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Last month, Redbird Communication's president Carol Vincent gave a marketing workshop to community rec centre managers on Vancouver Island, at the 2012 Recreation Facility Forum in Duncan BC. This presentation covers ways to raise awareness -- e.g., promoting events or programs with print, broadcast, or outdoor media; and ways to change behavior -- e.g., using pledges, prompts, norms, competition, incentives, feedback, and fun to get couch potatoes off the sofa and into the gym. The workshop also provided tips on how to sell facility publications and spaces for third-party advertising, and how to market the facility itself, using owned media, earned media, bought media, and social media. Redbird Communications is a specialist marketing communications agency in Victoria BC that focuses on health and sustainability marketing. You can read about our sustainability and health promotion campaigns here http://www.redbirdonline.com/.
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Facility Advertising
1. Introductions
2. Introduction to Redbird
3. Raising Awareness vs Changing Behaviour
4. Advertising Others (Facility as Media)
5. Advertising Yourself (Facility as Marketer)
6. Questions and Answers
AGENDA
Introductions
Participants…
• name
• title
• organization
• what you hope to learn
Introduction toRedbird
Background
• award-winning agency in Victoria, BC
• “healthy people, healthy places”
• raising awareness, changing behaviour
Raising Awarenessvs
Changing Behaviour
Raising Awareness
Changing Behaviour
Advertising Others(Facility as Media)
Ad Opp info sheet & email at reception
Pics of advertising opportunities
Rates (non-profit, commercial, bulk)
Target audience, distribution
Technical specifications
Phone #s of 3rd-party suppliers
Value-added opportunities
Events
Cross promotion
Contra
Strength in numbers (selling)Proactively selling
Advertising Yourself(Facility as Marketer)
Brand Association Exercise
Branding is the ongoing process of establishing, reinforcing, and meeting the expectations of your target audiences.
Making a promise, and delivering on it!
To overpromise or underpromise is equally ineffective…
Menomonie, WI"Traditional yet progressive”
Cheshire, CT"Bedding plant capital of Connecticut”
La Crosse, KS”The barbed wire capital of the world"
Customer Touchpoints
Owned media
Earned media
Bought media
Social media
• Broad distribution of programs• Leverage not-for-profit status• Recognize sponsors in PSAs• Strength in numbers (buying too)• Programs as contests• Promote lifetime value of client
Creative considerations:Brand identity, brand promiseTalk to target audienceMandatories (Ws and H)Call to actionSticky (simple, concrete, believable,
unexpected, engages emotions)
Measures of Success – metrics!
Phone calls, walk in trafficRegistrations, cancellations
Media enquiriesJob applicationsWeb analytics
Discussion
Thank you!
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