MARKETING AND PROMOTION HPR 322 Chapter 10 How

MARKETING AND PROMOTION HPR 322 Chapter 10

How do you find out about…. Spectator events (sports, concerts, movies) Special events (fairs, festivals) Participant events (games, activities) Ongoing or drop in activities (Campus or other recreation, museum, library) Anything else

How do you decide. . . What things to attend or see? What things not to attend or see? What new things to do? What makes something attractive? What factors influence your decisions?

5 Channels for Promotion Advertising Paid Appears in mass media Purpose is informing or persuading people about a product, service, belief or action Newspapers (less), TV, radio, magazines, billboards, websites, shopping cart space, anywhere else someone can buy space

5 Channels for Promotion Publicity Media coverage of the events, activities and services of a leisure service organization No such thing as ‘bad publicity’ (? ) “Free” advertising Elements of events may be planned to attract publicity Media is inclined to cover local events and is required to provide some PSA time

q. Public Relations q. Efforts directed toward attracting goodwill toward the organization and establishing a (positive) understanding of its operations q. Goals include developing a positive rapport with the public q. Protecting good name of organization q. Cultivate good community relations and positive public image

Two more from the text SALES PROMOTION Promotional items (refrigerator magnet) Sampling (try out one class for free, Girl Scout recruiting event) Coupon (reduced rates) Contests (special events or part of program) Demonstrations (by participants) PERSONAL SELLING Direct, face to face selling with a group or individual In leisure, usually public speaking, presentations (educational), etc. Refers to selling the leisure services, not fund raisers, etc.

Tools for promotion Newspapers are given a great deal of space in the text chapter There are fewer and fewer in print Newspapers have not made profit from subscriptions for a long time (maybe never) Advertising pays for papers How effective is newspaper advertising Probably depends on the community and the newspaper

Types of newspaper coverage News release – news ‘story’ put together by PR department/person News feature story Coverage depends on which sports and where you are Photographs Can be + or – Sports and athletic news Paper decides to cover something or someone affiliated with your organization Editorials and letters to the editor Sometimes something you do really is news (build a new building, hold a special event) Special events likely to get some coverage Newspaper advertising Listing of events

Brochures, fliers and posters Easier/cheaper to do now than in the past People will pick them up (will they keep them? ) Can provide information plus registration forms Tear off phone numbers on fliers Popular format

Newsletters and Program Catalogs Mailed, emailed, or available for download (probably preferred) Program information including fees, dates, activities, registration information Build mail/email list from current participants Very low cost if minimal printing/mailing Your organization may be able to send mail at a low or reduced rate

Other possibilities Annual reports “Press kits” (your PR department or person produces) Logos, emblems and sayings Awards and citations (your organization gives to supporters) Novelty/promotional items Exhibits, demonstrations (outreach) Stationary advertising (billboards, bulletin boards, signs)

Other possibilities cont’d Radio or TV advertising Yellow pages (used to be a big deal – now Google, etc) Government pages of phone book (for public park and recreation entities) Public speaking Presentations (like Power Point), can email or provide as a background Videos (may appear on You. Tube) Other web Many businesses, clubs and organizations have Facebook pages Websites can be used with great success but if not updated/maintained are not necessarily helpful

Marketing Assignment How will you market/promote your program? Provide details of the ways you intend to do this. Try to choose things that will be appropriate for your program and target audience Before the date of presentations, design a brochure/flier or make a web site/Facebook page

What about the budget? The marketing plan should have been included in your budget The budget should have been developed (tentative) very early (maybe first) to avoid operating at a loss Budget info is necessary for setting fees, planning duration, etc.

What about the budget cont’d? Many programs operate at a loss Also, sometimes things like marketing are provided by a department with a separate budget. They make a charge internally but you as a programmer don’t always allocate the funds from your individual program budget

A more efficient way to manage the process Begin with program proposal Create a draft budget Consider all of the elements as we have Determine priorities (How important is marketing? How critical are staff qualifications? ) Continue to update and modify your budget Update and modify your program as you update and modify the budget There may not be anything left for marketing, on the other hand, listing the program in your catalog or showing it on your website may be sufficient to generate participant interest

My Marketing Plan Include program in online and print recreation catalog Use rec building main sign to promote program (about ¼ mile from pool) Put signs up at pool – outside before pool opens Fliers in logical places (grocery, drugstore) Get info to a couple of churches in the area for bulletin boards

Creating a Website Need an email address (gmail, etc. ) Need a domain name and password www. weebly. com to register