City of CR Recreation & Culture
Client
City of Campbell River Recreation & Culture
Services
Year
2022 – Ongoing
The Challenge
Campbell River’s Recreation & Culture Department needed a more accessible, visually engaging way to share its seasonal programs and events. Previous recreation guides were cluttered and inconsistent, making it difficult for residents to find and register for activities. Beyond the rec guides, the department needed ongoing in-house marketing support to create content, manage campaigns, and train staff to communicate programs effectively.
The Tactics
To address the City’s goals, we took a multi-pronged approach that combined a full redesign of the seasonal Recreation Guides with ongoing in-house marketing support. These tactics ensured clear, engaging communication across print, digital, and social channels while empowering the Recreation team to maintain consistent messaging and promote programs effectively.
Rec Guide Redesign
Streamlined the layout and structure of seasonal Recreation Guides to improve readability and navigation, supporting both print and digital registration via QR codes.
Brand Consistency
Applied the City’s colour palette and typography while introducing complementary section colours, maintaining a cohesive and polished visual identity.
In-House Marketing Support
Work weekly on-site with the Recreation team to create social, print, and email content, develop campaigns, and provide guidance on program messaging.
Staff Training & Collaboration
Work with Programming staff to write engaging program descriptions, calls to action, and personal interest stories, while collaborating directly to curate photography and text for all materials.
The Results
Residents now enjoy rec guides that are clear, visually appealing, and easy to navigate, supporting registration and engagement. Ongoing in-house support ensures consistent messaging, timely campaign execution, and stronger connections between the Recreation team and the community, creating a more effective, integrated approach to marketing City programs.
Recreation Guide Highlights
25%
Decrease in Client Revisions
44%
Decrease in Designer Time
