town of rolesville parks and recreation department ...positioning itself for sustainable growth in...

TownofRolesvilleParksandRecreationDepartmentMarketingPlan

Town of Rolesville Parks and Recreation Department

Marketing Plan

“Come Discover Something New”

RyanVinson

PRT507–Spring2016


ExecutiveSummary

RolesvilleParksandRecreationDepartmentathleticprogrammingdatesbacktothe1960’swhenthedepartmentwhenrunbyvolunteers.Itwasn’tuntil1999thatitofficialbecameaTownofRolesvilleDepartmentwhentheyhiredthefirstfull-timeParksandRecreationDirector.Theathleticprogramsareverysuccessful,generallywithahigherpercentageofnon-residentsregisteringfortheleaguesthanresidents.Itwasnotuntil2010thattheDepartmentstartedofferingnon-athleticprograms.Adedicatedfull-timestaffwashiredinAugust2014tocreate,manageandimplementallnon-athleticrecreationalprograms.Programmingincreasedfrom13uniqueprogramsin2014,to49uniqueprogramsin2015,and40uniqueprogramsscheduledthroughJune2016.Thefocusofthemarketingplanwillbeonrecreational(non-athletic)programming.Theuniquesellingpoint(ortagline)is“ComeDiscoverSomethingNew.”Themarketinggoalsfortherecreationalprogramsaretoincreasenon-athleticprogramregistrationsandattendanceby15%,increaseawarenessofnon-athleticprogramofferingsbynon-usersby35%,andincreasenon-athleticprogramrevenueby20%.Thetargetmarketsforthemarketingplanarecurrentnon-usersandlightusersfortherecreationprograms.Thetotalbudgetforthemarketingplanis$2,250.00.First,toincreaseregistrationstherewillbeasocialmediacontest.Eachdayfor1week,afreeregistrationwillberaffledaway.Aflyerwillbepostedat8:00amforthatday’scontestpromotinganewprogram.Thosefollowersthatcommentontheoriginalpostandsharethepostontheirpageby7:00pmthatdaywillbeenteredinthecontest.Second,toincreaseawareness,thedepartmentwillparticipateinopenhouses.Localschools,businesses,andchurcheswillhaveopenhousesforthecommunityaswellthroughouttheyear.ThisisanothergreatopportunitytoreachalargeamountofpeopleandeducatethemontheprogramsandservicesthatRolesvilleParksandRecreationDepartmentoffers.Forboth,flyersandbrochureswouldneedtobecreated(orupdated)topromoteandadvertiseupcomingprograms.Lastly,forincreasingrevenue,thedepartmentwouldcelebrateParksandRecreationmonthwhichisJuly.FreeregistrationfeesforallrecreationprogramsoccurringduringthemonthofJuly.Thiswouldenticenon-usersgivetheprogramsandachanceandtrythemoutandenticelightuserstobecomemediumusersand/ortryoutotherrecreationprograms.Itwouldalsorewardcurrentmediumandheavyusersfortheloyaltyandcommitmenttherecreationprogramsandisawaytosay“thankyou”tothoseusers.Thiswouldconvertnon-userstolightusersandlightuserstomediumusers.WiththesestrategiesimplementedtheRolesvilleParksandRecreationDepartmentispositioningitselfforsustainablegrowthinregistrationnumbersandrevenueofitsrecreationprograms.


TableofContents

Introduction Page1SituationalAnalysis Page3CompetitiveAnalysis Page5CustomerAnalysis Page7MarketingGoals Page9MarketingStrategiesandTactics Page9ImplementationandControl Page12Appendix Page14

TownofRolesvilleParksandRecreationDepartmentMarketingPlan 1

Introduction

RolesvilleParksandRecreationiscurrentlyhometoonecommunitycenter,threeparks,manyacresofopenspace,andmilesoftrailsbeingplannedand/ordesigned.ThethreeparksaretheRolesvilleCommunitySchoolPark,MainStreetPark,andMillBridgeNatureParkandthecommunitycenterisRolesvilleCommunityCenter.Therearecurrently95.22totalacresofparkland(91.42acresdevelopedand3.8acresundeveloped)and2.8milesofpavedgreenwaytrails.Thefirstorganizedrecreationprogramsdatebacktothe1960’swithanadultsoftballleagueandyouthprogramswerestartedin1973.Fromthatpointuntil1999,thedepartmentanditsprogramswererunbyvolunteersandrecreationprogramswerenotyetincorporatedwiththetown.In1999,thefirstfull-timeDirectorwashiredandthedepartmentstartingtakingovertheprogramsandfacilitiespreviouslyrunbythevolunteers.ThedepartmentwasrunbyaDirectoruntil2001aftertheseconddirectorwasterminatedandvolunteersonceagaintookovertheprogram.In2005,aDirectorwasonceagainhired.Therefore,RolesvilleParksandRecreationDepartmentisstillrelativelynewincomparisontomostotherdepartments.Thedepartmentcurrentlyhasthreefull-timestaff,severalpart-timeandseasonalstaff,andseveralvolunteers.Thecurrentdirectorhasbeenheresince2012ashewaspromotedfromtheAthleticCoordinatorposition.AProgramCoordinatorwashiredin2014tooverseeandbuildupallofthenon-athleticprograms,specialevents,andcampsforthedepartment.TheParksandRecreationDepartmentsnowadministersandmanagesallpublicrecreationprograms,facilitiesandservices.ThereisoneadvisoryboardmadeuptheParksandRecreationDirectorandvolunteers,anditistheParksandRecreationAdvisoryBoard.Thatadvisoryboardhasseveralsub-committeesaswellandtheyaretheOpenSpace&GreenwayCommittee,SeniorCitizensActivitiesCommittee,ParkAppearanceCommittee,andtheTreeBoard(sub-committeeoftheParksAppearanceCommittee).Itwasn’tuntil2009thattheTownofRolesvillecreatedawebpage.ThatwasthemainwaytoreachitsaudiencewhichwasmainlyTownresidentsandnon-Townresidents,mainlyWakeForestandnortheastRaleighresidents.ThecurrentTownManagerstartedcollectinge-mailaddressesforthosethatrequesteditsohecoulde-mailoutpertinentTowninformation,includingregistrationdates,inclementweatherinformation,etc.Thebi-annualCornerStonebrochurewascreatedasaquickandeasyreferenceforallTownservicesandprograms,includingrecreation.Botheditionsforeachyearwerenotalwayscreated,soitlackedconsistency.Sincethe2015,bothyearlyeditionshavebeencompiledandprinted.InitiallybrochureswereonlyavailableatTownHall.Initially,theywereavailableatTownHall,thePoliceDepartmentandsenthomewiththestudentsatthelocalelementaryandmiddleschools.Realizingthattheyweremissinganybodywithoutschoolagedchildren,fortheJanuary-June2016brochure,theymadethebrochureblackandwhite,exceptforthefrontand


backcoversandthatallowedthefundsformailitouttoallTownofRolesvilleresidents.Copieswereallhomewithlocalelementaryandmiddleschoolchildren.SocialmediawebpagesforFacebook,Instagram,Twitter,andYouTubewerecreatedinOctober2014tofacilitatequickandeasydisseminationoftownwideinformation,upcomingregistrationperiods,roadwork,etc.TheFacebookpagejustsurpassed1,000LikesinFebruary2016.Moreinformationisbeingmadeavailableforbothresidentsandnon-residents.ThecurrentmarketingeffortsoftheRolesvilleParksandRecreationDepartmentare:Internet• Keepallprogramsandathleticleaguesup-to-dateandcurrentontheTownofRolesville

webpage• SocialMedia(Facebook,Instagram,Twitter,YouTube):Postallupcomingregistrationdates,

programinformation(descriptions,times,dates,fees,etc.).PrintAds• CreateindividualprogramflyerstopostattheCommunityCenterandTownHall• Bi-Annual CornerStone brochure that lists all Town of Rolesville programs and services

however it isheavily focusedonParksandRecreation. CurrentlycompiledandeditedbyProgramCoordinator.Distributetoalllocalschoolandmailtoallresidents.

BillboardAds• Newbillboardonthe401(Rolesville)Bypassgivesfreeadvertisingtonon-profitgroupsand

parks and recreationdepartments fit into their descriptionof non-profit. Post upcomingathletic registrationdates, specialeventdates/times/locations, summercampregistrationandprograms(non-athletic)whenandwhereappropriateandapplicable.Thecompanythatmanages the billboard (Fairway) creates the ads for us and we double check them forinformationaccuracyandgivefinalapproval.

VisionStatementTohaveourparks,facilities,andprogramsbecomeahubforthecommunitytogather,spendtimetogether,recreate,andlearnnewskillsandabilitiesthatcanbepassedontotofuturegenerations.MissionStatementThemissionoftheRolesvilleParksandRecreationDepartmentistopromotepositivecommunitydevelopmentthroughtheprovisionofhighqualityrecreationprogramsand


services.Thedepartmentstrivesforprofessionalismamongstaffandvolunteers.Respect,fairnessanddignityareofthehighestpriority.OrganizationalObjectivesThegoalsoftheRolesvilleParksandRecreationDepartmentistoprovidequalityparksandrecreationprogramsforresidentsandnon-residents.Goalstobeaddressesand/ormaintainedare:• Providethebestrecreationalopportunities(athleticandnon-athletic)atthebestprices• Communityinvolvementandinputinrecreationprogramsandfutureparkand/orgreenway

development• Havefriendly,helpful,andeducatedpart-timestaff,classinstructors,andvolunteers• An80%costrecoveryforallyouthprogramsanda100%costrecoveryforalladult

programs• Monitorparticipantsatisfactiontoensurethatthedepartmentmeetstheneedsofall

individuals• Monitorincreasedparticipationratesforresidentversusnon-residentparticipants• Newavenuestobettermarkettherecreationprograms

SituationalAnalysis

InternalAnalysisStrengths• RolesvilleParksandRecreationutilizeseconomypricingsotheirfeesareverycompetitive

andmuchlowerwhenyoucomparethemtonon-publicorganizations(CASL,GraniteFallsSwimandAthleticClub,etc.).

• Someclasses,camps,andathleticleaguesaresubsidizedbytaxdollarskeepingfeesreasonable

• Residentsreceiveacheaperregistrationfeethannon-residents.• Lowerbudgetandfewerfull-timestaffmembersthansimilarsizeddepartments(Wendell,

Zebulon)yetstilloffermoreprogramsandservemoreparticipantseachyear.Weaknesses• Lowregistrationfeescanbeinterpretedasalowerqualityclasses,camps,andathletic

leagues• Classesandcampsarerelativelynewofferings,sotheydon’thavethesamebrand

awarenessandloyaltythattheathleticleagueshave.• Public(residentsandnon-residents)don’tknowthattheTownoffers50+non-athletic

programsnordotheyknowthattheTownhasacommunitycenterasthereisnosignageonthecommunitycentereither.

o Stafffrequentlyhear“Ididn’tknowyouofferedthat”


• Lowerbudgetandfewerfull-timestaffmembersthansimilarsizeddepartments(Wendell,Zebulon)

ParksandRecreationOrganizationalChartTheParksandRecreationDepartmentsconsistsof3full-timestaffmembers,1ParksandRecreationDirector,1AthleticCoordinator,and1ProgramCoordinator.TheDirectoroverseesthepart-timemaintenancestaffthattakeoftheparks.TheAthleticCoordinatoroverseesseveralpart-timestaffincludingscorekeepersforathleticeventsandfacilitysupervisorswhomanagethefacilitiesduringgamesand/ortournaments.TheProgramCoordinatoroverseescontractedinstructorsforprograms,seasonalsummercampstaff,andpart-timestaffthathelpwithfacilitycoverageduringprogramsandrentals.

ExternalEnvironmentalAnalysisOpportunities• Partnerships

o Recentlystartedpartneringwithlocalbusinessestoofferrecreationprogramsatourcommunitycenter.Forexample,alocaldancestudioisofferingarecreationbasedclassthatdoesn’thavethetimeand/orfinancialcommitmentofthedancestudio.

• NicheProgramso Astheonlycommunitycenterwithin10-15milesofRolesville,theycanaffordto

branchoutofthenormalrecreationclasses(art,ballet,fitness,etc.)andoffersomeoutofthenormalideas(fencing,acting,etc.)astheyaretheonlygameintown,sotospeak.

ParksandRecreationDirector

ProgramCoordinator

PTStaff

AthleticCoordinator

PT Staff

PTMaintenanceStaff


Threats• Competition

o Travelbaseballandsoftballhavemadealargecomebackthisyearandasaresultthebaseballandsoftballnumbersaredownfromlastseason.

o Otherlocalmunicipalparksandrecreationdepartmentsofferingsimilarprogramsandathleticleagues

• Economyo Whentheeconomyslowsdown,oneofthefirstthingstogoforfamiliesareleisure

activities,sotheyaredependentonagoodandhealthyeconomyinorderfortheprogramsandleaguestocontinuetogrowandexpand.

ProductPortfolio&PositioningRolesvilleParksandRecreationDepartmentofferyouthathleticleagues(soccer,baseball,basketball,football,andcheerleading),youth(ages6-11)summercampsandnumerousrecreationclassesforallages,skilllevels,andabilities.Whileprogramsregistrationnumbersaregrowing,albeitslowly,thenumbersareheadedupandintherightdirection.Tocreatemoreawarenessofthenewnon-athleticprogramstheuniquesellingpointandtaglinefortheParksandRecreationDepartmentwillbe“ComeDiscoverSomethingNew.”

CompetitiveAnalysis

ThereareafewdirectorcompetitorsintheTownofRolesvillethattheParksandRecreationDepartmentscompeteswithforprogramandathleticparticipantsaswellasafewoutsideofTownlimits.LargeMunicipalParksandRecreationDepartmentsRaleighParks,Recreation,andCulturalResourcesDepartmentandWakeForestParks,Recreation,andCulturalResourcesarebothalsopublicrecreationdepartmentsthatareolderandmoreestablishedandthereforemorewell-knownthanRolesvilleParksandRecreationDepartment.Theirprogramsarewellestablishedwithstrongparticipation.RaleighislocatedjustsouthofRolesvillewithaverywellestablishedParksandRecreationDepartmentandwell-knownthroughoutthecountry.Intermsoffacilities,Raleighprettymuchhaseverything.However,RolesvillehastheclosestfacultiesfornortheastRaleighresidentsandRaleighresidentsthatliveinnortheastRaleighgenerallyparticipateinRolesville’sprogramsorathleticleaguesastheyareclosertotheirhouse.


WakeForestislocatedjustnorthofRolesvillewithseveralcommunitycenters,parks,performingartscenter,andpools.TheirprogramsanddepartmentarewellknownandestablishedwithRolesvilleresidentstakingprogramsthroughtheirdepartmentbecauseRolesvillecurrentlydoesnotofferasimilarprogramorbecausetheresidentsdonotknowthatweofferasimilarprogram.WarehouseAthleticsThisisanindoorfacility,located.25milesdownthestreetfromRolesvilleCommunityCenter,whichhasseveralbattingcagesandpitchinglanes,soitisverypopularduringthecoldermonths.Theyalsoofferbaseball/softballclassesandleaguesaswellasfitnessclasses.Theyaremoreofanichefacilitybeingthatitisindoorsandheavilysoughtafterduringthemonthswithcolderweather.Oncetheweatherwarmsup,thedemandfortheirfacilitydoesdropaspeoplecanusethebaseballfieldthattheRolesvilleParksandRecreationDepartmenthasintheirparksystem.GraniteFallsSwim&AthleticClubItisaprivatemembershipclubthathasareputationofofferinghigh-qualityprogramsathighprices.Theyoffernumerousfitnessclasses,personaltraining,aswimmingpool,swimminglessons,swimteam,summercamps,trackoutcamp,andkid’snightout,justtonameafew.Theyutilizepremiumpricingasitisaprivatemembershipclubandmembersexceptapremiumproductandfacilitytojustifythemembershipfeesandprogramfees.TheirprogramfeesaresignificantlyhigherthanRolesville’sastheyaretryingtomaximizeprofitsfortheclubwhileRolesvilleistryingtocovertheirexpensesandbreakeven.Forexample,aweekofsummercampatGraniteFallsfornon-membersis$250whereatRolesvilleitis$105perweekandtheRolesvillecampdoesmoreactivitiesandfieldtripsthanGraniteFallsandstillbreakseveninregardstorevenuesandexpenses.LocalChurchesFornon-recreationbusinesses,wealsocompetewith3localchurchesthatareRolesvilleBaptistChurch,NewLifeChurch,andNewBethelBaptistChurch.Mostofthemofferyouthandadultsoftballandbasketballathleticleagues.Thechurchesallalsoofferpreschoolprograms,youthprograms,artsandcraftsprograms,playgrounds,afterschoolprogramsandwalkingprograms.Exceptfortheafterschoolprograms,theseareindirectcompetitionwithRolesvilleParksandRecreationDepartmentprogramming.SmallMunicipalParksandRecreationDepartmentsToalesserextentthereiscompetitionwithWendellandZebulonParksandRecreationDepartments,howevertheyofferveryminimalnon-athleticprogramsandtheirathleticleagues


arealreadysmalleraspeoplecomefromWendellandZebulontoplayinRolesville’sathleticleagues.Thetwodepartmentsofferseveraldayandovernighttrips(adozenormore)thatareverypopularthatourdepartmentjustcannotmatchaswedonothavetheresourcesandstaff.IndirectCompetitionThereareseveralindirectcompetitorsthatRolesvillealsocompeteswithforprogramandathleticparticipants.Thiscanrangeanywherefromfamilyvacations,festivalshappeninginotherlocations,specialeventsgoingonelsewhere,andthelistcangoon.TheindirectcompetitionareotherthingspeoplecouldbedoinginsteadofparticipatinginRolesvilleParksandRecreationDepartmentprogramsandathleticleagues.

CustomerAnalysis

TheTownofRolesvillehasapopulationjustover6,000residentswithconstructiononnewneighborhoodsandtownhousesbeingsoldasquicklyastheyarebuilt.Asofthe2013CityDatainformation,theTownis52.2%male,withthemedianresidentagebeing36.1yearsoldandanaveragehouseholdincomeof$78,893(anincreaseof$32,055from$46,838in2000).TheTownisalso67.4%white,18.2%African-American,10.3%Hispanic,and3.5%Other.For2015registeredparticipants,43%areresidentsforprogramsand57%areresidentsforathleticleagues.Interestinglyenoughthough,72%areresidentsforsummercamps.ThereasonwhypeoplechooseRolesvilleprogramsoveracompetitorisforoneofthreereasons,thecost,theexperience,and/ortheproximityoftheprogramtotheirhouse.ParksandRecreationusersencompassallpeople,fromallwalksoflifeandabilities.Theprogramsaimtoreacheverybodywhetheritisthroughpaidprogramssuchascamps,fitnessclasses,musicclasses,danceclasses,tonameafew,drop-inclassessuchasZumbaandlinedanceorself-guidedreactionatoneofthethreeparks,whetherthatisleisurewalking,running,playingFrisbeeorplayingfetchwithFido.PsychographicsThereareafewpsychographicgroupspertainingtopeoplewhodoorcouldattendparksandrecreationprogramsandathleticleaguesbasedontheirdesiredactivities,interestsand/oropinions.Preschool

• Participateinparkandrecreationprogramsatthedesireoftheirparentsforsocializationwithotherpreschoolers,broadentheirhorizonsintodifferentactivitiesandtolearnnewskills.Thespecificactivityandinterestabouttheprogramisdeterminedbytheparent.

Youth/Teen


• Generallyparticipateinparkandrecreationprogramsandathleticleaguesfortworeasons

o Theirparentsregisteredthemtokeepthemactiveandbusyo Theywanttoattendtheprogramtolearnnewskillsorfurtherdevelopexisting

skillsAdult/Seniors

• Mostadultsparticipateinfitnessprogramstostayactiveandfit.• Mostadultsparticipateinotherprogramsbecauseitisofparticularinteresttothemor

ahobbytheywanttogetbackintodoing• Forseniors,mostrecreationprogramsthattheyattendareprimarilyaboutsocialization

andtheactivityitselfissecondary.Gamedaysandcarddaysareverypopularforthisgroup.

ParkUserSegmentGroupsCurrentTownResidents(park,program,andathleticusers)canbesegmentedinthefollowinggroups:• Families:Parentswhoattendprogramswiththeirchildren(generallypreschooloryouth

classes),familiesthatgotobasketballorbaseballgamestogether,thosethatgototheparkasafamilytorecreate,etc.

• SpecializedRecreation:Anewsegmentthatwasjustbroughttotheattentionofthedepartmentasthereisaneedforinclusiverecreationprogramsandrecreationprogramsaimedspecificallyatthosewithdisabilitiessotheyhavethesameopportunitiesaseverybody.

• ActiveUsers:Thosethatfrequentlyattenddepartmentalprograms,registerforathleticleaguesandtakeadvantageoftheTownfacilities

• Non-Users:Thosethatdonotattendand/orregisterforprogramsandathleticleagueseitherduetonon-interestornotbeingawareofwhatisavailable.

• Youth:Participateinathleticleaguesandrecreationalprogrammingeitherbychoice(hobby,skilldevelopment)orbyparentalchoice(afterschool,summercamp,etc.).

TargetMarketsThetargetmarketsfortheParksandRecreationDepartmentareaboutmovingpeopleuptheconsumerescalator.Thetwoprimarytargetmarketsarenon-usersandlightusers.Thesetwogroupswerechosenbecausetheyarethetwoprimarygroupsneededinordertoincreaseregistrationnumbersandrevenuenumbers.Non-usersandlightusersencompassallofthesegmentgroupspreviouslymentioned.Findoutwhythey(a)don’tparticipateor(b)don’tparticipatemoreinrecreationalprogrammingisthekeytobeingabletomovethemuptheconsumerescalator.


Youwillhavethosenon-usersthatnomatterwhatyoudooroffer,theywillnotparticipate.Theothernon-usersdonotparticipatebecausethedepartmentdoesnotcurrentlyofferanythingofinteresttothemorbecausetheydonotknowwhatthedepartmentoffers.Thenextstepistobridgethatgapofknowledge.• Non-Users:GettheinformationaboutTownprogramsandathleticleaguesintothehands

ofcurrentnon-users.Findoutifthereasonsorissuesastowhyparticipantsarenon-usersofdepartmentalprograms.

• LightUsers:Giveincentivestomovefromlightuserstomediumand/orheavyusersofdepartmentalprograms.Findoutifthereareanyreasonsorissuesholdingparticipantsbackfromparticipatingmoreormoreregularlyindepartmentalprograms.Bundlingdrop-inprogramsfeecanenticelightuserstomoveuptheescalatorandmakemoreofacommitmenttoyourprograms.

MarketingGoals

DepartmentalGoalsThemissionoftheRolesvilleParksandRecreationDepartmentistopromotepositivecommunitydevelopmentthroughtheprovisionofhighqualityrecreationprogramsandservices.Thedepartmentstrivesforprofessionalismamongstaffandvolunteers.Respect,fairnessanddignityareofthehighestpriority.Program(non-athletic)GoalsAsthewidevarietynon-athleticprogrammingisstillinitsinfancyinRolesville(atayearold),themarketinggoals,strategies,andtacticsareaimedatthoseprogramstoincreaseawareness,registration,attendancenumbers,andrevenues.• Increasenon-athleticprogramregistrationsandattendanceby15%• Increaseawarenessofnon-athleticprogramofferingsbynon-usersby35%• Increasenon-athleticprogramrevenueby20%ValuePropositionRolesvilleParksandRecreationDepartment’svaluepropositionisthattheyofferqualityrecreationalprogrammingataffordablepricesaimedatallskillandabilitylevelstoincreasetheirknowledgeandabilitiesinasafeandfunenvironment.

MarketingStrategiesandTacticsSeveralstrategieswillbeimplementedtoachievethemarketinggoals:


• SocialMediaContest• OpenHouses• FreeRecreationProgramMonth

Strategy1Tactics:SocialMediaContest(FacebookandTwitter)Createawarenessandexcitementofupcomingnewprogramsand/orevents.Eachdayfor1week,afreeregistrationwillberaffledawayviathecontest.Eachday(Monday–Friday)aflyerwillbepostedat8:00amforthatday’scontestpromotinganewprogram(ballet,Zumba,martialarts,etc.).Thosefollowersthatcommentontheoriginalpostandsharethepostontheirpageby7:00pmthatdaywillbeenteredinthecontest.At10:00amthefollowingmorning,arandompersonwillbeselected(usingarandomnumberselection)thatmettheaforementionedcriteriaandtheywillwinafreeregistrationforthatday’sraffle.Thesameprocesswillcontinueforthenextfourdaysofthecontest.A“ThankYou”postforparticipantsanda“Congratulations”postforthewinnerswillbepostedthefollowingMondayonsocialmedia.ThiswillincreaseawarenessaboutprogramsandgeneratemorelikesandfollowersontheTown’ssocialmediapages.Aspeoplecommentandsharethepostaboutthatday’sraffletheirfriendswillseeitintheirnewsfeed,whichwillgenerateadditionalinterestandawarenessabouttheprogramsthedepartmentoffers.Strategy2Tactics:OpenHousesSchoolshaveopenhousesandmeettheteachernightstheweekortwopriortotheschoolyearstarting.Generally,theyallowoutsideorganizationstocomein,setupatable,andpromotetheirofferingstotheschoolpopulations.Therearecurrently2elementaryschools(RolesvilleElementary&SanfordCreekElementary),1middleschool(RolesvilleMiddleSchool),and1highschool(RolesvilleHighSchool)withintownlimits.Thereisalso1privatemiddleschool(ThalesAcademy)and1additionalelementaryschool(HarrisCreekElementary)justoutsideoftownlimits.Somebusinessesandchurcheswillhaveopenhousesforthecommunityaswellthroughouttheyear.ThisisanothergreatopportunitytoreachalargeamountofpeopleandeducatethemontheprogramsandservicesthatRolesvilleParksandRecreationDepartmentoffers.Forboth,flyersandbrochureswouldneedtobecreated(orupdated)topromoteandadvertiseupcomingprograms.Theonlycostassociatedwiththiswouldbeprintingcostsofgettingallthematerialsprintedandreadytobedistributed.Also,promotionalmaterialswouldbepurchasedwiththeTown’slogoandcontactinformation,suchaspens,pencils,clips,stressballs,etc.,asitwillconstantlykeepthedepartmentsnameinthemindwhentheyusetheproduct.Also,ifafriendseesthemusingaRolesvilleParksandRecreationpen,theymightask“whoisthat”or“whatdotheyoffer”or“whatdotheydo”andfurtheringyourreachand


impacttospreadtheknowledgeaboutthedepartment.ThisisalowcostwaytoreachalargegroupofpeopleandgetthewordoutabouttheDepartment’sprograms.TheRolesvilleParksandRecreationDepartmentwillalsohostanopenhouseatthecommunitycenter.Insteadofoutsideresourcesbeingmadeavailable,informationabouttherecreationprogramswillbeavailableandeachprograminstructorwillbepresenttomarkettheirprogram(s)andansweranyquestionsfromthepublic.IndividualprogramflyersalongwiththeCornerStonebrochurewillbeavailableforattendees.Strategy3Tactics:FreeRecreationProgramMonthJulyisParksandRecreationmonth.AllfreeregistrationfeesforallrecreationprogramsoccurringduringthemonthofJuly.Thiswouldenticenon-usersgivetheprogramsandachanceandtrythemoutandenticelightuserstobecomemediumusersand/ortryoutotherrecreationprograms.Itwouldalsoindirectlyrewardcurrentmediumandheavyusersfortheloyaltyandcommitmenttherecreationprogramsandisawaytosay“thankyou”tothoseusers.Thistacticwouldnotbeapplicabletosummercamps.Instructorswouldstillbecompensatedforthetimespentteachingandpreparingforclasses.Insteadoftheirusual50/50feesplitorperparticipantrate,instructorswouldreceiveaflatfeeof$25.00perclasstaughtforthemonth.Thiswouldbetoeverybody’sbenefit.ItshouldincreaseattendancenumbersforprogramsforJulywiththeintentionandgoalofconvertingnon-usersandlightsusersthatattendintoeitherlightusersand/ormediumusers.Program NumberofJulyMeetings InstructorPayBalletI 4 $25.00x4=$100.00BalletII 4 $25.00x4=$100.00Dance–EastCoastSwing 4 $25.00x4=$100.00Dance–WestCoastSwing 4 $25.00x4=$100.00Drawing 4 $25.00x4=$100.00Guitar1(youth) 4 $25.00x4=$100.00Guitar1 4 $25.00x4=$100.00Guitar2 4 $25.00x4=$100.00OilPainting(adult) 4 $25.00x4=$100.00OilPainting(teen) 4 $25.00x4=$100.00TaiChi 4 $25.00x4=$100.00Yoga 5 $25.00x5=$125.00YogaKids 5 $25.00x5=$125.00Zumba 4 $25.00x4=$100.00TotalOwed 58classes $25.00x58=1,450.00


ThegoalforallthreemarketingstrategiesandtacticsistonotonlyincreasetheawarenessofeverythingRolesvilleParksandRecreationDepartmentoffers,butconvertpeopleintousersoftheproduct,thereforincreasingprogramregistrationandrevenuenumbersyearoveryear.

ImplementationandControl

ActionPlanTimelineandBudgetInordertoachievethemarketinggoals,strategies,andtacticsthereneedstobesometypeoftimelineandbudgetinplacetomakesureeverythinggetsdoneaccuratelyandinatimelymanner.Toimplementallofthemarketingstrategiesandtactics,thetotalbudgetwouldbe$2,000.MarketingTacticsandTasks

ProductCompletionDate

PromotionalDate(s)andPeriods

Budget

SocialMediaContest Makeflyerstopromotecontest

1monthpriortoconteststartdate

3weekspriortoconteststartdate,startadvertisingcontestonsocialmedia

$0.00:juststafftime

Makeflyersforeachday’scontest

1weekpriortoconteststartdate

Eachdayofthecontest

$0.00:juststafftime

Schedulesocialmediapostsforcontest

Daybeforeeachcontest

Postedthedayofthecontestat8:00am

$0.00:juststafftime

School&BusinessOpenHouses

Confirmdatesandattendanceofopenhouses

2monthspriortoopenhouse

1weekbeforeeachopenhouse,postontheTown’ssocialmediaandwebpagethattheywillbeinattendance

$0.00,juststafftime

Promotionalmaterials(flyers,brochures)andgiveaway(pens,mugs,etc.)

1weekpriortoopenhousehaveallpromotionalmaterialsprintedandready

N/A $400.00:printingcostsforflyersandbrochures$400.00:promotionalitems

FreeRecreationProgramMonth


Promotionalmaterials(flyers)

3monthspriortorecreationmonth

2monthsprior,startabroadadverstimentabout“freerecreationmonth”

$0.00,juststafftimePrintflyersinhouse

PromtionalFlyers Sameasabove 1monthprior,startadvertisingonwebpage,socialmedia,communityboards,etc.

$0.00,juststafftimePrintflyersinhouseandsocialmediaposts

InstructorCosts 1monthprior–confirm$25/classratewithinstructors

N/A $1,450.00

TotalBudget $2,250.00


AppendixRegistrationraffleinformationalflyer


SampleFlyerforoneofthedailyregistrationraffles


CoveroftheCornerStonebrochuretobepassedattheopenhouses


FlyertopostonTownwebpageandsocialmediapagesadvertising“FreeRecreationMonth”

town of rolesville parks and recreation department ...positioning itself for sustainable growth in...

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