awareness and positive perceptions for the recreation
department and city as a whole.
The primary goal of this campaign is to raise awareness for the communitys recreational
programs with local citizens and tourists. The secondary goal is to create a brochure that
provides all of the essential information for the programs in one document that is easy to read
and can be comprehended by all targeted audiences. The end result and objectives for this
project are to show what recreation programs are offered through the city, create an image for
each program, have one comprehensive recreation brochure, and to increase awareness
throughout the community.
Once the project is complete the city will have a recreation brochure that serves as an
informational guide for all offered programs. The brochure will be available in print as well as
an electronic version which will be able to be found on the citys website. As of right now, the
city only has individual brochures for some of the programs that are available right before the
program starts. There is also information online for each event but nothing that provides
information for each program before that program starts. This brochure will give all of the
information for each program for the entire year at one time. This will not only be beneficial for
community members but also for the recreation staff.

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Each year, staff of the City of Cape May makes new brochures for each program. Making
a new brochure for each program takes time and the staffing to produce it. By creating one large
brochure prior to the start of the year, the city will have one large document that contains
information needed for each program. The main information for the program will be outlined in
this brochure and then put into a template for each individual program later in the year. The
brochure will give approximate dates to the best of the citys knowledge but may be subjected to
change in some degree.
In past years, community members and visitors would only come into the Convention
Hall or go online to grab the brochure for the program of interest and may not have looked at
what else the city had to offer. By creating one document for all of the programs, the consumer
now has information on all of the programs and would be more likely to see what else the city
had to offer. By placing more information into the consumers hands, it increases the odds of
them becoming interested in other programs. The consumer may also have not known that the
city offered these other programs.
The Recreation Department is run by the city of Cape May. The competition that the city
may have is county run recreation programs and smaller, more private programs that are held
within the city. The city wants get the programs that are offered into the consumers hands to
hopefully increase the attendance with all of the offered events. By creating a brand and a
recognizable product, the city is hoping to have better attendance with all of the programs that
are offered. Creating a brochure that encompasses everything that is offered is a better marketing
strategy.
This project for the city has led to the development of the question, What is an effective
way to increase awareness for a communitys recreational programs with local citizens and

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tourists? An effective way to create awareness for all of a communitys recreational programs
with local citizens and tourists is through one comprehensive brochure.

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Literature Review

Today there are many ways to create awareness within a community. Having a website or
social media is no longer enough. An effective way to create awareness within a community is
through a brochure. The overall process of branding an organization, producing a brochure for a
target audience and the design and layout, are all components of an effective brochure. An
Integrated Marketing Communications strategy within the branding process is an effective way
to promote an organization as well as the programs it offers.
RQ 1: What is an effective way to increase awareness for a communitys recreational
programs with local citizens and tourists?
An effective way to create awareness for all of a communitys recreational
programs with local citizens and tourists is through one comprehensive brochure.
Integrated Marketing Communications
The definition of Integrated Marketing Communications as proposed by Kliatchko (2008)
states IMC is an audience-driven business process of strategically managing stakeholders,
content, channels, and results of brand communication programs (p. 140). IMCs focus is on its
customers or consumers. Consumers are the driving force for the organization, making them the
target audience (Kliatchko, 2008). Integrated Marketing Communications helps funnel all
available information into a single message. This helps develop the competitive edge that is
needed to stay ahead of competitors, along with giving the marketing plan direction. (Von
Freymann, 2010).
Making a brand requires many processes and steps in order to integrate an appropriate
communication strategy. Before IMC process was developed, putting together a marketing plan
was not as complex as it is today (Schultz & Patti, 2009). The IMC strategy has been an effective

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method in reaching consumers since its development. IMC can be used in effectively reaching
consumers in a well-defined way (Von Freymann, 2010). Both professional and academic
communities suggest that the true success of the IMC strategy is the organizations efforts in
following through and implementing the perfect strategy for their situation. This process is what
ultimately creates their success (Schultz & Patti, 2009). Through the connection of different
communication tools, various goals, and objectives an organizations overall awareness will
increases (Von Freymann, 2010).
Community awareness
Creating awareness for a city means creating a brand that encompasses all of the citys
qualities as a whole even if just one program is the target for the awareness (Ots & Nyilasy,
2015). Understanding how consumers get their information is an important component to
understanding a related subject. In order to create awareness with a targeted audience, it is
important to see where consumers are already getting their information to make sure that the
message is one that shows the organization in a good light. Along with creating awareness,
gauging consumers response after the implementation is important to success of an awareness
campaign (Von Freymann, 2010; Claudy et al., 2015; Luck, & Moffatt, 2009).
Twenty-first century marketing is predominantly controlled by the consumers ability to
regulate the flow of information that they are exposed to. Since the twenty-first century is
controlled by technology, consumers have access to any amount of wanted information at any
given time or place. The use of the internet, social media, and smart phones has opened many
new vehicles for communication (Luck, & Moffatt, 2009; Reinold & Tropp, 2012). This type of
marketplace allows consumers to have access to large amounts of information meaning
marketing strategies must always be changing. The way that people view information allows

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them to have open access but this does not necessarily mean they will read through all of the
given information (Schultz & Patti, 2009).
Developments in technology and consumer viewing behavior have changed in the past
decade because of the use of smart phones and tablets (Luck & Moffatt, 2009). This means
implementing a communications strategy is much different than in past years. A model of the
IMC process is still actively relevant but as technology and the way consumers gain information
changed, it will become less effective. Marketers today are facing different challenges when it
comes to designing, implementing and evaluating markets (Reinold & Tropp, 2012).
Branding
Not only is creating awareness for a city an important component in reaching a target
audience, the branding of an organization is also important to the overall success and
development . According to Ashworth and Kavaratzis (2009) branding needs to be thought of as
a complete and continuous process interlinked with all other marketing efforts (p. 522). City
branding is a much more complex process than it was a few years ago. All aspects of the city link
together, whether it is political, recreational, or tourism. City branding has in recent years
become a prevailing activity within city management. Cities all over the world use several
conduits to promote themselves to relevant audiences such as investors, visitors and residents
and in their efforts they commonly include striking logos and captivating slogans that feature in
welcoming websites and advertising campaigns in national and international media (Ashworth
& Kavaratzis, 2009). When it comes to city marketing, implementing must also be more careful.
All city administrators are to be a part of the implementation of a new brand or program meaning
implementing something new may be a little more complicated (Kavaratzis, 2004).

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Branding can be seen as a natural and indirect process that is mainly in the mind of the
consumer (Anholt, 2010). Building a strong brand is a big part of an organizations campaign
strategy (Ashworth & Kavaratzis, 2009). Creating a successful brand is all about the image that it
portrays and communicating a main goal. City branding is reliant on the construction,
communication, and management of the citys image. When marketing a citys brand or
branding within the city, it is ultimately to increase for that image (Kavaratzis, 2004). Cities must
adapt an identity strategy within the development of a brand to overcome past shortcomings and
to move forward (Sevcik, 2011).
Marketing cities as a whole is not new. According to Saren (2007) Over the centuries,
trade exchange what we now call marketing, influenced how and why empires were built,
technologies were applied, property law was developed, transport routes were constructed,
languages developed and spread and the architecture of cities coped with shopping (p. 12).
Although the idea of it is not new, branding primarily referred to product branding. Many
companies still stick to just branding and marketing their products but it is not uncommon for a
company or organization to brand the entire company as a whole or what they stand for instead
of just a product (Stigel & Frimann, 2006).
City administrators adopt branding as a development strategy (Kavaratzis, 2004) this
helps cities stay ahead of the competitors (Ashworth & Kavaratzis, 2009) and is absolutely
essential to a strong organization (Stigel & Frimann, 2006). One problem that often occurs is that
the city only adopts half of a brand campaign and doesnt follow through with the entire process,
which leads to an unsuccessful branding campaign (Ashworth & Kavaratzis, 2009). A strong
brand is one that can be used as an instrument in implementing goals for greater brand loyalty,
greater awareness, and higher revenue (Devasagayam, et al., 2010).

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Cities are in competition with other surrounding cities as well as distant ones because
they are trying to get the public choose their events over those of a neighboring city. This means
that branding for a city is much different than branding for a private company or nonprofit. Cities
must promote themselves more actively to stay competitive. Evidently, one way to reach a large
number of individuals is through brand differentiation. Brand differentiation means having
something that other competitors do not. Offering a unique experience or a better service that
meets the needs of consumers can help stay ahead of competitors (Romaniuk, 2012).
New approaches to city branding treat cities not as products but as a living, changing and
complex organism (Sevcik, 2011). Corporate brands and product brands are recognized as two
different units (Muzellec & Lambkin, 2015). Place branding is a relationship between authorities
and consumers. Communicating between a community and their authorities and city
administrators is the best way to create a unified brand that targets all of the essential areas.
Creating a brand personality means, giving a brand human characteristics. When creating a
brand, it is important to make one that encompasses what it is that consumers are looking for in a
community or location (Malr, Nyffenegger, Krohmer, & Hoyer, 2012).
Another important part of branding is taking what the consumers are looking for and
deciding how to create the best message for them. The development of the brand must work
closely with the message or theme that the organization is trying to convey since new product
implementation and branding work in unison (Brexendorf, Bayus, & Keller, 2015). Brands
embody many attributes that are seen as valuable assets of a company or organization.
Developing and managing a brand is essential for a company or organizations success
(Ashworth & Kavaratzis, 2009). A well-established brand has considerable meaning and

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expectations from consumers. Once positioned, brands have an image and message to uphold
(Brexendorf et al., 2015).
According to Brexendorf et al (2015) the development of a brand needs specific
guidance. To ensure that a brand is strategically placed and developed, it must focus on
identifying brand potential, define brand boundaries and cohesiveness, and optimize brand
timing and sequence of market entry (p. 549). According to Sevik (2011), each city has a
unique type of DNA (p.343) that is dictated by administrators and stakeholders. This is what
distinguishes what types of strategies are used in guiding development of brands (Sevcik, 2011).
Target audiences
An important part of branding is targeting the right audience. Targeting specific
audiences can be used as an effective way to reach all interested consumers and to make the most
out of a branding campaign. Narrowing down the target audiences is important in knowing how
to target a specific audience (Romaniuk, 2012). In order to find out if particular audiences were
reached, the goals that were originally outlined for the program or project must be measured. If
the goals were met then the correct target audiences were reached (Papp-Vry, 2015).
Targeting individuals or groups is as simple as deciding whether or not the brand fits into
that group. The group that would benefit the most is the main target audience. It is important to
still create a broad enough category for that group to ensure a large influx of consumers are
reached and in turn create greater revenue (Romaniuk, 2012).
One of the first steps of smarter targeting is making sure that all current consumers are a
part of the new targeting efforts and that none are left behind. Making sure the current
consumers are being reached helps see what areas the current targeting efforts are covering and
which ones are being left out (Caldas-Coulthard, 2008). Targeting stakeholders is important to

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the growth of an organization. Since word of mouth is a large part of how programs expand and
gain new consumers, it is important to create a bond with the consumers that are already
associated with the organization (Yuhmiin, 2009)
Community members are a main target for the overall branding of the organization
because they are the constant audience (Caldas-Coulthard, 2008). A community can be
categorized as a geographically engrained group with similar psychological and sociological
thinking (Devasagayam, et al., 2010).
Along with the community, tourists are also an import part of a destination city. Tourists
help provide the financial recourses that are needed to allow a tourism driven community thrive
(Romaniuk, 2012). Tourists are also an essential part of seasonal programs. Targeting tourists
and visitors as a way to increase revenue is a successful marketing tool. Visitors are in the city
they are eager to learn what is going on and how they can become involved. Making it easier for
them to receive this information increases the chances of attendance and support (CaldasCoulthard, 2008; Romaniuk, 2012).
Logos
When it comes to branding an organization, logos are often seen as an important
component to the value and success of the brand (Miceli, Scopelliti, Raimondo, & Donato,
2014). They create positive emotions, convey meaning, or enhance recognition about the
company and brand. (Van der Lans, Cote, Cole, Leong, Smidts, Henderson, & Schmitt, 2009).
Logos represent their brand in the form of complexity and fluidity. Visual complexity in a logo
can refer to its visual or its informational structure. A logo that is visually stimulating enhances
the overall perception of the organization (Miceli, Scopelliti, Raimondo, 2014).

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Color is also an important component of a logo. Color can attract consumers and shape
their perceptions and establish an effective visual identity. Often times a company will use color
to give their brand personality. Colors can change the way people perceive a company as well as
differentiate between them from other brands (Labrecque, & Milne, 2012).
Brochures
A useful way to reach these target audiences and inform them is through brochures.
Brochures continue to be one of the most widely used tourism marketing methods and an
efficient way of promotion. Although the internet is a widely used vehicle for information, many
target consumers prefer to have a hard copy as well as being able to access information online
(Fernandez Bendito & Mihi Ramirez, 2011).
Brochures that are handed out to target audiences have more of a chance of being read
than audiences who are directed online to view them. It is more likely for someone to read
something that is right in front of them than if they have to look for it (Fernandez Bendito &
Mihi Ramirez, 2011). Since technology makes information readily available, consumers have the
choice to go online for more information. Grabbing their attention and getting them interested
first is key to the reaching targeted audiences (Yuhmiin, 2009). Brochures allow people to
quickly look through the pages while not having to commit. The key to a successful brand is to
get consumers interested. Brochures can do that if it is designed and distributed properly
(Fernandez Bendito & Mihi Ramirez, 2011).
To produce an effective brochure it must be appropriate for all target audiences. Creating
one brochure that is universal to all audiences and interests can be difficult if there is not a clear
focus. According to Romaniuk (2012), marketers must target smarter, not harder (p. 290).
Understanding what consumers are looking for and knowing exactly how to target them can

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make the process much easier and effective (Romaniuk, 2012). The success of a brochure is not
only for its design and imagery but also its dissemination of facts. The layout of the brochure
itself and how easily it is to be read is important to how much information consumers get out of
it (Von Freymann, 2010).
Design of a brand or product is usually the first aspect that consumers engage with. The
design is what first communicates with the consumer. Once the design grabs the attention than
the rest of the brand is evaluated and develop certain outcomes. A uniform design that stays
consistent throughout is largely used tool in marketing practice. The use of one design helps the
brand become identifiable. An easily identifiable brand promotes a more effective
communication tool (Kumar, Townsend, & Vorhies, 2014). Brochures that lack design and
theme are less likely to catch the consumers eye than brochures that have an appealing design
and layout (Von Freymann, 2010).
Photographs are one of the most straight forward representations of an event or activity.
Photos create awareness with consumers by giving a representation of what is being shown.
Photos also draw in the viewer as well as appeal to different audiences. When targeting tourists,
photographs are often used because they are representations and give a better idea of what to
expect. Photos are often used when trying to persuade consumers because they help the
consumer feel like they are there (Caldas-Coulthard, 2008).
Conclusion
To conclude, many processes and strategies are used in creating awareness for a
community. Communities that are located within a tourism city are unique in the fact that they
must appeal to residents as well as visitors. There are many types of strategies that can be used to
gain awareness as well as revenue within the city. A look at the Intergraded Marketing

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Communications plan, gives a quick sense of how organizations create positioning as well as a
plan and direction. Since city branding is unlike product branding, the goal and outcomes are
much different than a product. Consequently, targeting the audiences that are important to a
citys growth and development must be dealt with much more thoroughly as well as appeal to
many different audiences. An effective way to create awareness for all of a communitys
recreational programs with local citizens and tourists is through one comprehensive brochure.

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Pre-Production

In order to produce a brochure that would meet all of the requirements that were
proposed by the convention hall staff, there were many steps in the pre-production phase that
needed to be completed first. Von Freymann (2010) said that Integrated Marking
Communication is the base of funneling all available information into a single message.
Interviews and research were main components of this phase because of the extent of
information that was needed for the brochure. The overall goal for this project was to raise
awareness for the communitys recreational programs with local citizens and tourists. The goals
and objectives established for the Recreation Department within Cape May Convention hall were
determined during the pre-production phase of the project. Gathering information on all
programs that were to be featured in the brochure was another important part of the preproduction phase.
While creating these goals and objectives, the recreation audience was taken into
consideration. It is important that the organization knows their audience in order to create a
brochure that reaches the most amount of people. Fully understanding the targeted audience
came from interviewing staff at the Convention Hall. Meeting these defined goals can be
dependent on whether or not certain audiences were reached (Papp-Vry, 2015).
A budget was also established in the pre-production phase. The budget for this project
was $887.50. This included pre-production labor, production labor, evaluation labor, and printing
costs. A timeline was also created to help stay on track with getting components of the brochure
and logos done. The timeline was established to keep everyone involved in the process up to date
on elements of the project as well as getting the brochure done by the end of the semester.

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Understanding exactly what the client wanted for the project was the first step of the preproduction phase. A brochure that highlighted the nine recreation programs the city offers, a logo
for the Recreation Department, and nine logos for the individual recreation programs became the
project for the client. The idea of the brochure was to give a brief overview of each program
along with dates, fees, and locations. Some programs even featured calendars and registration
forms. Each page was meant to be simple and clearly state what the program offered without
straying from the overall theme of the brochure. The logos were also meant to be simple and able
to be manipulated by the client for future projects or events. Figuring out how to incorporate
these wishes became the second step of the pre-production phase. The stages of the preproduction phase were the base of the production phase and essential to the success of the project
as a whole.

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Production

Achieving Goals and Objectives

In order to achieve the goals and objects defined for this project, a number of steps were
taken. The pre-production phase was essential to the success in the production phase. Preproduction outlined the base of the information that was needed to complete the project as a
whole. Once a thorough understanding of what the client wanted for the project was established,
the production phase was able to begin.
The main goal for the project was to raise awareness for the communitys recreational
programs with local citizens and tourists. This was done through creating a brochure and logos to
represent each program and the department. The objectives were met through final product of the
project.
Recreation Department Logo
The first part of the project was the Recreation Department logo. This logo was to be
simple and easily manipulated with basic computer programs like Microsoft Word and Microsoft
Publisher. The inspiration for this logo came from the original City of Cape May logo. This logo
is light blue with Cape May and a banner with silhouettes of houses above it. It is a simple
logo that is iconic to the City of Cape May. Labrecque & Milne (2012) said that the color of a
logo can control the identity. Since the original city logo was blue, sticking with the same color
blue best suited the new recreation logo. Some of the same elements from the city logo were also
used. A similar font was chosen as well as the same banner. Keeping some of the same elements
created visual complexity between both sets of logos. Visual complexity is refers to the variety
of visual information in a logo brand (Miceli, Scopelliti, Raimondo, & Donato, 2014).

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Program Logos
Along with the Recreation Department logo, nine individual logos for each recreation
program were created. These logos were to represent their programs and to associate both visual
and informational complexities similar to the Recreation Department logo. The logos were to be
simple and recognizable in other mediums. When designing these logos an overall theme was
used. The theme for these logos was the shape for each and a variation of colors. The idea was to
keep them simple and easily changeable. All elements of the logos were chosen to complement
each other so they could be placed together as a whole or could be taken apart and the link
between them still be recognizable.
The inspiration for the design of these logos came from samples that were analyzed in the
pre-production phase. The client wanted to keep them from being too complex and from having
too many elements. Those were the only guidelines from the client for this aspect of the project.
Since the City of Cape May logo and the Recreation Department logo all incorporated a banner,
keeping along the same theme for the program logos kept a sense of branding and fluidity
between all of the city logos. The logos help give visual information to consumers about the
programs that they represent. Logos can affect the consumer a way that verbal or written
information cannot because it is recognizable and incorporates a sense of branding (Van der
Lans, Cote, Cole, Leong, Smidts, Henderson, & Schmitt, 2009).
Brochure
Romaniuk (2012) said that understanding what consumers are looking for and knowing
exactly how to target them is important in creating an effective brochure. Designing the brochure
involved research, interviews, and time. In order for an effective brochure to be produced for this
project, a complete understanding of what the client wanted was needed in the pre-production

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phase. Once an understanding was gained the design process began. The logos that were made
for the recreation programs were a main component to this brochure. They were featured on the
front cover as well as inside the brochure with their specific program.
The brochure was meant to inform consumers of all recreation programs that the city has
to offer in one document. It was important that all of the pages and programs were easily
identifiable and kept to the same layout so they could be easily navigated. The layout of the
brochure and how easy it is to read is important to how much information consumers get out of it
(Von Freymann, 2010).
The brochure that was made was much longer than a simple trifold. This brochure was
laid out more like a small booklet because of the number of pages. It was important to the client
that the pages in the brochure were able to be taken out and used as individual program
brochures so they wouldnt have to make new ones for the programs later in the year.
The brochure and logos are to help the client reach their goal of raising awareness within
a community for their recreational programs. The pre-production and production phases
incorporated planning and execution to the overall project and allowed the process to stay on
track and meet the project objectives. These objectives were evaluated in the evaluation phase of
this project to ensure that they were met and that the project met the clients standards and
expectations.

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Evaluation

The thesis for this project was, An effective way to create awareness for all of a
communitys recreational programs with local citizens and tourists is through one comprehensive
brochure. This answered the question, What is an effective way to increase awareness for a
communitys recreational programs with local citizens and tourists. The development of this
project was defined in three phases, pre-production, production, and evaluation. The preproduction phase defined the project as a whole and the steps that needed to be completed for the
project to be successful. The production phase made up the design and development of each
element of the project. The last part of the process was evaluation. Evaluation was split up
between formative and summative to help monitor and evaluate the project. Feedback in the
formative portion allowed the client to be more involved in the process and to better meet their
expectations. Summative evaluation measured how well the goals and objectives were met once
the project was completed.
The project had many strengths and weaknesses that accompanied the completion of this
project. Strengths of this project include consistency and visual appeal. A weakness would be
lack of available information on each program, since some of the programs are towards the end
of the year, exact dates were not finalized.
Formative Evaluation
To fully evaluate the project formatively, feedback was given from Laurie Taylor to
ensure the project met her expectations. Feedback from this project was mostly positive with a
few small changes along the way. The logos were the first part of the project to be reviewed from
the client. The feedback from this portion was positive and the addition of two more logos was
proposed at this time. Two small changed were made with the wording on the logos and the use

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of one icon in the logo. A copy of the front and back cover of the brochure was the next element
that was submitted to the client for feedback. This feedback was again positive with no changes.
The last element to be given to the client was the entire brochure as a whole which also received
positive feedback. Overall, the client was happy with the final project.
Summative Evaluation
Summative evaluation was measured in a short-term scale to evaluate whether the
brochure and logos met all of the objectives for the project. The production phase explained how
the objectives were met through the completion of this project. A proposed form of short-term
evaluation was through presenting the finished brochure to a group of city employees to gain
input on how the brochure was designed as well as if it met the defined objectives. Positive
feedback was given from the city employees about the brochure and logos. This brochure will be
the first brochure to feature all of the programs the city has to offer in one document. Changes
may be needed to be made in the future with adding new programs and changing yearly
information. The client has been given all essential information and documents needed to make
changes and updates in the future.
Long-term evaluations should also be done to evaluate the success of the project. The
client has been given all needed information to complete a long-term evaluation. One of the
proposed long-term evaluations is to measure recreation program participation in the upcoming
year to previous years. A second form of long-term evaluation is to compare attendance and
revenue prior to implementation and after to see if there was any type of increase.
Conclusion
Having the opportunity to work with a client and build a relationship with them is a very
valuable experience. Designing a brochure and logos for an organization helped build

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connections and develop the skills needed to complete the project. This project required selfmotivation and professionalism. A positive and lasting relationship was made with the client
through completing this project. The question, What is an effective way to increase awareness
for a communitys recreational programs with local citizens and tourists? was answered through
the thesis, An effective way to create awareness for all of a communitys recreational programs
with local citizens and tourists is through one comprehensive brochure.

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References

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