Client Spotlight: Dallas Parks and Rec
Public parks are the lifeblood of a city–places where communities gather, move, rest, and reconnect with one another. For an organization as expansive and essential as the Dallas Park & Recreation Department, effective communication is essential for access, equity, and stewardship. At Parklife, we were proud to partner with Dallas Parks and Rec to help strengthen how their story, services, and impact are shared with the community they serve.
As one of the largest municipal park systems in the country, Dallas Park and Rec manages hundreds of facilities, programs, and initiatives (from youth sports and senior programming to trails, aquatic centers, and volunteer opportunities). With that scale comes complexity, especially when it comes to marketing and communications. The department engaged Parklife to take a close, comprehensive look at their existing marketing ecosystem and identify opportunities to grow more efficiently and strategically.
A Deep Dive into Digital Performance
Our work began with a full-scale marketing audit. We analyzed all major social media platforms, including Facebook, Instagram, X, Nextdoor, and YouTube, to understand audience growth, engagement patterns, content performance, and platform-specific opportunities. Rather than just looking at surface-level metrics, we focused on how each channel was functioning within the broader ecosystem: where content was resonating, where effort was being duplicated, and where resources could be better aligned.
We also conducted a detailed SEO audit of the Dallas Park and Rec website. With thousands of pages supporting programs, facilities, events, and resources, the site is a powerful gateway for community engagement. Our audit identified keyword opportunities, structural improvements, and content gaps that, if addressed, could significantly improve discoverability and help more residents find the programs and parks they’re searching for.
We compiled all findings into an extensive, actionable report that outlined current performance, highlighted inefficiencies, and provided clear recommendations for moving forward with greater precision.
Turning Insight into Action
An audit is only valuable if it leads to real change. Following the initial assessment, Parklife is now partnering with Dallas Parks and Rec on the next phase of work: translating insight into execution.
We’re currently kicking off a new round of projects that includes developing a comprehensive content calendar and content strategy to better coordinate messaging across departments and platforms. Our team is also designing a new suite of graphic templates to create visual consistency across marketing materials, making it easier for internal teams to communicate clearly and cohesively.
In addition, we’re helping implement updated project management processes to streamline workflows, reduce friction, and support long-term efficiency across marketing efforts.
Supporting a Mission That Serves the City
Dallas Parks and Rec plays a vital role in the health, culture, and connectedness of the city. Focused on inclusion, access, and improving quality of life, their initiatives positively impact millions of residents annually.
At Parklife, we’re honored to support that mission by helping build systems that make their marketing clearer, stronger, and more effective. This partnership is a reminder that when public institutions invest in thoughtful strategy and storytelling, everyone benefits.
