Fairmount Park Marketing

1
Fairmount ParkMarketing

• Brian Collins
• Katlin Winkler
• Martin Sylvester
• Professor Hunn
• June 2, 2005

2
Why Market the Park?

• Fairmount Park is a haven in the city of
  Philadelphia that citizens should know about
• The well kept secrets of the Park can be enjoyed
  by everyone
• Other cities do not have the attractions that
  Fairmount Park does, and travelers come
  specifically to see certain aspects

3
Current Marketing Structure

• X of the budget goes to marketing
• Marketing is primarily done by individual groups,
  not the park commission
• Newsletters
• Publications
• There is no current marketing plan in place, only
  components
• Logo
• Event Brochures

4
The Park Goes Digital

• Current Website is poor
• www.fairmountpark.org
• New site to replace the current site
• Fairmount Park Conservancy
• Obtained donations from corporations such as
  Microsoft in form of services and equipment
• No money used from the parks budget
• No specific launch date, hopefully within 1 month
• Developed by a consultant
• Internal staff will maintain
• Point Person is Alex Morigi 215-790-3725

5
One Proposal

• Prepared by Leon Younger and PROS Company
• Funded by the William Penn Foundation
• Cost of 600,000
• Lack of Marketing and Promotions (Younger 12)
• Create a Marketing Division to manage the
  communication and information services of
  Fairmount Park (17)
• Implement marketing changes in 12-18 months (75)

6
Phoenix, Arizonaas a model (58)

• City of Phoenix Parks and Recreation Dept.
• Utilizes 3 (3 million) of their budget for
  marketing annually
• Specific department for marketing
• Fairmount Park spends 10,000 annually, no
  department
• Website, newsletters, annual report, advertising
• Bi-annual resident surveys
• Visitor publications (maps, special events,
  concerts, pools, bike trails)
• Marketing plan updated bi-annually

7
Our Proposal

• To inform Drexel students of Fairmount Park
• Benefits of the Park
• How to Care for the Park
• What activities there are at the Park

8
Focus of Marketing Campaign

• Local and Distant Attractions
• Philadelphia Museum of Art
• Philadelphia Zoo
• East Park
• West Park
• Whisper Benches
• Lemon Hill Mansion
• FDR Park
• Japanese House
• Rittenhouse Town
• Etc, etc

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How to get Students to Fairmount Park

• Various Flyers should be distributed and posted
• Freshman Info Packets should include information
  and maps of the Park
• Emphasis on biking, rollerblading, relaxation,
  sun-tanning and studying

10
Reinforcement from Fairmount Park

• Once students arrive at local areas of the Park,
  Fairmount Park should have various maps,
  pamphlets and information about other aspects of
  the Park available to interest students.

11
Come and See Fairmount Park!

• Have a Bike?
• Explore!
• (dont worrytrail maps available online)
• www.fairmountpark.org

Wissahickon
Japanese House
Rittenhouse Town
12
The Local Wonders of Fairmount Park
Whisper Benches

• Think its just The Zoo and The Art Museum?
• Think Again!
• Even More to Offer at
• www.fairmountpark.org

Love Park
Valley Green
Lemon Hill Mansion
13
Work Cited

• Leon Younger and PROS Company. A Bridge to the
  Future Fairmount Park Strategic Plan Summary
  Report. Bridge to the Future - Fairmount Parks
  Strategic Plan. 10 May 2005. Fairmount Park
  Commission. 20 May 2005. rpark/pdfs/FPC_Summary_Report.pdf.