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1 The City of Farmington’s Department of Parks, Recreation, & Cultural Affairs ( COF PRCA) Marketing Plan February 28, 2014 Marketing plan for the COF PRCA Department outlining the market analysis (goals), trend analysis (objectives), and expectations (future plans) ---PAGE BREAK--- 2 ---PAGE BREAK--- Marketing Plan City of Farmington’s Department of Parks, Recreation, & Cultural Affairs (COFPRCA) Created February 28, 2014 Goal The goal and objective of the Marketing department is to increase visibility and establish consistent branding of PRCA services, classes, events, attendance, generate revenue, and form partnerships beneficial to the Department. In addition, marketing of special events and other facility rentals to people outside the City creates an opportunity for increased revenue, as well as broaden opportunites for future partnerships. 3 It is the goal of COF PRCA to communicate and market all available programming in order for the citizens of Farmington, NM, to fully access and utilize the programs and leisure facilities that are currently available. City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 TABLE OF CONTENTS Trend User Market Ongoing Trend Analysis......7-8 Measurement Analytics.......9 ---PAGE BREAK--- TREND ANALYSIS (Overall Objectives for PRCA) The following overall objectives have been based on building a Master Plan with specific keys to success. The City of Farminton’s Parks, Recreation, & Cultural Affairs Department is responsible for offering parks, leisure, special events, and cultural activities to a diverse community. The benefits of programs and faciities serve the community and attract tourists from outside the area. COFPRCA created a Marketing Division on January 4, 2006, that is designed to: increase overall facility attendance, manage external and internal marketing communication, and create a brand identity for the department. The City of Farmington’s Parks, Recreation, & Cultural Affairs will: • Promote public awareness and education campaigns of parks, trails, and facilities to increase use of underutilized park facilities • Focus marketing campaign programs on promoting public awareness and revenue generation among park users • Expand promotion of Department special events in conjunction with Farmington Downtown Association and the Farmington Convention and Visitors Bureau, such as 4 Seasonal Art Walks, TGIF Music and Lunch in Orchard Park, XTERRA Four Corners Off Road Triathlon, Boo Palooza, Turkey Trot and Gobble Wobble, Reindeer Romp and North Pole Stroll, Totah Festival, Benefit Navajo Rug Auction, Freedom Days special activities, and Get Pinked Gala. • Expand promotion of Department specific special events such as Gateway to Imagination: A Juried Art Competition, Civic Center and Sandstone Productions, San Juan County Senior Olympics, bi-yearly Dumpster Weekends, Riverfest 10K & 5K Runs - 2 Mile Walk, Annual Flea Market, Summer Terrace Series, Road Apple Rally, Golf and Recreation Tournaments, Indian Market, Miss Indian Farmington, and holiday events. • Promote use of the Department’s website as an information-giving and information-gathering tool. • Promote use of Department’s e-mail delivery system, currently via PatronMail. • Promote RecTrac for reservations and class registrations through various outlets such as the PRCA website pages, tri-yearly Gateways Recreation Guide, Facebook, e-mails, and general Media Releases. • Improve internal and external communications for the organzation, by utlitizing emerging technologies and social media such as Facebook, Twitter, and YouTube. Explore alternate emerging technology opportunties such as mobile applications. • Improve use of Department branding as a call to action to promote and increase attendance and awareness of events, programs, and facility rentals • Increase outreach to Navajo and Hispanic communities via promotion of availability of multi- lingual translators. • Develop and promote recreational use through partnership campaigns. • Create public awareness by being visible at San Juan County expositions such as San Juan County KIDFEST, San Juan County Home Show, NM Community Development Exposition, Workshops, and other opportunities that arise. 4 City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- USER PROFILE (Target Audience) The below list of target audiences is based upon the 2010 Demographic Profile from the U.S. Census Bureau. In order to develop appropriate advertising and marketing campaigns, audience information is also being compiled through master plan survey data, observation, web site traffice dashboards, Facebook interest analytics, and target email subscription lists owned by COFPRCA. Below is a list of target audiences for City of Farmington’s Department Parks, Recreation, and Cultural Affairs. Communications will strive to be specific and custom to each group, however the marketing budget restricts the ability to provide individually produced themes to all audiences. Thus, a universal message will be applied to serve all audiences. • Families with school-aged children • 50+ citizens • Navajo and Spanish speaking houselholds • Existing PRCA patrons • Surrounding county residents • Interest specific groups 5 City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- 6 MARKET ANALYSIS (Long Term Objectives) The market anaylsis for long term marketing has been, in part, developed by GreenPlay LLC, Parks, Recreation, and Open Space Consultants, working with COFPRCA on a master plan. This master plan will assist and guide the City of Farmington in current and future goals for the next 10 - 15 years. The strategies listed below have also been compiled from surveys and data that COFPRCA has been collecting since 2009. The below strategies shall be put into action within the next five years and will be reviewed for progress, each year from the year 2014 and onward. The desired target and expectation will serve to propell the PRCA Department forward and continue to satisfy and build on the goals defined on page 2. STRATEGY To better balance and increase usage of the overall PRCA system and programs offered in the City of Farmington. TACTIC • Position PRCA via specialized branding as a means to reaching a geographically targeted group. • Provide recognition for partners via the web, and additional materials that creates exposure for sponsors. • Increase communications to the diverse audience within San Juan County. TARGET & EXPECTATION The development of partnership programs for solicitation of sponsorships and donations will be created to offset marketing expenses and be used for items such as internships, additional paid advertising, and research. STRATEGY Partner and market to build and create a PRCA Foundation to fundraise. TACTIC Create public relations effort to promote awareness of need and service to the community TARGET & EXPECTATION The formation of a Foundation will assist to offset cost of PRCA Department projects. Currently non-existant, the Foundation will serve to facilitate fundraising efforts, and with that effort, serve to bring additional awareness of COFPRCA services to the community. STRATEGY Develop a social networking campaign to expand communications to new audiences. TACTIC • Utilize trending emerging technologies (additional to Facebook) to encourage users to become interactive fans and share with their friends. • Broadcast timely information on trail closure, scheduled events, adjusted facility hours, etc. • Engage fans to comment by asking questions, posting photos, evetns, and activies. • Create interactive activities to engage in facilities and parks usage. TARGET & EXPECTATION Currently, Facebook is the only social media application utilized. With other technologies available, the scope of community engagement should widen exponentially. City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- 7 ONGOING TREND ANALYSIS (Ongoing Objectives) OBJECTIVE 1 STRATEGY Identify present methods for communication and marketing of the programs and facilities offered by COFPRCA Department. TACTIC • Word of mouth • Deliver flyers/notices through the school system • Web pages • Social media postings • COFPRCA Gateways Recreation Guide • Flyers/posters to public places • Digital display signage in all COFPRCA facilities • Signage/Banners • Advertising in local paper and magazines • E-mail delivery of targeted newsletters TARGET & EXPECTATIONS These trends are currently established and should be continually maintained, but assessed each year for viability with the tools defined in objective 3. OBJECTIVE 2 STRATEGY Identify new methods for communication and marketing of the programs offered by City of Farminton’s Parks, Recreation, & Cultural Affairs Department. TACTIC • Listings on smartphone apps • Increase emphasis on web page use • Advertising in targeted ethnic papers • Advertising of web page address • Tie RecTrac format to Gateways Recreation Guide • Use of radio and TV media • Increase distribution of information to outside agencies such as Chamber of Commerce, Convention and Visitors Bureau, various foundations, other City Departments, school system, and other industries • Create a desire within local industries to become involved (step up branding) • Participation in co-op marketing such as expos, fairs, conventions, and networking events TARGET & EXPECTATIONS These trends are short term goals to be met within 2 years, by March, 2016. City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- 8 OBJECTIVE 3 STRATEGY Develop a plan to continuously evaluate the effectiveness of the communication and marketing efforts of COFPRCA Department TACTIC • Develop a public awareness survey to be distributed periodically and available online using RecTrac or Survey Monkey • Measure use of programming and facilities after specific marketing of such programs to determine increases or decreases • Setup and utilize an account that can track number of hits and customize shorter URL addresses • Train staff to always ask and note how the public has learned about the program or event. TARGET & EXPECTATION Analytic tools and measurements will be created in order to identify and track growth and changes in current trends. These objective are currently lacking and shall be met within a year, by March, 2015. OBJECTIVE 4 STRATEGY Develop a plan to continuously evaluate and respond to the public satisfaction as it pertains to quality of programming, public service, and facilities. Analytic database will be created in order to track and analyze data. TACTIC • Coordinate survey efforts to be distributed to participants at the conclusion of all activities or programs and record on a master database • Develop a plan to immediately correct deficiencies and to promote continued quality service and record on a master database TARGET & EXPECTATION Tactics have been established as listed to assist in guiding the PRCA Department to determine course of actions to provide the best customer service possible. Surveys are currently distributed, and a secret shopper program is in place. However, measurements for tracking and analysis are not in place at this time and should be active by March, 2015. City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- 9 MEASUREMENT ANALYTICS The following measurements are currently in place. DIRECT MEASUREMENT • Class registrations • Camp/Workshop attendance • Special event attendance • Revenue generated through sponsors and donations INDIRECT MEASUREMENT • Editorial coverage • Webside, Facebook, PatronMail membership • Distribution network of Gateways and other informative material City of Farmington, Parks, Recreation, & Cultural Affairs MARKETING PLAN, 2014 ---PAGE BREAK--- 10