|
Ask
Captain BAMtastic |
|
Dear Captain BAMtastic,
In order to improve customer
service, our agency just revamped our web site. Now it
includes detailed information about our classes,
programs, activities special events and facility
rentals. How can we let people know about our new and
improved web site?
Upgraded in Greely
Dear Upgraded,
Congratulations! You are very savvy
to proactively look for ways to draw people to your
updated web site. The next issue of the Park ADvisor
will focus on Web Marketing. For now, here are a few
suggestions...
|
| |
Immediately add a note to your email
signature that says "Have you seen our brand, newly updated website?
Check it out at (your URL).
Put your web address on EVERYTHING
including your outgoing voice mail, brochures, promotional items and
signage. Even when you're tired of seeing your web address -
remember that many are seeing it (or learning to use the Internet)
for the first time.
Send a Press Release announcing your new
and improved web site to your media contacts. But don't stop there!
Also send an email version of your press release to local computer
and technology publications and editors. Then, send the release
(print or email) to your marketing partners who might help you
announce your web site in their print or electronic newsletters
(cross market).Your partner list might include local churches,
neighborhood associations, health and children's organization. Also
ask if you can exchange links from your web site to theirs and vice
versa.
Dear Captain BAMtastic,
I know my quarterly brochure only reaches
people a few times a year but I really want them to think of us more
often. What is your favorite, inexpensive marketing idea to help my
agency's name, logo, web address and other pertinent information to
stay in front of our customers day-in and day-out?
--On-a-Budget in Birmingham
Dear On-a-Budget,
If
I had to choose one communication tool to supplement your seasonal
program guides I would choose a customized wall calendar. For just
pennies a week, your ad is seen time and time again each and every
day by your customers, prospects and decision-makers. While there
are thousands of calendars to choose from, did you know there is a
calendar custom-published especially for the parks and recreation
profession with photos, facts and quotes specific to your agency's
work, value and benefits that costs between $3 and $4 each
(depending upon quantity)? You can even customize the calendar with
your agency's logo, slogan, special dates, web address, etc. While
you might not be able to afford to buy one for every single member
of your community, I'd suggest giving them to your key contacts and
influencers - staff, volunteers, instructors, coaches, city council,
school teachers, real estate brokers, legislators, board members,
pediatricians, dentists, chamber of commerce members, etc. See the
complete
article about calendar advertising in this issue of the PARK
ADvisor.
Who is Captain
BAMtastic anyway? Captain BAMtastic represents park and
recreation's most innovative communicators. He is the Superhero at
the center of BAM! Benefits Activated Marketing. For more
information click here.
Submit your question
here. Captain BAMtastic wants to answer your questions, too. Email
your question or marketing dilemma to BAM@advisorsmarketing.com
|
|
PUBLICITY TIPS |
 |
Because "Back-to-School" is such an
important "event" in households with children, it is also an
important media opportunity. While many editors and program
directors will seek out interviews and feature stories from
your local school districts, you also should take a few
minutes to contact local media to share your Back-to-School
story ideas, as well. Here are a few ideas...
NOW is the time to inform, remind or
encourage your reporters, editors and program directors to
share information about your valuable after school services
such as a homework center, computer lab, homework help line or
other valuable programs that assist your community's children
academically.
|
|
Keep in mind that as kids go back to
school they will face many new challenges. While some kids
embrace this time with positive enthusiasm, others feel
scared, anxious and alienated from summertime friends and
family. Now is the time to email your newspaper editors and
television producers suggesting a story about: How your diverse array of after-school
programs supplement the academic and social experience for
kids in your community.
|
Pitch the story by writing or saying, "It's
(your name) from the (your department) and I have a timely story
idea for you...As kids go back to school, some are excited, other
are anxious, and still others are downright scared. The park
department offers a variety of after-school programs such as (insert
your program names here). The goal of these programs is to help kids
before and after the school bell rings with everything from homework
to social skills.
Why not check out the (insert the name of the
facility where one of these programs takes place) during the first
few weeks of school. Your viewers (readers) will be pleasantly
surprised to see that parks and recreation is much more than fun and
games. We really strive to be a partner with students, parents and
teachers by becoming an extension of the school day with adult
supervision, developmental activities, computer labs and so much
more. Check us out! More than (x number) of kids do each and every
day. Please call me and I will help make all the
arrangements."
|
|
|
|
"BACK-TO-THE BOOKS MEANS BACK-TO-THE
BARGAINS" |
|
Everyone loves getting gifts!
Back-to-school is a time of celebration and excitement.
Throughout the school year there are dozens of
opportunities for you to keep your name and message in
front of your customers - big and small - through the
creative use of promotional items. Here are some ideas
to get you started.
Nothing says "welcome back" or
"glad to have you here" like a small imprinted item
selected especially for your students and parents. Even
a small item demonstrates your professionalism and
commitment to a quality program. Click here for BARGAIN PENCILS.
|
| |
|
Remind teachers, counselors and
librarians of your after-school programs by hand delivering
custom printed mousepads for classroom computers on-campus
technology centers. Mousepads have a great big imprint area
and can be printed with full color including photos. Why not
create a montage of your children in various activities and
turn them into a work of art that could be imprinted on a
mousepad. Click here for BARGAIN MOUSEPADS.
Imprint a magnet to be sent home with
kids that highlights your program hours, rules, dates and
phone numbers. This is a great way to make sure Mom and Dad
have all the info they need to work with your program. Click
here for BARGAIN MAGNETS.
For smaller children, coloring books
are a great tool to use to discuss safety rules, self esteem,
diversity and other topics important to development. There are
hundreds of titles available tackling almost every topic
imaginable. Coloring book covers can be customized with your
program or agency information. Click here for BARGAIN COLORING BOOKS AND OTHER
EDUCATIONAL MATERIALS.
Pencils, stickers, book covers, lunch
totes, backpacks and T-shirts are super ways to reward
students for completing homework, showing respect for others
or for helping with special "chores" around your facility.
| |
|
STRATIGIC SPOTLIGHT
|
|
Calendar Advertising is a Sure Thing
Calendar advertising has been around since the
first printing of the Farmer's Almanac back in 1792. While the
custom Parks and Recreation Calendar has only been around since the
last century, it has proven to be one of the most cost effective and
innovative marketing tools available for agencies of every size.
Why Calendar Advertising?
One of the primary reasons a park and
recreation agency "advertises" is to stay on the top of the minds of
target audiences and to tell citizens about its beneficial programs,
products, services and events it offers to its community.
Advertising can also lead customers and prospects to more detailed
information via your web site or registration brochure.
Winning agencies and businesses use calendars
as giveaways because they are a necessity for planning life at home
and at work. In addition, calendars can be easily and inexpensively
customized with your agency's name, logo and other important
information to help your customers easily reference your phone
numbers, web addresses, special event dates or street addresses.
Top Five Reasons to Use
Calendar Advertising
#5 - Stands Alone
Your customers message doesn't have to compete
with other ads, editorial material or programming.
#4 - Constant
Exposure
People use their calendar every
day, and each time they do, they are exposed to your customers
advertising message.
#3 - Personal
As a
working part of a person's daily routine, calendar advertising is
like buying space on the recipient's desk, wall, briefcase or
pocket.
#2 -
Economical
Calendars have virtually no
wasted distribution. Even if your intended recipient is out of wall
space, he'll certainly pass along your calendar to someone else - a
colleague, child, friend or neighbor. Calendar advertising offers
the lowest cost-per-qualified-impression available today.
#1 - It Works!
In a nationwide study, over 80% of home and
business recipients report purchasing the products or services from
advertisers who gave them their calendar. Now that's a great
investment!
|
|
|
|
CALENDAR FACTS |
|
The average home has four calendars and
most people in the business world have at least 2 calendars on or
around their desks.
The average calendar may be viewed up to 15
times per day, depending on where the recipient locates it. This
calendar may also be seen by associates, customers, family and
friends, keeping your name in their minds for a longer time period
than other forms of advertising.
A recent study revealed that more than 94
percent of business recipients and 85 percent of household
recipients remember the advertising message on their calendars.
What's even more important is that over 82 percent of household and
business or office calendar recipients conduct business with the
advertiser!
Calendar advertising is one of the most
efficient and effective medium for that job. Everyone needs
calendars. In fact, surveys indicate that 98% of all homes and
practically 100% of all businesses use at least one!
Studies also show that the majority of
people who do not receive complimentary calendars would like to
receive them. So, when you give calendars to your staff,
decision-makers and others, you are also building 365 days of
goodwill!
|
|
BOOK OF
THE MONTH |
|
Daily Dose Volume Two edited by Jodi L. Rudick
- Hot off the presses, Jodi Rudick has
released "Daily Dose of Parks and Recreation Volume Two - 366
MORE Days of Data, Wisdom & Trends to Support Our Need for
Parks, Recreation and Leisure"
Daily Dose II builds on the success of The Daily Dose, Volume One (1996) and
contains 366 fresh quotes, statistics and insight from some of the
world's greatest leaders, artists, historians, philosophers,
writers, athletes, medical experts and other heroes.
As a reference tool,
the quotations will add life to any speech, newsletter, web site or
brochure. In addition, your book will save you hours of time when
you need the perfect statistic to add clout to your proposals, grant
applications or budget requests.
Whether you are a park and recreation
volunteer, professional, coach or public leader; you'll find
inspiration, affirmation and information on each and every page or
this powerful little book.
One of the most exciting features of this
volume is its accompanying Word Processing Disc that enables the
reader to search for the perfect quote of fact using the "find and
seek" functions of their computer's word processing program.
While the cost of this
little book ($25 OR $45 with accompanying disc) may seem a little
steep, don't worry! This book will pay for itself many times over
because you will find what you need to jazz up your communications
in minutes - not hours. Your time is valuable - treat yourself to
this dynamite tool.
For a limited time anyone who orders Daily Dose
Volume II with Disc ($45) will also receive Daily Dose Volume One on
Disc for FREE! That's a total of 732 quotes and facts SPECIFICALLY
RELATED TO PARK AND RECREATION MARKETING.
Click
here for more information or to place your order.
| |
|
QUOTE
OF
THE QUARTER
"The challenge for the 21st century is to bring
together parents, the early childhood community, and schools so that
every child acquires the foundation necessary to succeed in school
and in life."
--Mary Jean LeTendre,Director, US Department of
Education
Reprinted from Daily Dose Volume
II |
|
FACTS
YOU CAN USE |
|
Who's Watching the Kids?
|
28% of U.S children live with a
single working parent or two working parents.
78% of mothers with 6-13 year-olds
work full-time.
35% of school-aged children are left
on their own after school from the time they are 12.
More than 15 million children are
unsupervised from 3 to 8 p.m.; during these hours violent
juvenile crime triples.
Children in self-care or under the
care of siblings experience greater fear of accidents and
crimes.
Children without supervision are more
bored, more likely to engage in risk-taking behaviors and drug
and alcohol use, and are more often the victims of accidents
and abuse.
|
--21st Century Community Learning Centers
Conference
|
|
FREE
GIFT AND CATALOG
If
you have not already seen the 8 page Spirit of Parks and Recreation
Catalog (or can't seem to get your hands on your copy) simply send
us an email, request a copy and we'll send you a catalog along with
a free gift! We'll send you the 24 page Benefits are Endless...
catalog, too! What the heck, let us know if you'd like a really-cool
200 page apparel catalog, too.
Click
here for a Catalog |
|
SECRET
PASSWORD GETS YOU FREE GIFT WITH PURCHASE
As a PARK ADvisor recipient you are entitled to
extra special privileges. When you order any Benefits are Endless...
promotional item (or any imprinted product for that matter) you'll
receive a super-cool Tri-Panel Tote (page 3 of the
Spirit Catalog). To get your gift place your order between now
and September 13th,
2002 and
write the words: BACK-TO-BOOKS BARGAIN on your
order form! Your gift will arrive in a couple of weeks.
|
|
DID
YOU KNOW?
that most state park and recreation
associations have a unique partnership with the ADvisors Marketing
Group and that 15% of everything purchased from the ADvisors (no
matter what the imprint) is donated back to your state
association. |
|
OUR
MISSION
PARK ADvisor is the premier resource for
on-line ideas and information. Whether you are a director, future
leader, facility manager, supervisor, marketing specialist,
programmer or citizen advocate; the future of the parks and
recreation profession is in your hands. We are committed to helping
you increase visibility, attract more sponsorship dollars, prove
your value to community leaders and get the word out to key
constituents. In a few months we will launch an on-line bulletin
board to help everyone share ideas and questions with others.
|
PASS IT
ON...
You are
encouraged to forward this email and share information about the club to
your friends and colleagues in the parks and recreation world. Anyone can
join. Anyone can share ideas. Anyone can become a Super
Communicator. |
