marketing in leisure services

8/17/2019 Marketing in Leisure Services

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Marketing in Recreation Services

Paul A. Schlag, PhD


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What is marketing?

“Marketing is the external voice

of a carefully considered, clearly

articulated sense of what [theagency] is all about. It is the

voice through which the target

audience learns of the vision,

purpose, and mission-the very

essence of the [agency].”

Ball and Ball, 274


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Purpose of Marketing

! Get the word out about products and services

! Attract people to your facility/programs

! Entice people to purchase or use goods and services

! Appeal to customer needs and wants

! Name recognition

! Professional presentation of your product


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communication

customers needs & wa

convenience to buy

cost to satisfy


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Purpose of Marketing

! Who

! What

! When

! Where

! Why

! How Much?


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What do we know about marketing?


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Effective Marketing

! Returning customers are the

primary source of enrollment

! Word of mouth is the key and

dominant medium for recreation

agencies

! The leisure experience, not the

brochures or advertising drives

word of mouth


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Marketing is about...

! the staff

! the programs

! the service

! communication materials

! the food

! facilities and land

! the experience


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Next consider....who is your target audience?


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Who has the money ?

! Parents, singles, retired people

and some teens have the

money

! Children influence leisure

activities in 74% of families

!

Market to appropriate groups


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! Find enrollment information from past customers (compare shifts in

enrollment, types of program use, etc.)

! Break down participation figures based on age, sex, zip code, school

affiliation, ethnicity and race, or whatever you deem relevant

! Examine the return rate and study previous evaluations

! Look at enrollment periods - when are people participating the most and why

! Compare participation numbers with similar agencies

! Gather demographic data about the area the agency serves

! Determine a targeted approach to reaching the groups identified in the

demographic analysis

! Identify the competition - what are they doing differently or better

! Share this information with interested stakeholders


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Marketing Materials/Products/Tools

Guides/Magazines Brochures Flyers

Radio Commercials Websites

Coupons Newspaper Ads Logos

Uniforms Posters Newsletters

Mailings Catalogs Trinkets

Business Cards Price! Social Media


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What makes a marketing product stand out,

look professional and be effective?


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Be Creative


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Billboard


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Marketing Materials/Products/Tools

Guides/Magazines Brochures Flyers

Radio Commercials Websites

Coupons Newspaper Ads Logos

Uniforms Posters Newsletters

Mailings Catalogs Trinkets

Business Cards Price! Social Media


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! Two versions of logo, one with

shading and one with 1, 2, or 3

solid colors (why?)

!

Color scheme is extremelyimportant:

! Color scheme generator

! Make Color scheme consistent

Agency Logos/Colors

http://colorschemedesigner.com/


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Make fonts

consistent across all

media


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Sans serif fonts are easier to read on

marketing materials than serif fonts


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Name that Logo


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Logos are more thought-out than you think…


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Can you see the word Mom?


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Can you see lion and gorilla

facing off?


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Can you see the smiley face?

But can you also see from A

to Z?


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Can you see the 31 flavors?


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Can you see the Number 1 in

the empty space?


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Can you see the party in the

middle, complete with chips and

dip?


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The Falcon makes an F.


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There is a cyclist in there,

literally, on “Tour.” Notice how

the “o,” “u,” and “R” all come

together along with the yellow

dot to form the image.


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The V and the A constitute the

symbol for analog. The 1 and

the 0 symbolize all things digital.

Thus, VAIO is about moving

from analog to digital.


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Anyone see Pac Man?


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Can you see the giraffe and the

rhino?


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The G and the I have been

cut precisely like a razor.


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There is a kiss between the K

and the I.


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Beats - person wearing

Beats.


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Logo for the Milwaukee

Brewers. See the M and the

B?


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George Washington

University. See the

Washington Monument?


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Win is underlined!


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Marketing Tools

! Personal interaction

! Promotional materials

! Advertising

! Publicity and public relations

! Everything that communicates

something about your agency should


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Promotional Materials

something about your agency should

be considered promotional materials

and should be professional

! Websites

! Brochures

! DVDs

! Letters

! Registration packet

! Flyers

! Public displays

Personal Interaction


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Personal Interaction

! Confidence is instilled by contact with a

caring and informed individual related to

your agency

! Returning customers (50-70% of users)

! Customer service

! Virtual spaces (Facebook, etc.)

! Special events

! Personal calls

! Personalized emails

! Visits to facility


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What makes promotional materials professional?


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What makes promotional materials stand out?

Professional Stand Out


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Clean and succinct Bright colors

Not wordy Motion

Grammar/spelling Unique

Well thought-out Unexpected

Pictures germane to topic Innovative

NO CLIPART Comic sans

Consistent fonts and colors Humor

Sans serif fonts Quality

Proper word usage Relevant and actual pictures

Readable Action

Focus/Theme and Interpretive Original


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COLOR


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What

catches

your eye

here?


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What

catches

your eye

here?


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What Attracts the Eye

!Blur the background

!Decolor the background

!Dominant, bright colors

!Movement

!

Size


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Limit blank (negative) space


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Name that Slogan

! Yo Quiero ____ ____

! Finger-Lickin’ Good ___

! Eat Fresh ______

! Silly rabbit, ____ are for kids

! Eat Mor Chikin ______ _____


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Textures add interest


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Shading adds interest


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Chunk Similar Data

Free Food!

Today 5 PM

Union

Use Geometrical Shapes, Frames and Graphics to chunk information


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Play with Transparency


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Add Depth


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Add Depth (Layers)


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Or make it 2D

100%, 80% and

Transparency/A

This is a monochro

color scheme


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No dark text on dark background

Careful with colors


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Make BOLD your focus


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Come and join us for a fun-

filled day of creative crafts and

good food. We will be tie-

dying t-shirts, making leaf

prints, etc. This activity, put on

for Dr. Schlag’s RPTA 428G

Class is for children ages 8-12.

Join us on November 14thfrom 2 - 6 PM. We look

forward to meeting you there.

Less Text = Good

FREE FOOD

What: Crafts and Food

When: Saturday, November 1

(2-6 PM)

Who: 8-12 Year Olds

Where: Horn Field


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Music


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Multiple Display Sizes

Responsive Web Design

http://quirktools.com/screenfly/


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Culture

Different cultures have different

conceptions of color schemes

External Advertising


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g

! Magazines, newspapers,

websites, radio, TV

! Internet ads

! Billboards

! Posters

! Direct Mail and E-Mail

! Sales/Special Offers

! Public presentations about your

agency to community organizations

and press


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Publicity and Public Relations

! Websites (virtual tours, photos,

promotional videos, testimonials).

Why are they visiting your site? Whatdo they want to find out?

! News stories - free publicity with rich,

human-interest stories

! Partnerships with communityorganizations


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Commercial Activity


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In your team: come up with at least 10

components of successful promo videos


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Marketing

Activity

For next class each committee bring

1. link to camp’s website you think is awesome [be prepared to share webs

class and tell us why you like the website]

2. link to a commercial/promotional video you think is effective [tell us what

makes it effective]


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Look for what you like and copy it to

the full extent the law allows

marketing in leisure services

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