Transcript Marketing Toolbox for Recreation Programmers

What is marketing?
• Old school: make the sale
• New school: satisfy a
need
• Advertising is only the tip
of the iceberg
• Everyone’s responsibility
• Keep it simple and
practical
What we will cover:
• Branding your
agency
• Effective Advertising
• Writing to persuade
• Using photography
and graphics
• Creating a simple marketing plan
• Marketing methods
Branding your agency
• Your brand only exists in
the minds of your
customers.
• Brand Positioning levels:
– Attributes
– Benefits
– Beliefs and values
Branding – Consistency is Key
• Message
– Incorporate your core values
• Create a Style Guide
– Logos & slogans
– Fonts
– Colors
– Photos vs. clipart
– Templates
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?
Effective Advertising
• Brainstorm the concept
– Write down your first idea
and then keep thinking.
• Ads should be:
– Meaningful
– Believable
– Distinctive
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
Writing to Persuade
• Use active, upbeat
language
• Never begin with
“In this class you will…”
• Doesn’t this sound exciting?!?!?!
• Use the second person – “you”
• Get to the point
• Proof, proof, proof!
Photography
• Arm your staff with
cameras
• Stock photography
• Clear, in-focus subjects
• Crisp colors
• Powerful expressions &
emotions
Flyer Critique Exercise
How many issues can
you find with this flyer?
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)
Components of a marketing plan
I.
II.
III.
IV.
V.
VI.
Mission & Vision
Product Overview
Unique Selling Proposition
SWOT Analysis
Audience
Competition
Components of a marketing plan
VII. Objectives
VIII. Key messages
IX. Marketing Tactics
X. Budget
XI. Timeline
XII. Tracking
Marketing Tactics
Activity Guides
• White space is your friend
• Ease of use
• Testimonials
• Instructor spotlights
• Stick to a style guide
• Specialty guides
Marketing Tactics
Website
• Provide online services
– Register online
– Get on the mailing list
– Sign up for an e-newsletter
•
•
•
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Keep it dynamic
Make information easy to find
Use active colors and photos
Internet advertising (i.e. Google)
Marketing Tactics
Direct Mail
• Target your likely
customers
• Utilize GIS
– Map your participants
– Use a radius search
• Maximize your postage dollar
Marketing Tactics
Email Marketing
• Develop a strategy
for collecting and
updating email
• Target, don’t SPAM
• Keep it brief
• Include a click-through
• Include a way to opt-out
Affinity Programs
Loyalty Programs
• Affinity Program
– Point system
• Early registration
• End of season
thank you
Marketing Tactics
Publicity & Press
Releases
• Is it newsworthy?
• Don’t bury your lead
• W.W.W.W.W.H. in 1st paragraph
• Press release vs. calendar announcement
• Find an objective proofreader
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
What can you do
at your agency?
Questions?