Marketing Toolbox for Recreation Programmers

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(No Transcript)
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What is marketing?

• Old school make the sale
• New school satisfy a need
• Advertising is only the tip of the iceberg
• Everyones responsibility
• Keep it simple and practical

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What we will cover

• Branding your agency
• Effective Advertising
• Writing to persuade
• Using photography and graphics
• Creating a simple marketing plan
• Marketing methods

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Branding your agency

• Your brand only exists in the minds of your
  customers.
• Brand Positioning levels
• Attributes
• Benefits
• Beliefs and values

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Branding Consistency is Key

• Message
• Incorporate your core values
• Create a Style Guide
• Logos slogans
• Fonts
• Colors
• Photos vs. clipart
• Templates

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Effective Advertising

• Before you start creating an ad
• What is your objective?
• Awareness
• Persuasion / Action
• Who is your audience?
• What is your budget?
• What is the best media?

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Effective Advertising

• Brainstorm the concept
• Write down your first idea and then keep
  thinking.
• Ads should be
• Meaningful
• Believable
• Distinctive

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Effective Advertising

• Cut through the clutter
• Keep it simple and clean
• Tell them what you want them to do
• Clarity over cleverness
• Use photos/artwork to expand upon your copy, not
  repeat it.
• Connect on an emotional level

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Writing to Persuade

• Use active, upbeat language
• Never begin with In this class you will
• Doesnt this sound exciting?!?!?!
• Use the second person you
• Get to the point
• Proof, proof, proof!

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Photography

• Arm your staff with cameras
• Stock photography
• Clear, in-focus subjects
• Crisp colors
• Powerful expressions emotions

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Flyer Critique Exercise

• How many issues can you find with this flyer?

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Creating a Marketing Plan

• Before you begin
• Re-examine your mission vision
• Do a S.W.O.T. analysis
• With your staff
• With customers (i.e. focus group)
• How do you compare to the competition?
• Who is your audience?
• Determine your Unique Selling Proposition (USP)

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Components of a marketing plan

1. Mission Vision
2. Product Overview
3. Unique Selling Proposition
4. SWOT Analysis
5. Audience
6. Competition

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Components of a marketing plan

1. Objectives
2. Key messages
3. Marketing Tactics
4. Budget
5. Timeline
6. Tracking

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Marketing Tactics

• Activity Guides
• White space is your friend
• Ease of use
• Testimonials
• Instructor spotlights
• Stick to a style guide
• Specialty guides

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Marketing Tactics

• Website
• Provide online services
• Register online
• Get on the mailing list
• Sign up for an e-newsletter
• Keep it dynamic
• Make information easy to find
• Use active colors and photos
• Internet advertising (i.e. Google)

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Marketing Tactics

• Direct Mail
• Target your likely customers
• Utilize GIS
• Map your participants
• Use a radius search
• Maximize your postage dollar

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Marketing Tactics

• Email Marketing
• Develop a strategy for collecting and updating
  email
• Target, dont SPAM
• Keep it brief
• Include a click-through
• Include a way to opt-out

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Affinity Programs

• Loyalty Programs
• Affinity Program
• Point system
• Early registration
• End of season thank you

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Marketing Tactics

• Publicity Press
• Releases
• Is it newsworthy?
• Dont bury your lead
• W.W.W.W.W.H. in 1st paragraph
• Press release vs. calendar announcement
• Find an objective proofreader

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Ideas for moving forward

• Pick a program or event and create a marketing
  plan
• Begin or update your photo database
• Form a department marketing committee
• Cross-promotional and joint opportunities
• Monitor quality and consistency
• Marketing policy and technology needs

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What can you do at your agency?Questions?