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. Let’s Create a
Marketing Plan!
Parks Make Life
Better!

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

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

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

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

7. On your handout…
What are you Selling?
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

8. 2 Part Question:
True or False
Fill in the text box

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

10. 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.

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

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

13. 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

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

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

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

17. 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

18. 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?

19. 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?

20. The Parks Make Life Better!
“Brand Promise” Can
be incorporated
into all of our marketing
A.Yes
B.No
C.Not Sure
D.What Brand Promise?

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

22. Nature
Beauty and serenity

23. Being in nature makes
me feel alive. I feel lucky to have
this
beautiful,
serene place
so close to home.

24. Play
Safe, outdoor space

25. For us, the biggest
benefit is a
safe, outdoor
play space…

26. play

27. Exercise
Healthy movement

28. Parks are made for
moving at your own
pace —
Our family walks, plays and cycle

29. The recreation programs make it easy
to stay healthy.

30. Positive
Spaces
Free-time fun

31. My neighborhood park is more than
a place to chill. It keeps me thinking
straight and
away from
trouble.

32. positive spaces

33. Gathering
Places
Socializing and learning

34. Parks are like holidays, bringing
us together to share
good times.
They are the
common ground
that connects us
all.

35. Forever
Valued today and always

36. Parks enrich our lives.
They add value
to our homes and
neighborhoods.
Individually and as a community,
we’ll always have that need.

37. Individually and as a community,
we’ll always have that need.

38. 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.

39. 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?

40. 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?

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

42. 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…

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

45. 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.

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

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

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

49. 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.

50. 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?

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

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

53. Marketing Calendar

54. Parks Make Life Better!
promotional tools area
click away!
www.advisorsmarketing.
com

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

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

57. 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!

58. Next Month’s Webinar…
 Virginia Nonaca Chavez
 Make and Take Youth Leadership –
 our Role in Youth Success at Work and
Beyond!
 Gather your team together to explore ways to
better manage and motivate today’s young staff
and volunteers.