Commissioners approve $20,000 outreach plan for Parks & Rec sales-tax referendum; ask staff to expand digital targeting

The Dare County Board of Commissioners approved a $20,000 outreach plan Aug. 10 to inform residents about a proposed Parks and Recreation sales-tax referendum. Staff described a multi-channel approach that includes postcards, video, radio and digital advertising and said postcards consume roughly three-quarters of the proposed budget.

Commissioners questioned the plan’s reach and impressions and asked staff to consult outside vendors. Justin Bateman, speaking from a marketing perspective and not for the school system, explained the difference between geotargeting and geofencing and noted the county can target ads by ZIP code. “With what you have in front of you, you can make it to where that ad is only played in Dare County,” Bateman said. Commissioners approved the outreach plan unanimously and asked staff to follow up with additional digital-marketing options and estimated impression counts before expanding the campaign.