City of Lexington Recreation and Parks Marketing Plan



City of Lexington Recreation and Parks Department Marketing Plan53300633633Table of Contents Executive Summary…………………………………………….……………...…2Introduction…………………………………………………….……………...…3Mission Statement……………………………………………....3Organizational Background………….……………………...….3Situational Analysis…………………………………………………………..…..4Internal Analysis……………………….……………………..…4External Environmental Analysis…….…………………...….…6Competitive Analysis…………….……………………………...7Customer Analysis…………….………………………………...7Marketing Goals and Objectives…………………………………….…………10Organizational Goals………………………………….…………10Project Goals and Objectives……………………………………10Product Portfolio.......................... ……………………...………..11Marketing Strategies…………..………………………..……………...……….11Marketing Tactics…………………………...……………………….………….12Implementation and Control…………………………...………………………15Action Plan………………………………….......………….......15Budget………………………………………………….……….16Evaluation………………………………….…………..…….....16Appendix...............................................................................................................17 Participant Evaluation Form.........................................................17Executive SummaryThe Lexington Recreation and Parks Department is a municipal recreation department provides a comprehensive year round program of sports and recreational activities for all ages. The department operates and maintains sixteen parks, offering a wealth of outdoor fun, including fishing, playgrounds, tennis and basketball courts, walking trails, athletic fields, green spaces, and swimming pools. The Multicultural Festival and the July Fourth Festival are departmental special events held at the City's 135-acre Finch Park. Through these programs and facilities the department enhances the overall quality of life for all citizens of Lexington. The Lexington Recreation and Parks Department currently has no set marketing direction for our programs and events. Due to the fact that our department lacks a marketing department, we have no plan in place to aid in the promotion of programs, services, and events. Participation for our programs and events has fallen continuously over the past five years, especially in youth programs. There are a number of factors contributing to the decline in our participant numbers, including but not limited to competing organizations, economic downturn, lack of facilities, and an overall apathy of youth today. Youth, specifically ages 5-18, have an ever increasing number of choices to fill their time. There is also less encouragement from family and friends to participate in community programs. There is also a lack of awareness for our departmental programs and facilities. Our community often is unaware or uninformed concerning services that we provide. Due to this, our department is plagued by a low program positioning in the minds of our consumers and also a lack of community involvement as well as input.The following marketing plan proposal outlines four strategies and their accompanying tactics that are essential to the growth and maturation of our department. Our department will make every effort to prevent any further decline in participation and to effectively increase numbers in general, but more specifically, in the youth programs. With the assistance the marketing plan, our department will look to increase youth program participation by roughly 10% each calendar year. The increase in youth program participation will come through increased marketing efforts of our programs and partnerships with local organizations. We will use registration numbers to measure the effectiveness of our efforts. We will also look to increase awareness for departmental facilities and programs. The increase in awareness for our programs and facilities will be accomplished through increased marketing efforts involving the development of an online presence, use of several social media outlets, and also with the distribution of printed materials. Registration numbers along with website hits and social media requests will be used to measure the effectiveness of our efforts. Our department also seeks to increase community involvement and input for our programs, services, and events. We believe contribution from the community is vital for our department to offer successful programs and events. We plan to increase community involvement and input through the development of partnerships with local organizations and also through development of a recreation advisory board. Effectiveness will be measured by attendance of community members at our monthly meetings. The final marketing strategy our department will look to implement is the improvement of our program positioning within our community. We will look to improve our positioning in the minds of our consumers and surrounding community through increased marketing efforts highlighting the positives and advantages of our programs and services. Measurement of effectiveness will be accomplished through consumer survey, public opinion, and community assessment.I. IntroductionMission Statement- The purpose of the Recreation Department is to provide a comprehensive year-round program of recreational activities in conjunction with outstanding parks, playgrounds, and facilities to enhance the overall quality of life for all citizens of anizational BackgroundBrief HistoryThe Lexington Parks and Recreation Commission was established by city ordinance in 1947. The duties of the Commission were as follows:To formulate a park and recreation program for the City of LexingtonTo observe and give general supervision to the park and recreation programs, activities, and facilities of the City of LexingtonTo advise the city council with respect to park and recreation programs, activities, and facilitiesTo perform such other duties as may be assigned by the city councilIn 1954, the City of Lexington prepared a comprehensive Master Plan for Recreation. A full-time director was first employed in August of 1964The Commission became known as the Lexington Recreation and Parks Department in July of 1965The department has grown from two swimming pool and two playgrounds to one that operates and maintains sixteen parks, including fishing, playgrounds, tennis and basketball courts, walking trails, athletic fields, green spaces.Objectives of the OrganizationEnhance the overall quality of life for individuals through programs, facilities, and special eventsPartner with community businesses to enhance the surrounding areaPromote wellness and awareness through programs and offeringsPromote the vision of City Council by serving efficiently and effectively in the eyes of the publicII. Situational AnalysisInternal AnalysisStrengthsFree programs for City of Lexington residents and low cost for non-city residents – This allows our organization to offer programs to our target market at low to no cost whatsoever. Our organization is able to attract consumers from all demographics because there is no financial constraint.Staff Continuity – Our departmental staff has been working together for 5 years. We mesh well together and play off of each other’s strengths. This continuity leads to well-planned, highly organized programs and events.Superior Customer Service – Our department is able to help any person who walks in our door with the utmost respect. We help them with any and every need no matter what it might be.Positive relationship with the community – Our department has an extremely close with relationship with the surrounding community. We have constant face-to-face contact with the market that we serve.Presence of Local Newspaper – The local newspaper provides our department with an outlet in that which we can utilize to promote events and distribute information.Local Radio Station - The local radio station provides our department with an outlet in that which we can utilize to promote events and distribute information.Channel 13 Government Access Station - The local cable access channel provides our department with an outlet in that which we can utilize to promote events and distribute information.Program/Event Sponsorships – Our department possesses a large number of sponsorships from individuals and businesses in the community which in turn enable the offering of top programs and events.WeaknessesLack of Marketing Direction – Our department lacks an overall marketing direction for programs and events. We have no formal plan in place that would allow us to streamline efforts and maximize results.No Commitment from City Officials – Our City officials do not view Recreation and Parks in the same light as our department. They view our services as a necessity yet believe what we offer now is sufficient and feel no need to expand any further.No Departmental Website in Place – Our department lacks a website that would allow the sharing and promotion of programs and events.Lack of a Facebook Page – The lack of a Facebook page in today’s society shows that an organization is behind. A Facebook page would allow our department to connect directly with our target market.Limited Budget – Due to tough economic times and decisions by City officials to allocate funds elsewhere, our department operates on limited resources. Inadequate Facilities – Our department lacks basic facilities, such as a gymnasium, that would facilitate numerous programs that we are unable to offer as of now.Lack of Community Input – Our department has no formal communication with and input from the community we serve, preventing the meshing of our direction with theirs.Lack of Performance Measurement Criteria – Our department lacks performance measurement criteria so we are unable to adequately measure present performance against that of the past.Lack of Updated Computer Software and Equipment – Our department operates on outdated computer software which does not allow us to effectively produce promotional materials without an extreme amount of anizational ChartExternal Environmental AnalysisOpportunitiesYouth Recreation Center – A youth recreation center was in the planning stages when tough economic times weakened City finances. A youth recreation center would provide facilities that are currently unavailable while also providing a place that would be able to compete with other local organizations whose aim is our target market. Recreation Youth Council – A Recreation Youth Council would serve as a liaison between the department and the community and would be comprised entirely of our target market. The council would be able to advise our department on what their desires are and what they hope to see occur.Recreation Advisory Board – A Recreation Advisory Board would also serve as a liaison between our department, the City Manager, City Council and citizens of the community. The board would consult and advise in matters affecting Recreation and Parks programs, policies, and procedure and would establish greater community involvement and input for our department.ThreatsDecreasing Budget – Our departmental budget has decreased each of the last three years. This decreasing budget may, in the future, force our department to eliminate programs, services, and events. Year-round Single Sport Focus – A growing number of our target market are become full-time, one activity participators. This group has a single focus and has no time for other activities.Sedentary Youth – Today’s youth are an inactive, sedentary group. This group would rather rest on a couch than be active and participate in some sort of program.Technology – From video games, to computers and television, along with numerous other forms, technology has led to our sedentary youth and low participation numbers for our departmental programs and peting Organizations – Other local organizations, who possess facilities and resources that our department does not, have the ability to offer programs and events to our target market that we are unable petitive AnalysisLocal YMCAThe J. Smith Young YMCA is a multi-use facility which offers an indoor heated pool, cardio and fitness centers, aerobics center, gymnasium, racquetball courts, bowling?center, youth?center, and locker room facilities. The YMCA offers a variety of programs and services for youth while providing facilities and amenities that our department lacks. The presence of a gymnasium alone provides their organization with more opportunities than our department could ever hope to offer.Davidson County Recreation and Parks DepartmentThe Davidson County Recreation and Parks department offers comprehensive recreation program for all ages throughout Davidson County. The department offers many athletic programs for children and adults. The department coordinates the Davidson County Senior Games, Special Olympics, and a variety of county-wide programs while also operating three large parks and their amenities. The County recreation department also just moved-in to a new facility that offers a gymnasium, classrooms, and other amenities. This also provides their organization with more opportunities than our department could ever hope to offer.Customer Analysis-Lexington is the county seat of Davidson County, North Carolina, United States. As of the 2009, the city had a total population of 20,119. It is located in central North Carolina, twenty miles south of Winston-Salem. Demographics:Davidson County Population – 121,480Lexington City Population – 20,119Resident Age Distribution18 & Under24.619-249.425-4429.845-6420.865 & Over15.386079816160SexMale10,080 48%Female10,920 52%-3810067310RaceWhite10,426 51.8%Black5,066 25.2%Hispanic3,347 16.6%Asian767 3.8%Two or More Races374 1.9%American139 0.7%76200067945Education Level Residents 25 & OlderLess Than High School4,681 36.1%High School or Equivalent3,757 28.9%Some College2,194 16.9%Associate534 4.1%Bachelors1,266 9.8%Graduate/Professional548 4.2%7504399262Household Income Level of City ResidentsEstimated median household income: $30,144 Lexington:$30,144North Carolina:$43,674Market SegmentsCity Residents – One market segment for our department would be City of Lexington residents. All programs and events that our department offers are free of charge to any City resident.County Residents – Another segment would Davidson County residents. All of the programs and events offered by our department are open to County residents for a small fee. 18 & Under Group – Youth programs make up the vast majority of our programming. These programs are geared toward the 5-18 range, especially our athletic programs.19 & Over Group – Though we do offer adult softball, most of our other programs, such as art and sewing, are geared toward this segment.Target MarketThe primary target market for our Lexington Recreation and Parks Department are City of Lexington residents, ages 5 to 18 though all of our programs and events are available and open to any Davidson County resident. The goal of our marketing plan is to increase participation for all youth programs and events while also increasing awareness for departmental facilities.III. Marketing Goals and ObjectivesOrganizational GoalsEnhance the overall quality of life for individuals through programs, facilities, and special eventsPartner with community businesses to enhance the surrounding areaPromote wellness and awareness through programs and offeringsPromote the vision of City Council by serving efficiently and effectively in the eyes of the public.Marketing Plan GoalsDefine our key target marketPromote services, programs and facilities Increase public awareness, participation, and supportEnhance information and communication links to the community through any and all channelsEstablish specific goals and objectives for annual marketing efforts Develop and implement media and community relations contactsProvide research and evaluation methods for our services and programsProduct PortfolioProgram Positioning: Athletics – Our athletic programs, both youth and adult, are offered free of charge to all city residents. Our department offers youth baseball, softball, football, cheerleading and soccer while for adults, we offer softball. The lack of a gymnasium prevents us from offering basketball and other gym based services to our consumers. We are the only organization in the County who offers adult softball. Our programs and services often are seen by the community in a negative light because they feel that when free, a program will be insufficient. Also, County residents often are unaware that our programs are available to them for a small fee, which is much less than what they would pay to our competitors for the same product.Other Programs/Special Events – Our other departmental programs, services, and events, like our athletics, are also open to City residents as well as County residents for a small fee. These products also face the same dilemma that our athletics face, being that they are seen by the community in a negative light because they are free. County residents may also be unaware of these products as well. Value Proposition: Our consumers should value our products and services more due to the fact that they are free or low cost. Our department offers a high quality product despite not charging fees to City residents. We offer the similar products to those of our competitors but at a much lower cost to the consumer. The special events our department offers, the Multicultural and 4th of July festivals, are top quality and unique due to the fact that no other organization offers any similar events. We, as a department, must improve our product positioning in the minds of our consumers to improve our participation numbers. IV. Marketing StrategiesIncrease youth program participation 10% each calendar year: We will increase youth program participation through increased marketing efforts of our programs and partnerships with local organizations. Registration numbers will be used to measure effectiveness.Increase awareness for departmental facilities and programs: We will increase awareness for our programs and facilities through increased marketing efforts involving the development of an online presence along with distributing printed materials. Registration numbers along with website hits and Facebook friend requests will be used to measure effectiveness.Increase community involvement and input: We will increase community involvement and input through the development of partnerships with local organizations and also through development of a recreation advisory board. The presence of community members at monthly meetings will allow the measurement of effectiveness.Improve program positioning: We will look to improve our positioning in the minds of our consumers and surrounding community through increased marketing efforts highlighting the positives and advantages of our department and programs. Measurement will be accomplished through consumer survey and public opinion.V. Marketing TacticsDepartmental Brochure: The department will create a brochure that is a tri-fold information piece which includes photos, contact information and a large color-coded master park map. Inserts will provide more specific details about programs and upcoming special events. The brochure will be distributed to local businesses and schools by the department staff. The brochure will help increase awareness for our products and provide more detailed information to our target market.Program Flyers/Posters: Departmental staff will prepare and distribute individual flyers and posters while also posting material at facilities. To reach the target market, staff will go frequent City parks and also go directly to schools to distribute information to individual classrooms. By doing this, our department will be able to increase awareness for our product while also increasing registration and participation by getting our information straight into the hands of our target market. Buzzy the Yellow Jacket – Buzzy the Yellow Jacket will serve as the department mascot and will appear often at department and city sponsored events to help promote the programs and events available through the Lexington Recreation and Parks Department. The yellow jacket, in colors orange and blue, is the mascot of the entire City school system so Buzzy will most definitely appeal to our target market and generate interest among them. Buzzy will also help position our department higher in the minds of our target market for the face that we will be the only organization with a mascot. School Booth Set-up and Promotional Dress: The Recreation and Parks Department will set-up a booth during the lunch period of each City school at some point during registration period for each program. Depending on the type of program, the employee will dress in an outfit according to the program, whether it is a baseball player, football player, ballet dancer, or golfer. Buzzy will also accompany the employee during these lunchtime visits. These visits will increase awareness to our target market and may also increase registrations because our market has the opportunity to register with ease during their lunch break. This may also help improve our positioning for the fact that no other organization makes the effort to visit the schools, requiring instead you travel to them for registration.Spring Fling Day: Held at Finch Park on the last Saturday in March each year, we will hold a day of fun and games. The entire community will be able to enjoy a fun day of activities for families and kids of all ages and abilities. People will be able to sample food from different vendors and dance to the music of an excellent D.J. You can also have a family photo taken. Participate in exciting games, arts and craft stations, raffles, face painting and much more. Department booths will be set-up throughout the park to offer customers information about our programs and events. Our target market will be given the opportunity to register for all events, even those that are out-of-season. We will notify those who pre-register when the time for their program or event arrives. Buzzy will also be strolling through the park to catch the eye of our target market. Facebook Fan Page: The department will create a Facebook Fan Page to keep the public informed about department programs and events. The page will be updated weekly with a complete program and event list and our staff will be capable of continuously inviting our consumers to join programs and events when applicable. This tactic will help better position our department due to neither of our competitors currently having a Facebook page. The Facebook page will also increase awareness of our programs and events while also allowing our target market to easily access information. We also may be able to increase community involvement and input through our Facebook page by allowing our customers to post on our “Wall” and by also giving them the opportunity to quickly communicate with the department through messaging.Department Website Management: The staff will provide departmental updates to the website () on a weekly basis. New links and features are will be introduced as necessary. The website will offer park locations, staff listings, a registration section, a photo gallery, fundraising opportunities, printed materials available for download, and a link to the department’s Facebook page. The website address will be included as often as possible on all department and marketing materials. The website will increase awareness of our programs and events while providing ease of access to information for our target market. The website will be a tool to increase participation by offering registration opportunities online. This will save our consumer time and effort.Cable Channel Releases: All program and special event information will be submitted by the department to the local cable access station, Channel 13. This channel appears on all local televisions and will provide information detailing departmental programs. This release will help increase awareness for departmental facilities, programs, and events. Athletic Partnerships: The Davidson County Park and Recreation Department and the J. Smith Young YMCA provide opportunities for extending recreation services to the City as well as the County Residents. We will partner with these organizations to offer programs that we may be unable to provide due to lack of facilities. For example, due to our lack of gymnasium, we will partner with the YMCA to offer a basketball program. Our target market will be able to register through us at the free or discounted price and will be able to play in the YMCA league. These partnerships will help increase youth participation by allowing access to facilities that would otherwise be unavailable. Neighborhood Partnerships: The Lexington Community Development Association, the Lexington Housing Authority, and the Boys and Girls Club of Lexington will be neighborhood partnerships that help our department encourage local residents to actively participate in the present and future development of their neighborhoods including recreation and parks. The Lexington Recreation and Parks department staff will meet regularly with these groups to exchange information, seek out volunteers and to encourage stronger communications. We will distribute information to these organizations for them to then pass on to the groups that they have contact with that we may be unable to reach. This partnership will help our department to increase awareness of our facilities, programs, and events. We may also be able to increase participation through this partnership by having our information reach otherwise hard to reach groups. Educational Partnerships: The Lexington City School System and the Davidson County School System will be partners that whom our department will develop a mutually beneficial relationship. From athletic venues to transportation to youth programming, we will share resources to enhance recreation services and benefits to all the entire community, especially our target market. Both school systems will allow our department to distribute information to their students, thus increasing awareness of our facilities and programs, while also increasing participation by allowing registration opportunities for our target market. Recreation Advisory Board: Our department will create a Recreation Advisory Board. The Parks and Recreation Advisory Board will serve as a liaison between the department, the City Manager, City Council and citizens of the community. The board will consult with and advise in matters affecting Recreation and Parks programs, policies, and procedures. Meetings will be held the 3rd Monday of each month at 6:30 p.m. at the Robbins Recreation Center. The board will establish greater community involvement and input for our department. We will be able to develop programs and events better suited to the wants and needs of the population we serve. The board will also help increase participation due to our department offering programs that are more in-line with their actual desires.Recreation Youth Council: Our department will establish a Recreation Youth Council. The Youth Council will also serve as a liaison between the department and the community but will be comprised entirely of our target market. The council will advise the department on what their desires are and what they hope to see happen. Meetings will be held the 1st Saturday of each month at 12:00 p.m. at the Robbins Recreation Center. Free lunch will be offered to all those who attend. The council will help generate greater community involvement and input for our department. We will be able to develop programs and events better suited to the wants and needs of our actual target market. The council may also help increase participation due to our department offering programs that are more in-line with their actual desires.VI. Implementation and ControlAction Plan-8382049530Budget Projected Marketing Plan BudgetLine ItemProjected CostSalaries and WagesOvertime1,150.00UtilitiesElectric350.00Water55.00MaintenanceCleaning Supplies480.00Printed MaterialBrochures1,350.00Posters1,075.00MascotUniform625.00PartnershipsYearly YMCA Dues364.00YMCA Participation Fee1,575.00Davidson County Booster Fee600.00MiscellaneousSpring Fling Rides2,250.00Disc Jockey Fee500.00Food and Beverage2,800.00Registration Software Update850.00Projected Total14,024.00EvaluationAlthough effectiveness and evaluation of departmental marketing tactics will be measured in a number of ways, the ultimate gauge will be by observing registration numbers for our programs and events. With increased numbers, it will be evident that our plan has had the desired end result. Our department will also use program evaluation and survey forms. These forms will be distributed at the end of programs to gauge participants’ satisfaction. We will have our IT department count website hits for our departmental website while also keeping track of the number of facebook friend requests we receive and how many people “like” us. Our department will monitor the number of people who attend our recreation advisory board meetings and youth council meetings. VII. AppendixParticipant Evaluation FormName: (Optional) Phone:Email Address: ____________________________________________________Program: On a scale of 1 to 10 (10 being the best) rate the following questions:1. This program was very beneficial: 1 2 3 4 5 6 7 8 9 10 2. How have you benefited from this program? 3. The instructor was knowledgeable: 1 2 3 4 5 6 7 8 9 104. The facility was adequate: 1 2 3 4 5 6 7 8 9 105. Do you feel that the fee charged was fair? (Please circle one) YES NO6. Was the staff courteous and responsive? (Please circle one) YES NO7. How did you hear about the program? (Please circle those that apply) Newspaper TV Radio Friend Brochure Center Flyer Website8. State any problems or concerns you may have experienced involving this program.______9. Do you have any suggestions for improving this program? 10. What other types of programs would you or a family members like to participate in?Please feel free to write any additional comments on the back of this form. You many also send your response/comments/suggestions to Lexington Recreation on Facebook. Your comments and suggestions are a valuable tool in our efforts to offer the programs that meet your needs! ................
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