NHRPA Coffee Talk with Molly Keays - Show up and Show Off: Making Your Agency’s Story Stand Out

Park and recreation professionals traditionally have relied on emotional appeals to justify services and spending, using statements such as, “Look what we do for the community,” “Children need a safe place to play,” or “The trees need to be saved.” While these points are valid and meaningful, the messaging must evolve to address the priorities and needs of decision-makers to ensure continued support for park and recreation initiatives. Effectively telling your agency’s story is essential in today’s competitive landscape for building strong relationships with stakeholders, participants and the community. This session, “Show Up and Show Off: Making Your Agency’s Story Stand Out,” will address the critical need for agencies to articulate their mission, values and impact clearly and compellingly. Participants will learn strategies for identifying key messages, utilizing various communication channels, and engaging their audience emotionally and intellectually. This session highlights the importance of storytelling in enhancing agency visibility, fostering trust and securing support. By mastering these techniques, agencies can ensure their stories resonate and drive positive outcomes for their programs, agencies and the communities that they serve.

Molly Keays, an NRPA 30 Under 30 recipient and a 2024 American Academy of Park and Recreation Administration Extern, serves as the Director of Parks and Recreation for the Town of South Windsor, CT. In this role, she oversees the administrative, parks, and recreational operations divisions, managing 22 full-time staff, 875 acres of parks, 16 miles of trails, and more than 200 programs annually. Molly emphasizes the importance of leadership in service to others, working with diverse populations to create opportunities that foster healthy and active living, community and social engagement, youth development, and education. Molly serves as a co-chair for the Connecticut State Association’s Young Professional Network, the past chair of the NRPA Young Professional Network, and a member of the ACA New England Conference Committee. Before her tenure as Director of Parks and Recreation for the Town of South Windsor, Molly accumulated over ten years of experience at the YMCA, where she served as Director of Youth, Teen, and Camp programs at various New England YMCAs. Molly holds a Bachelor's degree in Youth Development and a Master’s degree in Recreation Management from Springfield College.