BUILDINGA MARKETING TEAMRYAN HEGRENESS, OPERATIONS MANAGER CITY OF WESTMINSTER PARKS, RECREATION & LIBRARIES

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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

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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

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