Date post: | 11-Feb-2017 |
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NRPA Directors School
August 2016
Tom O’Rourke, CPRPExecutive Director
Charleston County Park and Recreation CommissionCharleston, South Carolina
Marketing, Branding and Public Relations
MARKETING
• Product • Place• Price • Promotion
ESSENTIAL MARKETING COMMUNICATION ELEMENTS
VisionMissionValues
ObjectivesAudience
PositioningPersonality
Visual Identity Messaging Platform
Online In Print On Air In Person Mobile
You have to know all of this before you can embark on a marketing plan
Marketing Plan
MARKETING PLAN
• Vision – The Big Idea• Mission – Actual work to be undertaken• Values – Beliefs of the organization• Objectives - The specific goals that must be reached to achieve the mission• Audiences - Individuals and groups the organization needs to target• Positioning - A single idea that differentiates the organization in the minds of
others• Personality - Attributes that reflect the way others experience the organization
•
VisionMissionValues
ObjectivesAudience
PositioningPersonality
VISION
The Big Idea
All Charleston County residents and guests – regardless of income level, ethnicity, ability, or age – will be able to readily access and, therefore, benefit from enjoyable, healthy, educational, cultural, and environmentally sustainable activities and experiences offered through the Charleston County park system’s facilities, programs, and services.
MISSION
Actual work to be undertaken
The Charleston County Park and Recreation Commission will improve the quality of life In Charleston County by offering a diverse system of park facilities, programs and services.
VALUES• Community Enrichment
• Fun• Leadership
• Exceptional Customer Service • Quality • Safety
• Health & Wellness • Accessibility • Diversity • Stewardship
• Building a Legacy
AUDIENCES
Individuals and groups the organization needs to target
POSITIONING
A single idea that differentiates the organization in the minds of others
PERSONALITY
Attributes that reflect the way others experience the organization
Community oriented Serving the underserved Encourages health and wellness Actively engaged in the outdoors
MARKETING PLAN
Executive Summary
Market Analysis
Marketing Strategy
Operations Plan
Finance Plan
Executive Summary Who You Are
Mission-Vision- ValuesStructure of OrganizationTarget Market(s)Current OpportunitiesProjection of Business
FutureFinancial Overview
Market Analysis Who are your customers?
What do they want to do? DemographicsTourism TrendsCommunication Trends
25%
14%
11%9%9%
7%
6%
6% 4%3% 2% 2% 1% 1%
Customer Market Segmentation
FamiliesVacationersSports EnthusiastsCorporationsCampersFishermanDog OwnersNature EnthusiastsBrides/GroomsBoys and Girls ScoutsStudentsBoatersCulturalistsEquestrians
PARK AND FACILITY ATTENDANCE IN FY 12/13
Beach Parks
240,718
Camp-ground& Cot-tages
112,626Caw Caw12,919
Day Parks
765,671
Mullet Hall
14,129
Piers476,520
Waterparks277,491
COMMUNICATION TRENDS
Jun-95
Nov-97
Mar-00
Feb-01
Jan-02
May-03
Jun-04
Jun-05
Jan-06
Aug-06
Dec-06
Sep-07
May-08
Nov-08
Apr-09
Dec-09
Sep-10
Dec-10
May-11
Apr-12
Nov-12
May-13
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
14%
36%
53%
61%63%
72%
70% 71%
73%
74%
74%
74%
78%81%
85%81%85%
Internet adoption, 1995-2013 % of American adults who use the internet,
over time
SOCIAL MEDIA USERS
SMARTPHONE OWNERSHIP BY INCOME/AGE GROUP
CELL PHONE PLATFORM CHOICES
Marketing Strategy
By Individual ParksBy Individual Programs
Attendance – (Broken Down by Category)
• Adult
• Child
• Gold Pass
• Total
Financials – Broken Down Marketing Budget
Financials - Revenue – Expenses - Net
Operations Plan
Location Operation Organizational Structure Employees Space Capacity Critical Suppliers Financial System Computer System Equipment Insurance Contracts Credit Policy Permits and Licenses
Finance Plan
How are you going to pay for everything?
Product and Service PricingBudgets ProjectionsCash Flow Projections
BRANDING
WHAT IS A BRAND?
• The personality that identifies a product, service, or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
BRANDING
A brand associated with a product or service has certain qualities or characteristics that make it special or unique.
A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.
THE BRAND IMAGE
• Committed to enhancing the quality of life for the community.
• Ensures customer satisfaction is a top priority.
• Provides great gathering places for family, friends, pets, and acquaintances.
• Offers high quality and a wide range of passive and active recreational, educational, and leisurely activities and programs throughout the year.
CCPRC BRAND IMAGE
• Honors and preserves our natural and historical resources in the Lowcountry.
• Maintains clean, safe and well managed county parks, beach parks, piers, boat landings and rental facilities.
• Secures successful partnerships with government and private sectors to enhance and expand the park system offering.
• Serves as a model for other park systems to emulate.
PROMOTING THE BRAND
• Consistent quality offerings
• Consistent high service level
• Consistent message
• Consistent look and feel
• Consistent approach to promoting
ADVERTISING STRATEGY Advertise across a wide range of mediums
Increase Internet (social media, web ads, blogs) Events (trade shows, exhibits) Partnerships / Sponsorships Permanent Facilities (Billboards, malls, kiosks) Public Relations Promotional Items
Decrease Print (Newspaper, magazine, brochures, coupons) T.V. (regular) Radio (AM/FM)
NEW LOOK
Offers a consistent look that is distinct, recognizable, and familiar to others.
Embodies and promotes our image.
Repeated use of look in print, radio, television, email, and internet strengthens our brand.
Creates efficiencies and maximizes marketing resources.
THE NEW MESSAGE
• “Everything Under the Sun”
• Encompasses all that we do in the broadest way.
• Allows us to sustain the message over long periods of time as the park system grows.
• Complements the logo.
SUMMARY
• Your image is everything- Create it, and then sell it.
• Keep things fresh.
• Create YOUR Brand.
PUBLIC RELATIONS
PUBLIC RELATIONS?
Managing the communication between an organization and its public. (Control)
Strategic initiatives to ensure the Agency has a positive image.
Creating and maintaining goodwill for your Agency by organizing various forms of communication and publicity. Usually FREE!
.
WHAT PUBLIC RELATIONS IS NOT
• Marketing – product, place, price, promotion
• Sponsorship
• Advertising – sale of products using paid media messages
PR GOALS AND OBJECTIVES
• Raise image and awareness
• Influence product, market, and recreation agency positioning
• Position your agency staff as industry experts
• Pursue articles / placements to create customers and advocates
PR VEHICLES• Press releases
• Editor briefings
• Tradeshows
• Case histories
• Speaking engagements
• Authored articles
• Social media
HOW TO GET MEDIA COVERAGEMedia Relations:
• Be a consumer of your local news media – get to know what is considered “news” and what is not
• Get to know your local contacts and build relationships – who they are AND what they cover
• Prepare in advance and understand deadlines
• Invite them to your events and programs
• Pitch story ideas
• Give them good content
• Always respond to questions and be there for your media contacts
GETTING MEDIA COVERAGETRADITIONAL PR
• Always keep media deadlines in mind• Common methods of publicity:
• Send out press releases – 2 months to 2 weeks in advance
• Send out Media Alerts – week of to day before
• Calendar Listings – by 1st of month prior (June 1 for July events)
• Reach out to your local TV station interview shows – months prior
• Social media
• Cold calls/emails (pitching)
• Get to know AP style for your writing
• Website resources to use:
Ragan Communications
PRSA
Why Social Media
• Visitor ‘liking’ the page
• Leaving a comment
• Sharing your status
• Posting a link
• Liking a post
Make your posts ENGAGING
…A PICTURE is worth a thousand
words.
As you post remember…
HAVE A SENSE OF HUMOR
REINDEER SELFIE
PROMOTE YOUR PARKS AND PROGRAMS
Let the Public See the people behind the agency and your
Agency’s “Culture”
Use the Holiday’s to show respect.
• It’s OK to be silly and edgy
• Sometimes, and very carefully
Highlight your customers
When Others “sell” your greatness
CORRECTING INACCURACIES
PREPARE FOR ANYTHING
TIMELY RESPONSES
RECEIVE FEEDBACK
SAY THANK YOU
BUILD RELATIONSHIPS
Or at least pretty good practices, most of the time
• Your recipients want to know that you are listening - many social media managers often overlook this.
• Answer questions asked or simply say, “Thanks!” • Be sure to tag the fan in your response so they are
notified of the response. • The fan will often “like” your comment, thus continuing the conversation and further boosting
your visibility.
Best Practices,
“80% of the content you publish or share should pertain to things that really matter to your audience. The other 20% can be about
your products and services.”
80-20 Rule of Social Media
Dealing with Negativity
Three Main Types
•Dissatisfied customer
•Just a miserable person
•“Grammar Police”
• Always respond in a timely manner, but make sure you get your facts straight first.
• Don’t get into a “back-and-forth” discussion.
• Sometimes it is necessary to take the conversation off of Social Media in order to get the details, but bring it back if there is a satisfactory resolution
• Encourage them to
email you so you can help or have the appropriate person respond.
• Always respond in a timely manner, but make sure you get your facts straight first.
• Don’t get into a “back-and-forth” discussion.
• Turn a negative into an opportunity to make a true fan.
SUMMARY FOR THE ENTIRE SESSION
• Before you embark on a marketing plan know who you are and why you are in business
• Keep your messaging consistent
• Do the jobs of the media and you will control your message
• Do not be afraid of social media platforms
The End