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Pawnee Parks & Recreation: Halloween Extravaganza Communications Plan

This communications plan outlines the strategy for promoting Pawnee's annual Halloween Extravaganza, the Parks & Recreation Department's signature community event. The plan demonstrates a comprehensive approach to internal and external communications, strategic audience targeting, and effective multi-channel promotion techniques.

 

*This portfolio example is inspired by the fictional town of Pawnee from the TV show "Parks and Recreation."

Key Messages

  • Community celebration - Pawnee's biggest event of the year aside from the Harvest Festival

  • Family-friendly activities in a safe environment

  • City department showcase and collaboration

  • Special appearance by Mayor Gergich and First Lady Gayle with costume reveal (7:00 PM)

Target Audiences

  • Families with young children

  • Teens and young adults

  • Senior citizens

  • Local businesses

  • City Employees (to volunteer & attend)

Events to Promote

  • Trick-or-Treat Trail through department booths

  • Department Skits Showcase on main stage

  • Mayor and First Lady Costume Reveal (7:00 PM)

  • Haunted Hayrides

  • Pumpkin Carving Contest

  • Costume Contests (multiple age categories)

  • Food Trucks (No Sue's Salads)

Communications Channels

Internal (City Employees)

  • Intranet banner & feature article (8 weeks prior)

  • Volunteer sign-up portal (8 weeks prior)

  • Department newsletters (Monthly beginning 3 months prior)

  • All-staff email series (Weekly beginning 4 weeks prior)

  • Digital signage in city buildings (4 weeks prior)

  • Department competition announcements (6 weeks prior)

External (Pawnee Community)

  • Print:

    • Posters for community bulletin boards (Distribution: 6 weeks prior)

    • Flyers for schools and community centers (Distribution: 4 weeks prior)

    • Program guides with maps and schedules (Available: 1 week prior)

  • Digital:

    • City website event page with registration form (Launch: 8 weeks prior)

    • Social media campaign across platforms (Launch: 6 weeks prior)

    • Email newsletter features (Monthly beginning 3 months prior)

    • Online calendar listings (Publish: 8 weeks prior)

  • Media Relations:

    • Press release series (8 weeks, 4 weeks, 1 week prior)

    • Media advisory for day-of coverage (1 week prior)

    • Radio segment on "Thought for Your Thoughts" (2 weeks prior)

    • TV appearance on "Pawnee Today" (1 week prior)

  • Community Partnerships:

    • School announcements (4 weeks prior)

    • Library displays and program listings (6 weeks prior)

    • Business window displays downtown (2 weeks prior)

    • Recreation center promotions (8 weeks prior)

Visual Identity Elements

Color palette: Orange, purple, black 

 

Consistent  branding across all materials

 

Standardized icons for different activities

 

"Spooky" headline font with standard city fonts for body text

​

See some of our sample graphics below:

© 2025 by Victoria Claire Andrews. All rights reserved.

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