Building a Marketing Team - Brand+Aid 2016
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Presented at the 2016 Brand+Aid Marketing and Social Media Conference in Arlington, TX on January 21, 2016.
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Building a Marketing Team - Brand+Aid 2016
- 1. BUILDINGA MARKETING TEAM RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES @HEGRENESS
- 2. Outline • WHY Build a Marketing Team? • WHAT is Needed to Build a Marketing Team? • HOW did Arlington Build Their Team? • WHAT did the New Team Do? • Arlington’s Return on Investment @HEGRENESS
- 10. WHY Don’t they believe you? • You haven’t presented a compelling business case • You haven’t defined the appropriate return • You haven’t communicated results • You’re existing efforts aren’t generating a return • They’re idiots* *They probably aren’t idiots @HEGRENESS
- 11. ARE YOUR MARKETING & COMMUNICATION EFFORTS GENERATING ENOUGH RETURN? @HEGRENESS
- 12. IF NO? POSSIBLE CAUSES: • You are not investing enough A MONEY problem • You are not providing the needed space and support An ENVIRONMENT problem • You are doing an ineffective job of marketing A PEOPLE problem (knowledge, skill, motivation) @HEGRENESS
- 13. WHAT @HEGRENESS
- 14. MONEY 5-15% OF GROSS REVENUE @HEGRENESS
- 15. MONEY 11M 1.6M 1.1M 550K 5%10%15% AGGRESSIVE GROWTH MAINTAIN REVENUE @HEGRENESS
- 16. MONEY @HEGRENESS
- 17. ENVIRONMENT EMPOWERING COLLABORATIVE SUPPORTIVE Trust Staff | Delegate Authority | Encourage Risks | Allow Failure Work as a Team | Share Ideas | Admit Weaknesses | Open Develop Staff | Recognize Staff | Buy-In/Support from CMO/IT/PIO @HEGRENESS
- 18. PEOPLE EAGER TO LEARN INSATIABLE CURIOSITY CREATIVE OPINIONATED & RESPECTFUL PASSIONATE OVERACHIEVERS @HEGRENESS
- 20. HOW @HEGRENESS
- 21. THE STATE OF MUNICIPAL MARKETING • Pressure to Generate More Revenue • Budget Stress (Do Less With More) • Limited Marketing Resources • Staff Lacks Marketing Training • Limited Planning or Strategy • Outdated Tactics and Platforms @HEGRENESS
- 22. • Prior to downturn in economy directed by CMO to improve financial status in Enterprise Programs • Goal – Achieve 100% Cost Recovery in the Performance Fund Background IN ARLINGTON @HEGRENESS
- 23. • Staffing • Utility costs • Program efficiency • Service levels • Outsourcing / Insourcing • Reallocation ASSESS EXISTING RESOURCES @HEGRENESS
- 24. • Partnerships • Sponsorships • Advertising • New business ideas • Program expansion • Increase rentals • Expanded marketing IDENTIFY OPPORTUNITIES @HEGRENESS
- 25. • Create a Business Plan • Show Best Practices • Demonstrate Results GET BUY-IN @HEGRENESS
- 26. • Information Technology • Office of Communication • Department Staff • City Manager’s Office GAIN INTERNAL SUPPORT @HEGRENESS
- 27. “OPERATION 85K” TELL YOUR STORY @HEGRENESS
- 28. REORGANIZE • Golf Positions Reorganized • Creation of Rental & Lake Services • Creation of Marketing & Enterprise Development @HEGRENESS
- 29. MARKETING & ENTERPRISE DEVELOPMENT MANAGER MARKETING & ENTERPRISE DEVELOPMENT COORDINATOR • Graphic Design / Branding • Publications • Enterprise Programs ELECTRONIC MEDIA SPECIALIST • Web Content • Social Media • Community Programs MARKETING AIDE 2 • Photography / Videography • Graphic Design MARKETING AIDE 1 • Graphic Design • Website Development COLLEGE & HIGH SCHOOL INTERNS @HEGRENESS
- 36. TASK / PROJECT MANAGEMENT @HEGRENESS
- 37. @HEGRENESS
- 38. • Social Media Fans • Naturally Fun Bloggers • Naturally Fun Authors • Naturally Fun Photographers Increase Advocacy @HEGRENESS
- 40. New WEBSITE & CONTENT STRATEGY @HEGRENESS
- 41. Facebook Total Likes (Tierra Verde Golf Club) 0 1250 2500 3750 5000 10/2/15 11/22/15 1/12/16 3/3/16 4/23/16 6/13/16 8/3/16 9/23/16 11/13/16 1/3/17 2/23/17 4/15/17 6/5/17 7/26/17 9/15/17 11/5/17 12/26/17 2/15/18 4/7/1 INCREASE SOCIAL MEDIA FOLLOWING @HEGRENESS
- 42. • Special events • Tips from a Pro • Celebrating staff • Creating discussion http://bit.ly/M6Uokd FOCUS ON VIDEO @HEGRENESS
- 43. • Lunch & Learn • Marketing & Business Library • Reading Program • Brand+Aid Marketing and Social Media Conference • Conference Presentations STAFF TRAINING @HEGRENESS
- 46. Gross Contracts - $425,000 in first 18 months SPONSORSHIPS & ADVERTISING @HEGRENESS
- 48. Grew community programs PARTICIPATION & Revenue @HEGRENESS
- 50. CASE STUDY: SUMMER CAMP INITIATIVES • Camp & Swim Guide / Summer Program Guide • Newspaper Camp Listings • Online Camp Listings • Google Adwords (Search Advertising) • Facebook Targeted Advertising • Facebook Video Advertising • YouTube Advertising @HEGRENESS
- 51. CAMP RESULTS Average Enrollments Per Week 250 300 350 400 450 500 2012 2013 2014 435 423 399 An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross) @HEGRENESS
- 53. Increased CITIZEN engagement & AWARENESS @HEGRENESS • 10,000+ facebook followers • 25 Million FACEBOOK IMPRESSIONS • 50,000 Youtube views • 3,000+ twitter Followers • 11,500 Twitter Link Clicks
- 54. Enhanced the city & DEPARTMENT brand EXPANDED PARTNERSHIPS HELPED IN MARKETING DOWNTOWN ARLINGTON @HEGRENESS
- 55. IMPROVED STAFF DEVELOPMENT INCREASED INTERDEPARTMENTAL COOPERATION @HEGRENESS
- 56. CONCLUSION • Know Your Return & Measure it • Make Your Case • Get Buy-In • Increase Your Investment (Provided it is Generating a Sufficient Return) • Hire the Right People • Develop a Culture of Creativity • Tell Your Story @HEGRENESS
- 57. Questions? RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES @HEGRENESS