With all the uncertainty generated by the stay-at-home orders in March, the permanent and seasonal staff at Farmers Branch Aquatics Center suffered a blow to their morale.
Events that had taken months to plan were now canceled, and the normally bustling center was now empty. “The staff felt lost and confused about the journey ahead,” says Aquatics Manager Paul Macias. “But the team quickly realized that the members of the Farmers Branch community were feeling the same way.”
So they decided to continue hosting the Farmers Branch community, only through social media.
In quick order, the facility’s Facebook and Instagram accounts were used to post videos and pictures meant to educate, connect, keep employees and community members abreast of what’s going on — and lighten spirits.
They found ways to convert some of their regular programs into social media events. For instance, every summer the center holds a program called Ribbit Reading, where staff reads to children poolside. During the pandemic, Ribbit Reading (named as a tip of the hat to the center’s frog mascot), became a Monday virtual event. To read, a staffer who aspires to be a teacher was chosen. Given a list of themes for each week, including animals, water safety and the anniversary of women’s suffrage, she found her favorite children’s books to match. Her younger brother filmed her reading a book each week, often from her home. The video was posted each Monday.
Macias hopes that Ribbit Reading can go back to its in-person, poolside format next summer. But in the off-season, he expects to continue sharing the readings via social media.
The center had to forego another yearly event, Easter Egg Splash. Here, children search for plastic eggs hidden throughout the facility, then turn in their findings for candy, toys and prizes. The team maintained the spirit of Easter Egg Splash through a photo campaign and food drive: They solicited food donations for a local food bank, gifting donors with plastic eggs filled with candy. More than 200 cans were collected and more than 1,000 eggs given. Staff decorated the facility for Easter and posted pictures. Community members were encouraged to share photos of their own Easter decor and celebrations.
Lifting spirits in-house
As seasonal lifeguards and employees waited for their jobs to open up, they could keep track of things by plugging into Farmers Branch’s social media accounts. For full-time staff who felt the isolation of working at home, the act of generating and suggesting ideas for social media campaigns proved a true morale booster, Macias says. “We wanted to give them something to do and an opportunity to be part of the community,” he says. “So it was a joy to see them embracing it.”
