What is marketing Marketing is everything we do

What is marketing? Marketing is everything we do to get and keep our customers

What are you Selling? 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

Pass the P’s Please The Plan Price Product The cost in time and money to buy what you have to sell Anything you offer to your customers (camps, employment, sponsorships, volunteer opportunity, etc) Placement People Internal and External How people access your product or information about your product Promotion Methods used to communicate to customers and prospects including advertising, sales, promotions and publicity Philosophy and Mission This is your mission and the reason your agency exists. Serves as the foundation of your marketing communications

True or False 1. We have a written marketing plan for our department. A. B. C. D. Yes and it’s great. Yes, but it could be better. No we don’t have one. I don’t know.

True or False I have a marketing plan for my “area of responsibility. ”

Your Philosophy? n n 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

Common Park and Recreation Marketing Objectives Internal Objectives n n n n 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 n n n n 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 End-User Decision-Makers Gatekeepers Staff Description Why Important Reach them HOW?

The Five Minute Marketing Plan Process Bullet points are fine No one is checking n n n spelling grammar Don’t edit Don’t stop writing until time is up (even if you have to doodle

Give Me 5! Marketing Plan Product Perfection n n 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?

Give Me 5! Marketing Plan PMLB Brand Connection n Of the 6 key messages, circle and prioritize those that could/should be used to promote this product? n n n n ___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 Plan Partnerships and Gatekeepers n n n 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 Plan Creative Pricing n n 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 Question 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 Plan PMLB Brand Connection n n 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 n n 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? The 5 Minute Plan

Give Me 5! Marketing Plan Promotion Innovation n n 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 n n 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 Plan People Power n n 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?

Session Overload? The Power of 2 s n Two things you will do in n n Two Days Two weeks Two months Extra Credit? Type two things that you will do as a result of attending this webinar… 2 2 2