ORPA Sprint/Senior Marketing Presentation · • Three things that make a description powerful ... • which is the idea that we have created so many programmatic offerings and so

Slide NotesSmile. Be charming. Duh.

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ORPA Sprint/Senior Marketing Presentation

Slide Notes• Ben Klipfel and Sarah Kate Sharkey

• Part of an experiment in collaborative marketing team. Team includes Social Media, Public Information, Digital Media, Content and Graphic Design. Staff of 7 that crosses multiple divisions.

• Work with Rec and Cultural Services including Community Events, Public Art and Hult Center.

• This work encompasses 6000 programs, 500 events and 24 productions in 13 facilities and a multitude of public spaces. Our portfolio includes Eugene Rec, Hult Presents, Hult Resident Company (5) support, Hult touring and broadway production support, EUGfun (free summer programming), Party in the Parks, Movies in the Parks, the 20x21 Eugene Walls Mural Festival, the Summer Visual Arts Festival (Mayor’s Art Show, Bridge Contemporary Outdoor Exhibition, Eugene Biennial, and Salon de Refuse), City of Eugene Downtown Placemaking, City of Eugene Wayfinding, and public information for the department of Library, Recreation and Community Service.

• Marketing is often daunting for people because there isn’t a magic wand or one correct answer. Think of it more like a tool kit. As you try things and learn, you continue to add to your tool kit.

• So, in trying to cover general promotions for such a diverse group, we approached today as providing tips and some best practices to throw in your tool kit and keep in mind as you market. In that spirit, we’ll hit:

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Slide Notes• An overview of what motivates people to pay attention,

• Talk about where your patrons may notice your content,

• Discuss the relationship building aspect of marketing,

• Cover a few ways to get some helpful market information,

• And give a quick example of what some types of marketing cost.

• At the end, we’ll leave some time for questions, but feel free to get our attention if you've got something really gnawing.

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Slide NotesGo Sharkey Go!!!

Intro slide – can probably skip this one fairly quickly.

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Slide Notes• The Psychology of Self

• What’s in it for me?

• Put yourself in the shoes of the prospective attendee and offer value proposition: • great speaker, • good food, • exciting, • etc.

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Slide Notes• Affinity through content/branding

• Peer pressure

• Rec Guide covers – human faces the most compelling,

• we relate to people in images who look like us (or our kids)

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Slide Notes• Visually compelling design

• Simple, bright & eye-catching

• Clever/surprising images

• Convey the personality of the event

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Slide Notes• What kind of Messages

• Simple and Benefit-centered

• Examples of catchy tag lines/Simple Messaging

• Adventure.Community.Happiness.

• Three things that make a description powerful

• Clear hook – something surprising/enticing

• Benefit-focused rather than descriptive

• Call to action

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Slide NotesSo, we’ve got some well designed, benefit-focused, and compelling content. Where do we put it?

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Slide Notes• Consumer Behaviorist Barry Schultz writes a lot about a phenomenon he calls “Too Many Flowers

Blooming,”

• which is the idea that we have created so many programmatic offerings and so many messages to market those, that we are getting lost in “the garden,” so to speak.

• In the world of all this “noise”, consumers may need up to 7 impressions to be converted –

• That means they need to see/hear/feel something about your organization and the program 7 times before they will decide to register. And at the same time, all of those messages are filtered:

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Slide Notes• So, even after seeing, hearing and feeling something 7 times, patrons will filter their decision through:

• Trust in your organization to provide a safe, valuable experience.

• Affinity and respect for your organization.

• Knowledge of your organization and your program, and

• The cost/value of what you are offering.

• So, given all of those factors, it’s important to be thoughtful and strategic when doing any advertising or public relations. So…

• How do we approach the marketing?

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Slide Notes

• Community-wide vs Targeted

• Community-wide Marketing is Challenging – broad marketing is typically unsuccessful and expensive, vs Targeted Marketing.

• Targeted marketing assumes an increased likelihood that your market will see your message, and that specific markets consume specific media.

• For example: Populations 50+ use Facebook with high frequency (about 67%), but do not use Twitter/Instagram/Snapchat. Senior populations are more likely to listen to radio, read and consume traditional media. Mothers of middle school children read mom-and me type blogs with high frequency. Youth (under 24), while still strong FB users, are more likely to engage on Instagram.

• Targeted marketing allows you to focus your marketing with a higher ROI.

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Slide Notes• Once you’ve determined who you are going to target, there are a few different types of marketing.

• Paid vs Earned

• Paid media is advertising – allows you to focus your message, guarantee placement.

• Earned Media includes public relations – generate interest in your programs through story telling.

• Press Releases should be written as news articles – compelling, factual, not editorialized, benefit-focused with a clear hook and call to action. Build relationships with reporters. Find out what they find compelling and exciting to write about. Tailor your outreach.

• Earned Media is all about relationships. Foster relationships with civic organizations with membership touchpoints, local reporters (both daily and weekly media), Talk to service organizations, bloggers, trade publications, etc., and offer seminars, workshops, service organization talks. Generate word of mouth – WOM is still number one indicator for “Why I decided to participate)

• And, inside of paid and earned media, we have traditional and digital media.

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Slide Notes• Different types of media consumption.

• List the includes.

• To focus a bit more on traditional media,

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Slide Notes• Traditional Media – TV/Print/Radio/Billboards/Direct Mail

• Traditional Media (targeted) can be effective for advertising, depending on your budget and market.

• TV – Expensive, Target for Seniors/Parents; target similar programs/channels that may have affinity (HGTV for Parents, Youth programming for kids/parents, news broadcasts for seniors, daytime talk/news (morning channels) for retired). Cost includes both advertising contract and production costs.

• Radio – Less expensive than TV, on par with Print – target by genre/listenership, target morning drive time for best results – look for partnership (EARS - ## Stations, ## impressions, $$)

• Traditional Print – News Advertising – price varies depending on publication, viewership, day, section, etc. Traditional print is great to target populations, especially college educated, retired from/employed in professional white collar occupations and those with household income of 100,00 or more. In addition to Advertising there is “sponsored content.”

• Direct Marketing – expensive, both production and mailing costs, but still has a high return on investment.

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Slide Notes• Digital Media – E-Lists, Social Media, Web

• Often lower cost and hyper-targeted.

• E-News: Targeted e-mails to patrons. Also create partnerships with like-missioned organizations to share programming opportunities if they have newsletters, lists, etc. (We do Rec News)

• Social Media – Again, know your target and their usage. (I’ll show a chart later).

• Both organic and boosted content driven posts and targeted advertising

• Social Media allows for on-demand A/B Testing. Try two ads, with a bit of $$ and see what performs better.

• Web – create an effective, content driven website that changes with frequency (example of our stories)

• You may have noticed I’ve said the word content a lot. In my opinion, marketing will shift in the next two years away from marketing through what we call advertising, and rather market through content, or stories/experiences/interactives, that build affinity and connect your audience to your message. But why?

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Slide Notes• Traditional Advertising interrupts. Think of ads, especially now in the middle of Facebook videos.

• It only captures their attention for a moment, and the message is about us, not them.

• It also tends to be expensive, especially if all the campaigns are not successful.

• Content, on the flip side, gives valuable information – think of blogs, podcasts, downloadable guides, infographics, videos… think of facebook shares. Content provides value to the audience, and creates loyalty to the brand.

• Blogs, or videos, can both attract audiences, and educate, and tell success stories about our community.

• In the slew of constant messages flying in our face, our brains are being trained to tune out adverts, but not content. Only try to sell part of the time, especially on social, and spend the rest of the time engaging in positive messaging and brand building.

• Eugene Rec’s “our stories” is an example of positive messaging versus just sales opportunities to create affinity and trust for our organization.

• Vi Video as an example that sells nothing.

• Check out full stories on www.getrec.org17


Slide Notes

This is the Vi Livelong Rec video. It is available at: https://www.youtube.com/watch?v=LI4Suy2E2ZY

Full Rec Videos: https://www.eugene-or.gov/3388/Rec-VideosFull Rec Stories: https://www.eugene-or.gov/3387/Rec-StoriesEug Rec Youtube: https://www.youtube.com/user/CityEugeneRecreation

Rec Website: http://getrec.orgHult Center: http://www.hultcenter.org20x21 Eugene Walls Website: https://www.20x21eug.com ßTONS OF GREAT CONTENT ON HERECity of Eugene Cultural Services: https://www.eugene-or.gov/129/Cultural-ServicesEUGfun: http://eugfun.org

We have a ton of these stories - and you don't need a professional background in video to create them, but do look for partnerships/trades with local production companies.

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https://www.youtube.com/watch?v=LI4Suy2E2ZY

https://www.eugene-or.gov/3388/Rec-Videos

https://www.eugene-or.gov/3387/Rec-Stories

https://www.youtube.com/user/CityEugeneRecreation

http://getrec.org/

http://www.hultcenter.org/

https://www.20x21eug.com/

https://www.eugene-or.gov/129/Cultural-Services

http://eugfun.org/

Slide NotesYes Sharkey, what about our relationships? See next slide for more details!

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Slide Notes• Postering – still a valuable opportunity to get message out.

• In your facilities/Partner Agencies (Posters/Displays/Newsletters/Direct Messages)

• Where does the target market go?

• Youth – Schools (EUGfun as an example?)/Mommy Blogs

• Seniors – Doctor offices, gyms, etc – ask your patrons

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Slide Notes• Best Prospects are current patrons – they already love you – promote to internal lists

• Staff or other patrons promoting events – word of mouth is best method – get ambassadors to share by incentivizing current patrons to bring someone new (swag/swim pass, etc)

• Thank them – make them feel important

• Upsell (if you liked that, you’ll love this)

• Customer Service

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Slide NotesSo, you’ve picked a target audience, and created some stunning and simple, value-driven, content pieces and are ready to market.

But where? Where do we place our advertising? Where do our “easiest converts” spend time online? Do they read newspapers? Are they on instagram?

It seems marketing is nothing but more questions. And that’s true. Every answer creates a new question. But, the easiest way to get a question answered is to…

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Slide Notes• Ask. It’s really that simple. Ask ahead of time

• Do small informal focus groups, ask patrons, Send out surveys

• Can be just a quick and dirty gathering – member briefings, listening sessions.

• We all engage our patrons when creating programming – what types of programs do you want? But we rarely engage and ask “Where do you hear about the activities you go to?”

• Do you read the paper? Are you on facebook?

• Even qualitative data is helpful.

• When we re-designed our Rec Guide, we even did user testing to make sure that it was as user-friendly as possible.

• These efforts cost nothing but time (and maybe some swag), but build relationships, affinity, and give you knowledge – exactly how we use it in programming.

• There is also some upfront research that can be done.

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Slide Notes• Upfront research

• For instance, all Media channels have viewership/readership/listener demographics and their sales reps can help you chose which stations, time slots, pages, etc., will help you reach them, and within your budget. Build relationships and trust with your media.

• Online platform demographic information is also readily available online.• These are the usage demographics from Facebook, Twitter and Instagram for all

American internet users from Hootsuite.

• Online research (Google it)

Daily User Social Media Demographics

•76% of adults use Facebook daily.•51% of adults use Instagram daily.•42% of adults use Twitter daily.•25% of adults use Pinterest daily.•18% of adults use LinkedIn daily.

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Slide NotesOne of the best ways to do ongoing research is to add a couple of marketing questions to event/program evaluations: “How did you find out about this program” and give them some options, which would be the places you ran advertisements. Or, rather, “Where do you look for information about programs or offerings?

Also, do ongoing research to see how your marketing is going. Did you see an uptick in advertising after an Ad ran?

One nice thing about social media is the on-demand analytics it provides. Here is our current engagement for an ad we started running on Monday. In four days, we’ve spent $10 out of $250, have reached 915 people and had 82 engagements (likes, shares, comments). Tuesday was our highest day.

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Slide NotesOf those that engaged, 78% were women (though we targeted women through this campaign because a higher % of kids activity choices are researched by female caregivers versus male – a statistical generalization), and most of those were aged 24-44 (again, that is the age group we targeted as this is a youth focused program). Target the parents.

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Slide NotesWe can also see that most of our reach was on Facebook, but most of our engagement was on Instagram, which tracks with data that suggests Instagram has a higher engagement rate overall in social media.

This is just one example of some analytics. The internet is a literal treasure trove of analytic data. Never underestimate your access to data and research, all just one google search away.

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Slide NotesThat’s all fine and well, but what is it going to cost?

That is a really hard question. Every market, every medium is a bit different.

But, We do have a couple of sample budgets to show.

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Slide Notes

This is our campaign for Summer Camps – our largest single program campaign.

We’re budgeting around $8,000, and of that we’re spending ½ on traditional print, including general ads in the Weekly and Daily papers, and targeted ads in Oregon Family Magazine, as well as targeted poster distribution (two rounds) and a direct mail piece sent to lapsed participants (27% return on investment).

We put the other ½ into digital – primarily Facebook and Instagram.

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Slide Notes

We also have an outreach schedule that includes Rec Guide content, our E-Newsletter (general) and a

targeted camps e-mail (targeted list) as well as hopefully some cross promotions with Parks and our

Library. Additionally we’ve got some videos and other content that are worked into our content

schedule.

For social – we have two general boosted ads (register soon and register now), and then what we call our

Camp-O-Matic, which is a boosted social campaign that basically says “tell us your kid’s age and what

they are in to and we’ll suggest a camp for them.

We also run hyper targeted ads by age group, and by topic, and then have some funds for an extra nudge

for camps that still need help closer to registration date.

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Slide NotesGeneral Branding wish list – helps to understand cost.

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Slide NotesSo, since there is no easy answer, how do we prioritize when we make decisions?

Here’s a few questions to answer. Essentially, it’s not about having more money – because we would always like to have more money to market.

It’s about making the wisest use of the money that you have. I’ve gotten great engagement from putting $25 a week into facebook.

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Slide NotesGetRec Video. Available online at: https://www.youtube.com/watch?v=wip_kw6K6Yg

Full Rec Videos: https://www.eugene-or.gov/3388/Rec-VideosFull Rec Stories: https://www.eugene-or.gov/3387/Rec-StoriesEug Rec Youtube: https://www.youtube.com/user/CityEugeneRecreation

Rec Website: http://getrec.orgHult Center: http://www.hultcenter.org20x21 Eugene Walls Website: https://www.20x21eug.com ßTONS OF GREAT CONTENT ON HERECity of Eugene Cultural Services: https://www.eugene-or.gov/129/Cultural-ServicesEUGfun: http://eugfun.org


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https://www.youtube.com/watch?v=wip_kw6K6Yg

https://www.eugene-or.gov/3388/Rec-Videos

https://www.eugene-or.gov/3387/Rec-Stories

https://www.youtube.com/user/CityEugeneRecreation

http://getrec.org/

http://www.hultcenter.org/

https://www.20x21eug.com/

https://www.eugene-or.gov/129/Cultural-Services

http://eugfun.org/

Slide NotesThanks for coming. Tip your waiter.

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Documents

ORPA Sprint/Senior Marketing Presentation · • Three things that make a description powerful ... • which is the idea that we have created so many programmatic offerings and so