trinity river corridor project - dallasstrategic marketing plan yexamine the promotional mix...

Trinity River Corridor Project

Strategic Marketing PlanJune 17, 2008

2

Introduction

Review the goals and objectives of the strategic marketing planExamine the promotional mixSnapshot view of the current components and new elements of the planNew ideasNext steps

3

Overview

The 2008 Communications and Marketing The 2008 Communications and Marketing Plan will focus on four key areas:Plan will focus on four key areas:

Branding development and implementationBranding development and implementationPublic Relations ProgramPublic Relations ProgramCorporate and Community Outreach ProgramCorporate and Community Outreach ProgramPromotional MixPromotional Mix

•• EE--marketingmarketing•• Events and Project Milestones Events and Project Milestones •• PartnershipsPartnerships

4

Overview

Proposed 12 month planProposed 12 month planJune 08 through May 09June 08 through May 09

Two integral elements for the success of Two integral elements for the success of the strategic marketing plan are:the strategic marketing plan are:

deliver a message to each audience that deliver a message to each audience that resonates with them specificallyresonates with them specificallyInvolve each target audience Involve each target audience –– draw them draw them into each element of the project early in the into each element of the project early in the timelinetimeline

SWOT – At a Glance

Weaknesses-Head count-Budget-Target audience awareness-Timely communications

Threats-Timeline changes-Outside partner agency timelines and requirements-Citizen views and impatience for completion of the project

Strengths-Largest urban development project under taken by Dallas-Has been a City vision for over 100 years- Will improve floodway protection, provide much needed recreational options, and new or renewed economic development-Strong City and project leadership

Opportunities-Economic and residential interest in moving Dallas to the river-Growing interest for families and individuals to move out of suburbs and back to downtown-Chance to utilize the Trinity River Corridor to its maximum effectiveness for all citizens-Act as a societal bridge connecting all of Dallas together

6

Goals & ObjectivesBranding

Develop a new web site to promote the Develop a new web site to promote the branding and better showcase the project by branding and better showcase the project by fall fall ‘‘08:08:Target audience:Target audience:

CitizensCitizensInteragency PartnersInteragency PartnersEnvironmentalistsEnvironmentalistsInvestorsInvestorsPublic OfficialsPublic OfficialsProject staffProject staff

7


CitizensCitizensInteragency PartnersInteragency PartnersEnvironmentalistsEnvironmentalistsInvestorsInvestorsPublic OfficialsPublic OfficialsProject staffProject staff

Image change Image change –– help audiences help audiences understand the scope and purpose understand the scope and purpose of the project to develop a true of the project to develop a true affinity for the results ahead affinity for the results ahead (Visual (Visual appeal is key)appeal is key)

Firmly establish the message, Firmly establish the message, A A Vibrant New Future for Dallas and Vibrant New Future for Dallas and My Trinity RiverMy Trinity RiverOffer the opportunity for emotional Offer the opportunity for emotional bonding toward the project bonding toward the project (Evoke (Evoke good and/or happy emotions, give it a good and/or happy emotions, give it a personality, shout the benefits)personality, shout the benefits)

Strong branding Strong branding ---- promote the new promote the new branding on all collateral material branding on all collateral material and eand e--marketing designsmarketing designs

Target Audience Objectives

8


Link an eLink an e--marketing component to all areas of marketing component to all areas of the projectthe project

EE--newsletternewsletterEE--ads and promotional messagesads and promotional messages

Create consistent and efficient communication Create consistent and efficient communication tools with compelling messagestools with compelling messagesBuild outreach to many audiences at a nominal Build outreach to many audiences at a nominal costcostImprove speed to audience through eImprove speed to audience through e--marketingmarketing

9

Goals & ObjectivesPublic Relations

Establish a baseline for monthly media Establish a baseline for monthly media outreach by 1/09outreach by 1/09Evaluate the appropriate growth requirements Evaluate the appropriate growth requirements for 2009for 2009Establish a baseline for the number of publicity Establish a baseline for the number of publicity results achieved 1/09results achieved 1/09

Evaluate the appropriate growth requirements for Evaluate the appropriate growth requirements for 2009 2009

Increase the number of marketing tools Increase the number of marketing tools available by two major componentsavailable by two major componentsAdd a publicity evaluation and reporting Add a publicity evaluation and reporting component as a monthly standardcomponent as a monthly standard

10

Goals & ObjectivesPublic Relations

Link to City, State and Regional Internet sites Link to City, State and Regional Internet sites such as HOAsuch as HOA’’s and interagency partnerss and interagency partnersStepStep--up the twoup the two--way conduit of requestsway conduit of requests

information outreach from the Trinity River Corridor information outreach from the Trinity River Corridor Project and encourage inbound requests, tooProject and encourage inbound requests, too

Understand the major audiences and create Understand the major audiences and create appropriate messages for each oneappropriate messages for each oneTell the story of the project more creatively Tell the story of the project more creatively adding visual and auditory elementsadding visual and auditory elements

11

Goals and ObjectivesCorporate and Community Outreach

Maintain the number of presentations for the Maintain the number of presentations for the Speakers Bureau and focus on scheduling with Speakers Bureau and focus on scheduling with larger groupslarger groups

2007 2007 –– 55 presentations55 presentations

Develop one new presentation for select Develop one new presentation for select community audience by December 2008community audience by December 2008

Example: childrenExample: children’’s focused presentations focused presentation

12

Goals and ObjectivesCorporate and Community Outreach

Work with City departments and affiliate Work with City departments and affiliate organizations to create speaking opportunities organizations to create speaking opportunities and increase project awarenessand increase project awarenessWork with select target audiences to launch the Work with select target audiences to launch the outreach campaignoutreach campaign

Elected officialsElected officialsCorporateCorporateProperty and business ownersProperty and business ownersCitizens of DallasCitizens of Dallas

13

Goals and ObjectivesEvents and Project Milestones

Current programsCurrent programsCreatively and efficiently support all current eventsCreatively and efficiently support all current eventsProvide comprehensive communication plan for each eventProvide comprehensive communication plan for each event

•• Focus on reaching new audiences with a targeted messageFocus on reaching new audiences with a targeted messageMilestone eventsMilestone events

Creatively and efficiently support all milestone events such as:Creatively and efficiently support all milestone events such as: new new name for Industrial Blvd., Moore Park Renovation name for Industrial Blvd., Moore Park Renovation ---- Holiday Update, Holiday Update, Fast Track Overlook Groundbreaking Fast Track Overlook Groundbreaking

•• Focus on reaching the most audience penetration with Focus on reaching the most audience penetration with targeted messagetargeted message

New eventsNew eventsDevelop and implement two new events for 2008 and 2009Develop and implement two new events for 2008 and 2009

•• Minimize expenditures and maximize the exposure through Minimize expenditures and maximize the exposure through strong partnerships and costrong partnerships and co--marketing options marketing options

14

Goals & ObjectivesPromotions

Research promotion options, partnerships Research promotion options, partnerships opportunities and coopportunities and co--sponsorship optionssponsorship options

Other City departmentsOther City departmentsCorporations (500+ employees)Corporations (500+ employees)City entertainment, events and recreational venuesCity entertainment, events and recreational venues

When possible, link promotions to milestone When possible, link promotions to milestone events for the Trinity River Corridor Project or events for the Trinity River Corridor Project or CityCity--wide eventswide eventsPresent recommended events to Trinity River Present recommended events to Trinity River Corridor Project Committee within the next 60 Corridor Project Committee within the next 60 daysdays

15

The Promotional Mix

For the Trinity River Corridor Project, the strategic integrated marketing focus must be on the most cost-effective elements such as public relations and promotions The promotional mix is more important than ever for strategic planning and it is important to ensure all areas are tightly branded

The Promotional Mix

PROMOTIONAL ELEMENT MASS MARKET VS. PERSON TO

PERSON

PAYMENT STRENGTHS WEAKNESSES

Advertising – Traditional and Internet Mass

Fees paid for tradition, less

costs for Internet

•Efficient means of reaching large numbers of people

•High costs•Difficult to target•Low or no feedback

Speaker’s Bureau/Personal Selling

Person-to-Person

Minimal costs •Can get immediate feedback•Very persuasive•Target specific audience•Can provide boarder and more complex sets of information

•Slow process•Due to staff schedules, limited number

Public Relations Mass or targeted reach

No direct payment to

media

•High credibility in citizen’s mind – 3 times the credibility rate of advertising•Fast distribution methods•Two-way communication conduit•Can handle complex sets of information

•Sometimes difficult to get media cooperation•Difficult to combat editorial policy•Can be usurped by breaking news

Promotions and Events Mass or targeted reach

Wide range of fees and

cooperative contracts

• Adds interest to a program• Offers benefit to participant• Provides opportunities for co-sponsorship and co-branding options• Flexible as one-time, annual or ongoing programs

•Can be easily abused• IT, tracking and reporting are critical for complex programs•Time consuming•Contract intensive depending on the program

17

Promotional MixE-Marketing

We will us a variety of eWe will us a variety of e--marketing formatsmarketing formatsWeb site, newsletters, eWeb site, newsletters, e--ads, ad words, etc.ads, ad words, etc.This form of marketing can be seen as an alternative to traditioThis form of marketing can be seen as an alternative to traditional nal direct maildirect mail

EE--marketing program will feature:marketing program will feature:Newsletter template designed for Newsletter template designed for low costlow cost and and fast fast communication to key audiencescommunication to key audiences

•• Monthly distributionMonthly distribution•• Target audiences will be HOA groups, workforce organizations, Target audiences will be HOA groups, workforce organizations,

churches, City entertainment venues, event and recreational venuchurches, City entertainment venues, event and recreational venueses•• Template will complement the branding for the Trinity River CorrTemplate will complement the branding for the Trinity River Corridor idor

ProjectProject•• The tone of the news and messages will be upbeat to encourage The tone of the news and messages will be upbeat to encourage

interest and to engage the audience to care about the river and interest and to engage the audience to care about the river and communicate with the Citycommunicate with the City

18

Promotional Mix E-Marketing

(First draft of the newsletter)

19

Promotional MixE-Marketing

EE--ad container which is basically an ad container which is basically an advertisement in electronic format advertisement in electronic format This template is designed to be highly graphic This template is designed to be highly graphic and to house tightly targeted messages that are and to house tightly targeted messages that are delivered to key audiencesdelivered to key audiencesTopics to include:Topics to include:

Specific project componentsSpecific project componentsMilestone AchievementsMilestone AchievementsPromotions and coPromotions and co--sponsored promotions and/or sponsored promotions and/or offersoffersUpcoming event(s)Upcoming event(s)

20

Promotional MixPublic Relations

Monthly press release programMonthly press release programRotate focus between the key components of the Rotate focus between the key components of the projectproject

•• Write and distribute 2 press releases per month (update or Write and distribute 2 press releases per month (update or feature oriented)feature oriented)

•• Support any event, promotion or special announcement with Support any event, promotion or special announcement with press releases when applicable press releases when applicable

Refresh key messages quarterly or to reflect major Refresh key messages quarterly or to reflect major changes in the Trinity River Corridor Projectchanges in the Trinity River Corridor Project

Update and manage the Press Room area ofUpdate and manage the Press Room area ofwww.trinityrivercorridor.orgwww.trinityrivercorridor.org

21


Meet with one editorial board each monthMeet with one editorial board each monthSpeak to three key media contacts each monthSpeak to three key media contacts each month

Pitch story ideas to key mediaPitch story ideas to key mediaLearn about upcoming features or stories applicable to Learn about upcoming features or stories applicable to the projectthe projectEncourage regular updates of progressEncourage regular updates of progressBroaden the mediaBroaden the media’’s view of the project s view of the project

Public Information Office www.dallascityhall.com

City of Dallas

22


Distribute eDistribute e--newsletter to newsletter to key media contactskey media contactsCreate official press kit Create official press kit consistent with brandingconsistent with brandingUpdate the press release Update the press release format as requiredformat as requiredProvide reporting of Provide reporting of publicity on a monthly publicity on a monthly basis with estimated basis with estimated values values

Key activities

23

Promotional MixCommunity and Corporate Outreach

SpeakerSpeaker’’s Bureau s Bureau Methodical way to continue promoting information on Methodical way to continue promoting information on the Trinity River Corridor Project and to foster the Trinity River Corridor Project and to foster relationshipsrelationshipsFocus on outreach to corporations and organizations Focus on outreach to corporations and organizations with larger groups of employees:with larger groups of employees:

•• HospitalsHospitals•• Hotel ChainsHotel Chains•• AirlinesAirlines•• Call Centers (AAA, Verizon) Call Centers (AAA, Verizon) •• Universities, Colleges and DISD Universities, Colleges and DISD •• HOA GroupsHOA Groups

24

Promotional MixCommunity and Corporate Outreach

Distribute e-newsletter to these audiencesDistribute e-ads with specific messages when appropriateDevelop web process to feature the links to various corporate and community web sites on www.trinityrivercorridor.org and vice versa

25

Promotional MixEvents and Project Milestones

5th Annual Trinity River Levee Run (3/09)Great Trinity Forest Adventure Hike (3/09)Carpe Diem Fishing Tournament (11/08)

Recreation

Recreation

Recreation

TRCP Featured ComponentExisting Annual Events

26


Oak Cliff Earth Day Celebration (4/08)Sally Ride Science Festival (5/08)Circle 10 Council Boy Scout Show (5/08)

Environment

Environment

Recreation

TRCP Featured ComponentLocal Events, Fairs, Festivals

27


Renaming of Industrial Blvd.Trinity River Audubon Center Opening (10/08)Tree Lighting Celebration – Moore Park Gateway (12/08)

Business Development

Environment, Recreation

Recreation

TRCP Featured ComponentPotential Milestone Events

POTENTIAL EVENTS, PROMOTIONS OR PROGRAMS

Name and Brief Description Time of year TRCP Component

Cost Co-sponsorship Potential

River Reflections -- Photo Contest OngoingR, E, BD Less than

$3,500/ year Yes

Photo contest on web site for adults and children

Great Trinity Forest Trail Rides September - November & March - May

R, E TBDYes

Once a month trail rides through forest led by Mayor Leppert or Councilmember Neumann

Trinity River Bike Adventure September R,F $7,500 Yes

Partner with Richardson Bike Mart and the Dallas Off Road Bike Association (DORBA) to host levee trail event with timed trials

Industrial Blvd. Auction September BD $2,500 Yes

Explore the idea of creating an auction to sell a portion of the street blades -- web site or create Gallery Walk event.

Texas Stampede Cattle Drive October R TBD Yes

Host the annual cattle drive that is usually held on Main Street. Sponsor a barbeque and small vendor fair along with the event.

Voice of the River/Voz del RioOngoing R, E, F, T,

BD $7,500 Yes

Multi-tiered program to personify the different voices of the river. Create video tapes of interviews and feature on web site.

Invite choirs from churches and schools to perform at various places along the river.

Name and/or create a Voice of the River Choir.

Recreation = R; Environment = E: Floodway = F; Transportation = T; Business Development = BD

29

Promotional MixAdvertising Campaign (Sample)

Creating awareness for Trinity River Bike Adventure through advertising• General Audience

• African American

• Spanish Language

• Special Interest Groups

30

Promotional MixAdvertising Campaign

General AudienceThe Dallas Morning NewsQuick

Spanish LanguageAl DίaEl HeraldoEl Hispano

African AmericanDallas WeeklyDallas ExaminerElite News

NeighborhoodsOak Cliff TribunePeople Newspapers

Estimated Circulation:450,000(DMN 223,000, Al Dίa 50,000)

Other Newspaper Circulations:65,000 depending on neighborhoods selected

31

Promotional MixAdvertising Campaign (Print)

Basic newspaper advertising plan for one weekCampaign without DMN and Al Dia Front Page Notes = $15,000 less for color and $12,500 for b/w

$18,000 (b/w ¼ pg.)$20,000 (color ¼ pg.)


32

Promotional MixAdvertising Campaign (Print & Radio)

Basic newspaper and radio advertising plan for one weekCampaign without DMN and Al Dia Front Page Notes = $15,000 less for color and $12,500 for b/w

$18,000 (b/w ¼ pg.)$20,000 (color ¼ pg.)$12,500 (30:sec radio spots)$2,500 for remotes


33

Promotional MixAdvertising Campaign (Radio)

Area Radio StationsKESS-FM (Spanish Talk)

KEGL-FM (Family Spanish)

KKDA-FM (African American)

KERA-FM (Public Radio News Talk)

KBFB-FM (Hip Hop, R&B)

KHKS-FM (Contemporary Hit Radio)

Estimated Cost:10-20 30 sec. spotsOne week; $12,500

34

Promotional MixPartnership Programs

Important relationships can be strengthened or built through promotionsEveryone is looking for a good dealIn the case of the Trinity River Corridor Project, many of the deals are free and great!

Walks along the trailsCanoe rides on the riverHiking and bikingThe vistasThe parks

35


To deliver this message, partnering with a brand that is already established speeds up the results

Dallas ZooAudubon SocietyDallas Museum of ArtBoy Scouts of AmericaMajor established City-wide event

36


Trinity River Network (Proposed)Dallas Zoological SocietyTrinity River Audubon CenterTrinity River Corridor Project

• Create an offer or three different ones• Create attractive collateral piece• Partner these groups at major City-wide event• Partner these groups at major City-wide event

37


Trinity River Network (In Progress)Negotiating with Dallas Zoological Society and Trinity River Audubon Society to produce a Water Bill Insert for October

• Zoo to feature Halloween• Trinity River Audubon Center to feature opening and list

discount offer to end of 2008• Costs will be shared by both equally

38


Trinity River Network City-wide Event Participation (Proposed)Place insert in packets at Susan B. Komen Race for the Cure or a Heart Association Event, etc.

Use same basic artwork and content created for water bill insertModify insert to include Trinity River Corridor Project message• Offer could be to sign up for the My Trinity River E-

Newsletter

39


Boy Scout Badge and Eagle Scout Program (In Progress)

Develop a certified Trinity River Corridor Project Boy Scout BadgeDevelop a certified Trinity River Corridor Project Eagle Scout ProgramOnce complete, promote these nationwide

• Meeting is scheduled with Circle 10 Council Boy Scouts in June

40

Summary

This multi-level strategic marketing plan will be put into place during the first 12 months as outlinedThe focus will be on the promotional mix elements of public relations and partnership programsOnce the infrastructure and baselines are established, staff can work to develop the next level of programs, messaging and reporting

trinity river corridor project - dallasstrategic marketing plan yexamine the promotional mix...

Documents