May 2021 - Parks & Recreation - 24

PHOTO COURTESY OF EDDIE CAMPOS,
MOUNTAIN RECREATION

EQUITY

Mountain Recreation in Eagle County,
Colorado, engages Latino community
members through its first-ever bilingual
adult learn to ice skate lessons.

Bicultural Marketing and Closing the Gap
By Eduardo " Eddie " Campos

A

s park and recreation professionals, it is our duty to serve 100
percent of our community, which each day grows increasingly diverse across a myriad of physical, mental, spiritual and
self-identified differentiators.

As marketing and communications manager for Mountain Recreation in Eagle County, Colorado, I
am responsible for communicating
with our diverse community. However, built-up inclusivity in marketing often ends at marketing, and
if an organization is not prepared
to deliver on that promise when
customers come through the door,
the organization is left in a worse
position. It is not only a matter of
disconnect, but also a way of losing
the community's trust.
Equitable marketing is achievable
and is proven only if an organization
can close the gap in its community's
customer journey: from awareness
24	 Parks & Recreation

| M AY 2 02 1 | PA R K S A N D R E C R E AT I O N .O R G

through to continued participation.
For the purposes of this article, I
will focus on ethnicity, since it is the
greatest element of diversity in my
community. Our Latino community
makes up an estimated 30 to 40 percent of our overall population, and in
public schools, ranges from 50 to 90
percent of students.
The following are steps we are taking to close the gap.

Bilingual and Bicultural
Marketing
It is not enough to repurpose and
Google Translate current marketing materials to be used for Latino
communities. Tailored marketing

to this demographic is often disregarded and results in a disingenuous
approach. Auto translations lead to
translation mistakes (even of your
own organization's name!) and contain a message culturally relevant
only to the sender. How do we solve
this? Mountain Recreation's goal is
to ensure that every word we communicate verbally or in print to the
mass community is bilingual. We
contract translators who are bicultural and I, being bilingual and bicultural, create or approve all messaging.
Some examples are facility signage,
radio content, direct mail, editorial,
social media, our registration software (with limitations) and soon,
email marketing. And it doesn't stop
there - our staff work with our
translator regarding program materials, parent handbooks, membership
agreements, staff training manuals



May 2021 - Parks & Recreation

Table of Contents for the Digital Edition of May 2021 - Parks & Recreation

May 2021 - Parks & Recreation - Intro
May 2021 - Parks & Recreation - Cover1
May 2021 - Parks & Recreation - Cover2
May 2021 - Parks & Recreation - 1
May 2021 - Parks & Recreation - 2
May 2021 - Parks & Recreation - 3
May 2021 - Parks & Recreation - 4
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May 2021 - Parks & Recreation - 55
May 2021 - Parks & Recreation - 56
May 2021 - Parks & Recreation - Cover3
May 2021 - Parks & Recreation - Cover4
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/july-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/june-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/may-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/april-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/march-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/february-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/january-2022
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/december-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/november-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/october-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/september-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/august-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/july-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/june-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/may-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/april-2021
https://ezine.nrpa.org/nrpa/ParksRecreationMagazine/march-2021
https://www.nxtbookmedia.com