This document provides an overview of a webinar on developing a marketing plan. The webinar instructs participants to sign in, mute their phones, and download handouts. It then covers topics like defining marketing and its importance, the key elements of an effective marketing plan (product, price, placement, promotion, people), and how to incorporate the profession's brand promise. Participants are guided through exercises to outline components of their own marketing plan in 5 minutes for a specific product or service.

1. Make and Take Marketing Plan
Please sign in by typing your Name and
Agency Name in the chat box. You may chat with
other participants too!

2.  PLEASE mute your phone by
hitting *6. When the
presentation begins we will
mute ALL lines
 YOU will be notnot be speaking during the
webinar. However, YOU WILL use the
webinar chat and feedback box often.
 Phone audio is much more reliable than
computer audio. If you are listening
through your computer speakers
and have audio problems during
the webinar PLEASE dial in to the
conference number
712.432.3900. Conference ID#
890590
 Have you downloaded and printed a
copy of your handouts? (Sent in today’s
reminder update.)
Desktop Education for Parks And Recreation
Welcome and Sign-In

3. Let’s Create a
Marketing Plan!
Let’s Create a
Marketing Plan!

4. How well do you agree with this statement?
In my experience, word of mouth
marketing is the most effective
form of advertising.

5. What is marketing?
Please write your answers
in the chat box.

6. What is marketing?
Marketing is
everythin
g we do to get and keep our
customers

7. Why is marketing so
important?
Please write your answers
in the chat box.

8. Product What you offer – service, program, product, activity,
sponsorship, event, idea, etc.
What you are trying to “sell” or promote
Features Characteristics of your “product.”
Benefits  What your service, product” does for your
customer/participant
 What your product does for the community
 What your product does for others
On your handout…
What are you Selling?

9. 2 Part Question:
True or False
Fill in the text box

10. Philosophy and Mission
This is your mission and the reason your agency exists.
Serves as the foundation of your marketing communications
Product
Anything you offer to your
customers (camps,
employment, sponsorships,
volunteer opportunity, etc)
Price
The cost in time and money to
buy what you have to sell
Placement
How people access
your product or
information about your
product
Promotion
Methods used to
communicate
to customers and prospects
including advertising, sales,
promotions and publicity
The Plan
People
Internal
and
External
Pass the P’s Please

11. True or False
1. We have a written
marketing plan for our
department.
A. Yes and it’s great.
B. Yes, but it could be better.
C. No we don’t have one.
D. I don’t know.

12. True or False
I have a marketing plan for my
“area of responsibility.”

13. Please go to the
Give me Five!
Marketing Plan
Page of your
handouts…

14. Your Philosophy?
 Your agency’s mission or purpose
statement
 Copy from your website?
 Include it on all marketing documents
as a “signature”
 Clarify for your program/product

15. Homework Review
Type your product(s)
and objective in the
text box
now…

16. Common Park and Recreation
Marketing Objectives
Internal
Objectives
 Recruit high-quality staff or
volunteers
 Improve morale, attitude or
customer service
 Reduce absenteeism
 Increase longevity
 Improve productivity
 Elevate library’s value in minds
of decision-makers
 Increase budget allocations
External
Objectives
 More new campers/customers
 Increase usage/volume from
current campers/customers
 Generate more referrals or
leads
 Retrieve misplaced
campers/customers
 Increase general awareness
 Enhance credibility and image
 Establish credibility
 Increase traffic to open house,
website or tradeshow

17. Know Your Target Audience
Type of Target Description Why Important Reach them
HOW?
End-User
Decision-Makers
Gatekeepers
Staff

18. The Five Minute Marketing Plan
Process
 Bullet points are fine
 No one is checking
 spelling
 grammar
 Don’t edit
 Don’t stop writing
until time is up (even
if you have to doodle

19. Give Me 5! Marketing Plan
Product Perfection
 What could we do right
now to improve the quality
of our product/service(s) in
the eyes of our
members/customers?
 What additional product or
service would our
members customers most
like us to offer?

20. Let’s Take a Breath…
 You’re doing a fantastic job.
 But what is your job?
 We talked about your agency’s
purpose?
 So how does Parks Make Life Better! fit
into the plan?

21. The Parks Make Life Better!The Parks Make Life Better!
““Brand Promise” CanBrand Promise” Can
be incorporatedbe incorporated
into all of our marketinginto all of our marketing
A.A.YesYes
B.B.NoNo
C.C.Not SureNot Sure
D.D.What Brand Promise?What Brand Promise?

22. The Profession’s Brand Promise
Parks and
recreation makes
lives and
communities
better now
and in the
future by
providing
6 Key Themes6 Key Themes

23. Give Me 5! Marketing Plan
PMLB Brand Connection
 Of the 6 key messages, circle and
prioritize those that could/should be used
to promote this product?
 ___Play
 ___Nature
 ___Exercise
 ___Gathering Spaces
 ___Positive Places
 ___FOREVER
 How will you incorporate the brand
promises into your marketing? Be as
specific as possible.

24. Give Me 5! Marketing Plan
Partnerships and
Gatekeepers
 Who in your “community”
also promotes this
message? (Gatekeepers)
 Who influences your target
audience on a regular or
one-time basis (daily,
weekly, yearly, etc.)
 How might we build a
marketing partnership with
these Gatekeepers?

25. Give Me 5! Marketing Plan
Creative Pricing
 What could we do right
away to cut costs without
hurting our quality?
 What offers could we
afford to make to
encourage new customers
to try us or encourage
current customers to be
more loyal?

26. TRUE or FALSE
I regularly walk my
facilities as if I
were a customer.

27. 2 Part Question
TRUE or FALSE and fill in the chat box
There are many opportunities
within and outside of my
facilities which lend
themselves well to POP
advertising.
In your text box list ways you
are already using POP…

29. Give Me 5! Marketing Plan
PMLB Brand Connection
 What media
are we
currently using
to promote this
product?
 Assignment #2

30. How STRONGLY do you
agree with this statement?
By looking at our fleet
vehicles/vans/busses
it’s easy to understand
what we do and for who.

31. TRUE or FALSE
Today’s consumer (both
children and adults) spend
more time “commuting”
than ever before.

32. Back to your handout…
Give Me 5! Marketing Plan
Creative Placement
The 5
Minute
Plan
 What could we do right now
to help our customers or
prospects better access our
products or services?
 What new approach could
we try to reach different
customers or reach current
customers in a different
way?

33. Give Me 5! Marketing Plan
Promotion Innovation
 What could we do right now
to make our customer
communications more clear
and compelling?
 What new ways of
communicating with
customers could we try right
away?
The 5
Minute
Plan

34. TRUE or FALSE
 I feel confident that we are recruiting
the kind of staff who understand that
they are an important part of the
“marketing mix”
 I will find ways to train and motivate
staff to better serve the needs of
customers.

35. Give Me 5! Marketing
Plan
People Power
 What could we do to make
our customers feel more
enthusiastic and thankful
toward us?
 What could we do to
increase our motivation
and enthusiasm?

36. Webinar Overload?
The Power of 2s
 Two things you will
do in

Two Days

Two weeks

Two months

Extra Credit?
 Type two things thatType two things that
you will do as ayou will do as a
result of attendingresult of attending
this webinar…this webinar…
2
2
2

37. Your Commitment List
What will you
accomplish…
1 2
Next Week
Next Month
By End of Summer
By End of Year
By CPRS 2013

38. Marketing Calendar

39. Feedback please…
How strongly to you agree with
this statement…
This webinar really helped me develop
Solid marketing strategies for my
“product.”

40. Feedback please…
Please list the most valuable ideas,
strategies, things
you got out of this webinar…

41. Thank you for your hard work!
 Jodi’s info for calls and texts: 760.809.3231
 Jodi’s email: littleredsbigideas@gmail.com
 Don’t hesitate to contact me about upcoming
staff training needs. ‘Tis the season!
 Please complete the survey.