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MARKETING
STRATEGYRYAN HEGRENESS, OPERATIONS MANAGER

CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
INTRODUCTION
ABOUT THE AUDIENCE
• WHO DOES YOUR MARKETING?
• WHAT ARE YOUR BIGGEST ISSUES?
?
WHY
• WHY ARE YOU ATTENDING THIS
SESSION?
• WHY IS MARKETING IMPORTANT TO YOUR
AGENCY?
?
WHAT IS MARKETING?
DEFINITIONS
• MARKETING:

• ADVERTISING:

• PUBLIC RELATIONS:

• COMMUNICATION:

• CUSTOMER SERVICE:

• CUST. RELATIONSHIP...
MARKETING
promoting and selling products 

or services, including market 

research and advertising
embellishing and hawki...
THE HISTORY OF MARKETING
2000190018001700160015001400 1990 2010
PRE-INDUSTRIAL POST-
INDUSTRIAL
PRINT
WORD
OF
MOUTH
PRE-DI...
START WITH WHY
http://www.youtube.com/watch?v=IPYeCltXpxw
START WITH WHY
WHY
HOW
WHAT
youtu.be/IPYeCltXpxw
EXAMPLE
EXAMPLE
EXAMPLE
EXAMPLE
• WHAT IS THE WHY FOR OUR
PROFESSION?
• HOW SHOULD "THE WHY”
EFFECT OUR PROMOTIONAL
MATERIALS?
DISCUSSION
?
EXAMPLE
Mission: The mission of the Arlington Parks and Recreation
Department is to provide quality facilities and service...
EXAMPLE
Mission: The mission of the Arlington Parks and Recreation
Department is to provide quality facilities and service...
PUTTING IT TO USE
We believe that parks and recreational
opportunities provide the foundation
for the physical, social, ec...
PUTTINGITTOUSE
PUTTINGITTOUSE
YMCA FALL VOLLEYBALL

PUTTINGITTOUSE
YMCA FALL VOLLEYBALL

Ages 8-16, Cooper Street Branch

November 1 - December 1
Come and join us for a fun and exciting rec...
PUTTINGITTOUSE
• DIVIDE INTO GROUPS
• CHOOSE A SPECIFIC PROGRAM OR
SERVICE
• DETERMINE THE WHY, HOW AND WHAT
• DEVELOP AD COPY THAT FOCUS...
Purple Cow
PURPLE COW
WHAT MAKES YOUR
DEPARTMENT/FACILITY
REMARKABLE?
WHAT DIFFERENTIATES
YOUR PROGRAMS/
SERVICES FROM YOUR
COMPETITO...
youtu.be/V82OwyF_vBg
PURPLE COW
REMARKABLE = WORTH
MAKING A REMARK ABOUT
BEING SAFE IS RISKY
BEING VERY GOOD IS
INVISIBLE
http://youtu.be/V82Ow...
PURPLE COW
PURPLE COW
youtu.be/jfkQujgLjag
PURPLE COW
youtu.be/xiJo3wcryVE
PURPLE COW
WHAT WAS YOUR MOST RECENT
REMARKABLE EXPERIENCE?
WHAT MAKES YOUR
DEPARTMENT/FACILITY
REMARKABLE?
WHAT MAKES YOU...
• DIVIDE INTO GROUPS
• COME UP WITH A REMARKABLE
PROGRAM OR SERVICE THAT NO
OTHER DEPARTMENT IS DOING
GROUP ACTIVITY
!
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
FOCUS LESS ON
COMPETITORS AND
MORE ON
ALTERNATIVES
BLUE OCEAN STRATEGY
• Which of the factors that the industry
takes for granted should be eliminated?
• Which factors shoul...
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
BLUE OCEAN STRATEGY
REFLECTION
WRITE DOWN YOUR ANSWERS TO
THE FOLLOWING:
• HOW DO YOUR PROGRAMS DIFFER
FROM YOUR COMPETITION?
• WHAT IS YOUR U...
WHY THINGS CATCH ON
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
youtu.be/8NLlQxaDQ5E
SOCIAL CURRENCY
PEOPLE SHARE THINGS THAT 

MAKE THEM LOOK GOOD

• Find inner remarkability.
• Make people feel like inside...
PUTTINGITTOUSE
TRIGGERS
TOP OF MIND, TIP OF TONGUE

• Consider the context.
• Grow your habitat.
PUTTINGITTOUSE
PUTTINGITTOUSE
EMOTION
WHEN WE CARE, WE SHARE

• Focus on feeling rather than function.
• Emotional = more likely to go viral.
PUTTINGITTOUSE
PUTTINGITTOUSE
PUBLIC
BUILT TO SHOW, BUILT TO GROW

• Public = more likely to be imitated.
• Design products that advertise
themselves.
PUTTINGITTOUSE
PRACTICAL VALUE
NEWS YOU CAN USE

• Useful things get shared.
• Highlight knowledge and package value.
PUTTINGITTOUSE
STORIES
INFORMATION TRAVELS UNDER 

THE GUISE OF IDLE CHATTER

• Build a story that people want to tell

(and carries your...
PUTTINGITTOUSE
• SHARE HOW YOUR DEPARTMENT
HAS USED ONE OF THESE SIX
TACTICS.
GROUP ACTIVITY
!
WHY THINGS CATCH ON
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
BEHAVIORAL ECONOMICS
ANCHORING
Anchoring occurs when individuals use
an initial piece of information to make
subsequent judgments.
youtu.be/f0uBANguiQs
RELATIVITY
Given three choices: 

A, B (distinct, but equally attractive) and
A- (similar, but inferior), we will almost
a...
youtu.be/9X68dm92HVI?t=11m9s
RELATIVITY
https://www.youtube.com/watch?v=f0uBANguiQs
THE POWER OF FREE
ZERO/FREE IS A
SOURCE OF 

IRRATIONAL
EXCITEMENT
SOCIAL NORMS
Money is often the most
expensive way to
motivate people. Social
norms are cheaper and
often more effective.
THE PRICE OF OWNERSHIP
The “Endowment Effect” means
that when we own something,
we begin to value it more than
other people...
EXPECTATIONS
The mind gets what it
expects.
THE POWER OF PRICE
Price has an impact 

on efficacy.
PERSUASION
youtu.be/HOypv1AqYu0
RECIPROCITY
People tend to return a favor.
SCARCITY
Scarcity generates
demand.
AUTHORITY
People tend to 

obey authority figures.
CONSISTENCY
Once someone commits

they are more likely to
do it.
LIKING
People are more easily
persuaded by people
they like.
CONCENSUS
People want to fit in.
CONSUMER BEHAVIOR MODELS
AIDA
• ATTENTION
• INTEREST
• DESIRE
• ACTION
THE MARKETING/SALES FUNNEL

(ONE VERSION OF MANY)
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
THE ZERO MOMENT OF TRUTH
Fact:
As of 2013, the average shopper
consults 10.4 sources prior to
making a purchase
PERMISSION /
INBOUND MARKETING
INTERRUPTION MARKETING
Interruption marketing involves

promoting through continued
advertising, promotions, 

PR and sale...
PERMISSION MARKETING
Permission marketing requires
that a customer has given

explicit permission or implicit
permission f...
INBOUND MARKETING
Inbound marketing attempts to 

earn attention through
interesting content.
FOR EACH PLATFORM MENTIONED,
DETERMINE WHETHER THE
PLATFORM IS 

PERMISSION / INBOUND
MARKETING OR INTERRUPTION /
OUTBOUND...
INTEGRATED
MARKETING
InTEGRATED MARKETING
Coordinated use of
different promotional
methods that reinforce
each other.
InTEGRATEDMARKETING
NATURALLY.ORG
& NF FUN NEWS
NATURALLYFUN.ORG



NATURALLY FUN
NEWS
SKETCH THE MARKETING
PLATFORMS/TOOLS USED BY
YOUR DEPARTMENT, DRAW
ARROWS TO SHOW
RELATIONSHIPS
INDIVIDUAL ACTIVITY
!
REVIEW
QUESTIONS?
MARKETING
STRATEGYRYAN HEGRENESS, OPERATIONS MANAGER

CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
CITY OF WESTMINSTE...
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
Marketing Strategy: The Science and Psychology Behind Effective Campaigns
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Marketing Strategy: The Science and Psychology Behind Effective Campaigns

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Presented at the 2015 National Parks and Recreation Conference in Las Vegas, Nevada by Ryan Hegreness.

Published in: Marketing
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Marketing Strategy: The Science and Psychology Behind Effective Campaigns

  1. 1. MARKETING STRATEGYRYAN HEGRENESS, OPERATIONS MANAGER
 CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
  2. 2. INTRODUCTION
  3. 3. ABOUT THE AUDIENCE • WHO DOES YOUR MARKETING? • WHAT ARE YOUR BIGGEST ISSUES? ?
  4. 4. WHY • WHY ARE YOU ATTENDING THIS SESSION? • WHY IS MARKETING IMPORTANT TO YOUR AGENCY? ?
  5. 5. WHAT IS MARKETING?
  6. 6. DEFINITIONS • MARKETING:
 • ADVERTISING:
 • PUBLIC RELATIONS:
 • COMMUNICATION:
 • CUSTOMER SERVICE:
 • CUST. RELATIONSHIP MGMT:
 • BRANDING:
 
 promoting and selling products or services, including market research and advertising producing advertisements for commercial products or services professional maintenance of a favorable public image the messages and media you deploy to communicate with the market the provision of service to customers before, during and after a purchase a system for managing interactions with current and future customers creating a unique name and image for a product, mainly through advertising
  7. 7. MARKETING promoting and selling products 
 or services, including market 
 research and advertising embellishing and hawking products or services, 
 including market research and advertising
  8. 8. THE HISTORY OF MARKETING 2000190018001700160015001400 1990 2010 PRE-INDUSTRIAL POST- INDUSTRIAL PRINT WORD OF MOUTH PRE-DIGITAL DIGITAL Source for History Slides: http://www.slideshare.net/HubSpot/the-evolution-of-advertising-how-consumers-won-the-war-for- their-attention
  9. 9. START WITH WHY http://www.youtube.com/watch?v=IPYeCltXpxw
  10. 10. START WITH WHY WHY HOW WHAT
  11. 11. youtu.be/IPYeCltXpxw
  12. 12. EXAMPLE
  13. 13. EXAMPLE
  14. 14. EXAMPLE
  15. 15. EXAMPLE
  16. 16. • WHAT IS THE WHY FOR OUR PROFESSION? • HOW SHOULD "THE WHY” EFFECT OUR PROMOTIONAL MATERIALS? DISCUSSION ?
  17. 17. EXAMPLE Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership. Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
  18. 18. EXAMPLE Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership. Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.
  19. 19. PUTTING IT TO USE We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….
  20. 20. PUTTINGITTOUSE
  21. 21. PUTTINGITTOUSE
  22. 22. YMCA FALL VOLLEYBALL
 PUTTINGITTOUSE
  23. 23. YMCA FALL VOLLEYBALL
 Ages 8-16, Cooper Street Branch
 November 1 - December 1 Come and join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1. The cost is just $19 for full members and $75 for program members. Registration ends September 28. PUTTINGITTOUSE
  24. 24. PUTTINGITTOUSE
  25. 25. • DIVIDE INTO GROUPS • CHOOSE A SPECIFIC PROGRAM OR SERVICE • DETERMINE THE WHY, HOW AND WHAT • DEVELOP AD COPY THAT FOCUSES 
 ON THE WHY GROUP ACTIVITY !
  26. 26. Purple Cow
  27. 27. PURPLE COW WHAT MAKES YOUR DEPARTMENT/FACILITY REMARKABLE? WHAT DIFFERENTIATES YOUR PROGRAMS/ SERVICES FROM YOUR COMPETITORS?
  28. 28. youtu.be/V82OwyF_vBg
  29. 29. PURPLE COW REMARKABLE = WORTH MAKING A REMARK ABOUT BEING SAFE IS RISKY BEING VERY GOOD IS INVISIBLE http://youtu.be/V82OwyF_vBg
  30. 30. PURPLE COW
  31. 31. PURPLE COW youtu.be/jfkQujgLjag
  32. 32. PURPLE COW youtu.be/xiJo3wcryVE
  33. 33. PURPLE COW WHAT WAS YOUR MOST RECENT REMARKABLE EXPERIENCE? WHAT MAKES YOUR DEPARTMENT/FACILITY REMARKABLE? WHAT MAKES YOUR PROGRAM(S) REMARKABLE?
  34. 34. • DIVIDE INTO GROUPS • COME UP WITH A REMARKABLE PROGRAM OR SERVICE THAT NO OTHER DEPARTMENT IS DOING GROUP ACTIVITY !
  35. 35. BLUE OCEAN STRATEGY
  36. 36. BLUE OCEAN STRATEGY FOCUS LESS ON COMPETITORS AND MORE ON ALTERNATIVES
  37. 37. BLUE OCEAN STRATEGY • Which of the factors that the industry takes for granted should be eliminated? • Which factors should be reduced well below the industry’s standard? • Which factors should be raised well above the industry’s standard? • Which factors should be created that the industry has never offered?
  38. 38. BLUE OCEAN STRATEGY
  39. 39. BLUE OCEAN STRATEGY
  40. 40. BLUE OCEAN STRATEGY
  41. 41. BLUE OCEAN STRATEGY
  42. 42. BLUE OCEAN STRATEGY
  43. 43. BLUE OCEAN STRATEGY
  44. 44. BLUE OCEAN STRATEGY
  45. 45. BLUE OCEAN STRATEGY
  46. 46. BLUE OCEAN STRATEGY
  47. 47. BLUE OCEAN STRATEGY
  48. 48. BLUE OCEAN STRATEGY
  49. 49. BLUE OCEAN STRATEGY
  50. 50. REFLECTION WRITE DOWN YOUR ANSWERS TO THE FOLLOWING: • HOW DO YOUR PROGRAMS DIFFER FROM YOUR COMPETITION? • WHAT IS YOUR UNIQUE SELLING PROPOSITION? ?
  51. 51. WHY THINGS CATCH ON • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL VALUE • STORIES
  52. 52. youtu.be/8NLlQxaDQ5E
  53. 53. SOCIAL CURRENCY PEOPLE SHARE THINGS THAT 
 MAKE THEM LOOK GOOD
 • Find inner remarkability. • Make people feel like insiders.
  54. 54. PUTTINGITTOUSE
  55. 55. TRIGGERS TOP OF MIND, TIP OF TONGUE
 • Consider the context. • Grow your habitat.
  56. 56. PUTTINGITTOUSE
  57. 57. PUTTINGITTOUSE
  58. 58. EMOTION WHEN WE CARE, WE SHARE
 • Focus on feeling rather than function. • Emotional = more likely to go viral.
  59. 59. PUTTINGITTOUSE
  60. 60. PUTTINGITTOUSE
  61. 61. PUBLIC BUILT TO SHOW, BUILT TO GROW
 • Public = more likely to be imitated. • Design products that advertise themselves.
  62. 62. PUTTINGITTOUSE
  63. 63. PRACTICAL VALUE NEWS YOU CAN USE
 • Useful things get shared. • Highlight knowledge and package value.
  64. 64. PUTTINGITTOUSE
  65. 65. STORIES INFORMATION TRAVELS UNDER 
 THE GUISE OF IDLE CHATTER
 • Build a story that people want to tell
 (and carries your idea along for the ride).
  66. 66. PUTTINGITTOUSE
  67. 67. • SHARE HOW YOUR DEPARTMENT HAS USED ONE OF THESE SIX TACTICS. GROUP ACTIVITY !
  68. 68. WHY THINGS CATCH ON • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL VALUE • STORIES
  69. 69. BEHAVIORAL ECONOMICS
  70. 70. ANCHORING Anchoring occurs when individuals use an initial piece of information to make subsequent judgments.
  71. 71. youtu.be/f0uBANguiQs
  72. 72. RELATIVITY Given three choices: 
 A, B (distinct, but equally attractive) and A- (similar, but inferior), we will almost always choose A because it is clearly superior to A-.
  73. 73. youtu.be/9X68dm92HVI?t=11m9s
  74. 74. RELATIVITY https://www.youtube.com/watch?v=f0uBANguiQs
  75. 75. THE POWER OF FREE ZERO/FREE IS A SOURCE OF 
 IRRATIONAL EXCITEMENT
  76. 76. SOCIAL NORMS Money is often the most expensive way to motivate people. Social norms are cheaper and often more effective.
  77. 77. THE PRICE OF OWNERSHIP The “Endowment Effect” means that when we own something, we begin to value it more than other people do.
  78. 78. EXPECTATIONS The mind gets what it expects.
  79. 79. THE POWER OF PRICE Price has an impact 
 on efficacy.
  80. 80. PERSUASION
  81. 81. youtu.be/HOypv1AqYu0
  82. 82. RECIPROCITY People tend to return a favor.
  83. 83. SCARCITY Scarcity generates demand.
  84. 84. AUTHORITY People tend to 
 obey authority figures.
  85. 85. CONSISTENCY Once someone commits
 they are more likely to do it.
  86. 86. LIKING People are more easily persuaded by people they like.
  87. 87. CONCENSUS People want to fit in.
  88. 88. CONSUMER BEHAVIOR MODELS
  89. 89. AIDA • ATTENTION • INTEREST • DESIRE • ACTION
  90. 90. THE MARKETING/SALES FUNNEL
 (ONE VERSION OF MANY)
  91. 91. THE ZERO MOMENT OF TRUTH
  92. 92. THE ZERO MOMENT OF TRUTH
  93. 93. THE ZERO MOMENT OF TRUTH
  94. 94. Fact: As of 2013, the average shopper consults 10.4 sources prior to making a purchase
  95. 95. PERMISSION / INBOUND MARKETING
  96. 96. INTERRUPTION MARKETING Interruption marketing involves
 promoting through continued advertising, promotions, 
 PR and sales.
  97. 97. PERMISSION MARKETING Permission marketing requires that a customer has given
 explicit permission or implicit permission for you to send a promotional message.
  98. 98. INBOUND MARKETING Inbound marketing attempts to 
 earn attention through interesting content.
  99. 99. FOR EACH PLATFORM MENTIONED, DETERMINE WHETHER THE PLATFORM IS 
 PERMISSION / INBOUND MARKETING OR INTERRUPTION / OUTBOUND MARKETING GROUP ACTIVITY !
  100. 100. INTEGRATED MARKETING
  101. 101. InTEGRATED MARKETING Coordinated use of different promotional methods that reinforce each other.
  102. 102. InTEGRATEDMARKETING NATURALLY.ORG & NF FUN NEWS NATURALLYFUN.ORG
 
 NATURALLY FUN NEWS
  103. 103. SKETCH THE MARKETING PLATFORMS/TOOLS USED BY YOUR DEPARTMENT, DRAW ARROWS TO SHOW RELATIONSHIPS INDIVIDUAL ACTIVITY !
  104. 104. REVIEW
  105. 105. QUESTIONS?
  106. 106. MARKETING STRATEGYRYAN HEGRENESS, OPERATIONS MANAGER
 CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES CITY OF WESTMINSTER: 303-658-2197 RHEGRENE@CITYOFWESTMINSTER.US PERSONAL / CONSULTING: 860-463-6032 RYANHEGRENESS@GMAIL.COM TWITTER: @HEGRENESS

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