Make and Take Marketing Plan

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Desktop Education for Parks And Recreation

Welcome and Sign-In

Let’s Create a Marketing Plan! Let’s Create a Marketing Plan!

How well do you agree with this statement?

In my experience, word of mouth marketing is the most effective form of advertising.

What is marketing?

Please write your answers in the chat box.

What is marketing?

Marketing is

everything we do to get and keep our

customers

Why is marketing so important?

Please write your answers in the chat box.

Product What you offer – service, program, product, activity, sponsorship, event, idea, etc.

What you are trying to “sell” or promote

Features Characteristics of your “product.”

Benefits What your service, product” does for your customer/participant

What your product does for the community What your product does for others

On your handout…What are you Selling?

2 Part Question:True or False

Fill in the text box

Philosophy and MissionThis is your mission and the reason your agency exists.

Serves as the foundation of your marketing communications

ProductAnything you offer to your

customers (camps, employment, sponsorships, volunteer opportunity, etc)

PriceThe cost in time and money to

buy what you have to sell

PlacementHow people access

your product or information about your

product

PromotionMethods used to

communicate to customers and prospects

including advertising, sales, promotions and publicity

The Plan

PeopleInternal

and External

Pass the P’s Please

True or False

 

1. We have a written marketing plan for our department.

A. Yes and it ’s great.B. Yes, but it could be better.C. No we don’t have one.D. I don’t know.

True or False

 

I have a marketing plan for my “area of responsibil i ty.”

Please go to the Give me Five! Marketing Plan Page of your handouts…

Your Philosophy? Your agency’s mission or purpose

statement Copy from your website? Include it on all marketing documents

as a “signature” Clarify for your program/product

Homework Review

Type your product(s) and objective in the

text box

now…

Common Park and Recreation Marketing Objectives

Internal Objectives

Recruit high-quality staff or volunteers

Improve morale, attitude or customer service

Reduce absenteeism Increase longevity Improve productivity Elevate library’s value in minds

of decision-makers Increase budget allocations

External Objectives

More new campers/customers Increase usage/volume from

current campers/customers Generate more referrals or

leads Retrieve misplaced

campers/customers Increase general awareness Enhance credibility and image Establish credibility Increase traffic to open house,

website or tradeshow

Know Your Target Audience

Type of Target Descript ion Why Important Reach them HOW?

End-User

Decision-Makers

Gatekeepers

Staff

The Five Minute Marketing Plan Process

Bullet points are fine No one is checking

spelling grammar

Don’t edit Don’t stop writing

until time is up (even if you have to doodle

Give Me 5! Marketing PlanProduct Perfection

What could we do right now to improve the quality of our product/service(s) in the eyes of our members/customers?

What additional product or service would our members customers most like us to offer?

Let’s Take a Breath… You’re doing a fantastic job. But what is your job? We talked about your agency’s

purpose? So how does Parks Make Life Better! fit

into the plan?

The Parks Make Life Better!The Parks Make Life Better!““Brand Promise” Can Brand Promise” Can

be incorporated be incorporated into all of our marketinginto all of our marketing

A.A.YesYesB.B.NoNo

C.C.Not SureNot SureD.D.What Brand Promise?What Brand Promise?

 

The Profession’s Brand Promise

Parks and recreation makes

lives and communities

better now and in the

future by providing

6 Key Themes6 Key Themes

Give Me 5! Marketing PlanPMLB Brand Connection

Of the 6 key messages, circle and prioritize those that could/should be used to promote this product?

___Play ___Nature ___Exercise ___Gathering Spaces ___Positive Places ___FOREVER

  How will you incorporate the brand promises into your marketing? Be as

specific as possible.

Give Me 5! Marketing PlanPartnerships and Gatekeepers

Who in your “community” also promotes this message? (Gatekeepers)

Who influences your target audience on a regular or one-time basis (daily, weekly, yearly, etc.)

How might we build a marketing partnership with these Gatekeepers?

Give Me 5! Marketing PlanCreative Pricing

What could we do right away to cut costs without hurting our quality?

What offers could we afford to make to encourage new customers to try us or encourage current customers to be more loyal?

TRUE or FALSE

I regularly walk my facil i t ies as if I were a customer.

2 Part QuestionTRUE or FALSE and fill in the chat box

There are many opportunit ies within and outside of my facil i t ies which lend themselves well to POP advertising.

In your text box l ist ways you are already using POP…

Give Me 5! Marketing PlanPMLB Brand Connection

What media are we currently using to promote this product?

Assignment #2

How STRONGLY do you agree with this statement?

By looking at our f leet vehicles/vans/busses it ’s easy to understand what we do and for who.

TRUE or FALSE

Today’s consumer (both children and adults) spend more t ime “commuting” than ever before.

Back to your handout…Give Me 5! Marketing PlanCreative Placement

The 5 Minute Plan

What could we do right now to help our customers or prospects better access our products or services?

What new approach could we try to reach different customers or reach current customers in a different way?

Give Me 5! Marketing PlanPromotion Innovation

What could we do right now to make our customer communications more clear and compelling?

What new ways of communicating with customers could we try right away?

The 5 Minute Plan

TRUE or FALSE I feel confident that we are recruiting

the kind of staff who understand that they are an important part of the “marketing mix”

I will find ways to train and motivate staff to better serve the needs of customers.

Give Me 5! Marketing PlanPeople Power

What could we do to make our customers feel more enthusiastic and thankful toward us?

What could we do to increase our motivation and enthusiasm?

Webinar Overload?The Power of 2s

Two things you will do in

Two Days Two weeks Two months Extra Credit?

Type two things that Type two things that you will do as a you will do as a result of attending result of attending this webinar…this webinar…

2

2

2

Your Commitment List

What wil l you accomplish…

1 2

Next Week

Next Month

By End of Summer

By End of Year

By CPRS 2013

Marketing Calendar

Feedback please…

How strongly to you agree with this statement…

This webinar really helped me develop Solid marketing strategies for my “product.”

Feedback please…

Please list the most valuable ideas, strategies, thingsyou got out of this webinar…

Thank you for your hard work! Jodi’s info for calls and texts: 760.809.3231 Jodi’s email: littleredsbigideas@gmail.com Don’t hesitate to contact me about upcoming

staff training needs. ‘Tis the season! Please complete the survey.