This document provides an overview of marketing, branding, and public relations strategies for parks and recreation organizations. It discusses the importance of establishing a clear vision, mission, values, and objectives. The marketing plan elements of audiences, positioning, and personality are also covered. The document emphasizes developing a consistent brand identity and promoting the brand across various communication channels. It highlights best practices for public relations, including building media relationships and using social media effectively to engage the community.

1. NRPA
Directors School
August 2016
Tom O’Rourke, CPRP
Executive Director
Charleston County Park and Recreation Commission
Charleston, South Carolina
Marketing, Branding and Public
Relations

2. MARKETING

3. • Product
• Place
• Price
• Promotion

4. ESSENTIAL MARKETING
COMMUNICATION ELEMENTS Vision
Mission
Values
Objectives
Audience
Positioning
Personality
Visual Identity Messaging Platform
Online In Print On Air In Person
Mobile
You have to
know all of this
before you can
embark on a
marketing plan

5. Marketing
Plan

6. MARKETING PLAN
• Vision – The Big Idea
• Mission – Actual work to be undertaken
• Values – Beliefs of the organization
• Objectives - The specific goals that must be reached to achieve the mission
• Audiences - Individuals and groups the organization needs to target
• Positioning - A single idea that differentiates the organization in the minds of others
• Personality - Attributes that reflect the way others experience the organization
Vision
Mission
Values
Objectives
Audience
Positioning
Personality

7. VISION
The Big Idea
All Charleston County residents and guests – regardless of
income level, ethnicity, ability, or age – will be able to readily
access and, therefore, benefit from enjoyable, healthy,
educational, cultural, and environmentally sustainable activities
and experiences offered through the Charleston County park
system’s facilities, programs, and services.

8. MISSION
Actual work to be undertaken
 The Charleston County Park and Recreation Commission will
improve the quality of life In Charleston County by offering a
diverse system of park facilities, programs and services.

9. VALUES
• Community Enrichment
• Fun
• Leadership
• Exceptional Customer Service
• Quality
• Safety
• Health & Wellness
• Accessibility
• Diversity
• Stewardship
• Building a Legacy

10. AUDIENCES
Individuals and groups the organization needs to target

11. POSITIONING
A single idea that differentiates the organization in the minds of
others

12. PERSONALITY
Attributes that reflect the way others experience the organization
 Community oriented
 Serving the underserved
 Encourages health and wellness
 Actively engaged in the outdoors

13. MARKETING PLAN
Executive
Summary
Market
Analysis
Marketing
Strategy
Operations
Plan
Finance Plan

14. Executive
Summary Who You Are
Mission-Vision- Values
Structure of Organization
Target Market(s)
Current Opportunities
Projection of Business Future
Financial Overview

15. Market
Analysis Who are your customers?
What do they want to do?
Demographics
Tourism Trends
Communication Trends

16. 25%
14%
11%9%
9%
7%
6%
6%
4%
3% 2%
2%
1% 1%
Customer Market Segmentation
Families
Vacationers
Sports Enthusiasts
Corporations
Campers
Fisherman
Dog Owners
Nature Enthusiasts
Brides/Grooms
Boys and Girls Scouts
Students
Boaters
Culturalists
Equestrians

17. PARK AND FACILITY ATTENDANCE IN FY 12/13
Beach Parks
240,718 Campground
& Cottages
112,626
Caw Caw
12,919
Day Parks
765,671
Mullet Hall
14,129
Piers
476,520
Waterparks
277,491

18. COMMUNICATION TRENDS
14%
36%
53%
61%
63%
72%
70% 71%
73%
74%
74%
74%
78%
81%
85%
81%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Internet adoption, 1995-2013
% of American adults who use the internet, over time

19. SOCIAL MEDIA USERS

20. SMARTPHONE OWNERSHIP BY INCOME/AGE GROUP

21. CELL PHONE PLATFORM CHOICES

22. Marketing Strategy
By Individual Parks
By Individual Programs

23. Attendance – (Broken Down by Category)
• Adult
• Child
• Gold Pass
• Total
Financials – Broken Down Marketing Budget
Financials - Revenue – Expenses - Net

24. Operations
Plan
 Location
 Operation
 Organizational Structure
 Employees
 Space
 Capacity
 Critical Suppliers
 Financial System
 Computer System
 Equipment
 Insurance
 Contracts
 Credit Policy
 Permits and Licenses

25. Finance Plan
How are you going to pay for
everything?
Product and Service Pricing
Budgets Projections
Cash Flow Projections

26. BRANDING

27. WHAT IS A BRAND?
• The personality that identifies a product, service, or company
(name, term, sign, symbol, or design, or combination of them)
and how it relates to key constituencies: customers, staff,
partners, investors etc.

28. BRANDING
 A brand associated with a product or service
has certain qualities or characteristics that
make it special or unique.
 A brand is therefore one of the most valuable
elements in an advertising theme, as it
demonstrates what the brand owner is able to
offer in the marketplace.

29. THE BRAND IMAGE
• Committed to enhancing the quality of life for the community.
• Ensures customer satisfaction is a top priority.
• Provides great gathering places for family, friends, pets, and
acquaintances.
• Offers high quality and a wide range of passive and active
recreational, educational, and leisurely activities and programs
throughout the year.

30. CCPRC BRAND IMAGE
• Honors and preserves our natural and historical
resources in the Lowcountry.
• Maintains clean, safe and well managed county
parks, beach parks, piers, boat landings and rental
facilities.
• Secures successful partnerships with government
and private sectors to enhance and expand the park
system offering.
• Serves as a model for other park systems to
emulate.

31. PROMOTING THE BRAND
• Consistent quality offerings
• Consistent high service level
• Consistent message
• Consistent look and feel
• Consistent approach to promoting

32. ADVERTISING STRATEGY
 Advertise across a wide range of mediums
Increase
Internet (social media, web ads, blogs)
Events (trade shows, exhibits)
Partnerships / Sponsorships
Permanent Facilities (Billboards, malls, kiosks)
Public Relations
Promotional Items
Decrease
Print (Newspaper, magazine, brochures, coupons)
T.V. (regular)
Radio (AM/FM)

33. NEW LOOK
 Offers a consistent look that is distinct, recognizable, and familiar to
others.
 Embodies and promotes our image.
 Repeated use of look in print, radio, television, email, and internet
strengthens our brand.
 Creates efficiencies and maximizes marketing resources.

34. THE NEW MESSAGE
• “Everything Under the Sun”
• Encompasses all that we do in the broadest way.
• Allows us to sustain the message over long periods
of time as the park system grows.
• Complements the logo.

36. Sponsoredby:
Nooutsidefood,beverages,or coolerspermit ed.
Presentedby:
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MulletHallEquestrianCenter,JohnsIslandCountyPark
charlestoncountyparks.com | 843.795.4386
Everythingunderthesun.
Sponsoredby:
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$10/DOG. $8/CCR(CharlestonCountyResidentDiscount)
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Celebratethedogdaysof
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Advancepurchaseisrecommended.
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Nooutsidefood,beverages,orcoolerspermit ed.
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Sponsoredby:
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Presentedby:
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41. SUMMARY
• Your image is everything- Create it, and then sell it.
• Keep things fresh.
• Create YOUR Brand.

42. PUBLIC RELATIONS

43. PUBLIC RELATIONS?
Managing the communication between an organization and its
public. (Control)
Strategic initiatives to ensure the Agency has a positive image.
Creating and maintaining goodwill for your Agency by organizing
various forms of communication and publicity. Usually FREE!

44. WHAT PUBLIC RELATIONS IS NOT
• Marketing – product, place, price, promotion
• Sponsorship
• Advertising – sale of products using paid media messages

45. PR GOALS AND OBJECTIVES
• Raise image and awareness
• Influence product, market, and recreation agency positioning
• Position your agency staff as industry experts
• Pursue articles / placements to create customers and
advocates

46. PR VEHICLES
• Press releases
• Editor briefings
• Tradeshows
• Case histories
• Speaking engagements
• Authored articles
• Social media

47. HOW TO GET MEDIA COVERAGE
Media Relations:
• Be a consumer of your local news media
– get to know what is considered “news”
and what is not
• Get to know your local contacts and build relationships –
who they are AND what they cover
• Prepare in advance and understand deadlines
• Invite them to your events and programs
• Pitch story ideas
• Give them good content
• Always respond to questions and be there for your media
contacts

48. GETTING MEDIA COVERAGE
TRADITIONAL PR
• Always keep media deadlines in mind
• Common methods of publicity:
• Send out press releases – 2 months to 2 weeks in advance
• Send out Media Alerts – week of to day before
• Calendar Listings – by 1st of month prior (June 1 for July
events)
• Reach out to your local TV station interview shows –
months prior
• Social media
• Cold calls/emails (pitching)
• Get to know AP style for your writing
• Website resources to use:
Ragan Communications
PRSA

49. Why Social Media

50. • Visitor ‘liking’ the page
• Leaving a comment
• Sharing your status
• Posting a link
• Liking a post
Make your posts ENGAGING

51. …A PICTURE is worth
a thousand words.
As you post remember…

55. HAVE A SENSE OF HUMOR

59. REINDEER SELFIE

63. PROMOTE YOUR PARKS AND
PROGRAMS

68. Let the Public See the people
behind the agency and your
Agency’s “Culture”

72. Use the Holiday’s to show
respect.

76. • It’s OK to be silly and edgy
• Sometimes, and very
carefully

77. Highlight your customers

81. When Others “sell”
your greatness

89. CORRECTING INACCURACIES

91. PREPARE FOR ANYTHING

93. TIMELY RESPONSES
RECEIVE FEEDBACK

101. SAY THANK YOU

103. BUILD RELATIONSHIPS

106. Or at least pretty good practices, most of the time
• Your recipients want to know that you are listening - many
social media managers often overlook this.
• Answer questions asked or simply say, “Thanks!”
• Be sure to tag the fan in your response so they are notified
of the response.
• The fan will often “like” your comment, thus continuing the
conversation and further boosting your visibility.
Best Practices,

107. “80% of the content you publish or share should
pertain to things that really matter to your audience.
The other 20% can be about your products and
services.”
80-20 Rule of Social Media

108. Dealing with Negativity

109. Three Main Types
•Dissatisfied customer
•Just a miserable person
•“Grammar Police”

110. • Always respond in a
timely manner, but make
sure you get your facts
straight first.
• Don’t get into a “back-
and-forth” discussion.

111. • Sometimes it is necessary
to take the conversation
off of Social Media in
order to get the details,
but bring it back if there
is a satisfactory
resolution
• Encourage them to email
you so you can help or
have the appropriate
person respond.

112. • Always respond in a
timely manner, but
make sure you get
your facts straight
first.
• Don’t get into a
“back-and-forth”
discussion.
• Turn a negative into
an opportunity to
make a true fan.

113. SUMMARY FOR THE ENTIRE SESSION
• Before you embark on a marketing plan know who you
are and why you are in business
• Keep your messaging consistent
• Do the jobs of the media and you will control your
message
• Do not be afraid of social media platforms

114. The End