Marketing, Promotion and Sales

Program One:
Marketing Basics Made Simple
Marketing From the inside out

Appropriate for: All Staff

Essential for: All Staff

Format: Combined Lecture, Large and Small Group Discussion, and Individual Exercises

Workshop Description:
Whether your department displays marketing genius or uses shot in the dark promotional tactics, it is crucial that every member of your staff understand the basics of marketing, sales and customer communication. In this though-provoking workshop participants will become aware, empowered and convinced of their individual and cumulative importance to department marketing efforts. Using a simple three step marketing model, each and every person will see how they break or bridge the marketing cycle. Whether part time or full time, temporary or permanent, maintenance or managerial all participants will learn:

• Common park and recreation marketing myths that hinder marketing success
• How to take greater responsibility for their attitudes and actions
• Why each and every position is a critical and valuable part of the marketing mix
• How to look, listen and observe customer feedback and reaction for inclusion in future marketing programs
• Why each department employee must rethink their job description before it's too late.

Program Two:
Think it!
Laying the strong Marketing Plan Foundation

Appropriate for: All Staff

Essential for: Anyone directly involved in the marketing of programs, facilities, products or services

Format: Lecture, Individual Assessment, Small Group Problem Solving and Role Play

Workshop Description:
When it comes to marketing park and recreation "products" do your staff members ever feel like they are drowning in a sea of great ideas and intentions? Are they ever frustrated because registrations and response to programs or events are mediocre or dismal? Is marketing a mystery to some?

This exciting and challenging program uses a team approach to teaching participants how to begin, research and brainstorm a marketing plan that will work to reach chosen outcomes. Participants will learn:

• Why marketing specialists are more successful than generalists
• How to write micro and macro objectives that will lead to exciting outcomes
• How to develop Solution Driven Marketing that is proactive instead of reactive to public needs and problems
• Which target audiences are the most valuable and efficient in generating the greatest amount of revenue
• How to use break even analysis to price programs and services for maximum return on investment.
• Ways to position their products far away from the competition by exceeding and adding value to customer expectations.

Program Three:
Write It! Do It!
Talk is Cheap! Taking Marketing Action

Appropriate for: All Staff

Essential for: Anyone directly involved in the marketing of programs, facilities, products or services

Format: Two Sessions. Lecture, Team Marketing Plan Development, Oral and Written Presentation, Large Group Critique

Workshop Description:
By using the ideas and determinations in Program Two: "Think It!" participants will work in teams to write a creative marketing strategy and campaign ready for implementation. By following the simple PrestoPlan© formula each team will learn how to move from concept to theme to action. Every group will be required to present a written and oral presentation to showcase their plan. Participants will learn:

• How to create a motivating marketing message that speaks your customer's language
• How to use sight, sound, taste, smell and touch to break through your customer's "media clutter"
• When to use promotion and publicity instead of traditional advertising techniques
• What alternative marketing vehicles are available for little or no budget
• How to easily test concepts, offers, copy and graphics to avoid costly mistakes
• Simple ways to track marketing effectiveness
• How to design their marketing timeline

Program Four:
Aftermarketing
How to Ignite Word of Mouth, Referrals and repeat Business

Appropriate for: All Staff

Essential for: Anyone directly involved in the marketing of programs, facilities, products or services

Format: Individual Exercises, One-on-one consultation, group critique and evaluation

Workshop Description:
It is five times more expensive to bring in a brand new customer than it is to keep one you already have! This program takes your department to the next level of customer care by using a team approach to creating a proactive customer retention and retrieval strategy. Participants will learn how to:

• Use simple research methods to stay on the cutting edge of quality
• Design and distribute quantitative customer surveys
• Conduct and facilitate customer interviews and focus groups
• Collect ideas, feedback and survey results to design customer driven programs
• Assess why some programs and marketing efforts fail
• Create a Customer Retention Program for immediate action and implementation

    

Program Five:
Power Schmoozing
How to Make Contacts and Connections That Really Count

Appropriate for: All staff

Essential for: Anyone who needs business, community or political support for present or future programs or products

Format: Lecture, small group case study, and large group role playing

Workshop Description:
Networking is one of park and recreation's most effective and under utilized marketing tools. Turn every member of your park and recreation staff into Ambassadors for your department. This program focuses on building ongoing win-win relationships with current and future partners and community leaders. Participants will learn how to meet, greet and compete through conversation, follow-up and referral building. Understand that word of mouth and community support doesn't just happen! It is nurtured and developed with savvy networking skills like these:

• Fear Busters! How to talk to strangers without fainting, sweaty palms and butterflies
• Self introduction and conversation skills to captivate your new contacts
• Nightmare Networkers and how to avoid them
• How to use your body, face and voice to demonstrate power and confidence

How to follow-up with new contacts to insure they will remember you