Make It Real

At some point, every agency has to make a case for something it wants to do, or keep doing. Managers are well-acquainted with the traditional cost-benefit analysis, which is more easily calculated when the costs and benefits already exist as fixed amounts. But how does one measure the seemingly priceless value of a child’s smile? Should it be measured? One of the major strategic trends of the past decade has been the parks and recreation benefits movement. A key marketing …

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