Recreation & Parks in GEORGIA
MASTERINGMARKETINGMAGIC:
STRATEGIESFORPROGRAMSANDEVEN
The extent of the promotional plan and marketing strategy is determined by the participation or revenue goals
BY TONYA ASHLEY, COMMUNICATIONS SPECIALIST
One crucial aspect of planning and executing a program or event that park and recreation programmers often overlook yet is essential for success is impactful marketing and promotion strategies The marketing strategy you choose can greatly affect the outcome of your program, influencing residents' satisfaction with how their tax dollars are used, shaping your agency's budget priorities, improving residents' overall quality of life, travel, tourism and economic development.
During the evaluation phase after the program, reflecting on these reasons a program or event may have fallen short of expectations will assist in ensuring the success of your future initiatives.
Unclear Goals
Rather than setting a broad goal such as “host an international festival,” specify clear objectives that include a defined target audience along with participation and revenue goals To set a revenue target, calculate the break-even point, which will help you determine the sales volume necessary to cover all costs.
Undefined or Unreached Target Audience
Tailor and promote your event to a specific group to enhance success Research the most effective platforms to connect with your target audience.
The program or event is still in its early stages
When potential attendees are unaware of an event, participation decreases Additional effort and possibly funds for promotions may be necessary, especially for expected large turnouts.
The program or event has become outdated
All programs and events have a life cycle. It may be necessary to assess whether it’s worth the time, budget, and resources to continue a particular program
Overlooking Cost-Benefit Analysis
Attendees seek a positive return on their investment, including money, energy, time, connections, and enjoyment. To boost attendance, offer incentives like free food, door prizes, or complimentary t-shirts.
Promotional Materials Lacked Impact
The quality of promotional materials greatly influence attendance To improve their impact, ensure that flyers, banners, and posters are professional and visually appealing. Suggested designing platforms: Canva, AdobeExpress). Gather feedback from colleagues, provide clear concise information, and prioritize aesthetics without overwhelming the audience with too much detail Investing in high-quality equipment to gather photography and videography visuals is worth it Photos and videos capture attention and boosts engagement, leading to increased participation rates.
Ignoring the Importance of Partnerships and Sponsorships
Partnering with a well-known organization to host an event can enhance attendance by engaging your target audience and accessing the partner's audience as well.
The following plan is designed to promote an event aiming to attract a minimum of 1,000 attendees.
PROGRAM PLAN EXAMPLE
Goal: Celebrate cultural diversity and promote community engagement through a vibrant festival.
Theme: “A World of Cultures” – each section of the festival highlights a different culture, showcasing traditional music, dance, food, and crafts
Target audience: Cobb County residents, with a focus on families and cultural enthusiasts
Timing & location: The festival to be hosted at a widely recognized event center, during a weekend when outdoor weather is likely to be pleasant
Participation/Revenue Goal: Aim to attract at least 1,000 attendees. No revenue goal, as this event is a budgeted event and offers free admission.
Promotions Plan: Design colorful, eye-catching posters, banners, flyers and billboards to be distributed in community centers and high-traffic areas. Frequently share high-quality photos, videos, and engaging reels on social media to highlight the fun experiences awaiting the target audience. Include the event in the upcoming seasonal activity guide, monthly newsletter, weekly e-blast leading up to the event, and event promotion sites such as Cobb Travel and Tourism, Discover Atlanta, and Marietta Daily Journal Create a landing webpage to provide detailed information such as Know Before You Go, parking instructions, sponsor and vendor opportunities, etc Our promotions budget is set at $10,000
Partnerships and Sponsorships: Seek partnerships with local businesses and cultural groups to enhance the festival's offerings and leverage their networks for broader reach. Offer sponsorship packages with benefits such as logo placements and mentions in promotional materials.
