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RYAN HEGRENESS

OPERATIONS MANAGER

CITY OF WESTMINSTER

PARKS, RECREATION & LIBRARIES
PROMOTING PROGRAMS
ThrOUGH SOCIAL M...
• WHY (5m)
• HOW (25m)
• understand your CUSTOMERS (5m)
• create great CONTENT (10m)
• implement good TACTICS (5m)
• utili...
WHY
• Create Awareness
• Increase Participation
• Generate Revenue
• Change Lives
WHY
PROMOTE PROGRAMS
• cheap
• easy
• effective
• where your customers are
• engaging
• highly targeted
WHY
USE SOCIAL MEDIA
HOW
HOW
• understand your CUSTOMERS
• create great CONTENT
• implement good TACTICS
• utilize targeted ADVERTISING
HOW
UNDERSTAND YOUR CUSTOMERS
Ask your customers (SurveyMonkey)
naturallyfun.org/marketing-plan
westminster stats
westminster stats
HOW
CREATE GREAT CONTENT
BE VISUAL
BE VISUAL
BE SNACKABLE
BE SNACKABLE
http://youtu.be/UsUGav2PRPc
BE SNACKABLE
http://youtu.be/Xl7dxwcyS4A
KEEP IT 

SIMPLE
BE TIMELY
BE TIMELY
BE RESPONSIVE
BE 

RESPONSIVE
Make Your Content WORTH Sharing
WHY THINGS CATCH ON
SOCIAL CURRENCY
SOCIAL 

CURRENCY
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
PUTTING IT TO USE
TRIGGERS
Price has an impact 

on efficacy.
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
TRIGGERS
`
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
EMOTION
EMOTION
http://youtu.be/UqrTlne4z2Y
EMOTION
PUBLIC
PRACTICAL VALUE
PRACTICAL
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
PRACTICAL 

VALUE
STORIES
STORIES
• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL
• STORIES
PUTTING IT TO USE
YMCA FALL VOLLEYBALL

Ages 8-16, Cooper Street Branch

November 1 - December 1
Join us for a fun and exc...
WHY THINGS CATCH ON
HOW
IMPLEMENT GOOD TACTICS
INTEGRATE SOCIAL

ELSEWHERE
INTEGRATE SOCIAL

ELSEWHERE
INTEGRATE SOCIAL

ELSEWHERE
WORK WITH 

INFLUENCERS
WORK WITH 

INFLUENCERS
WORK WITH 

INFLUENCERS
Influencer Marketing
WORK WITH 

INFLUENCERS
UTILIZE

CONTESTS
ADVANCED SETUP
If you’ve been bored so far,
now’s the time to pay attention.
If you are feeling overwhelmed,
you may want ...
USE TWITTER CARDS
USE TWITTER CARDS
FOLLOWING TACTICS
FOLLOWING TACTICS
CTA OVERLAYS
HOW
UTILIZE TARGETED ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
GRAPH 

SEARCH
CUSTOM

AUDIENCES
CONVERSION

PIXELS
DATA FILE

AUDIENCES
LOOK-A-LIKE

AUDIENCES
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
ADVERTISING
LIST 

AUDIENCES
LIST 

AUDIENCES
TARGETED

ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
YOUTUBE ADS
Video Advertising (YouTube Ads)
WHAT ABOUT INSTAGRAM?
WHAT ABOUT INSTAGRAM?
WHAT TO DO
CASE STUDIES
CASE STUDY #1
ARLINGTON AQUATICS
CASE STUDY #2
ARLINGTON EVENT CAMPAIGN
ADVERTISING
ADVERTISING
CASE STUDY #3
ARLINGTON SUMMER CAMPS
CASE STUDY: SUMMER CAMP INITIATIVES
• Camp & Swim Guide / Summer Program Guide
• Newspaper Camp Listings
• Online Camp Lis...
Search Advertising (Google Adwords)
CAMP RESULTS
Average Enrollments Per Week
250
300
350
400
450
500
2012 2013 2014
435
423
399
An increase of 36 campers per...
CASE STUDY #4
WESTMINSTER FREE FITNESS WEEK
0
2,250
4,500
6,750
9,000
2012 2013 2014 2015
30%
Growth
FACILTY ADMISSION JANUARY 1-7
$13,000
$14,000
$15,000
$16,000
$17,000
2012 2013 2014 2015
$16,098
$13,335
$15,159
$15,906
PASS REVENUE JANUARY 1-7
12%
D...
0
3,000
6,000
9,000
12,000
2012 2013 2014 2015 2016
30%
Growth
32%
Growth
FACILTY ADMISSION JANUARY 1-7
$0
$50,000
$100,000
$150,000
$200,000
2012 2013 2014 2015 2016
$185,898
$16,098$13,335$15,159$15,906
PASS REVENUE JANUARY ...
CASE STUDY #4
WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4
WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4
WESTMINSTER FREE FITNESS WEEK
CASE STUDY #4
WESTMINSTER FREE FITNESS WEEK
RYAN HEGRENESS

OPERATIONS MANAGER

CITY OF WESTMINSTER

PARKS, RECREATION & LIBRARIES
PROMOTING PROGRAMS
ThrOUGH SOCIAL M...
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
Promoting Programs on Social Media (Webinar)
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Promoting Programs on Social Media (Webinar)

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February 18, 2016 webinar for the NRPA Administrator Network.

Published in: Marketing
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Promoting Programs on Social Media (Webinar)

  1. 1. RYAN HEGRENESS
 OPERATIONS MANAGER
 CITY OF WESTMINSTER
 PARKS, RECREATION & LIBRARIES PROMOTING PROGRAMS ThrOUGH SOCIAL MEDIA @hegreness rhegrene@cityofwestminster.us ryanhegreness@gmail.com linkedin.com/in/hegreness
  2. 2. • WHY (5m) • HOW (25m) • understand your CUSTOMERS (5m) • create great CONTENT (10m) • implement good TACTICS (5m) • utilize targeted ADVERTISING (5m) • WHAT (Case Studies - 10m) • Q & A (10m) PROMOTING PROGRAMS ThrOUGH SOCIAL MEDIA
  3. 3. WHY
  4. 4. • Create Awareness • Increase Participation • Generate Revenue • Change Lives WHY PROMOTE PROGRAMS
  5. 5. • cheap • easy • effective • where your customers are • engaging • highly targeted WHY USE SOCIAL MEDIA
  6. 6. HOW
  7. 7. HOW • understand your CUSTOMERS • create great CONTENT • implement good TACTICS • utilize targeted ADVERTISING
  8. 8. HOW UNDERSTAND YOUR CUSTOMERS
  9. 9. Ask your customers (SurveyMonkey)
  10. 10. naturallyfun.org/marketing-plan
  11. 11. westminster stats
  12. 12. westminster stats
  13. 13. HOW CREATE GREAT CONTENT
  14. 14. BE VISUAL
  15. 15. BE VISUAL
  16. 16. BE SNACKABLE
  17. 17. BE SNACKABLE
  18. 18. http://youtu.be/UsUGav2PRPc BE SNACKABLE
  19. 19. http://youtu.be/Xl7dxwcyS4A KEEP IT 
 SIMPLE
  20. 20. BE TIMELY
  21. 21. BE TIMELY
  22. 22. BE RESPONSIVE
  23. 23. BE 
 RESPONSIVE
  24. 24. Make Your Content WORTH Sharing
  25. 25. WHY THINGS CATCH ON
  26. 26. SOCIAL CURRENCY
  27. 27. SOCIAL 
 CURRENCY • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL • STORIES
  28. 28. PUTTING IT TO USE
  29. 29. TRIGGERS
  30. 30. Price has an impact 
 on efficacy.
  31. 31. • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL • STORIES TRIGGERS
  32. 32. `
  33. 33. • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL • STORIES EMOTION
  34. 34. EMOTION
  35. 35. http://youtu.be/UqrTlne4z2Y EMOTION
  36. 36. PUBLIC
  37. 37. PRACTICAL VALUE
  38. 38. PRACTICAL • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL • STORIES
  39. 39. PRACTICAL 
 VALUE
  40. 40. STORIES
  41. 41. STORIES • SOCIAL CURRENCY • TRIGGERS • EMOTION • PUBLIC • PRACTICAL • STORIES
  42. 42. PUTTING IT TO USE YMCA FALL VOLLEYBALL
 Ages 8-16, Cooper Street Branch
 November 1 - December 1 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.
  43. 43. WHY THINGS CATCH ON
  44. 44. HOW IMPLEMENT GOOD TACTICS
  45. 45. INTEGRATE SOCIAL
 ELSEWHERE
  46. 46. INTEGRATE SOCIAL
 ELSEWHERE
  47. 47. INTEGRATE SOCIAL
 ELSEWHERE
  48. 48. WORK WITH 
 INFLUENCERS
  49. 49. WORK WITH 
 INFLUENCERS
  50. 50. WORK WITH 
 INFLUENCERS
  51. 51. Influencer Marketing
  52. 52. WORK WITH 
 INFLUENCERS
  53. 53. UTILIZE
 CONTESTS
  54. 54. ADVANCED SETUP If you’ve been bored so far, now’s the time to pay attention. If you are feeling overwhelmed, you may want to tune out for a couple minutes. HOW IMPLEMENT GOOD TACTICS
  55. 55. USE TWITTER CARDS
  56. 56. USE TWITTER CARDS
  57. 57. FOLLOWING TACTICS
  58. 58. FOLLOWING TACTICS
  59. 59. CTA OVERLAYS
  60. 60. HOW UTILIZE TARGETED ADVERTISING
  61. 61. ADVERTISING
  62. 62. ADVERTISING
  63. 63. ADVERTISING
  64. 64. ADVERTISING
  65. 65. GRAPH 
 SEARCH
  66. 66. CUSTOM
 AUDIENCES
  67. 67. CONVERSION
 PIXELS
  68. 68. DATA FILE
 AUDIENCES
  69. 69. LOOK-A-LIKE
 AUDIENCES
  70. 70. ADVERTISING
  71. 71. ADVERTISING
  72. 72. ADVERTISING
  73. 73. ADVERTISING
  74. 74. ADVERTISING
  75. 75. ADVERTISING
  76. 76. ADVERTISING
  77. 77. ADVERTISING
  78. 78. ADVERTISING
  79. 79. ADVERTISING
  80. 80. ADVERTISING
  81. 81. ADVERTISING
  82. 82. ADVERTISING
  83. 83. LIST 
 AUDIENCES
  84. 84. LIST 
 AUDIENCES
  85. 85. TARGETED
 ADS
  86. 86. YOUTUBE ADS
  87. 87. YOUTUBE ADS
  88. 88. YOUTUBE ADS
  89. 89. YOUTUBE ADS
  90. 90. YOUTUBE ADS
  91. 91. YOUTUBE ADS
  92. 92. YOUTUBE ADS
  93. 93. YOUTUBE ADS
  94. 94. YOUTUBE ADS
  95. 95. YOUTUBE ADS
  96. 96. Video Advertising (YouTube Ads)
  97. 97. WHAT ABOUT INSTAGRAM?
  98. 98. WHAT ABOUT INSTAGRAM?
  99. 99. WHAT TO DO CASE STUDIES
  100. 100. CASE STUDY #1 ARLINGTON AQUATICS
  101. 101. CASE STUDY #2 ARLINGTON EVENT CAMPAIGN
  102. 102. ADVERTISING
  103. 103. ADVERTISING
  104. 104. CASE STUDY #3 ARLINGTON SUMMER CAMPS
  105. 105. 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 New Initiatives
  106. 106. Search Advertising (Google Adwords)
  107. 107. 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)
  108. 108. CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
  109. 109. 0 2,250 4,500 6,750 9,000 2012 2013 2014 2015 30% Growth FACILTY ADMISSION JANUARY 1-7
  110. 110. $13,000 $14,000 $15,000 $16,000 $17,000 2012 2013 2014 2015 $16,098 $13,335 $15,159 $15,906 PASS REVENUE JANUARY 1-7 12% Decrease
  111. 111. 0 3,000 6,000 9,000 12,000 2012 2013 2014 2015 2016 30% Growth 32% Growth FACILTY ADMISSION JANUARY 1-7
  112. 112. $0 $50,000 $100,000 $150,000 $200,000 2012 2013 2014 2015 2016 $185,898 $16,098$13,335$15,159$15,906 PASS REVENUE JANUARY 1-7 12% Decrease 1,055% Growth
  113. 113. CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
  114. 114. CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
  115. 115. CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
  116. 116. CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
  117. 117. RYAN HEGRENESS
 OPERATIONS MANAGER
 CITY OF WESTMINSTER
 PARKS, RECREATION & LIBRARIES PROMOTING PROGRAMS ThrOUGH SOCIAL MEDIA @hegreness rhegrene@cityofwestminster.us ryanhegreness@gmail.com linkedin.com/in/hegreness

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