how to increase participation in parks & recreation
DESCRIPTION
Parks and Recreation Marketing SlideShow - How to increase participation in your programs and at your facilities, parks, and events. This presentation includes tangible tips and strategies for parks and recreation websites, emails, social media, and more.TRANSCRIPT
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CHILD OBESITY RATES IN THE U.S.
7%
20%
1980
2008
*US Center for Disease Control (CDC)
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US HEALTHCARE COST % OF GDP
*Kaiser Family Foundation Report
7%
18%
1970
2010
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% LESS LIKELY TO COMMIT CRIME
70%90%
1 Activity
2 Activities
US Council of Mayors & Portland-area DEA
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OUR PURPOSEMAKE THE WORLD A MORE ACTIVE PLACE.
OUR MISSIONWE POWER THE WORLD’S ACTIVITIES AND CONNECT
PEOPLE TO THE THINGS THEY LOVE, WANT AND NEED TO DO.
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RECREATION INDUSTRY CHALLENGES
Community Engagement
Fiscal Responsibility
Active, Healthy Communities
Relevance & Impact
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INTERSECTION OF CHALLENGES
Drive to Healthier Communities
Excess Activity Inventory
Intersection Point is about solving:
Participation
Sustainability &Fiscal Responsibility
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HOW TO INCREASE PARTICIPATIONParks & Recreation Marketing
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HOW WILL WE DO THIS ?
Marketing Funnel
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PARKS & RECREATION MARKETING FUNNEL
Build an audience
Convert leads
Get customers
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PARKS & RECREATION MARKETING FUNNEL
Build an audience
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PARKS & RECREATION MARKETING FUNNEL
Convert leads
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PARKS & RECREATION MARKETING FUNNEL
Get customers
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HOW WILL WE DO THIS ?
Website
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Your website is the center of all your marketing efforts
― Have a memorable URL
― Guide all marketing efforts to your website & registration site
― Social posts, posters, mailings, program guide, etc.
― Avoid dated content
― Build from your customer’s perspective
― Write benefit-focused copy
― Cut down on clicks
WEBSITE PRINCIPLES
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THE 3 SECOND RULE
You have 3 - 5 seconds to persuade your participants to take action
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The visible space on a website before scrolling down
THE FOLD
Links above the fold
have an average of 36%
higher click-through rate
than links below the fold.
Chitika Study - March 2012
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The visible space on a website before scrolling down
― Include your most important call
to action
⁃ Register, donate, signup, buy,
subscribe
― Display a compelling graphic to
make a personal connection
― Cut down on menu options
― Avoid interruptions
⁃ External links, non-essential
information, clutter, too much text
THE FOLD
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― Unclear call to action
― Too many choices
― Too many distractions
CALL TO ACTION - IMPROVEMENTS
Create your heat map with Attention Wizard (not free)
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― Unclear call to action
― Too much text
CALL TO ACTION - IMPROVEMENTS
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One action
Use of web button
Prominent color
Button on top of
webpage
Online registration
increased by 17.6% in 6
months
CALL TO ACTION
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― Put your call to action at the top of the page
― Replace text links with buttons
CALL TO ACTION
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― Choose a color that stands out
― Keep space around your button
CALL TO ACTION
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― Use actions verbs rather than nouns
― Repeat your call to action on each page
CALL TO ACTION
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― A button can increase the
click through rate anywhere
between 20 – 200%
(Forbes.com)
CALL TO ACTION
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Website Marketing
Make sure your website URL is easy to remember
Check for dated content
Have a call to action above the fold
Replace links with buttons
Pick a button color that stands out
User verbs rather than nouns
Repeat the call to action on each page
CHECKLIST
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HOW WILL WE DO THIS ?
Email Marketing
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― 77% of consumers over the age of 15 prefer promotional messages to
their email inbox
⁃ Over direct mail, text messages and Facebook
― 80.8% of users report reading email on mobile devices
― 88% prefer to receive HTML emails vs. 12% who prefer plain text from
companies
― 65% prefer emails that contain mostly images vs. 35% who prefer mostly text
EMAIL STATISTICS
(Source: Hubspot Email Science Study)
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Why create lists?
1. Makes email content more relevant to the recipients
2. Helps increase open/click through rates
3. Shortens lengthy emails by allowing you to focus on fewer topics
4. Reduces number of unsubscribes
Connect the right people with the right content and you will find greater
success in your email marketing initiatives
LIST BUILDING
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Segmenting Your Lists
―Broad
⁃ Top-level categories: Fitness, Aquatics, Arts & Crafts
⁃ Age: Children, Youth, Adult, Senior
―Medium
⁃ Age + Broad Category: Youth Fitness, Seniors Aquatics etc.
⁃ Program categories: Baseball, Tae Kwon Do, Zumba
LIST BUILDING
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Segmenting Your Lists
―Detailed
⁃ Program Categories + age group: Kids soccer, Adult co-ed football, Teen
Swimming
― Instructor/staff
⁃ Keep your instructors/staff in the loop by forwarding them copies of your
outbound emails
LIST BUILDING
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Good or bad?
― 6 programs to get you fit this summer
― Summer time is here!
― Did you hear about our new fall programs?
― Only 2 spots left in our amazing fall fitness programs - register TODAY!!!
― Reserve your spot for these exciting new programs
SUBJECT LINES
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What you should be doing:
⁃ Ensure subject line is relevant to email content
⁃ Keep subject lines below 60 characters
⁃ Include CTA (call to action)
⁃ Add quantifiable measures in subject line
SUBJECT LINES
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Text, images & buttons
- Avoid multi-column formats
- Keep emails short & sweet
- Never forget about the topic at hand
- Your first paragraph should highlight the
most important points of your email
- Try to include a text link CTA as well as
a button CTA in top portion of your
EMAIL CONTENT
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Email Marketing
Build well organized lists
Broad
Medium
Detailed
Staff/instructor
Focus on subject lines that drive opens
Keep subject lines below 60 characters
Add a main call to action in the email
Build your emails in HTML
Keep emails short and sweet
CHECKLIST
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HOW WILL WE DO THIS ?
Social Media
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IT’S NOT JUST FOR THE YOUNG…
Source: The Next Web
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HOW WILL WE DO THIS ?
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―Create content that engages users
―ASK them to engage!
―Post on a regular schedule
―Visual content gets higher weighting
― Interact
⁃ Respond to questions and comments
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Chicago Park District
EXAMPLES
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Arlington Parks and Recreation
EXAMPLES
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Spokane Parks and Recreation
EXAMPLES
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Facebook app to feature online registration
― Visit apps.facebook.com/redirectab/
― Download the app to your page
― Create a tab image with a call to action
― Feature it as one of your top apps
JUST REDIRECT APP
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HOW WILL WE DO THIS ?
Social Sharing
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Statistics
― 3.2 billion likes and comments are posted daily
― 72 hours of video are uploaded to YouTube every minute
― 400 million tweets are sent per day
SOCIAL SHARING
Media Bistro – State of Social Sharing in 2013
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How to get started
― Put sharing buttons on these pages:―Blogs, news sections, registration pages, event pages, thank you pages
― Encourage sharing in your copy
― Get button packages
SOCIAL SHARING
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HOW WILL WE DO THIS ?
Return On Investment
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GOALS AND METRICS
Goal Metrics
Drive participation Shares, leads, registrations
Provide more value for sponsors Social impressions, social mentions
Provide excellent customer support Support tickets resolved, mentions responded to
Enhance the participant experience Feedback items, % return attendees
Build community Likes/followers, visits, number of posts
Build/strengthen brand Mentions, influencers identified, hashtag uses
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1. Impressions How many people are seeing the posts I’m making
2. Clicks How many visits I’m getting from each of my posts
3. Conversions How many people are registering, reserving, etc.
THE 3 ESSENTIAL DATA POINTS
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1,217 clicks/ 50,047 people saw this---------------------------------0.0243 = 2.43% CTR
- 1,217 clicks- 177 registrations
SAMPLE CALCULATION
177 registrations/ 1,217 clicks---------------------------------0.1454 = 14.54% Conv-%
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Social Media
Ask for engagement
Respond to questions and comments
Post visual content
Install the Facebook Redirect App
Include social sharing buttons
Website, blog and registration pages
Track these numbers
Impressions
Clicks
Conversions
Calculate conversion percentages
CHECKLIST
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HOW WILL WE DO THIS ?
Mobile
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THE CHANGE The effect
• The way citizens hear about and access your services has changed
• 50% of all local searches are done from a mobile device
• 75% of 12–17 year olds own cell phones
• New opportunities are being presented on how you engage your citizens
• Mobility applies to staff as well citizens
MOBILE STATISTICS
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Making the decision
― What percentage of visits come from a mobile device?
― What does our site look like on different phones and tablets?
― What is our online registration percentage?
MOBILE APPS VS. MOBILE WEBSITES
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Mobile
Check the percentage of visits from mobile devices in Google Analytics
Check your site on smart phones – how does it look?
Decide on a mobile app vs. mobile site
CHECKLIST
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HOW WILL WE DO THIS ?
Conclusion
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―Top of the funnel
⁃ Readers of your marketing messages
⁃ Get more eyes on your marketing messages
―Middle of the funnel
⁃ Lists of people who are ready to register
⁃ Get social media followers, email subscribers, upsells
―Bottom of the funnel
⁃ Calls to action to convert leads to customers
⁃ Get more memberships, registrations, customers, and participation
CONCLUSION
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THANK YOU!
www.ACTIVEcommunities.com/Blog/
/ACTIVEnetworkCommunities
@ACTIVEcommunity
‘Recreation Management and Technology’