The Cincinnati Recreation Center (CRC) needed advertising help to generate more donation revenue so as part of my Advertising course, we created a full 360 degree advertising plan to help the CRC with their brand and Not For Profit fundraising goals.
2. General Background
• The Cincinnati Recreation Commission (CRC)
provides recreational and cultural activities for
Cincinnatians of all ages and abilities
Marketing Objective
Develop a 360-degree strategic advertising
campaign that generates public action to recognize
and support the Cincinnati Recreation Commission
(CRC) and to motivate current and new CRC
advocates to create greater awareness and
increase donations.
3. Target Market Background
Target Audience
• Cincinnati Recreation
Commission advocates and Uplifting Insight
The CRC provides Cincinnati residents with safe havens for
voters who will lend their voice to children that keep them off the streets, with more engaged
raise excitement and awareness. and caring adults, positive activities, lower crime rates,
• People who live or work in increased property value and a greater sense of community.
Cincinnati who can donate.
The One Thing
Desired Behavior Cincinnati is a stronger and more active community
Residents of Cincinnati communities will because of the CRC.
recognize the importance and benefits of CRC
services and the need for additional
funding, becoming advocates to continue
expanding services and increasing donations to
the CRF.
Desired Outcome
People that live or work in
Cincinnati become advocates for
the CRC recognizing the
programs offered and the benefits
they provide.
These advocates create increased
awareness surrounding the CRC’s
programs and initiatives.
The activity of advocates will
result in increased donations to
the CRF.
4. What the CRC means to the community
• Developing youth
• Reducing crime
• Promoting healthy lifestyles
• Role models for adolescents
• Increasing property value
• Greater sense of community
• Providing local recreational
facilities
• Open to anyone
6. Local corporations and universities
• What they stand for the community
• Developing youth
• Reducing crime through education
• Promoting healthy lifestyles
• Role models for individuals
• Greater sense of community
• Building Cincinnati reputation
• Bringing great products/services to
Cincinnati residents/affiliates
8. The connected themes
Corporations
and universities
• Increasing
property value • Developing youth
• Providing local • Reducing crime
• Promoting healthy • Bringing great
recreational products and
facilities lifestyles
• Role models services to
• Open to Cincinnati
anyone • Greater sense of
community residents and
• Building Cincinnati affiliates
11. Secondary Target Market
Background
Target Audience
• Community universities and
corporations that have a large Uplifting Insight
The CRC provides Cincinnati residents with safe havens for
presence and stake in Cincinnati.. children that keep them off the streets, with more engaged
• Companies based in or do and caring adults, positive activities, lower crime rates,
business in Cincinnati. increased property value and a greater sense of community.
The One Thing
Desired Behavior Cincinnati is a stronger and more active community
Corporations and universities of Cincinnati because of the CRC.
communities will recognize the importance and
benefits of CRC services and the need for
additional funding, becoming
advocates/partners to continue expanding
services and increasing donations to the CRF. Desired Outcome
Corporations and universities of
Cincinnati become
advocates/partners for the CRC
recognizing the programs offered
and the benefits they provide.
These partners create increased
awareness surrounding the
CRC’s programs and initiatives
within their organizations and in
the public view.
Partnerships resulting will result in
increased donations to the CRF
(commitment level fees).
16. Three Commitment Membership
Levels
• Patron, Prestigious, Platinum
• Patron Commitment Benefits
– Allocation of days for company outings (picnics,
pool days, fitness days)
– Allow employees to volunteer with CRC
programs
17. Upgraded Memberships
• Prestigious (additional benefits)
– Naming rights to specific asset (basketball court,
baseball field, play area, etc.
18. Upgraded Memberships
• Platinum (additional benefits)
– Naming rights to Facility
– Sponsorship of CRC programs
– Allocation of days to hold company/product
promotions
19. Engagement Benefits
• Naming rights: “Venus” Rec. Center
• Promotional Give-Aways: product
trials, coupons, etc.
• Free Entry Promotion: Free or BOGO entry to
pools/facilities with a receipt/non perishable item
from participating sponsor
• Community Olympics sponsored by participating
sponsor
20. Incentive-Motivation Plan
• Two-way Points system-Cross promotion
– Go to store/connect with brand (purchase
product) to get coupon to CRC
– Go to CRC; get coupon or special incentives to
companies brands
– Special event promotions/deals
– Points system tracked and provided for
redemptions of products/discounts
27. Local University Promotion
• Programs and Activities council
• Students looking for a
pool/place to work out that is
cheap during the summer.
• They can hold activities/events
at a local pool/building.
29. Digital Frontier: Mobile
• Mobile site and
application for
patrons/members
Find a CRC! Daily Events
Calendar and Check in with
Special Events 4square for points!
Our Sponsors Donate here!
37. Rationale
• CRC shouldn’t be the only responsible organization
for developing the community but the local
corporations and universities are too
– Rational for corporations to join: represent your
business well in the community- strive for giving
back and being socially responsible
– Rational for universities: enhancing Cincinnati
environment, student involvement, development
and growth as well rounded individuals
– The whole city can put effort in
38. Tracking and measuring
• Who, how many, and how much
– Incentive plan promotion usage
• Track attendance per event
– At CRC locations, card swipes, check-ins online,
coupons codes
• Website tracking and analytics
• See updates on corporate
commitment memberships
40. Results and goals
Key findings of 2010 survey of Cincinnati residents:
• Awareness of the CRC: 72% of Cincinnati residents
were familiar with the CRC and heard of it through
multiple channels (TV, radio, WOM, newspapers,
websites, etc.).
• Increase donations, attendance, overall community
engagement and involvement
Metropolitans and High Hopes/Great ExpectationsIn order to understand how to motivate advocates to know how beneficial the CRC is for the community, we need better understanding of what the community itself is all about
What all goes into the “community” besides what CRC helps with
Schools and corporations are a huge part of any community, and help to build it too
What all goes into the “community” besides what CRC helps with
All in in together
Unity in the community In order to truly improve and continue to grow the local community, it’ll be every entities responsibility. The CRC, universities, corporations and residents of the area, together.
Unity in the Community will yield a new secondary target market segment as part of our 360-degree marketing plan.
More unity and synergy from everyone being involved
At brand store, say Kroger, purchase an item and receive a coupon or some special deal for the CRC on your receipt or bagVisit CRC during certain agreed times, receive some sort of coupon to a brand, company or service. This will promote the community to support local companies and spark economy even further for both the consumers (people getting discounts) and company with more revenue and sales from these couponsSpecial event give aways and promotions
Mention radio and tv here
Involved with student organizations not only to build student participation, volunteers, and awareness but to keep the student body engaged with the CRC and expansionFinding and developing advocates early and when ready to make an impact; students are driven and want to make positive change for their future
Promoting the CRC services to students can also create advocates for the facilities and all the CRC offerings
Sharing web presence on company sites as well as featuring companies on CRC site will be mutually beneficial for more awareness, advocacy, and engagement (sites are linked)
Digital and mobile technology: mobile site/applicationPurposeProvide users nearest facility locations utilizing the GPS function; anywhere you are you can get directionsProvides interface for incentive programShowcases calendar and daily events, activities, and specials provided by corporate partnersShows other information such as hours and donation capabilities for CRCLinks to all social media sitesBrands logos at the bottom link to websites/special sites for CRC partnership
Using Foursquares Checking-in Feature; patrons can track their visits for points and can redeem them for prizes such as branded items (from corporate sponsors), free visits, free friend passes etc.See Prizes! Link to catalog of prize giveaways that come from brands, companies, CRC, and/or coupons from a combination of these
http://www.cincinnati-oh.gov/crc/pages/-5672-/ each link gives all specific location information
Blog back and forth conversationSplit up the website into sections for our different targets:Corporation and University messagingAdvocate MessagingGeneral member messagingSocial media is strong for CRC, only new things may be upcoming events/special new members or corporate somethings Donation goal updates through tweets/statuses
Building the community together, Unity in the communityAll tactics designed to increase donations and support for the CRCCRC benefits from corporation financial support through the commitment membership levels Amin discussed earlierBusinesses benefit from brand exposure, advertising and general awarenessUniversities will be more active in the community with student engagementFrom all this, advocates will be motivated from these synergies but also new advocates, possibly within the corporations and universities, will be created
Incentive plan usage- we will be able to track how frequently people use the specific promotions and discountsWeb analytic tools in place to track navigation and website hits- Google Analytics which is free for example
Corporate Giving will be greatly increased through these partnerships Through all the tactics, increasing the visibility of corporation support, it will influence the community’s support as well
Original findings we plan to increase greatly
Unity in the community In order to truly improve and continue to grow the local community, it’ll be every entities responsibility. The CRC, universities, corporations and residents of the area, together.