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BUILDINGA MARKETING TEAMRYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
@HEGRENESS
Outline
• WHY Build a Marketing Team? • WHAT is Needed to Build a Marketing Team? • HOW did Arlington Build Their Team?
• WHAT did the New Team Do? • Arlington’s Return on Investment
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WHY@HEGRENESS
R O I@HEGRENESS
WHAT’S YOUR RETURN?
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DEFINE & MEASURE
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R I>@HEGRENESS
INVESTMENT RETURN
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INVESTMENT RETURN
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WHY Don’t they believe you?• You haven’t presented a compelling business case
• You haven’t defined the appropriate return
• You haven’t communicated results
• You’re existing efforts aren’t generating a return
• They’re idiots* *They probably aren’t idiots
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ARE YOUR MARKETING & COMMUNICATION EFFORTS
GENERATING ENOUGH RETURN?
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IF NO? POSSIBLE CAUSES:• You are not investing enough A MONEY problem
• You are not providing the needed space and support An ENVIRONMENT problem
• You are doing an ineffective job of marketing A PEOPLE problem (knowledge, skill, motivation)
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WHAT@HEGRENESS
MONEY
5-15% OF GROSS REVENUE
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MONEY
11M 1.6M 1.1M 550K
5%10%15%AGGRESSIVE GROWTH MAINTAIN
REVENUE
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MONEY
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ENVIRONMENT
EMPOWERING COLLABORATIVE SUPPORTIVE
Trust Staff | Delegate Authority | Encourage Risks | Allow Failure
Work as a Team | Share Ideas | Admit Weaknesses | Open
Develop Staff | Recognize Staff | Buy-In/Support from CMO/IT/PIO
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PEOPLE
EAGER TO LEARN INSATIABLE CURIOSITY CREATIVE OPINIONATED & RESPECTFUL PASSIONATE OVERACHIEVERS
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PEOPLE
POTENTIAL
DRIVE ABILITY
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EXPERIENCE
DEGREES AGE
HOW@HEGRENESS
THE STATE OF MUNICIPAL MARKETING
• Pressure to Generate More Revenue • Budget Stress (Do Less With More) • Limited Marketing Resources • Staff Lacks Marketing Training • Limited Planning or Strategy • Outdated Tactics and Platforms
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• Prior to downturn in economy directed by CMO to improve financial status in Enterprise Programs
• Goal – Achieve 100% Cost Recovery in the Performance Fund
Background IN ARLINGTON
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• Staffing
• Utility costs
• Program efficiency
• Service levels
• Outsourcing / Insourcing
• Reallocation
ASSESS EXISTING RESOURCES
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• Partnerships • Sponsorships • Advertising
• New business ideas
• Program expansion
• Increase rentals • Expanded marketing
IDENTIFY OPPORTUNITIES
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• Create a Business Plan
• Show Best Practices
• Demonstrate Results
GET BUY-IN
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• Information Technology
• Office of Communication
• Department Staff
• City Manager’s Office
GAIN INTERNAL SUPPORT
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“OPERATION 85K”
TELL YOUR STORY
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REORGANIZE
• Golf Positions Reorganized
• Creation of Rental & Lake Services
• Creation of Marketing & Enterprise Development
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MARKETING & ENTERPRISE DEVELOPMENT MANAGER
MARKETING & ENTERPRISE DEVELOPMENT COORDINATOR
• Graphic Design / Branding • Publications • Enterprise Programs
ELECTRONIC MEDIA SPECIALIST
• Web Content • Social Media • Community Programs
MARKETING AIDE 2
• Photography / Videography • Graphic Design
MARKETING AIDE 1
• Graphic Design • Website Development
COLLEGE & HIGH SCHOOL INTERNS
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NEXT STEPS@HEGRENESS
Proactive Progressive Purposeful
NEW PHILOSOPHY
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NEW ENVIRONMENT
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NEW ENVIRONMENT
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NEW ENVIRONMENT
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NEW ENVIRONMENT
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TASK / PROJECT MANAGEMENT
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• Social Media Fans
• Naturally Fun Bloggers
• Naturally Fun Authors
• Naturally Fun Photographers
Increase Advocacy
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ELEVATED DESIGN STANDARDS
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New WEBSITE & CONTENT STRATEGY
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Facebook Total Likes (Tierra Verde Golf Club)
0
1250
2500
3750
5000
10/2/15 11/22/15 1/12/16 3/3/16 4/23/16 6/13/16 8/3/16 9/23/16 11/13/16 1/3/17 2/23/17 4/15/17 6/5/17 7/26/17 9/15/17 11/5/17 12/26/17 2/15/18 4/7/18
INCREASE SOCIAL MEDIA FOLLOWING
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• Special events
• Tips from a Pro
• Celebrating staff
• Creating discussion
http://bit.ly/M6Uokd
FOCUS ON VIDEO
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• Lunch & Learn
• Marketing & Business Library
• Reading Program
• Brand+Aid Marketing and Social Media Conference
• Conference Presentations
STAFF TRAINING
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MARKET RESERACH
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MARKETING PLAN
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Gross Contracts - $425,000 in first 18 months
SPONSORSHIPS & ADVERTISING
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RESULTS@HEGRENESS
Grew community programs PARTICIPATION & Revenue
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Increased revenue
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CASE STUDY: SUMMER CAMP INITIATIVES
• Camp & Swim Guide / Summer Program Guide • Newspaper Camp Listings • Online Camp Listings
• Google Adwords (Search Advertising)
• Facebook Targeted Advertising
• Facebook Video Advertising
• YouTube Advertising
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CAMP RESULTSAverage Enrollments Per Week
250
300
350
400
450
500
2012 2013 2014
435423
399
An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross)
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Increased revenue
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Increased CITIZEN engagement & AWARENESS
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• 10,000+ facebook followers • 25 Million FACEBOOK IMPRESSIONS • 50,000 Youtube views • 3,000+ twitter Followers • 11,500 Twitter Link Clicks
Enhanced the city & DEPARTMENT brand
EXPANDED PARTNERSHIPS
HELPED IN MARKETING DOWNTOWN ARLINGTON
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IMPROVED STAFF DEVELOPMENT
INCREASED INTERDEPARTMENTAL COOPERATION
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CONCLUSION
• Know Your Return & Measure it • Make Your Case • Get Buy-In • Increase Your Investment (Provided it is Generating a Sufficient Return) • Hire the Right People • Develop a Culture of Creativity • Tell Your Story
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Questions?RYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES
@HEGRENESS