This document discusses strategic marketing and communication for parks and recreation facilities. It provides definitions for marketing, communication, branding, and marketing communication. The document then outlines core marketing disciplines like media relations, advertising, direct marketing, internet marketing, social media marketing, and staff communication. Finally, it lists topics for roundtable discussion, including branding, research, combining print/online advertising, social media use, growing email lists, customer service training, and using videos/photos online.

1. Strategic Marketing and Communication Minneapolis 2010
2010 SPRE Research to Practice
Facilitators:
SPRE: Tatiana Vasileia Chalkidou - Ph.D. Candidate, Oklahoma State University
APRS: Barbara Young, Recreation Manager, City of Chandler, Arizona
Guest Presenter: Liam O’Mahony, Information Specialist, City of Chandler, Arizona
I. Definitions for Roundtable Discussion
Marketing Communications
• Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large (American Marketing Association, 2007).
• Communication is defined as a process by which we assign and convey meaning in an attempt
to create shared understanding. This process requires a vast repertoire of skills in intrapersonal
and interpersonal processing, listening, observing, speaking, questioning, analyzing, and
evaluating (Office of Superintendent of Public Instruction [OSPI], n.d.).
• The application of the marketing concept to an organization involves putting the customer at
the centre of all decision-making processes. However, some organizations have difficulty in
recognizing who the customers are, particularly if the product or service is offered free of
charge, or if the organization supplying it is the sole supplier (Horner & Swarbrooke, 2005).
• Marketing communication utilizes all pertinent information tools (fliers, web site, word of
mouth, etc) to deliver the value of the organization’s service offerings to the targeted customer
groups. The greatest benefits are to be gained when e-communication tools are used alongside
traditional methods to give additional contact points and a reinforced consistent message. The
value of each separate tool is leveraged in this way to create a greater synergy and effectiveness
(Masterman & Wood, 2005).
Branding
• Branding begins by first understanding what others say about your organization (California
Park & Recreation Society [CPRS], n.d.). It is a process by which parks and recreation can be
positioned among its many publics (California Park & Recreation Society [CPRS], n.d.).
• The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or
design, or a combination of them intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of other sellers (n.d.).
• Brand loyalty results after users consider park and recreation facilities and programs, are aware
of their benefits, uses them, and their initial perceptions are reinforced (California Park &
Recreation Society [CPRS], n.d.).

2. Strategic Marketing and Communication Minneapolis 2010
II. Outline for Roundtable Discussion
Core Marketing Communication disciplines to promote, support and reinforce branding:
A. Media Relations – Harnessing influence and impact of media outlets to disseminate brand.
• Relationship building with key media personnel – tours, press releases, pitching methods
• Maintaining a current online press room - tools, photo library; media coverage archive
• Spokesperson training and knowledge of overall programs and facilities
• Utilize free TV and newspaper online community event calendars to supplement publicity
B. Advertising – Articulating the branding “look and feel” in traditional print media buying.
• Print - Newspapers, magazines; changes to industry; shift to web advertising options
• Broadcast –Developing internal television and web video programming (virtual tours, features)
C. Direct Marketing – Delivering your branding messages straight to your customers.
• Subscription lists for distributing customer collateral
• Promotional card mailers
• Coupons in organizational publications (newsletters, brochures and magazines)
D. Internet Marketing – Conveying your branding via your web site and interactive resources.
• Web site design and registration user appeal
• Functions and features – photo galleries, video integration, customer feedback mechanism
• E-newsletters – list development, acquisition, measurement, content format and graphics
• Google news alerts; Google business listings; analytics to assess traffic and information needs
E. Social Media Marketing – Leveraging free social networking web sites to acquire loyal customers
and develop external brand ambassadors.
• Facebook, Twitter, YouTube, Flickr, Four Square
• Developing uniform brand “look and feel” across all applications
• Dedicating resources for daily or weekly content management for selected social media sites
F. Staff Communication –Training to enhance customer service and foster internal brand ambassadors.
• Web demonstrations at activities and events; sign-up kiosks at facilities
• Special event participation – family expos, company health fairs, summer camp fairs
• Open houses for instructors to showcase classes and programs
• Annual staff training and review of web site, print materials, customer messaging
• Developing brand ambassadors among employees and spokespersons

3. Strategic Marketing and Communication Minneapolis 2010
III. Topical Questions for Roundtable Discussion
Directions: The following is a list of topics that we thought we might discuss today. In order for us to
best meet your needs for today’s session, we would like you to identify your top 3 choices from the
topics below. In addition, please feel free to add topics not listed. We will then combine everyone’s
choices to guide our decision of which topics we should discuss first.
1. Does the rank and file know how to articulate your brand? Can you and or your employees
describe your brand within a sentence? (Branding)
2. Have you conducted any research to see the bigger “picture” about the industry in which you
operate, like a SWOT analysis: Strengths, Weaknesses, Opportunities and Threats? (Branding)
3. If having used the web for research, which applications are good resources (other than Google)
and what tools have provided valuable information that you have used? (Social
Media/Internet Marketing)
4. Are you combining your print media advertising with online opportunities including e-blasts,
calendars, banner ads, etc.? (Advertising/Internet Marketing)
5. What materials do you include in your press kit or online press room? (Media Relations)
6. Which social media applications are you using? Which one is most effective and why? Which
is your favorite one? (Social Media/Marketing)
7. How are you growing and maintaining your E-Newsletter subscription list? Are you using a
template or in house software? (Internet Marketing)
8. What are you emphasizing the most when training front line staff in regards to customer service
communications? (Staff Communications)
9. How do you use or would like to use videos and photos in your social media profiles and or
web site? (Social Media/Internet Marketing)
10. Describe your approach and presence at events; tradeshows, health fairs and kids expos.
(Direct Marketing/Staff Communications)