national take it outside team member - bureau of land ... take it outside... · national take it...
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National Take It Outside Team Member Outdoor Recreation/Wilderness Planner
Tuscarora Field Office Elko, Nevada
Zachary Pratt
[email protected] 775.753.0212
Marketing Take It Outside
May 13, 2014
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Target Market
Product
Promotion
Place
Price
Zachary Pratt Elko District
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• Product • What does the participant want from an outdoor recreation activity? • What is it called? - In this case Take It Outside • How is it branded? - Kristen ITC • What features does it have to meet the participants needs?
• Price • What is the value of the activity to the participant? • How does the price compare with competitors? Are there any? • Is there a price already set for similar activities in area?
• Promotion • How will you reach your participants through multi-media? I.e., TV,
radio, press release, flyers, Billboards? • When is the best time to promote?
• Place • Where will the activity be held? • How will the participants get access?
Marketing Mix
Marketing – A way to create, deliver, and communicate value to Take It Outside (TIO) participants in a way that is also
beneficial to the Bureau of Land Management
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Target Market – is a group or segment of people which the BLM has decided to aim its marketing effort and
programs toward.
Take It Outside is BLM’s flagship youth engagement program. • It was established to help ensure that young people from all
backgrounds have access to outdoor recreational opportunities on public lands while fostering future generations of public land stewards.
• Stressing health, family, fun, and stewardship, Take It Outside provides opportunities for young people to engage in outdoor recreation, non-formal education, and volunteer projects.
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• Product • What does the participant want from an outdoor recreation activity? • What is it called? - In this case Take It Outside • What features does it have to meet peoples needs?
Family Fun
Stewardship
Health
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• Price • What is the value of the activity to the participant? • How does the price compare with competitors? Are there any? • Is there a price already set for similar activities in area?
Contributing to a Healthy Environment
Sharing Experiences - Socializing
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• Promotion • How will you reach your target market through multi-media e.g.,
TV, radio, press release, flyers, Billboards? • When is the best time to promote?
Flyers & press
releases can be
used for radio and
TV interview
talking points
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• Place • Where will the activity be held? • How will the people get access?
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Marketing - is developing a Market Mix of product, price, promotion, and place aimed at adding value to your target market.
Take It Outside • Who = families & youth outdoors • What = snowshoeing, hiking, tree planting, photography • Where = in a location that your target market can easily access • When = you are ready and have developed your marketing mix
Value-added (benefits) for your participants can be: physical, social, environmental, and/or economic
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Zachary Pratt Tuscarora Field Office Outdoor Recreation Planner 775.753.0212 [email protected]