CPRE Marketing and Public Relations 5 — Questions and Answers
Question 1: Which approach is MOST consistent with integrated marketing communications (IMC) in parks and recreation?
- Using a different brand voice and message on each platform independently
- Delivering a consistent core message across all channels while adapting format (Correct answer)
- Focusing exclusively on digital channels to reduce costs
- Delegating all communications to program staff without central coordination
Correct answer: Delivering a consistent core message across all channels while adapting format
IMC ensures that all communications—regardless of channel—reinforce the same brand message, building coherence and trust with the public.
Question 2: A parks department notices declining program registration among teens. The BEST first step is to:
- Immediately cut teen programming from the budget
- Conduct focus groups or surveys with teens to understand barriers (Correct answer)
- Increase print advertising in the seasonal brochure
- Raise program fees to improve perceived value
Correct answer: Conduct focus groups or surveys with teens to understand barriers
Research with the target demographic identifies root causes—such as scheduling, relevance, or awareness gaps—before solutions are designed.
Question 3: What is the MAIN advantage of using a customer relationship management (CRM) system in a parks department?
- It automates capital project bidding processes
- It centralizes participant data to enable personalized and timely communications (Correct answer)
- It replaces the need for a marketing staff member
- It manages the agency's accounting and payroll
Correct answer: It centralizes participant data to enable personalized and timely communications
A CRM system consolidates participant history and preferences, allowing agencies to send targeted communications that increase retention and satisfaction.
Question 4: When writing a press release for a new park opening, which element should appear FIRST?
- A quote from the agency director
- The most newsworthy information (who, what, when, where, why) (Correct answer)
- The agency's mission statement
- A detailed history of the land acquisition process
Correct answer: The most newsworthy information (who, what, when, where, why)
The inverted pyramid structure places the most critical news facts in the opening paragraph so editors and readers grasp the story immediately.
Question 5: A parks agency's social media post about a safety incident receives a flood of negative comments. The recommended response is to:
- Delete the post and all negative comments immediately
- Acknowledge concerns publicly, provide factual updates, and direct follow-up to a contact (Correct answer)
- Ignore the comments to avoid amplifying criticism
- Transfer the social media account to the legal department
Correct answer: Acknowledge concerns publicly, provide factual updates, and direct follow-up to a contact
Transparent, empathetic public acknowledgment with factual information demonstrates accountability and prevents further reputational damage.
Question 6: Which pricing communication strategy is MOST effective for promoting equity-focused park programs?
- Listing only full-price fees to maintain perceived program value
- Prominently advertising scholarship, sliding-scale, and fee-waiver options alongside standard fees (Correct answer)
- Requiring income verification before any fee information is shared
- Keeping reduced-fee programs unadvertised to avoid overwhelming demand
Correct answer: Prominently advertising scholarship, sliding-scale, and fee-waiver options alongside standard fees
Proactively communicating financial assistance options reduces participation barriers and demonstrates the agency's commitment to equity.
Question 7: A CPRE manager is evaluating the ROI of a paid digital advertising campaign for summer camps. The MOST relevant data point is:
- Total number of ad impressions served
- Cost per registration attributed to the campaign (Correct answer)
- Number of images included in each ad creative
- Agency website domain authority score
Correct answer: Cost per registration attributed to the campaign
Cost per registration directly links advertising spend to a measurable program outcome, enabling accurate ROI calculation.
CPRE Marketing and Public Relations 5
Which approach is MOST consistent with integrated marketing communications (IMC) in parks and recreation?