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Make and Take Marketing Plan
Please sign in by typing your Name and Agency Name in the chat box. You may chat with
other participants too!
PLEASE mute your phone by hitt ing *6. When the presentation begins we wil l mute ALL lines
YOU will be notnot be speaking during the webinar. However, YOU WILL use the webinar chat and feedback box often.
Phone audio is much more reliable than computer audio. If you are l istening through your computer speakers and have audio problems during the webinar PLEASE dial in to the conference number 712.432.3900. Conference ID# 890590
Have you downloaded and printed a copy of your handouts? (Sent in today’s reminder update.)
Desktop Education for Parks And Recreation
Welcome and Sign-In
Let’s Create a Marketing Plan! Let’s Create a Marketing Plan!
How well do you agree with this statement?
In my experience, word of mouth marketing is the most effective form of advertising.
What is marketing?
Please write your answers in the chat box.
What is marketing?
Marketing is
everything we do to get and keep our
customers
Why is marketing so important?
Please write your answers in the chat box.
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
On your handout…What are you Selling?
2 Part Question:True or False
Fill in the text box
Philosophy and MissionThis is your mission and the reason your agency exists.
Serves as the foundation of your marketing communications
ProductAnything you offer to your
customers (camps, employment, sponsorships, volunteer opportunity, etc)
PriceThe cost in time and money to
buy what you have to sell
PlacementHow people access
your product or information about your
product
PromotionMethods used to
communicate to customers and prospects
including advertising, sales, promotions and publicity
The Plan
PeopleInternal
and External
Pass the P’s Please
True or False
1. We have a written marketing plan for our department.
A. Yes and it ’s great.B. Yes, but it could be better.C. No we don’t have one.D. I don’t know.
True or False
I have a marketing plan for my “area of responsibil i ty.”
Please go to the Give me Five! Marketing Plan Page of your handouts…
Your Philosophy? 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
Homework Review
Type your product(s) and objective in the
text box
now…
Common Park and Recreation Marketing Objectives
Internal Objectives
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
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 Descript ion Why Important Reach them HOW?
End-User
Decision-Makers
Gatekeepers
Staff
The Five Minute Marketing Plan Process
Bullet points are fine No one is checking
spelling grammar
Don’t edit Don’t stop writing
until time is up (even if you have to doodle
Give Me 5! Marketing PlanProduct Perfection
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?
Let’s Take a Breath… You’re doing a fantastic job. But what is your job? We talked about your agency’s
purpose? So how does Parks Make Life Better! fit
into the plan?
The Parks Make Life Better!The Parks Make Life Better!““Brand Promise” Can Brand Promise” Can
be incorporated be incorporated into all of our marketinginto all of our marketing
A.A.YesYesB.B.NoNo
C.C.Not SureNot SureD.D.What Brand Promise?What Brand Promise?
The Profession’s Brand Promise
Parks and recreation makes
lives and communities
better now and in the
future by providing
6 Key Themes6 Key Themes
Give Me 5! Marketing PlanPMLB Brand Connection
Of the 6 key messages, circle and prioritize those that could/should be used to promote this product?
___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 PlanPartnerships and Gatekeepers
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 PlanCreative Pricing
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 facil i t ies as if I were a customer.
2 Part QuestionTRUE or FALSE and fill in the chat box
There are many opportunit ies within and outside of my facil i t ies which lend themselves well to POP advertising.
In your text box l ist ways you are already using POP…
Give Me 5! Marketing PlanPMLB Brand Connection
What media are we currently using to promote this product?
Assignment #2
How STRONGLY do you agree with this statement?
By looking at our f leet 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 t ime “commuting” than ever before.
Back to your handout…Give Me 5! Marketing PlanCreative Placement
The 5 Minute Plan
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?
Give Me 5! Marketing PlanPromotion Innovation
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 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 PlanPeople Power
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?
Webinar Overload?The Power of 2s
Two things you will do in
Two Days Two weeks Two months Extra Credit?
Type two things that Type two things that you will do as a you will do as a result of attending result of attending this webinar…this webinar…
2
2
2
Your Commitment List
What wil l you accomplish…
1 2
Next Week
Next Month
By End of Summer
By End of Year
By CPRS 2013
Marketing Calendar
Feedback please…
How strongly to you agree with this statement…
This webinar really helped me develop Solid marketing strategies for my “product.”
Feedback please…
Please list the most valuable ideas, strategies, thingsyou got out of this webinar…
Thank you for your hard work! Jodi’s info for calls and texts: 760.809.3231 Jodi’s email: [email protected] Don’t hesitate to contact me about upcoming
staff training needs. ‘Tis the season! Please complete the survey.