MARKETINGSTRATEGYRYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES

THE SCIENCE & PSYCHOLOGYOF EFFECTIVE CAMPAIGNS

INTRODUCTION

PREVIEW

BEHAVIORAL ECONOMICS

EXPE

CTAT

IONS

SOCI

AL N

ORMS

THE P

OWER

OF PR

ICE

THE P

OWER

OF PR

ICE

THE P

OWER

OF FR

EE

0

3,000

6,000

9,000

12,000

2012 2013 2014 2015 2016

30% Growth

32% Growth

FACILTY ADMISSION JANUARY 1-7

THE P

RICE

OF OW

NERS

HIP

0

2,250

4,500

6,750

9,000

2012 2013 2014 2015

30% Growth

FACILTY ADMISSION JANUARY 1-7

$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

$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

RELATIVITY

Given three choices: A, B (distinct, but equally attractive) and A- (similar, but inferior), we will almost always choose A because it is clearly

superior to A-.

RELA

TIVITY

16%

0%

84%

16%

0%

84%

68%

XX

32%

ANCH

ORIN

G

ANCHORING

BEHAVIORAL ECONOMICS

https://www.flickr.com/photos/ashleigh290/

PERSUASION

RECI

PROC

ITY

https://www.flickr.com/photos/grenade/96869150/

SCAR

CITY

AUTH

ORITY

https://www.flickr.com/photos/nashvillecorps/5760746822/

CONS

ISTEN

CY

LIKIN

G

CONC

ENSU

S

PERSUASION

CONSUMER BEHAVIOR MODELS

AIDA

• ATTENTION

• INTEREST

• DESIRE

• ACTION

THE MARKETING/SALES FUNNEL(ONE VERSION OF MANY)

THE ZERO MOMENT OF TRUTH

CONSUMER BEHAVIOR MODELS

Purple Cow

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

BLUE OCEAN STRATEGY

PERMISSION / INBOUND MARKETING

WHY THINGS CATCH ON

SOCI

AL CU

RREN

CY

TRIG

GERS

EMOT

ION

PUBL

IC

PRAC

TICAL

VALU

E

STOR

IES

START WITH WHY

http://www.youtube.com/watch?v=IPYeCltXpxw

START WITH WHY

WHY

HOW

WHAT

YMCA FALL VOLLEYBALL

YMCA FALL VOLLEYBALLAges 8-16, Cooper Street Branch November 1 - December 1

Come and join us for a fun and exciting recreational volleyball league. No experience necessary. Practice begins October 20. League begins November 1.

The cost is just $19 for full members and $75 for program members. Registration ends September 28.

Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.

Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.

Mission: The mission of the Arlington Parks and Recreation Department is to provide quality facilities and services that are responsive to a diverse community and sustained with a focus on partnerships, innovation and environmental leadership.

Vision: Arlington is a vibrant city that enjoys a high quality of life through great parks and exceptional recreational opportunities. These services provide a foundation for the physical, social, economic and environmental viability and well-being of the community.

PUTTING IT TO USE

We believe that parks and recreational opportunities provide the foundation for the physical, social, economic and environmental viability and well-being of a community….

Shave a few points off your score. Keep up with the coworkers. Share a favorite pastime with your spouse. Learn a new skill. Whatever your motivation, our customized curriculum and expert instructors will exceed your expectations. Our private golf lessons utilize experienced golf professionals and the most sophisticated golf technology available in order to provide the best results. Our program covers……..book a lesson today by calling (xxx) xxx-xxxx.

REVIEW

QUESTIONS?