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Presented to National Recreation & Parks Association Directors School, August, 2014
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NRPA
Directors School
August, 2014
Tom O’Rourke, CPRP
Executive Director
Charleston County Park and Recreation Commission
Charleston, South Carolina
Marketing, Public Relations and Branding
MARKETING
Product Place Price Promotion
ESSENTIAL MARKETING COMMUNICATION ELEMENTS
Vision Mission Values
Objectives Audience
Positioning Personality
Visual Identity Messaging Platform
Online In Print On Air In Person Mobile
You have to know all of this before you can embark on a marketing plan
Marketing Plan
MARKETING PLAN
Vision – The Big Idea
Mission – Actual work to be undertaken
Values – Beliefs of the organization
Objectives - The specific goals that must be reached to achieve the mission
Audiences - Individuals and groups the organization needs to target
Positioning - A single idea that differentiates the organization in the minds of others
Personality - Attributes that reflect the way others experience the organization
Vision
Mission
Values
Objectives
Audience
Positioning
Personality
VISION The big idea – Charleston Parklands Foundation
All Charleston County residents and guests – regardless of income level, ethnicity, ability, or age – will be able to readily access and, therefore, benefit from enjoyable, healthy, educational, cultural, and environmentally sustainable activities and experiences offered through the Charleston County park system’s facilities, programs, and services.
VISION
Sample Vision Statement
The Parklands Foundation’s vision is to identify, develop and sustain projects that actively encourage all members of the community to experience the Charleston County park system’s facilities, programs, and services for the benefit of a living a more healthy lifestyle.
MISSION
Actual work to be undertaken
The Charleston County Park and Recreation Commission will improve the quality of life In Charleston County by offering a diverse system of park facilities, programs and services.
MISSION
Sample Mission Statement
The Parklands Foundation generates funding and promotes initiatives to support the CCPRC mission and the Parklands Foundation’s vision that all citizens will access and , therefore, benefit from the Charleston County park system’s facilities, programs, and services.
VALUES Beliefs of the Organization
Equality
Community
Health and well being
Stewardship
OBJECTIVES The specific goals that must be reached to achieve the mission Establish an independent organization
Physical location, email address, website, phone number, business license, federal tax Id
Personnel Elect officers of the board Hire dedicated staff Establish specific committees and members (i.e. finance, fund raising, capital planning, programs,
marketing)
Review by-laws Develop a strategic plan Raise money for the targeted projects Manage projects to completion Maintain facilities, programs and services
AUDIENCES
Individuals and groups the organization needs to target
Fundraising audience
Program audience (those who benefit from the program)
Advocacy audiences (community leaders, policy makers, the media)
POSITIONING A single idea that differentiates the organization in the minds of others
Adopt projects that make park and recreation the new lifestyle for communities to sustain
PERSONALITY Attributes that reflect the way others experience the organization
Community oriented
Serving the underserved
Encourages health and wellness
Actively engaged in the outdoors
MARKETING PLAN
Executive Summary
Market Analysis
Marketing Strategy
Operations Plan
Finance Plan
Executive Summary
Who you are Mission-Vision- Values Structure of
Organization Target Market(s) Current Opportunities Projection of Business
Future Financial overview
PARK AND FACILITY ATTENDANCE IN FY 12/13
Beach Parks 240,718 Campground
& Cottages 112,626
Caw Caw 12,919
Day Parks 765,671
Mullet Hall 14,129
Piers 476,520
Waterparks 277,491
25%
14%
11% 9%
9%
7%
6%
6%
4% 3%
2% 2%
1% 1%
Customer Market Segmentation
Families
Vacationers
Sports Enthusiasts
Corporations
Campers
Fisherman
Dog Owners
Nature Enthusiasts
Brides/Grooms
Boys and Girls Scouts
Students
Boaters
Culturalists
Equestrians
Operating receipts – Enterprise Fund
Admissions & Registrations
47.3%
Concessions & Retail 23.7%
Miscellaneous 2.0%
Rentals 24.8%
Sponsorship 1.7%
Transfers 0.5%
Market Analysis
Demographics Tourism Trends Communication Trends
14%
36%
53%
61% 63%
72%
70% 71%
73%
74%
74%
74%
78% 81%
85% 81%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Internet adoption, 1995-2013
% of American adults who use the internet, over time
Marketing Strategy
By Business
Operations By Individual Parks
Lowcountry Cajun Festival James Island County Park
Overview
The Lowcountry Cajun Festival is the most profitable festival generating over $100K in profit each year. The festival always occurs in April on the weekend of the Cooper River Bridge Run. Surprisingly although there are many out of towners in the area, the majority in attendance come from the tri-county area.
Target Audience
A little less than 10K people came to this festival in 2012 with the majority being adults. The chart below illustrates the attendance breakdown.
Attendance – (Broken Down Adult Child Gold Pass Total Financials – Broken Down Marketing Budget Financials - Revenue – Expenses - Net
Operations Plan
Location Operation Organizational Structure Employees Space Capacity Critical Suppliers Financial System Computer System Equipment Insurance Contracts Credit Policy Permits and Licenses
Financial Plan
Product and Service Pricing Funding Sources Budget Projections Cash Flow Projections
PUBLIC RELATIONS
PUBLIC RELATIONS?
Managing the communication between an organization and its public. (Control)
Strategic initiatives to ensure the Agency has a
positive image.
Creating and maintaining goodwill for your Agency by organizing various forms of communication and publicity. Usually FREE!
WHAT PUBLIC RELATIONS IS NOT
Marketing – product, place, price, promotion
Sponsorship Advertising – sale of products using paid
media messages
PR GOALS AND OBJECTIVES
Raise image and awareness Influence product, market and recreation
agency positioning Position your agency staff as industry
experts Pursue articles/placements to create
customers and advocates
PR VEHICLES
Press releases. Editor briefings Tradeshows Case histories Speaking engagements Authored articles Social Media
Over a billion monthly active users
618 million daily active users on average
680 million monthly active mobile users
Average age is 35
Fastest growing demographic is women 55+
11 million businesses using Facebook Pages
Why Social Media
Ask co-workers to “Share” your page with their friends.
Email signatures
Link from website
Link from email marketing
List URL on press releases
Make sure your social channels are visible on any outgoing communication
Build Your Fan Base
Visitor ‘liking’ the page
Leaving a comment
Sharing your status
Posting a link
Liking a post
Make your posts ENGAGING
A Picture is worth a thousand words.
As you post…Remember,
When Others “sell” your greatness
HAVE A SENSE OF HUMOR
CORRECTING INACCURACIES
PREPARE FOR ANYTHING
Let the Public See the people behind the agency and your
Agencies “Culture”
TIMELY RESPONSES
SAY THANK YOU
PROMOTE YOUR PARKS AND PROGRAMS
RECEIVE FEEDBACK
• It’s OK to be silly and edgy.
• Sometimes, and very carefully.
BUILD RELATIONSHIPS
Or at least pretty good practices, most of the time
• Your recipients want to know that you’re listening, and many social media managers often overlook this.
• Answer questions asked or simply say, “Thanks!”
• Be sure to tag the fan in your response so he's notified of the response.
• The fan will often “like” your comment, thus continuing the conversation and further boosting your visibility.
Best Practices
“80% of the content you publish or share should pertain to things that really matter to your audience.
The other 20% can be about your products and services.”
80-20 rule of social media
Dealing with Negativity
3 Main Types
Dissatisfied Customer
Just a miserable person
Grammar Police
• Always respond in a timely manner, but make sure you get your facts straight first.
• Don’t get into a “back-and-forth” discussion.
• Sometimes it’s necessary to take the conversation off of Social Media in order to get the details, but bring it back if there is a satisfactory resolution
• Encourage them to email you so you can help or have the appropriate person respond.
• Always respond in a timely manner, but make sure you get your facts straight first.
• Don’t get into a “back-and-forth” discussion.
• Turn a negative into an opportunity to make a true fan.
BRANDING
WHAT IS A BRAND?
The personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
BRANDING
A brand associated with a product or service has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace
THE BRAND IMAGE
Committed to enhancing the quality of life for the community
Ensures customer satisfaction is at the top of priorities
Provides great gathering places for family, friends, pets and acquaintances
Offers high quality and a wide range of passive and active recreational, educational and leisurely activities and programs throughout the year
CCPRC BRAND IMAGE
Honors and preserves our natural and historical resources in the Lowcountry
Maintains clean, safe and well managed county parks, beach parks, piers, boat landings and rental facilities
Secures successful partnerships with government and private sectors to enhance and expand the park system offering
Serves as a model for other park systems to emulate
PROMOTING THE BRAND
Consistent quality offerings
Consistent high service level
Consistent message
Consistent look and feel
Consistent approach to promoting
ADVERTISING STRATEGY
Advertise across wide range of mediums Increase
Internet (social media, web ads, blogs)
Events (trade shows, exhibits)
Partnerships/Sponsorships
Permanent facilities (Billboards, malls, kiosks)
Public Relations
Promotional Items
Decrease Print (Newspaper, magazine, brochures, coupons)
T.V. (regular)
Radio (AM/FM)
NEW LOOK
Offers a consistent look that is distinct, recognizable and familiar to others
Embodies and promotes our image
Repeated use of look in print, radio, television, email, and Internet strengthens our brand
Creates efficiencies and maximizes marketing resources
THE MESSAGE
“Everything Under the Sun” Encompasses all that we do in the broadest way
Allows us to sustain the message over long periods of time as the park system grows
Complements the logo
RETIRED MESSAGES
“Let Yourself Go”
RETIRED MESSAGES
“Where Fun Comes Naturally!”
OTHER PLANS
Redesign of the website
Promote primary URL
Creation of a smart phone app
Establish consistent email signature line
Company vehicle advertising
Determine future of the “Quarterly”
Creation of the Master Brochure
The End