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ACTIVE Network Company Confidential1CHILD OBESITY RATES IN THE U.S.7%20%19802008*US Center for Disease Control (CDC)
ACTIVE Network Company Confidential2US HEALTHCARE COST % OF GDP*Kaiser Family Foundation Report7%18%19702010
ACTIVE Network Company Confidential3% LESS LIKELY TO COMMIT CRIME70%90%1 Activity2 ActivitiesUS Council of Mayors & Portla...
ACTIVE Network Company Confidential4OUR PURPOSEMAKE THE WORLD A MORE ACTIVE PLACE.OUR MISSIONWE POWER THE WORLD’S ACTIVITI...
ACTIVE Network Company Confidential5RECREATION INDUSTRY CHALLENGESCommunityEngagementFiscalResponsibilityActive, HealthyCo...
ACTIVE Network Company Confidential6INTERSECTION OF CHALLENGESDrive to HealthierCommunitiesExcess Activity InventoryInters...
ACTIVE Network Company Confidential7HOW TO INCREASEPARTICIPATIONParks & Recreation Marketing
ACTIVE Network Company Confidential8HOW WILL WE DO THIS ?Marketing Funnel
ACTIVE Network Company Confidential9PARKS & RECREATION MARKETING FUNNELBuild an audienceConvert leadsGet customers
ACTIVE Network Company Confidential10PARKS & RECREATION MARKETING FUNNELBuild an audience
ACTIVE Network Company Confidential11PARKS & RECREATION MARKETING FUNNELConvert leads
ACTIVE Network Company Confidential12PARKS & RECREATION MARKETING FUNNELGet customers
ACTIVE Network Company Confidential13HOW WILL WE DO THIS ?Website
ACTIVE Network Company Confidential14Your website is the center of all your marketing efforts― Have a memorable URL― Guide...
ACTIVE Network Company Confidential15THE 3 SECOND RULEYou have 3 - 5seconds to persuadeyour participants totake action
ACTIVE Network Company Confidential16The visible space on a website before scrolling downTHE FOLDLinks above the foldhave ...
ACTIVE Network Company Confidential17The visible space on a website before scrolling down― Include your most important cal...
ACTIVE Network Company Confidential18― Unclear call to action― Too many choices― Too many distractionsCALL TO ACTION - IMP...
ACTIVE Network Company Confidential19― Unclear call to action― Too much textCALL TO ACTION - IMPROVEMENTS
ACTIVE Network Company Confidential20 One action Use of web button Prominent color Button on top ofwebpageOnline regis...
ACTIVE Network Company Confidential21― Put your call to action at the top of the page― Replace text links with buttonsCALL...
ACTIVE Network Company Confidential22― Choose a color that stands out― Keep space around your buttonCALL TO ACTION
ACTIVE Network Company Confidential23― Use actions verbs rather than nouns― Repeat your call to action on each pageCALL TO...
ACTIVE Network Company Confidential24― A button can increase theclick through rate anywherebetween 20 – 200%(Forbes.com)CA...
ACTIVE Network Company Confidential25Website Marketing Make sure your website URL is easy to remember Check for dated co...
ACTIVE Network Company Confidential26HOW WILL WE DO THIS ?Email Marketing
ACTIVE Network Company Confidential27― 77% of consumers over the age of 15 prefer promotional messages totheir email inbox...
ACTIVE Network Company Confidential28Why create lists?1. Makes email content more relevant to the recipients2. Helps incre...
ACTIVE Network Company Confidential29Segmenting Your Lists―Broad⁃ Top-level categories: Fitness, Aquatics, Arts & Crafts⁃ ...
ACTIVE Network Company Confidential30Segmenting Your Lists―Detailed⁃ Program Categories + age group: Kids soccer, Adult co...
ACTIVE Network Company Confidential31Good or bad?― 6 programs to get you fit this summer― Summer time is here!― Did you he...
ACTIVE Network Company Confidential32What you should be doing:⁃ Ensure subject line is relevant to email content⁃ Keep sub...
ACTIVE Network Company Confidential33Text, images & buttons- Avoid multi-column formats- Keep emails short & sweet- Never ...
ACTIVE Network Company Confidential34Email Marketing Build well organized lists Broad Medium Detailed Staff/instructo...
ACTIVE Network Company Confidential35HOW WILL WE DO THIS ?Social Media
ACTIVE Network Company Confidential36IT’S NOT JUST FOR THE YOUNG…Source: The Next Web
ACTIVE Network Company Confidential37
ACTIVE Network Company Confidential38
ACTIVE Network Company Confidential39HOW WILL WE DO THIS ?Facebook
ACTIVE Network Company Confidential40―Create content that engages users―ASK them to engage!―Post on a regular schedule―Vis...
ACTIVE Network Company Confidential41
ACTIVE Network Company Confidential42Chicago Park DistrictEXAMPLES
ACTIVE Network Company Confidential43Arlington Parks and RecreationEXAMPLES
ACTIVE Network Company Confidential44Spokane Parks and RecreationEXAMPLES
ACTIVE Network Company Confidential45Facebook app to feature online registration― Visit apps.facebook.com/redirectab/― Dow...
ACTIVE Network Company Confidential46HOW WILL WE DO THIS ?Social Sharing
ACTIVE Network Company Confidential47Statistics― 3.2 billion likes and comments are posted daily― 72 hours of video are up...
ACTIVE Network Company Confidential48How to get started― Put sharing buttons on these pages:―Blogs, news sections, registr...
ACTIVE Network Company Confidential49HOW WILL WE DO THIS ?Return On Investment
ACTIVE Network Company Confidential50GOALS AND METRICSGoal MetricsDrive participation Shares, leads, registrationsProvide ...
ACTIVE Network Company Confidential511. ImpressionsHow many people are seeing the posts I’m making2. ClicksHow many visits...
ACTIVE Network Company Confidential521,217 clicks/ 50,047 people saw this---------------------------------0.0243 = 2.43% C...
ACTIVE Network Company Confidential53Social Media Ask for engagement Respond to questions and comments Post visual cont...
ACTIVE Network Company Confidential54HOW WILL WE DO THIS ?Mobile
ACTIVE Network Company Confidential55THE CHANGE The effect• The way citizens hear about andaccess your services has change...
ACTIVE Network Company Confidential56Making the decision― What percentage of visits come from a mobile device?― What does ...
ACTIVE Network Company Confidential57Mobile Check the percentage of visits from mobile devices in Google Analytics Check...
ACTIVE Network Company Confidential58HOW WILL WE DO THIS ?Conclusion
ACTIVE Network Company Confidential59―Top of the funnel⁃ Readers of your marketing messages⁃ Get more eyes on your marketi...
ACTIVE Network Company Confidential60THANK YOU!www.ACTIVEcommunities.com/Blog//ACTIVEnetworkCommunities@ACTIVEcommunity‘Re...
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How to Increase Participation in Parks & Recreation

Parks and Recreation Marketing SlideShow - How to increase participation in your programs and at your facilities, parks, and events. This presentation includes tangible tips and strategies for parks and recreation websites, emails, social media, and more.

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How to Increase Participation in Parks & Recreation

  1. 1. ACTIVE Network Company Confidential1CHILD OBESITY RATES IN THE U.S.7%20%19802008*US Center for Disease Control (CDC)
  2. 2. ACTIVE Network Company Confidential2US HEALTHCARE COST % OF GDP*Kaiser Family Foundation Report7%18%19702010
  3. 3. ACTIVE Network Company Confidential3% LESS LIKELY TO COMMIT CRIME70%90%1 Activity2 ActivitiesUS Council of Mayors & Portland-area DEA
  4. 4. ACTIVE Network Company Confidential4OUR PURPOSEMAKE THE WORLD A MORE ACTIVE PLACE.OUR MISSIONWE POWER THE WORLD’S ACTIVITIES AND CONNECTPEOPLE TO THE THINGS THEY LOVE, WANT AND NEED TO DO.
  5. 5. ACTIVE Network Company Confidential5RECREATION INDUSTRY CHALLENGESCommunityEngagementFiscalResponsibilityActive, HealthyCommunitiesRelevance &Impact
  6. 6. ACTIVE Network Company Confidential6INTERSECTION OF CHALLENGESDrive to HealthierCommunitiesExcess Activity InventoryIntersection Point is aboutsolving:ParticipationSustainability &Fiscal Responsibility
  7. 7. ACTIVE Network Company Confidential7HOW TO INCREASEPARTICIPATIONParks & Recreation Marketing
  8. 8. ACTIVE Network Company Confidential8HOW WILL WE DO THIS ?Marketing Funnel
  9. 9. ACTIVE Network Company Confidential9PARKS & RECREATION MARKETING FUNNELBuild an audienceConvert leadsGet customers
  10. 10. ACTIVE Network Company Confidential10PARKS & RECREATION MARKETING FUNNELBuild an audience
  11. 11. ACTIVE Network Company Confidential11PARKS & RECREATION MARKETING FUNNELConvert leads
  12. 12. ACTIVE Network Company Confidential12PARKS & RECREATION MARKETING FUNNELGet customers
  13. 13. ACTIVE Network Company Confidential13HOW WILL WE DO THIS ?Website
  14. 14. ACTIVE Network Company Confidential14Your website is the center of all your marketing efforts― Have a memorable URL― Guide all marketing efforts to your website & registration site― Social posts, posters, mailings, program guide, etc.― Avoid dated content― Build from your customer’s perspective― Write benefit-focused copy― Cut down on clicksWEBSITE PRINCIPLES
  15. 15. ACTIVE Network Company Confidential15THE 3 SECOND RULEYou have 3 - 5seconds to persuadeyour participants totake action
  16. 16. ACTIVE Network Company Confidential16The visible space on a website before scrolling downTHE FOLDLinks above the foldhave an average of 36%higher click-through ratethan links below the fold.Chitika Study - March 2012
  17. 17. ACTIVE Network Company Confidential17The visible space on a website before scrolling down― Include your most important callto action⁃ Register, donate, signup, buy,subscribe― Display a compelling graphic tomake a personal connection― Cut down on menu options― Avoid interruptions⁃ External links, non-essentialinformation, clutter, too much textTHE FOLD
  18. 18. ACTIVE Network Company Confidential18― Unclear call to action― Too many choices― Too many distractionsCALL TO ACTION - IMPROVEMENTSCreate your heat map with AttentionWizard (not free)
  19. 19. ACTIVE Network Company Confidential19― Unclear call to action― Too much textCALL TO ACTION - IMPROVEMENTS
  20. 20. ACTIVE Network Company Confidential20 One action Use of web button Prominent color Button on top ofwebpageOnline registrationincreased by 17.6% in 6monthsCALL TO ACTION
  21. 21. ACTIVE Network Company Confidential21― Put your call to action at the top of the page― Replace text links with buttonsCALL TO ACTION
  22. 22. ACTIVE Network Company Confidential22― Choose a color that stands out― Keep space around your buttonCALL TO ACTION
  23. 23. ACTIVE Network Company Confidential23― Use actions verbs rather than nouns― Repeat your call to action on each pageCALL TO ACTION
  24. 24. ACTIVE Network Company Confidential24― A button can increase theclick through rate anywherebetween 20 – 200%(Forbes.com)CALL TO ACTION
  25. 25. ACTIVE Network Company Confidential25Website Marketing Make sure your website URL is easy to remember Check for dated content Have a call to action above the fold Replace links with buttons Pick a button color that stands out User verbs rather than nouns Repeat the call to action on each pageCHECKLIST
  26. 26. ACTIVE Network Company Confidential26HOW WILL WE DO THIS ?Email Marketing
  27. 27. ACTIVE Network Company Confidential27― 77% of consumers over the age of 15 prefer promotional messages totheir email inbox⁃ Over direct mail, text messages and Facebook― 80.8% of users report reading email on mobile devices― 88% prefer to receive HTML emails vs. 12% who prefer plain text fromcompanies― 65% prefer emails that contain mostly images vs. 35% who prefer mostly textEMAIL STATISTICS(Source: Hubspot Email Science Study)
  28. 28. ACTIVE Network Company Confidential28Why create lists?1. Makes email content more relevant to the recipients2. Helps increase open/click through rates3. Shortens lengthy emails by allowing you to focus on fewer topics4. Reduces number of unsubscribesConnect the right people with the right content and you will find greatersuccess in your email marketing initiativesLIST BUILDING
  29. 29. ACTIVE Network Company Confidential29Segmenting Your Lists―Broad⁃ Top-level categories: Fitness, Aquatics, Arts & Crafts⁃ Age: Children, Youth, Adult, Senior―Medium⁃ Age + Broad Category: Youth Fitness, Seniors Aquatics etc.⁃ Program categories: Baseball, Tae Kwon Do, ZumbaLIST BUILDING
  30. 30. ACTIVE Network Company Confidential30Segmenting Your Lists―Detailed⁃ Program Categories + age group: Kids soccer, Adult co-ed football, TeenSwimming―Instructor/staff⁃ Keep your instructors/staff in the loop by forwarding them copies of youroutbound emailsLIST BUILDING
  31. 31. ACTIVE Network Company Confidential31Good or bad?― 6 programs to get you fit this summer― Summer time is here!― Did you hear about our new fall programs?― Only 2 spots left in our amazing fall fitness programs - register TODAY!!!― Reserve your spot for these exciting new programsSUBJECT LINES
  32. 32. ACTIVE Network Company Confidential32What you should be doing:⁃ Ensure subject line is relevant to email content⁃ Keep subject lines below 60 characters⁃ Include CTA (call to action)⁃ Add quantifiable measures in subject lineSUBJECT LINES
  33. 33. ACTIVE Network Company Confidential33Text, images & buttons- Avoid multi-column formats- Keep emails short & sweet- Never forget about the topic at hand- Your first paragraph should highlight themost important points of your email- Try to include a text link CTA as well asa button CTA in top portion of youremailEMAIL CONTENT
  34. 34. ACTIVE Network Company Confidential34Email Marketing Build well organized lists Broad Medium Detailed Staff/instructor Focus on subject lines that drive opens Keep subject lines below 60 characters Add a main call to action in the email Build your emails in HTML Keep emails short and sweetCHECKLIST
  35. 35. ACTIVE Network Company Confidential35HOW WILL WE DO THIS ?Social Media
  36. 36. ACTIVE Network Company Confidential36IT’S NOT JUST FOR THE YOUNG…Source: The Next Web
  37. 37. ACTIVE Network Company Confidential37
  38. 38. ACTIVE Network Company Confidential38
  39. 39. ACTIVE Network Company Confidential39HOW WILL WE DO THIS ?Facebook
  40. 40. ACTIVE Network Company Confidential40―Create content that engages users―ASK them to engage!―Post on a regular schedule―Visual content gets higher weighting―Interact⁃ Respond to questions and comments
  41. 41. ACTIVE Network Company Confidential41
  42. 42. ACTIVE Network Company Confidential42Chicago Park DistrictEXAMPLES
  43. 43. ACTIVE Network Company Confidential43Arlington Parks and RecreationEXAMPLES
  44. 44. ACTIVE Network Company Confidential44Spokane Parks and RecreationEXAMPLES
  45. 45. ACTIVE Network Company Confidential45Facebook app to feature online registration― Visit apps.facebook.com/redirectab/― Download the app to your page― Create a tab image with a call to action― Feature it as one of your top appsJUST REDIRECT APP
  46. 46. ACTIVE Network Company Confidential46HOW WILL WE DO THIS ?Social Sharing
  47. 47. ACTIVE Network Company Confidential47Statistics― 3.2 billion likes and comments are posted daily― 72 hours of video are uploaded to YouTube every minute― 400 million tweets are sent per daySOCIAL SHARINGMedia Bistro – State of Social Sharing in 2013
  48. 48. ACTIVE Network Company Confidential48How to get started― Put sharing buttons on these pages:―Blogs, news sections, registration pages, event pages, thank you pages― Encourage sharing in your copy― Get button packagesSOCIAL SHARING
  49. 49. ACTIVE Network Company Confidential49HOW WILL WE DO THIS ?Return On Investment
  50. 50. ACTIVE Network Company Confidential50GOALS AND METRICSGoal MetricsDrive participation Shares, leads, registrationsProvide more value for sponsors Social impressions, social mentionsProvide excellent customer supportSupport tickets resolved, mentionsresponded toEnhance the participant experience Feedback items, % return attendeesBuild community Likes/followers, visits, number of postsBuild/strengthen brandMentions, influencers identified,hashtag uses
  51. 51. ACTIVE Network Company Confidential511. ImpressionsHow many people are seeing the posts I’m making2. ClicksHow many visits I’m getting from each of my posts3. ConversionsHow many people are registering, reserving, etc.THE 3 ESSENTIAL DATA POINTS
  52. 52. ACTIVE Network Company Confidential521,217 clicks/ 50,047 people saw this---------------------------------0.0243 = 2.43% CTR- 1,217 clicks- 177 registrationsSAMPLE CALCULATION177 registrations/ 1,217 clicks---------------------------------0.1454 = 14.54% Conv-%
  53. 53. ACTIVE Network Company Confidential53Social Media Ask for engagement Respond to questions and comments Post visual content Install the Facebook Redirect App Include social sharing buttons Website, blog and registration pages Track these numbers Impressions Clicks Conversions Calculate conversion percentagesCHECKLIST
  54. 54. ACTIVE Network Company Confidential54HOW WILL WE DO THIS ?Mobile
  55. 55. ACTIVE Network Company Confidential55THE CHANGE The effect• The way citizens hear about andaccess your services has changed• 50% of all local searches aredone from a mobile device• 75% of 12–17 year olds owncell phones• New opportunities are beingpresented on how you engage yourcitizens• Mobility applies to staff as wellcitizensMOBILE STATISTICS
  56. 56. ACTIVE Network Company Confidential56Making the decision― What percentage of visits come from a mobile device?― What does our site look like on different phones and tablets?― What is our online registration percentage?MOBILE APPS VS. MOBILE WEBSITES
  57. 57. ACTIVE Network Company Confidential57Mobile Check the percentage of visits from mobile devices in Google Analytics Check your site on smart phones – how does it look? Decide on a mobile app vs. mobile siteCHECKLIST
  58. 58. ACTIVE Network Company Confidential58HOW WILL WE DO THIS ?Conclusion
  59. 59. ACTIVE Network Company Confidential59―Top of the funnel⁃ Readers of your marketing messages⁃ Get more eyes on your marketing messages―Middle of the funnel⁃ Lists of people who are ready to register⁃ Get social media followers, email subscribers, upsells―Bottom of the funnel⁃ Calls to action to convert leads to customers⁃ Get more memberships, registrations, customers, and participationCONCLUSION
  60. 60. ACTIVE Network Company Confidential60THANK YOU!www.ACTIVEcommunities.com/Blog//ACTIVEnetworkCommunities@ACTIVEcommunity‘Recreation Management and Technology’

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