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Cameron Park Community Services District

MARKETING and PROGRAM PLAN

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Table of Contents

Executive Summary…………………………………………………………..Page 3 Purpose and Mission …………………………………………………………Page 4 Resources………………………………………………………………………Page 4 Marketing and Program Plan Topics Programming………………………………………………….Page 8 Facilities………………………………………………………..Page 9 Public Relations……………………………………………….Page 10 CPCSD Web-site……………………………………………….Page 12 Other Revenue Sources…………………………………….…Page 13 Events…………………………………………………………..Page 13 Marketing Procedures and Guidelines……………………..Page 14 CPCSD Mission Statement:

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Executive Summary

As a goal for 2012/13 an in-house document was created through a Marketing and Program Plan (MPP). A document framework was developed identifying major elements of the plan with goals, strategies and tactics described in each element. Plan elements include Programming, Facilities, Public Relations, CPCSD Web-site, Other Revenue Sources and Events. A list of twenty objectives for the MPP has been created and listed in order of importance. We have identified the need to increase revenue through greater program participation as well as promoting the importance of CPCSD in the community as top priorities. This list is detailed further in the MPP on pages 6 and 7. A set of guidelines were identified as guiding principles to be used in the creation of the MPP:

The MPP needs to be usable and simple to follow. CPCSD does not have the human nor fiscal resources to engage in a comprehensive or complicated Marketing Plan.

There is no single “magic bullet” that will allow CPCSD to better market and promote our agency. A combination of small to medium changes will help CPCSD accomplish identified goals.

CPCSD will benefit from using the marketing and promotional materials of other organizations.

The MPP will contain short term and long term sustainable goals.

The purpose of the MPP is to guide CPCSD toward increased revenue and better service to the public.

Seven plan elements were identified. Goals, strategies and action items were written for each plan element. This provides a measurable framework within the MPP directing effort into specific activities to strengthen CPCSD’s ability to meet the identified objectives starting on page 8. The following is a synopsis of each plan element.

Programming: Improve revenue by 2% each year by assisting instructors to better promote their classes, increase class attendance, increase CPCSD’s share of class and activity revenue, and offer programs and classes that fit the needs and wants of the local community. Facilities: Increase revenue from facility rentals by 5% by the end of FY 14/15 through making facilities more attractive to renters, print-ad promotions and marketing directly to local community groups. Public Relations: Increase awareness of CPCSD programs and facilities by utilizing local media resources, promoting relationships with local service clubs, installing standard identifying signage in the parks, creating a generic brochure of CPCSD programs and facilities, publishing monthly E-Newsletter, coupon/flyer promotions and utilizing

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Social Media tools such as Facebook and Twitter. CPCSD staff will conduct an informal survey of the public soliciting feedback on the effectiveness of our promotional efforts. Please Note: An update of the CPCSD Master Plan will include more extensive outreach for public input. CPCSD Web Site: Improve CPCSD’s web site by making it more informative and user-friendly. Other Revenue Sources: Increase general revenues through selling ad space to local agencies and organizations in the Activity Guide, web-site and promotional items. An ad campaign is proposed that can be shared through flyers, the Activity Guide and the web-site with discounts to organizations that advertise on multiple CPCSD products. Sponsorship support for community benefit is on-going. Events: CPCSD will use various events and staff to actively promote classes and programs through cross-marketing at the front desk and a presence at community events and activities.

Finally, the Marketing Procedure and Guidelines have been developed to be used whenever marketing material is created and presented to the public. Some objectives for these guidelines include, but are not limited to, the need to create uniformity in CPCSD’s message to the public and to ensure that budgets are used efficiently. The Procedures and Guidelines set standards for review of materials by the appropriate manager and the District Administrator. All advertisements will include the “Parks Make Life Better” slogan where appropriate. Marketing Procedures and Guidelines are further detailed at the end of this document.

Purpose and Mission

With these guidelines as a reference point, the CPCSD determined that the mission and purpose of the MPP should be as follows: The purpose of CPCSD’s Marketing and Program Plan is to create a set of goals, strategies and tactics that can be used to create and maintain a satisfying relationship with District residents that results in value for both residents and CPCSD. The Marketing and Program Plan will focus on specific goals for the next two years, with projections for conceptual goals over the next five years.

Resources

The CPCSD looked for assistance in creating the MPP. The following sources of information were incorporated into various parts of the MPP.

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Publications The CPCSD reviewed several Parks and Recreation marketing publications, including Auburn Area Recreation and Park District’s Marketing and Program Plan (Auburn used El Dorado Hills Marketing and Program plan format). The CPCSD utilized the 2013/14 Master Plan to incorporate action items and strategies into the Marketing Plan (Items included are in BOLD text) Professional The CPCSD has included the Children’s Outdoor Bill of Rights (adopted by the CPCSD Board in 2012) into many of the Summer Camps, Outdoor programs, and Special Events hosted by the District. The CPCSD fully utilized many aspects of the California Parks and Recreation Society (CPRS) branding initiative. To find what the public values about parks and recreation, CPRS conducted public opinion research in 2008-09. CPRS is the first park and recreation organization to have undertaken such a comprehensive study of public perceptions of parks and recreation. Using CPRS’ research data, a brand promise was crafted and subsequently approved in 2009 by the CPRS Board of Directors: Parks and recreation makes lives and communities better now and in the future by providing:

- access to the serenity and inspiration of nature; - outdoor space to play and exercise; - facilities for self-directed and organized recreation; - positive alternatives for youth which help lower crime and mischief; and - activities that facilitate social connections, human development, the arts and lifelong

learning

Communicating the Promise Through a Memorable Slogan It would be challenging to communicate and promote the full brand promise to staff, stakeholders, users and elected official. In fact, a brand promise is not shown to customers in print. For the customer, the brand promise is shortened into a slogan, such as Nike’s “Just Do It.” The essence of our profession’s promise is this memorable slogan (can also be called a tagline):

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This phrase is simple, concise, timeless, enduring and extendable. It is at once a promise and the fulfillment of a promise. Parks Make Life Better! SM creates a strong emotional connection between what we do and the lives of those we serve. It makes clear that our work matters to individuals, families, neighborhoods and communities. Staff Input A list of possible objectives for the MPP was created. Each objective is ranked in order of importance. The results of these rankings are displayed in Table 1. The following objectives are of the highest importance to CPCSD: Ranked in order of importance

1. Increase program and event participation 2. Increase rentals 3. Increase participation in revenue generating programs 4. Create positive community sponsorships and coalitions 5. Raise donations and funds for programs and services 6. Show thanks and good will to advocates and allies 7. Educate staff about Marketing and Advocacy concepts 8. Convince the community about the importance of CPCSD

These top eight priorities are deeply imbedded into this Marketing and Program Plan. These priorities, as well as other committee concerns, formed the topics, goals, strategies and action items beginning on page 8.

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Table 1

Objectives for CPCSD’s Marketing and Program Plan (Example) Please rank the following objectives

How to rank the objectives

1= Highest importance; should have been done yesterday

2= Very important; to be done ASAP

3= Somewhat important; this can wait

4= Not very important or pressing

11/28/2012

Objectives Overall Rank

Increase participation in revenue generating programs 1.2

Convince community about the importance of CPCSD 1.6

Increase the value of CPCSD in minds of the Community 1.8

Increase rentals 1

Improve Customer Service 1.8

Increase program and event participation 1

Educate staff about Marketing and Advocacy concepts 1.6

Create positive community sponsorships and coalitions 1.25

Show thanks and good will to advocates and allies 1.6

Boost morale among staff and volunteers 2

Encourage on-going networking efforts by the Board and staff 1.8

Raise donations and funds for programs and services 1.4

Ease stress due to changes at CPCSD 2.25

Increase financial support of CPCSD from business owners 1.6

Recruit quality staff 2

Re-energize the Board 2.4

Recruit volunteers 2

Secure joint venture agreements with other agencies 2.2

Reduce employee absenteeism 3

Reduce employee turnover 2.5

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Marketing and Program Plan Topics

Programming Goal: Increase revenue in recreation department programs by 2% each year for FY 13/14

and FY 14/15.

Strategy: CPCSD will accomplish this through increased advertising and public relations Action Items:

1) CPCSD will send out weekly press releases regarding upcoming classes, events, programs, camps, leagues, and community calendars. Recipients include: Clear Channel/Gold Country Media/Zoom Newspaper/Sacramento Magazine/Sacramento Bee/Around Here/CP Life/Mt. Democrat/The Clipper/Village Life/Senior Times/ and more.

2) CPCSD will run 12 specific ads and/or articles per year in the Mountain Democrat/The Clipper/Around Here/Style Magazine/ and Cameron Park Life highlighting our programs, facilities, and special events.

3) CPCSD will continue to mail and distribute activity guides 3 times a year. 4) CPCSD will add instructor bios and further course descriptions on the CPCSD

web-site. This will supplement the information provided in the Activity Guide. 5) CPCSD is focused on implementing quality programs and retaining prior

program participants as well as discover ways to improve and attract new ones, through program surveys and customer feedback, which staff will review and compile into a data base.

6) The Recreation Department will work with the Front Desk and Instructors in creating a brochure and registration packet that shares the great experiences of the programs. Proximity to the park, pool and gymnasium will be highlighted, as will the weekly field trips (for specific programs).

7) CPCSD will incorporate the Children’s Outdoor Bill of Rights into programs and program activities (Adopted by the Board 2012).

8) Create additional recreational and informative classes and programs designed to benefit local Mature Adults and Mature Adult groups.

9) Create an incentive program (Example: Attend summer kids camp all summer (i.e. all 10 sessions – full weeks only) and receive a family day pass to the lake and pool with a notation as to what the pass was issued for. This is non-refundable and may not be combined with other offers.)

10) Creation of postcards highlighting special events, classes, and facilities to be distributed throughout the community and during community events.

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Strategy: CPCSD instructors will better promote their programs Action Items:

1) Upon request, instructors will submit flyers specific to their activities for approval with logos and asked to distribute them at places of business, doctor’s offices and other waiting rooms.

2) Instructors will be encouraged to provide information about their class in the Activity Guide and distribute to the community through flyers and other contacts.

3) Instructors will be invited to participate in community events. 4) CPCSD will actively seek out new instructors and classes that have the

potential to bring in students and revenue. Through a variety of different resources, (i.e. surveys on the web-site and a suggestion box at the front desk).

Strategy: CPCSD will strive to reduce the percentage of cancelled classes to less than 50% Action Items:

1) CPCSD will look into perpetually cancelled classes. In most cases, CPCSD will look at alternatives as to why classes are being cancelled and possibly limit the number of sessions until enrollment increases. If upon review any program that cancels multiple classes or is unable to boost enrollment/participation, the class may be subject to termination. Exceptions may be made upon review and recommendation from the Recreation Supervisor.

2) Create and give new classes an opportunity to grow and improve enrollment and attendance prior to subjecting them to review process.

3) The CPCSD Park and Recreation staff will annually evaluate program offerings and participation to determine which programs are most in demand and those that are less popular.

4) Periodic surveys of the CPCSD community members will be conducted to assess how well current program offerings are meeting residents’ needs, and to identify changes in types of programs and the way they are delivered.

Goal: CPCSD will increase its share of class and activity revenue Strategy: CPCSD will set attainable class split goals for the next 2 years Action Items:

1) CPCSD will have 85% of classes at 60/40 split.

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2) The Park and Recreation staff will evaluate at the conclusion of each Activity Guide the revenue status of all recreation programs offered by the CPCSD

3) Minimum levels of attendance will be established for each program prior to the first meeting to make sure participation is sufficient to fund the program.

Facilities

Goal: Increase revenue via facility rentals by 5% by the end of FY 14/15. Strategy: CPCSD will accomplish this goal through advertising, promotion and using newly renovated facilities. Action Items:

1) CPCSD will explore lowering the cost to rent the community center facility at a reduced rate for Sunday rentals.

2) The CPCSD facility fee structure will undergo annual comparisons with like agencies and will be subject to review in order to remain competitive.

3) CPCSD will promote the availability of the pools for parties and rentals. These promotions will occur at the pool and at various facilities using flyers and other signage.

4) CPCSD will install signage at all facilities, fields and picnic units advertising rental opportunities of various facilities.

5) CPCSD will encourage community groups (Shingle Springs Chamber, service clubs ex. Rotary, Lions) to host mixers and fund raisers at our facilities. This will drive people to our facilities where we can promote the availability of our offerings.

6) CPCSD will look to hold at least 5 workshops or lectures at our Community Center. This will give people the opportunity to visit and see our facilities first hand.

Strategy: CPCSD will strive to make our facilities more attractive Action Items:

1) CPCSD will set up photo shoots and take pictures at many different events as a way of highlighting the potential and various uses of the facility.

2) CPCSD will offer local artists the opportunity to exhibit their art at our various facilities.

3) Work with groups who use any of our facilities for special events or occasions and attain photographs from those events for advertising and highlighting the many uses of our facilities.

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Public Relations

Goal: Increase awareness of CPCSD programs and facilities Strategy: CPCSD will accomplish this through the media, service organizations, community-wide events, social media and consistent signage and branding Action Items:

1) CPCSD Staff will visit local service clubs (Chamber of Commerce, Rotary, Lions, AAUW, Kiwanis) at least once per year to make a presentation on who CPCSD is, what we offer and why we are important. When possible, a Power Point program should be used. Photographs and quotes should accompany data and information from the CPRS Branding Initiative.

2) CPCSD Board Members and/or Staff will be part of appropriate community events and promote CPCSD programs and facilities.

3) CPCSD will finalize a standard sign for all parks and facilities. This will start to brand an image and make the public more aware of CPCSD’s diverse offerings.

4) CPCSD will update brochures featuring a synopsis of CPCSD programs and facilities. The brochure will fold out into a map of the District that highlights the locations of all major parks.

5) CPCSD will distribute monthly E-Newsletter through email. This newsletter will focus on upcoming events, programs and available facility rentals.

6) CPCSD Staff will make monthly Activity Guide and flyer distribution runs to several predetermined locations around the Cameron Park area. A partial list of these locations include: select local businesses, public libraries, Marshall Hospital, Chambers of Commerce, and the California Visitor’s Center.

7) CPCSD Staff will spend roughly 45 minutes a day (morning, afternoon, evening) updating and monitoring our social media pages on Facebook, Twitter, etc. New classes, special events, and other newsworthy items will be addressed and added. Staff will be encouraged to interact with our followers and sponsors to create more of a community atmosphere.

8) CPCSD will continue to promote programs, facilities, and classes through social media outlets. Including but not limited to: Facebook, Twitter, Craigslist, YouTube, and more.

9) CPCSD Staff or volunteers will attend local events and fairs and pass out flyers, posters and other advertising materials, in order to promote CSD programs, facilities, and other uses.

10) CPCSD will look to work with event/meeting planners and specialty publications in order to promote and highlight our facilities as a premiere destination and location.

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11) CPCSD Staff will look into attending event planning association meetings and forming partnerships and contacts.

12) CPCSD Staff will work towards having radio and news stations attend special events and air on-site broadcasts. This will help bring name recognition and help promote our various events, facilities, and programs. PSA’s sent weekly to various stations and media outlets.

Strategy: CPCSD will accomplish this goal by using Board Members, Staff and members of the public to advocate the importance of CPCSD. Action Items:

1) CPCSD will host and improve staff meetings in 2014, focusing on the MPP, CPRS trainings, and the basics of CPCSD. These meetings should be considered part of employee training and will have some elements of a re-orientation program.

2) CPCSD will use the CPRS Branding Initiative in its promotional materials and Children’s Outdoor Bill of Rights (where necessary).

3) CPCSD will incorporate the CPCSD logo on website, promotional materials, uniforms, and advertisements.

Goal: CPCSD will work with consultants to survey the public every 2 years to inquire

about their wants and needs. The 2013/2014 District Park and Facility Master Plan Update was completed and many of the components have been included into the Marketing Plan. Strategy: CPCSD will informally survey the public through the activity guide, flyers and registration forms Action Items:

1) CPCSD will continue a “How did you hear about this program?” question to the top of its registration forms, on-line registration, and front desk registration.

2) CPCSD will continue a “How did you hear about this facility?” question to the top of all rental agreement forms.

3) CPCSD will conduct program and facility surveys at the end of classes and provide an incentive for people to fill out surveys during special events. These surveys will help improve areas that need improvement and build upon areas of success.

Goal: CPCSD will investigate and expand on community partnerships

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Strategy: CPCSD will continue to build on its partnerships with many different organizations throughout the Cameron Park Community and will continue to look for and solicit new relationships and partnerships. Action Items:

1) Meet with the administrators of each organization and discuss ways to partner. These organizations include (but are not limited to): Local and Small Businesses Schools Non-Profits Civic Chambers of Commerce Sports Leagues Faith Corporations 2) Work with local groups, by offering package deals to hold luncheons,

meetings, fundraisers, or events at the CSD facilities 3) Use the activity guide, presentations, welcome packets, and media guides as a

means to highlight our many different facilities and the benefits of our facilities to local organizations and corporations.

4) Promote the Lake and Gazebo area for corporate BBQs, weddings, retreats and special events during off peak seasons.

5) Staff will have assigned tasks to reach out and meet new potential partners on a weekly basis (i.e. classes, programs, sponsorships)

6) Staff will identify large corporations and businesses and corporate and employee packages and/or discounts

7) Ensure the CSD has website and facebook links in other regional publications and websites.

8) CPCSD staff will have yearly Community Events Calendar completed by October 1.

9) Contact local health care facilities, including Marshall Hospital, and associated physical therapy programs to determine if CPCSD aquatic facilities may be candidates for hospital professional therapist programs.

10) Identify and contact local company meeting planners to identify opportunities for CPCSD to provide facility rentals for off-site corporate workshops.

11) Periodically convene with representatives of various stakeholder groups and organizations to explore opportunities for the CPCSD to provide recreation programs to their members, as well as opportunities for them to offer their programs through the CPCSD.

CPCSD Web-Site

Goal: Improve CPCSD’s web-site by making it more informative, fun and user-friendly.

Strategy: Conduct web-site upgrade for increased customer convenience and marketing capabilities.

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Action Items:

1) Complete RFP and conduct web-site upgrades 2) Increase web-site hosting capabiltes 3) Create a user friendly design that allows for CPCSD staff to maintain and

update regularly. 4) Give consumers the ability to navigate, register for programs, and find

information easily.

Other Revenue Sources

Goal: CPCSD will increase revenue generated by identifying key locations at parks and facilities to sell ad space to local agencies and organizations.

Strategy: CPCSD will accomplish this through promotion of ad space availability in our products such as the Activity Guide, CPCSD’s web-site, CPCSD youth and adult t-shirts, and jerseys and at our facilities Action Items:

1) Continue using Sponsorship package that can be taken out and dispersed to local businesses in an effort to highlight the programs offered at the CPCSD and attract more sponsorship money.

2) Continue using advertising package that can be shared through flyers, the activity guide and the web-site. Discounts should be given to organizations that advertise through multiple CPCSD products.

Goal: CPCSD will work with businesses for sponsorships and customize to

business/district goals Action Items:

1) Such as, special event sponsorships, scholarships for under-served youth and adults, target programs for life-long skill building (leadership programs, swim lessons, volunteerism, etc).

Events

Goal: CPCSD will use its various events to promote its classes and facilities.

Strategy: CPCSD will set up a staff and booth at all appropriate Community Events using set-up procedures as explained in the Marketing Procedures and Guidelines

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section of this document. Like Employment Expo, Kids Expo, Back to School and Open House, and other community events.

Goal: CPCSD will use events to bring in revenue Strategy: CPCSD will consider all events for registration and sales at the CPCSD booth Action Items:

1) When possible and appropriate, CPCSD will register people for classes and hand out promotional items.

2) Staff will investigate purchasing CPCSD promotional and sales items for sale at events. These items may include, but are not limited to T-Shirts, pens, bags and hats.

Marketing Procedures and Guidelines The following is a list of Procedures, Guidelines and Internal Policies that should be followed whenever marketing, promotional or advertising material is created and set to the public. Advertisements:

1) All advertisements must be approved by the Recreation Supervisor/General Manager. The purpose of this policy to create uniformity in our message and to make sure that CPCSD is using its advertising budget efficiently by not overlapping.

2) All advertisements must be proofread by at least three different individuals. All advertisements should be proofread for content, dates, times, spelling and grammar.

3) All advertisements must include the CPCSD logo. 4) All advertisements should include the “Parks Make Life Better” logo or slogan, when

appropriate. Events: - Set-up and operation of CPCSD booths at community events should follow these procedures:

1) A CPCSD banner or large sign should be prominently placed at the booth. 2) Flyers and activity guides should be nicely displayed at the booth. 3) Staff should consult with the Recreation Coordinator/Recreation Supervisor/General

Manager to find out what programs and services to promote at each event. 4) Staff, Volunteers or Board Members working these booths should wear CPCSD

apparel and name tags. Programming:

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1) The following timeline has been established for the date of final class/program

information submittals: Need Information By:: Activity Guide Mail Date: October 15 December 9 February 15 April 9 June 15 August 9 2) The cover photo of the Activity Guide should be of classes or programs offered by

CPCSD. Preferably, these photos should be taken at a CPCSD class or program. 3) Instructors will approve in writing the information regarding their specific class.

Unapproved classes may lead to non-inclusion in the upcoming Activity Guide. 4) CPCSD will review frequently cancelled classes. In most cases, CPCSD will look at

alternatives as to why classes are being cancelled, such as dates, times, and interest. If upon review any program that cancels multiple classes or is unable to boost enrollment/participation, the class may be subject to termination. Exceptions may be made upon review and recommendation from the Recreation Supervisor.

5) All CPCSD program, event and facility rental participants and instructors will complete survey evaluations to be reviewed by the Recreation Staff as a means of better serving the community.

6) CPCSD will evaluate other agencies on trends, classes, instructors, and more and establish a connection to instructors seeking to offer more classes.

CPCSD Web-Site:

1) All modifications to the CPCSD web-site must be reviewed by the Customer Service/Marketing Manager and/or the Recreation Supervisor.

In conclusion, the FY 2014/15 Marketing Plan is designed to help ensure the success of the Cameron Park Community Services District though a comprehensive approach towards providing extraordinary service to the members of the Cameron Park Community and more.