NRPA Directors School

August 2016

Tom O’Rourke, CPRPExecutive Director

Charleston County Park and Recreation CommissionCharleston, South Carolina

Marketing, Branding and Public Relations

MARKETING

• Product • Place• Price • Promotion

ESSENTIAL MARKETING COMMUNICATION ELEMENTS

VisionMissionValues

ObjectivesAudience

PositioningPersonality

Visual Identity Messaging Platform

Online In Print On Air In Person Mobile

You have to know all of this before you can embark on a marketing plan

Marketing Plan

MARKETING PLAN

• Vision – The Big Idea• Mission – Actual work to be undertaken• Values – Beliefs of the organization• Objectives - The specific goals that must be reached to achieve the mission• Audiences - Individuals and groups the organization needs to target• Positioning - A single idea that differentiates the organization in the minds of

others• Personality - Attributes that reflect the way others experience the organization

•

VisionMissionValues

ObjectivesAudience

PositioningPersonality

VISION

The Big Idea

All Charleston County residents and guests – regardless of income level, ethnicity, ability, or age – will be able to readily access and, therefore, benefit from enjoyable, healthy, educational, cultural, and environmentally sustainable activities and experiences offered through the Charleston County park system’s facilities, programs, and services.

MISSION

Actual work to be undertaken

The Charleston County Park and Recreation Commission will improve the quality of life In Charleston County by offering a diverse system of park facilities, programs and services.

VALUES• Community Enrichment

• Fun• Leadership

• Exceptional Customer Service • Quality • Safety

• Health & Wellness • Accessibility • Diversity • Stewardship

• Building a Legacy

AUDIENCES

Individuals and groups the organization needs to target

POSITIONING

A single idea that differentiates the organization in the minds of others

PERSONALITY

Attributes that reflect the way others experience the organization

Community oriented Serving the underserved Encourages health and wellness Actively engaged in the outdoors

MARKETING PLAN

Executive Summary

Market Analysis

Marketing Strategy

Operations Plan

Finance Plan

Executive Summary Who You Are

Mission-Vision- ValuesStructure of OrganizationTarget Market(s)Current OpportunitiesProjection of Business

FutureFinancial Overview

Market Analysis Who are your customers?

What do they want to do? DemographicsTourism TrendsCommunication Trends

25%

14%

11%9%9%

7%

6%

6% 4%3% 2% 2% 1% 1%

Customer Market Segmentation

FamiliesVacationersSports EnthusiastsCorporationsCampersFishermanDog OwnersNature EnthusiastsBrides/GroomsBoys and Girls ScoutsStudentsBoatersCulturalistsEquestrians

PARK AND FACILITY ATTENDANCE IN FY 12/13

Beach Parks

240,718

Camp-ground& Cot-tages

112,626Caw Caw12,919

Day Parks

765,671

Mullet Hall

14,129

Piers476,520

Waterparks277,491

COMMUNICATION TRENDS

Jun-95

Nov-97

Mar-00

Feb-01

Jan-02

May-03

Jun-04

Jun-05

Jan-06

Aug-06

Dec-06

Sep-07

May-08

Nov-08

Apr-09

Dec-09

Sep-10

Dec-10

May-11

Apr-12

Nov-12

May-13

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

14%

36%

53%

61%63%

72%

70% 71%

73%

74%

74%

74%

78%81%

85%81%85%

Internet adoption, 1995-2013 % of American adults who use the internet,

over time

SOCIAL MEDIA USERS

SMARTPHONE OWNERSHIP BY INCOME/AGE GROUP

CELL PHONE PLATFORM CHOICES

Marketing Strategy

By Individual ParksBy Individual Programs

Attendance – (Broken Down by Category)

• Adult

• Child

• Gold Pass

• Total

Financials – Broken Down Marketing Budget

Financials - Revenue – Expenses - Net

Operations Plan

Location Operation Organizational Structure Employees Space Capacity Critical Suppliers Financial System Computer System Equipment Insurance Contracts Credit Policy Permits and Licenses

Finance Plan

How are you going to pay for everything?

Product and Service PricingBudgets ProjectionsCash Flow Projections

BRANDING

WHAT IS A BRAND?

• The personality that identifies a product, service, or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.

BRANDING

A brand associated with a product or service has certain qualities or characteristics that make it special or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

THE BRAND IMAGE

• Committed to enhancing the quality of life for the community.

• Ensures customer satisfaction is a top priority.

• Provides great gathering places for family, friends, pets, and acquaintances.

• Offers high quality and a wide range of passive and active recreational, educational, and leisurely activities and programs throughout the year.

CCPRC BRAND IMAGE

• Honors and preserves our natural and historical resources in the Lowcountry.

• Maintains clean, safe and well managed county parks, beach parks, piers, boat landings and rental facilities.

• Secures successful partnerships with government and private sectors to enhance and expand the park system offering.

• Serves as a model for other park systems to emulate.

PROMOTING THE BRAND

• Consistent quality offerings

• Consistent high service level

• Consistent message

• Consistent look and feel

• Consistent approach to promoting

ADVERTISING STRATEGY Advertise across a wide range of mediums

Increase Internet (social media, web ads, blogs) Events (trade shows, exhibits) Partnerships / Sponsorships Permanent Facilities (Billboards, malls, kiosks) Public Relations Promotional Items

Decrease Print (Newspaper, magazine, brochures, coupons) T.V. (regular) Radio (AM/FM)

NEW LOOK

Offers a consistent look that is distinct, recognizable, and familiar to others.

Embodies and promotes our image.

Repeated use of look in print, radio, television, email, and internet strengthens our brand.

Creates efficiencies and maximizes marketing resources.

THE NEW MESSAGE

• “Everything Under the Sun”

• Encompasses all that we do in the broadest way.

• Allows us to sustain the message over long periods of time as the park system grows.

• Complements the logo.

SUMMARY

• Your image is everything- Create it, and then sell it.

• Keep things fresh.

• Create YOUR Brand.

PUBLIC RELATIONS

PUBLIC RELATIONS?

Managing the communication between an organization and its public. (Control)

Strategic initiatives to ensure the Agency has a positive image.

Creating and maintaining goodwill for your Agency by organizing various forms of communication and publicity. Usually FREE!

.

WHAT PUBLIC RELATIONS IS NOT

• Marketing – product, place, price, promotion

• Sponsorship

• Advertising – sale of products using paid media messages

PR GOALS AND OBJECTIVES

• Raise image and awareness

• Influence product, market, and recreation agency positioning

• Position your agency staff as industry experts

• Pursue articles / placements to create customers and advocates

PR VEHICLES• Press releases

• Editor briefings

• Tradeshows

• Case histories

• Speaking engagements

• Authored articles

• Social media

HOW TO GET MEDIA COVERAGEMedia Relations:

• Be a consumer of your local news media – get to know what is considered “news” and what is not

• Get to know your local contacts and build relationships – who they are AND what they cover

• Prepare in advance and understand deadlines

• Invite them to your events and programs

• Pitch story ideas

• Give them good content

• Always respond to questions and be there for your media contacts

GETTING MEDIA COVERAGETRADITIONAL PR

• Always keep media deadlines in mind• Common methods of publicity:

• Send out press releases – 2 months to 2 weeks in advance

• Send out Media Alerts – week of to day before

• Calendar Listings – by 1st of month prior (June 1 for July events)

• Reach out to your local TV station interview shows – months prior

• Social media

• Cold calls/emails (pitching)

• Get to know AP style for your writing

• Website resources to use:

Ragan Communications

PRSA

Why Social Media

• Visitor ‘liking’ the page

• Leaving a comment

• Sharing your status

• Posting a link

• Liking a post

Make your posts ENGAGING

…A PICTURE is worth a thousand

words.

As you post remember…

HAVE A SENSE OF HUMOR

REINDEER SELFIE

PROMOTE YOUR PARKS AND PROGRAMS

Let the Public See the people behind the agency and your

Agency’s “Culture”

Use the Holiday’s to show respect.

• It’s OK to be silly and edgy

• Sometimes, and very carefully

Highlight your customers

When Others “sell” your greatness

CORRECTING INACCURACIES

PREPARE FOR ANYTHING

TIMELY RESPONSES

RECEIVE FEEDBACK

SAY THANK YOU

BUILD RELATIONSHIPS

Or at least pretty good practices, most of the time

• Your recipients want to know that you are listening - many social media managers often overlook this.

• Answer questions asked or simply say, “Thanks!” • Be sure to tag the fan in your response so they are

notified of the response. • The fan will often “like” your comment, thus continuing the conversation and further boosting

your visibility.

Best Practices,

“80% of the content you publish or share should pertain to things that really matter to your audience. The other 20% can be about

your products and services.”

80-20 Rule of Social Media

Dealing with Negativity

Three Main Types

•Dissatisfied customer

•Just a miserable person

•“Grammar Police”

• Always respond in a timely manner, but make sure you get your facts straight first.

• Don’t get into a “back-and-forth” discussion.

• Sometimes it is necessary to take the conversation off of Social Media in order to get the details, but bring it back if there is a satisfactory resolution

• Encourage them to

email you so you can help or have the appropriate person respond.

• Always respond in a timely manner, but make sure you get your facts straight first.

• Don’t get into a “back-and-forth” discussion.

• Turn a negative into an opportunity to make a true fan.

SUMMARY FOR THE ENTIRE SESSION

• Before you embark on a marketing plan know who you are and why you are in business

• Keep your messaging consistent

• Do the jobs of the media and you will control your message

• Do not be afraid of social media platforms

The End