building a marketing team - can you afford not to? - brand+aid colorado
TRANSCRIPT
Building a marketing team:CAN YOU AFFORD NOT TO?
RYAN HEGRENESS, MARKETING & ENTERPRISE DEVELOPMENT MANAGER CITY OF ARLINGTON PARKS & RECREATION DEPARTMENT
Outline
• WHY Build a Marketing Team? • WHAT is Needed to Build a Marketing Team? • HOW did Arlington Build Their Team? • WHAT did the New Team Do? • Arlington’s Return on Investment
IF NO? POSSIBLE CAUSES:• You are not investing enough
A money problem
• You are not providing the needed space and support An environment problem
• You are doing an ineffective job of marketing A people problem (knowledge, skill, motivation)
ENVIRONMENT
EMPOWERING COLLABORATIVE SUPPORTIVE
Trust Staff | Delegate Authority | Encourage Risks | Allow Failure
Work as a Team | Share Ideas | Admit Weaknesses | Open
Develop Staff | Recognize Staff | Buy-In/Support from CMO/IT/PIO
PEOPLE
EAGER TO LEARN INSATIABLE CURIOSITY CREATIVE OPINIONATED & RESPECTFUL PASSIONATE OVERACHIEVERS
THE STATE OF MUNICIPAL MARKETING
• Pressure to Generate More Revenue • Budget Stress (Do Less With More) • Limited Marketing Resources • Staff Lacks Marketing Training • Limited Planning or Strategy • Outdated Tactics and Platforms
2009 FACILITY ASSESSMENT
• Declining General Fund Revenue
• Fees are low or discounted w/o strategy
• Cost recovery = 70%
• Set “Pay to Play” philosophy and expectations
2010 COST RECOVERY STUDY
• Analysis of the Performance Fund • Identified areas for change, Made recommendations
Background
• Prior to downturn in economy directed by CMO to improve financial status in Enterprise Programs
• Goal – Achieve 100% in the Performance Fund
Background
• All operations except administration, park maintenance and park development
• $11M+ in operating expenses and debt service
• Approximately 50% of the department operating budget
WHAT IS THE PERFORMANCE FUND?
• Staffing
• Utility costs
• Program efficiency • Service levels
• Outsourcing / Insourcing
• Reallocation
ASSESS EXISTING RESOURCES
• Partnerships • Sponsorships • Advertising
• New business ideas
• Program expansion
• Focus on rentals
• Expand marketing*
IDENTIFY OPPORTUNITIES
• Information Technology
• Office of Communication
• Department Staff
• City Manager’s Office
GAIN INTERNAL SUPPORT
REORGANIZE
• Golf Positions Reorganized
• Creation of Rental & Lake Services
• Creation of Marketing & Enterprise Development
MARKETING & ENTERPRISE DEVELOPMENT MGR
• Think in a creative, innovative manner • View assets as a ‘sales opportunity’
• Create a training program to elevate organizational knowledge and output
• Improve department brand
• Develop a work order system that tracks production, timing and accountability
• Increase advocacy and cost recovery
• Develop marketing plan
BUILDING THE TEAM
MARKETING & ENTERPRISE DEVELOPMENT MANAGER
MARKETING & ENTERPRISE DEVELOPMENT COORDINATOR
• Graphic Design / Branding • Publications • Enterprise Programs
ELECTRONIC MEDIA SPECIALIST
• Web Content • Social Media • Community Programs
MARKETING AIDE 2
• Photography / Videography • Graphic Design
MARKETING AIDE 1
• Graphic Design • Website Development
COLLEGE & HIGH SCHOOL INTERNS
• Social Media Fans
• Naturally Fun Bloggers
• Naturally Fun Authors
• Naturally Fun Photographers
Increase Advocacy
Facebook Total Likes (Tierra Verde Golf Club)
0
1250
2500
3750
5000
10/2/15 11/22/15 1/12/16 3/3/16 4/23/16 6/13/16 8/3/16 9/23/16 11/13/16 1/3/17 2/23/17 4/15/17 6/5/17 7/26/17 9/15/17 11/5/17 12/26/17 2/15/18 4/7/18
INCREASE SOCIAL MEDIA FOLLOWING
• Special events
• Tips from a Pro
• Celebrating staff
• Creating discussion
http://bit.ly/M6Uokd
FOCUS ON VIDEO
• Lunch & Learn
• Marketing & Business Library
• Reading Program
• Brand+Aid Marketing and Social Media Conference
• Conference Presentations
STAFF TRAINING
CASE STUDY: SUMMER CAMP INITIATIVES
• Camp & Swim Guide / Summer Program Guide • Newspaper Camp Listings
• Online Camp Listings
• Google Adwords (Search Advertising)
• Facebook Targeted Advertising
• Facebook Video Advertising
• YouTube Advertising
CAMP RESULTSAverage Enrollments Per Week
0
125
250
375
500
2011 2012 2013 2014
435423399
345
An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross)
CONCLUSION
• Know your Return & Measure it • Increase Your Investment, (Provided it is Generating a Sufficient Return)
• Develop a Culture of Creativity • Hire the Right People