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Marketing in Recreation Services
Paul A. Schlag, PhD
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What is marketing?
“Marketing is the external voice
of a carefully considered, clearly
articulated sense of what [theagency] is all about. It is the
voice through which the target
audience learns of the vision,
purpose, and mission-the very
essence of the [agency].”
Ball and Ball, 274
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Purpose of Marketing
! Get the word out about products and services
! Attract people to your facility/programs
! Entice people to purchase or use goods and services
! Appeal to customer needs and wants
! Name recognition
! Professional presentation of your product
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communication
customers needs & wa
convenience to buy
cost to satisfy
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Purpose of Marketing
! Who
! What
! When
! Where
! Why
! How Much?
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What do we know about marketing?
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Effective Marketing
! Returning customers are the
primary source of enrollment
! Word of mouth is the key and
dominant medium for recreation
agencies
! The leisure experience, not the
brochures or advertising drives
word of mouth
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Marketing is about...
! the staff
! the programs
! the service
! communication materials
! the food
! facilities and land
! the experience
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Next consider....who is your target audience?
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Who has the money ?
! Parents, singles, retired people
and some teens have the
money
! Children influence leisure
activities in 74% of families
!
Market to appropriate groups
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! Find enrollment information from past customers (compare shifts in
enrollment, types of program use, etc.)
! Break down participation figures based on age, sex, zip code, school
affiliation, ethnicity and race, or whatever you deem relevant
! Examine the return rate and study previous evaluations
! Look at enrollment periods - when are people participating the most and why
! Compare participation numbers with similar agencies
! Gather demographic data about the area the agency serves
! Determine a targeted approach to reaching the groups identified in the
demographic analysis
! Identify the competition - what are they doing differently or better
! Share this information with interested stakeholders
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Marketing Materials/Products/Tools
Guides/Magazines Brochures Flyers
Radio Commercials Websites
Coupons Newspaper Ads Logos
Uniforms Posters Newsletters
Mailings Catalogs Trinkets
Business Cards Price! Social Media
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What makes a marketing product stand out,
look professional and be effective?
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Be Creative
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Billboard
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Marketing Materials/Products/Tools
Guides/Magazines Brochures Flyers
Radio Commercials Websites
Coupons Newspaper Ads Logos
Uniforms Posters Newsletters
Mailings Catalogs Trinkets
Business Cards Price! Social Media
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! Two versions of logo, one with
shading and one with 1, 2, or 3
solid colors (why?)
!
Color scheme is extremelyimportant:
! Color scheme generator
! Make Color scheme consistent
Agency Logos/Colors
http://colorschemedesigner.com/
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Make fonts
consistent across all
media
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Sans serif fonts are easier to read on
marketing materials than serif fonts
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Name that Logo
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Logos are more thought-out than you think…
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Can you see the word Mom?
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Can you see lion and gorilla
facing off?
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Can you see the smiley face?
But can you also see from A
to Z?
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Can you see the 31 flavors?
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Can you see the Number 1 in
the empty space?
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Can you see the party in the
middle, complete with chips and
dip?
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The Falcon makes an F.
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There is a cyclist in there,
literally, on “Tour.” Notice how
the “o,” “u,” and “R” all come
together along with the yellow
dot to form the image.
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The V and the A constitute the
symbol for analog. The 1 and
the 0 symbolize all things digital.
Thus, VAIO is about moving
from analog to digital.
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Anyone see Pac Man?
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Can you see the giraffe and the
rhino?
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The G and the I have been
cut precisely like a razor.
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There is a kiss between the K
and the I.
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Beats - person wearing
Beats.
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Logo for the Milwaukee
Brewers. See the M and the
B?
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George Washington
University. See the
Washington Monument?
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Win is underlined!
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Marketing Tools
! Personal interaction
! Promotional materials
! Advertising
! Publicity and public relations
! Everything that communicates
something about your agency should
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Promotional Materials
something about your agency should
be considered promotional materials
and should be professional
! Websites
! Brochures
! DVDs
! Letters
! Registration packet
! Flyers
! Public displays
Personal Interaction
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Personal Interaction
! Confidence is instilled by contact with a
caring and informed individual related to
your agency
! Returning customers (50-70% of users)
! Customer service
! Virtual spaces (Facebook, etc.)
! Special events
! Personal calls
! Personalized emails
! Visits to facility
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What makes promotional materials professional?
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What makes promotional materials stand out?
Professional Stand Out
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Clean and succinct Bright colors
Not wordy Motion
Grammar/spelling Unique
Well thought-out Unexpected
Pictures germane to topic Innovative
NO CLIPART Comic sans
Consistent fonts and colors Humor
Sans serif fonts Quality
Proper word usage Relevant and actual pictures
Readable Action
Focus/Theme and Interpretive Original
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COLOR
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What
catches
your eye
here?
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What
catches
your eye
here?
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What Attracts the Eye
!Blur the background
!Decolor the background
!Dominant, bright colors
!Movement
!
Size
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Limit blank (negative) space
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Name that Slogan
! Yo Quiero ____ ____
! Finger-Lickin’ Good ___
! Eat Fresh ______
! Silly rabbit, ____ are for kids
! Eat Mor Chikin ______ _____
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Textures add interest
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Shading adds interest
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Chunk Similar Data
Free Food!
Today 5 PM
Union
Use Geometrical Shapes, Frames and Graphics to chunk information
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Play with Transparency
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Add Depth
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Add Depth (Layers)
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Or make it 2D
100%, 80% and
Transparency/A
This is a monochro
color scheme
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No dark text on dark background
Careful with colors
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Make BOLD your focus
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Come and join us for a fun-
filled day of creative crafts and
good food. We will be tie-
dying t-shirts, making leaf
prints, etc. This activity, put on
for Dr. Schlag’s RPTA 428G
Class is for children ages 8-12.
Join us on November 14thfrom 2 - 6 PM. We look
forward to meeting you there.
Less Text = Good
FREE FOOD
What: Crafts and Food
When: Saturday, November 1
(2-6 PM)
Who: 8-12 Year Olds
Where: Horn Field
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Music
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Multiple Display Sizes
Responsive Web Design
http://quirktools.com/screenfly/
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Culture
Different cultures have different
conceptions of color schemes
External Advertising
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g
! Magazines, newspapers,
websites, radio, TV
! Internet ads
! Billboards
! Posters
! Direct Mail and E-Mail
! Sales/Special Offers
! Public presentations about your
agency to community organizations
and press
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Publicity and Public Relations
! Websites (virtual tours, photos,
promotional videos, testimonials).
Why are they visiting your site? Whatdo they want to find out?
! News stories - free publicity with rich,
human-interest stories
! Partnerships with communityorganizations
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Commercial Activity
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In your team: come up with at least 10
components of successful promo videos
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Marketing
Activity
For next class each committee bring
1. link to camp’s website you think is awesome [be prepared to share webs
class and tell us why you like the website]
2. link to a commercial/promotional video you think is effective [tell us what
makes it effective]
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Look for what you like and copy it to
the full extent the law allows
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