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RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
PROMOTINGPROGRAMS & EVENTSON SOCIAL MEDIA
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• Create Awareness
• Increase Participation
• Generate Revenue
• Change Lives
WHY PROMOTE PROGRAMS & EVENTS
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• cheap
• easy
• effective
• where your customers are
• engaging
• highly targeted
WHY USE SOCIAL MEDIA
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• understand your CUSTOMERS
• provide unique and excellent SERVICES
• create great CONTENT
• implement good TACTICS
• utilize targeted ADVERTISING
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UNDERSTAND YOUR CUSTOMERS
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Ask your customers (SurveyMonkey)
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westminster stats
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westminster stats
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PROVIDE UNIQUE AND EXCELLENT SERVICES
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CREATE GREAT CONTENT
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Make Your Content WORTH Sharing
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WHY THINGS CATCH ON• SOCIAL CURRENCY
• TRIGGERS
• EMOTION
• PUBLIC
• PRACTICAL VALUE
• STORIES
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BE VISUAL
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BE VISUAL
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BE SNACKABLE
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BE SNACKABLE
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BE TIMELY
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BE TIMELY
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BE TIMELY
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BE RESPONSIVE
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BE RESPONSIVE
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UTILIZECONTESTS
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USE DISCOUNTS & PROMOTIONS
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IF IT’s AN EVENT…
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IMPLEMENT GOOD TACTICS
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ADVERTISE!!!
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FACEBOOK TARGETED ADS
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FACEBOOK TARGETED ADS
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FACEBOOK TARGETED ADS
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TWITTER ADVERTISING
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TWITTER ADVERTISING
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TWITTER ADVERTISING
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TWITTER ADVERTISING
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YOUTUBE ADVERTISING
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YOUTUBE ADVERTISING
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YOUTUBE ADVERTISING
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WHAT ABOUT INSTAGRAM?
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WHAT ABOUT INSTAGRAM?
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INTEGRATE SOCIALELSEWHERE
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INTEGRATE SOCIALELSEWHERE
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INTEGRATE SOCIALELSEWHERE
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WORK WITH INFLUENCERS
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WORK WITH INFLUENCERS
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WORK WITH INFLUENCERS
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WORK WITH INFLUENCERS
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WORK WITH INFLUENCERS
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USE TWITTER CARDS
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USE TWITTER CARDS
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FOLLOWING TACTICS
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FOLLOWING TACTICS
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CTA OVERLAYS
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CASE STUDIES
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CASE STUDY #1 ARLINGTON AQUATICS
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CASE STUDY #2 ARLINGTON EVENT CAMPAIGN
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ADVERTISING
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ADVERTISING
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CASE STUDY #3 ARLINGTON SUMMER CAMPS
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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
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Search Advertising (Google Adwords)
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CAMP RESULTSAverage Enrollments Per Week
250
300
350
400
450
500
2012 2013 2014
435423
399
An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross)
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CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
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0
2,250
4,500
6,750
9,000
2012 2013 2014 2015
30% Growth
FACILTY ADMISSION JANUARY 1-7
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$13,000
$14,000
$15,000
$16,000
$17,000
2012 2013 2014 2015
$16,098
$13,335
$15,159
$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
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0
3,000
6,000
9,000
12,000
2012 2013 2014 2015 2016
30% Growth
32% Growth
FACILTY ADMISSION JANUARY 1-7
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$0
$50,000
$100,000
$150,000
$200,000
2012 2013 2014 2015 2016
$185,898
$16,098$13,335$15,159$15,906
PASS REVENUE JANUARY 1-7
12% Decrease
1,055% Growth
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CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
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CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
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CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
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CASE STUDY #4 WESTMINSTER FREE FITNESS WEEK
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CASE STUDY #5HARVEST FESTIVAL
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CASE STUDY #6WESTMINSTER’s #STANDLEYMONSTER
AND THE WESTMINSTER ENQUIRER
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