Building a marketing team:CAN YOU AFFORD NOT TO?

RYAN HEGRENESS, MARKETING & ENTERPRISE DEVELOPMENT MANAGER CITY OF ARLINGTON PARKS & RECREATION DEPARTMENT

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

WHY

R O I

WHAT’S YOUR RETURN?

DEFINE & MEASURE

R I>

INVESTMENT RETURN

INVESTMENT RETURN

ARE YOUR MARKETING & COMMUNICATION EFFORTS

GENERATING ENOUGH RETURN?

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)

WHAT

MONEY

5-15% OF GROSS REVENUE

MONEY

11M 1.6M 1.1M 550K

5%10%15%AGGRESSIVE GROWTH MAINTAIN

REVENUE

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

PEOPLE

EAGER TO LEARN INSATIABLE CURIOSITY CREATIVE OPINIONATED & RESPECTFUL PASSIONATE OVERACHIEVERS

PEOPLE

POTENTIAL > PRIOR EXPERIENCE HIRE DRIVE, NOT DEGREES

HIRE ABILITY, NOT AGE

PEOPLE

HIRE ABILITY, NOT AGE

HOW

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(Do Less With More) • Limited Marketing Resources • Staff Lacks Marketing Training • Limited Planning or Strategy • Outdated Tactics and Platforms

2009 FACILITY ASSESSMENT

• Declining General Fund Revenue

• Fees are low or discounted w/o strategy

• Cost recovery = 70%

• Set “Pay to Play” philosophy and expectations

2010 COST RECOVERY STUDY

• Analysis of the Performance Fund • Identified areas for change, Made recommendations

Background

• Prior to downturn in economy directed by CMO to improve financial status in Enterprise Programs

• Goal – Achieve 100% in the Performance Fund

Background

• All operations except administration, park maintenance and park development

• $11M+ in operating expenses and debt service

• Approximately 50% of the department operating budget

WHAT IS THE PERFORMANCE FUND?

• Staffing

• Utility costs

• Program efficiency • Service levels

• Outsourcing / Insourcing

• Reallocation

ASSESS EXISTING RESOURCES

• Partnerships • Sponsorships • Advertising

• New business ideas

• Program expansion

• Focus on rentals

• Expand marketing*

IDENTIFY OPPORTUNITIES

• Create a Business Plan

• Show Best Practices

• Demonstrate Results

GET BUY-IN

• Information Technology

• Office of Communication

• Department Staff

• City Manager’s Office

GAIN INTERNAL SUPPORT

“OPERATION 85K”

TELL YOUR STORY

REORGANIZE

• Golf Positions Reorganized

• Creation of Rental & Lake Services

• Creation of Marketing & Enterprise Development

MARKETING & ENTERPRISE DEVELOPMENT MGR

• Think in a creative, innovative manner • View assets as a ‘sales opportunity’

• Create a training program to elevate organizational knowledge and output

• Improve department brand

• Develop a work order system that tracks production, timing and accountability

• Increase advocacy and cost recovery

• Develop marketing plan

BUILDING THE TEAM

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

NEXT STEPS

Proactive Progressive Purposeful

NEW PHILOSOPHY

TASK / PROJECT MANAGEMENT

• Social Media Fans

• Naturally Fun Bloggers

• Naturally Fun Authors

• Naturally Fun Photographers

Increase Advocacy

ELEVATED DESIGN STANDARDS

New WEBSITE & CONTENT STRATEGY

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

• Special events

• Tips from a Pro

• Celebrating staff

• Creating discussion

http://bit.ly/M6Uokd

FOCUS ON VIDEO

Gross Contracts - $425,000 in first 18 months

SPONSORSHIPS & ADVERTISING

• Lunch & Learn

• Marketing & Business Library

• Reading Program

• Brand+Aid Marketing and Social Media Conference

• Conference Presentations

STAFF TRAINING

MARKET RESERACH

MARKETING PLAN

RESULTS

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

CAMP RESULTSAverage Enrollments Per Week

0

125

250

375

500

2011 2012 2013 2014

435423399

345

An increase of 36 campers per week (~$100/ea) for 12 weeks = $43,200 per year in new revenue (gross)

Increased revenue - $425K/yr

Grew community programs PARTICIPATION & REVEUNE

Increased CITIZEN engagement Grew Facebook page by 10,000+

Enhanced the city & DEPARTMENT brand

EXPANDED PARTNERSHIPS HELPED IN MARKETING DOWNTOWN ARLINGTON

IMPROVED STAFF DEVELOPMENT INCREASED INTERDEPARTMENTAL COOPERATION

CONCLUSION

• Know your Return & Measure it • Increase Your Investment, (Provided it is Generating a Sufficient Return)

• Develop a Culture of Creativity • Hire the Right People

CONCLUSION

• Make Your Case

•Get Buy-In

• Tell Your Story

Questions?RYAN HEGRENESS, MARKETING & ENTERPRISE DEVELOPMENT MANAGER

CITY OF ARLINGTON PARKS & RECREATION DEPARTMENT