Presented to National Recreation & Parks Association Directors School, August, 2014

1. NRPA Directors School August, 2014
Tom O’Rourke, CPRP
Executive Director
Charleston County Park and Recreation Commission
Charleston, South Carolina
Marketing, Public Relations and Branding

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 – Charleston Parklands Foundation
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. VISION
Sample Vision Statement
The Parklands Foundation’s vision is to identify, develop and sustain projects that actively encourage all members of the community to experience the Charleston County park system’s facilities, programs, and services for the benefit of a living a more healthy lifestyle.

9. 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.

10. MISSION
Sample Mission Statement

The Parklands Foundation generates funding and promotes initiatives to support the CCPRC mission and the Parklands Foundation’s vision that all citizens will access and , therefore, benefit from the Charleston County park system’s facilities, programs, and services.

11. VALUES
Beliefs of the Organization

Equality

Community

Health and well being

Stewardship

12. OBJECTIVES
The specific goals that must be reached to achieve the mission
Establish an independent organization
Physical location, email address, website, phone number,
business license, federal tax Id
Personnel
Elect officers of the board
Hire dedicated staff
Establish specific committees and members (i.e. finance, fund raising, capital planning, programs, marketing)
Review by-laws
Develop a strategic plan
Raise money for the targeted projects
Manage projects to completion
Maintain facilities, programs and services

13. AUDIENCES
Individuals and groups the organization needs to target
Fundraising audience
Program audience (those who benefit from the program)
Advocacy audiences (community leaders, policy makers, the media)

14. POSITIONING
A single idea that differentiates the organization in the minds of others
Adopt projects that make park and recreation the new lifestyle for communities to sustain

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

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

17. Executive Summary

Who you are

Mission-Vision- Values

Structure of Organization

Target Market(s)

Current Opportunities

Projection of Business Future

Financial overview

18. 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

19. 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

20. Operating receipts – Enterprise Fund
Admissions & Registrations 47.3%
Concessions & Retail 23.7%
Miscellaneous 2.0%
Rentals 24.8%
Sponsorship 1.7%
Transfers 0.5%

21. Market Analysis

Demographics

Tourism Trends

Communication Trends

22. 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

26. Marketing Strategy

By Business Operations

By Individual Parks

27. Lowcountry Cajun Festival James Island County Park
Overview
The Lowcountry Cajun Festival is the most profitable festival generating over $100K in profit each year. The festival always occurs in April on the weekend of the Cooper River Bridge Run. Surprisingly although there are many out of towners in the area, the majority in attendance come from the tri-county area.
Target Audience
A little less than 10K people came to this festival in 2012 with the majority being adults. The chart below illustrates the attendance breakdown.

28. Attendance – (Broken Down

Adult

Child

Gold Pass

Total
Financials – Broken Down Marketing Budget
Financials - Revenue – Expenses - Net

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

30. Financial Plan

Product and Service Pricing

Funding Sources

Budget Projections

Cash Flow Projections

31. PUBLIC RELATIONS

32. 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!

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

34. 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

35. PR VEHICLES

Press releases.

Editor briefings

Tradeshows

Case histories

Speaking engagements

Authored articles

Social Media

36. 
Over a billion monthly active users

618 million daily active users on average

680 million monthly active mobile users

Average age is 35

Fastest growing demographic is women 55+

11 million businesses using Facebook Pages
Why Social Media

37. 
Ask co-workers to “Share” your page with their friends.

Email signatures

Link from website

Link from email marketing

List URL on press releases

Make sure your social channels are visible on any outgoing communication
Build Your Fan Base

38. 
Visitor ‘liking’ the page

Leaving a comment

Sharing your status

Posting a link

Liking a post
Make your posts ENGAGING

39. A Picture is worth a thousand words.
As you post…Remember,

46. When Others “sell” your greatness

61. HAVE A SENSE OF HUMOR

65. CORRECTING INACCURACIES

67. PREPARE FOR ANYTHING

69. Let the Public See the people behind the agency and your Agencies “Culture”

74. TIMELY RESPONSES

82. SAY THANK YOU

87. PROMOTE YOUR PARKS AND PROGRAMS

91. RECEIVE FEEDBACK

93. •
It’s OK to be silly and edgy.
•
Sometimes, and very carefully.

94. BUILD RELATIONSHIPS

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

97. “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

98. Dealing with Negativity

99. 3 Main Types
Dissatisfied Customer
Just a miserable person
Grammar Police

100. •
Always respond in a timely manner, but make sure you get your facts straight first.
•
Don’t get into a “back-and-forth” discussion.

101. •
Sometimes it’s 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.

102. •
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.

103. BRANDING

104. 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.

105. 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

106. THE BRAND IMAGE

Committed to enhancing the quality of life for the community

Ensures customer satisfaction is at the top of priorities

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

107. 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

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

109. ADVERTISING STRATEGY

Advertise across 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)

115. 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

121. THE 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

122. RETIRED MESSAGES
“Let Yourself Go”

123. RETIRED MESSAGES
“Where Fun Comes Naturally!”

124. OTHER PLANS

Redesign of the website

Promote primary URL

Creation of a smart phone app

Establish consistent email signature line

Company vehicle advertising

Determine future of the “Quarterly”

Creation of the Master Brochure

125. The End