make and take marketing plan webinar slides
TRANSCRIPT
Make and Take Marketing Plan
Please sign in by typing your Name and Agency Name in the chat box. You may chat
with other participants too!
Let’s Create a Marketing Plan! Parks Make Life
Better!
Let’s Create a Marketing Plan! Parks Make Life
Better!
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
People
Internal 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 responsibility.”
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 Description 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
NatureBeauty and serenity
beautiful, serene place
so close to home.
Being in nature makes me feel alive. I feel lucky to have this
PlaySafe, outdoor space
safe, outdoor play space…
For us, the biggest benefit is a
play
ExerciseHealthy movement
moving at your own pace —
Our family walks, plays and cycles.
Parks are made for
The recreation programs make it easy to stay healthy.
PositiveSpaces
Free-time fun
away from trouble.
My neighborhood park is more than a place to chill. It keeps me thinking straight and
positive spaces
Gathering Places
Socializing and learning
good times.
Parks are like holidays, bringing us together to share
They are the common
ground that connects us
all.
ForeverValued today and always
They add valueto our homes and neighborhoods.
Parks enrich our lives.
Individually and as a community, we’ll always have that need.
Individually and as a community, we’ll always have that need.
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 facilities as if I were a customer.
2 Part QuestionTRUE or FALSE and fill in the chat
box
There are many opportunities within and outside of my facilities which lend themselves well to POP advertising.
In your text box list 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 fleet 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 time “commuting” than ever before.
Back to your handout…Give Me 5! Marketing Plan
Creative 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 Type two things that you will do that you will do as a result of as a result of attending this attending this webinar…webinar…
2
2
2
Your Commitment List
What will you accomplish…
1 2
Next Week
Next Month
By End of Summer
By End of Year
By CPRS 2013
Marketing Calendar
Parks Make Life Better! promotional
tools area click away!www.advisorsmarketi
ng.com
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: [email protected] Don’t hesitate to contact me about
upcoming staff training needs. ‘Tis the season!
Next Month’s Webinar… Virginia Nonaca Chavez Make and Take Youth Leadership – our Role in Youth Success at Work
and Beyond! Gather your team together to explore
ways to better manage and motivate today’s young staff and volunteers.