4word thinking

Northlic and CRC

Advertising Campaign

General Background

• The Cincinnati Recreation Commission (CRC) provides recreational and cultural activities for Cincinnatians of all ages and abilities

Marketing ObjectiveDevelop a 360-degree strategic advertising

campaign that generates public action to recognize and support the Cincinnati Recreation Commission (CRC) and to motivate current and new CRC advocates to create greater awareness and increase donations.

Target Market BackgroundTarget Audience

• Cincinnati Recreation Commission advocates and voters who will lend their voice to raise excitement and awareness.

• People who live or work in Cincinnati who can donate.

Uplifting InsightThe CRC provides Cincinnati residents with safe havens for children that keep them off the streets, with more engaged and caring adults, positive activities, lower crime rates, increased property value and a greater sense of community.

 

 The One Thing

Cincinnati is a stronger and more active community because of the CRC.

Desired Outcome

People that live or work in Cincinnati become advocates for the CRC recognizing the programs offered and the benefits they provide.

These advocates create increased awareness surrounding the CRC’s programs and initiatives.

The activity of advocates will result in increased donations to the CRF.

Desired BehaviorResidents of Cincinnati communities will recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates to continue expanding services and increasing donations to the CRF.

What the CRC means to the community

• Developing youth• Reducing crime• Promoting healthy lifestyles• Role models for adolescents• Increasing property value• Greater sense of community• Providing local recreational

facilities• Open to anyone

CRC is building the Cincinnati community alone?

Local corporations and universities• What they stand for the community

• Developing youth• Reducing crime through education• Promoting healthy lifestyles• Role models for individuals• Greater sense of community• Building Cincinnati reputation• Bringing great products/services to

Cincinnati residents/affiliates

That sounds familiar…

The connected themes

• Developing youth• Reducing crime• Promoting healthy

lifestyles• Role models• Greater sense of

community• Building Cincinnati

• Increasing property value

• Providing local recreational facilities

• Open to anyone

• Bringing great products and services to Cincinnati residents and affiliates

Corporations and universities

Building Community

Corps. and universities

Members and advocates

360 Big Idea

Unity in the Community

Secondary Target Market Background

Target Audience• Community universities and

corporations that have a large presence and stake in Cincinnati..

• Companies based in or do business in Cincinnati.

Uplifting InsightThe CRC provides Cincinnati residents with safe havens for children that keep them off the streets, with more engaged and caring adults, positive activities, lower crime rates, increased property value and a greater sense of community.

 

 The One Thing

Cincinnati is a stronger and more active community because of the CRC.

Desired Outcome

Corporations and universities of Cincinnati become advocates/partners for the CRC recognizing the programs offered and the benefits they provide.

These partners create increased awareness surrounding the CRC’s programs and initiatives within their organizations and in the public view.

Partnerships resulting will result in increased donations to the CRF (commitment level fees).

Desired BehaviorCorporations and universities of Cincinnati communities will recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates/partners to continue expanding services and increasing donations to the CRF.

General tactics/targets

• University ties and messaging• Corporation partnerships• General public/members/advocates

Local University Ties

• Volunteer Base• Student organizations and special events• Result: Students word of mouth

promotion

Universities and the CRC

o Student Leadership Program:• Help manage facilities, volunteer, work with

CRC and possible internships

Corporate partnership program

Three Commitment Membership Levels

• Patron, Prestigious, Platinum

• Patron Commitment Benefits– Allocation of days for company outings (picnics,

pool days, fitness days) – Allow employees to volunteer with CRC

programs

Upgraded Memberships

• Prestigious (additional benefits) – Naming rights to specific asset (basketball court,

baseball field, play area, etc.

Upgraded Memberships

• Platinum (additional benefits) – Naming rights to Facility– Sponsorship of CRC programs– Allocation of days to hold company/product

promotions

Engagement Benefits

• Naming rights: “Venus” Rec. Center• Promotional Give-Aways: product trials, coupons,

etc.• Free Entry Promotion: Free or BOGO entry to

pools/facilities with a receipt/non perishable item from participating sponsor

• Community Olympics sponsored by participating sponsor

Incentive-Motivation Plan

• Two-way Points system-Cross promotion– Go to store/connect with brand (purchase

product) to get coupon to CRC– Go to CRC; get coupon or special incentives to

companies brands– Special event promotions/deals– Points system tracked and provided for

redemptions of products/discounts

Traditional Ads

• Potential TV and Radio spots

Traditional Ads

Traditional Ads

Traditional Ads

Unity in the Community

Online Banners and presence

Online Strategy

Local University Engagement

Student and Alumni Involvement

Local University Promotion

• Programs and Activities council• Students looking for a

pool/place to work out that is cheap during the summer.

• They can hold activities/events at a local pool/building.

Corporate Websites Cincinnati Websites

Corporation Engagement and Promotion

Digital Frontier: Mobile

Find a CRC!

Donate here!Our Sponsors

Check in with 4square for points!

Daily Events

Calendar and Special Events

• Mobile site and application for patrons/members

Digital Frontier: Mobile

• Calendar of Events

Digital Frontier: Mobile

• Plus Incentives

$1 Admission thanks to P&G today; tell your friends and fam

See prizes!

Digital Frontier: Mobile

• GPS Locations

Map details

•Directions

•Contact Information

•Business Hours

•Price

•Optional Donation

•320 McAlpin Ave.Cincinnati, Ohio 45220

• 513-961-5681     •clifton@cincinnati-oh.gov

•Center Programs include;Fencing, Zumba, Karate, Pottery, Yoga, Indoor Tennis, Teen Night and Family Night

•Hours of Operation : 8/16/2011 - 5/30/2012Monday: 1:00 PM - 9:00 PM Tuesday: 1:00 PM - 9:00 PM Wednesday:1:00 PM -9:00 PM Thursday: 1:00 PM - 9:00 PM Friday: 10:00 AM - 6:00 PM Saturday: Closed Sunday: ClosedClosed on major holidays.

•Juniors (17 & under)   $10 All Centers - All Pools*

•Adults (18-49)   $25 All Centers - All Pools*

•Seniors (50+)   $10 All Centers - All Pools*

Enhanced Web Interface

• What do you like?

• What don’t you like?

• What do you prefer?

• What could be better?

• Social media

Enhancing Web Interface

So what?

Rationale

• CRC shouldn’t be the only responsible organization for developing the community but the local corporations and universities are too– Rational for corporations to join: represent your

business well in the community- strive for giving back and being socially responsible

– Rational for universities: enhancing Cincinnati environment, student involvement, development and growth as well rounded individuals

– The whole city can put effort in

Tracking and measuring

• Who, how many, and how much– Incentive plan promotion usage

• Track attendance per event– At CRC locations, card swipes, check-ins online,

coupons codes• Website tracking and analytics• See updates on corporate

commitment memberships

Results and goals

2011 “Save Our Pools” Campaign• Community Efforts:

$120,790

• Corporate Giving: $237,323

• Recreation Foundation: $53,795

• Concerned Citizens:$7,460

Raised $419,990

Results and goals

Key findings of 2010 survey of Cincinnati residents:

• Awareness of the CRC: 72% of Cincinnati residents were familiar with the CRC and heard of it through multiple channels (TV, radio, WOM, newspapers, websites, etc.).

• Increase donations, attendance, overall community engagement and involvement

Cincinnati Big Idea

Unity in the Community

Questions?

4word thinking