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Cincinnati Recreation Center Presentation Digital Web Strategy Final

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Amin Shawki

The Cincinnati Recreation Center (CRC) needed advertising help to generate more donation revenue so as part of my Advertising course, we created a full 360 degree advertising plan to help the CRC with their brand and Not For Profit fundraising goals.

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4word thinking Northlic and CRC Advertising Campaign
General Background The Cincinnati Recreation Commission (CRC) provides recreational and cultural activities for Cincinnatians of all ages and abilities Marketing Objective Develop a 360-degree strategic advertising campaign that generates public action to recognize and support the Cincinnati Recreation Commission (CRC) and to motivate current and new CRC advocates to create greater awareness and increase donations.
Target Market Background Target Audience Cincinnati Recreation Commission advocates and Uplifting Insight The CRC provides Cincinnati residents with safe havens for voters who will lend their voice to children that keep them off the streets, with more engaged raise excitement and awareness. and caring adults, positive activities, lower crime rates, People who live or work in increased property value and a greater sense of community. Cincinnati who can donate. The One Thing Desired Behavior Cincinnati is a stronger and more active community Residents of Cincinnati communities will because of the CRC. recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates to continue expanding services and increasing donations to the CRF. Desired Outcome People that live or work in Cincinnati become advocates for the CRC recognizing the programs offered and the benefits they provide. These advocates create increased awareness surrounding the CRCs programs and initiatives. The activity of advocates will result in increased donations to the CRF.
What the CRC means to the community Developing youth Reducing crime Promoting healthy lifestyles Role models for adolescents Increasing property value Greater sense of community Providing local recreational facilities Open to anyone
CRC is building the Cincinnati community alone?
Local corporations and universities What they stand for the community Developing youth Reducing crime through education Promoting healthy lifestyles Role models for individuals Greater sense of community Building Cincinnati reputation Bringing great products/services to Cincinnati residents/affiliates
That sounds familiar
The connected themes Corporations and universities Increasing property value Developing youth Providing local Reducing crime Promoting healthy Bringing great recreational products and facilities lifestyles Role models services to Open to Cincinnati anyone Greater sense of community residents and Building Cincinnati affiliates
Corps. and universities Building Community Members and advocates
360 Big Idea Unity in the Community
Secondary Target Market Background Target Audience Community universities and corporations that have a large Uplifting Insight The CRC provides Cincinnati residents with safe havens for presence and stake in Cincinnati.. children that keep them off the streets, with more engaged Companies based in or do and caring adults, positive activities, lower crime rates, business in Cincinnati. increased property value and a greater sense of community. The One Thing Desired Behavior Cincinnati is a stronger and more active community Corporations and universities of Cincinnati because of the CRC. communities will recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates/partners to continue expanding services and increasing donations to the CRF. Desired Outcome Corporations and universities of Cincinnati become advocates/partners for the CRC recognizing the programs offered and the benefits they provide. These partners create increased awareness surrounding the CRCs programs and initiatives within their organizations and in the public view. Partnerships resulting will result in increased donations to the CRF (commitment level fees).
General tactics/targets University ties and messaging Corporation partnerships General public/members/advocates
Local University Ties Volunteer Base Student organizations and special events Result: Students word of mouth promotion
Universities and the CRC o Student Leadership Program: Help manage facilities, volunteer, work with CRC and possible internships
Corporate partnership program
Three Commitment Membership Levels Patron, Prestigious, Platinum Patron Commitment Benefits Allocation of days for company outings (picnics, pool days, fitness days) Allow employees to volunteer with CRC programs
Upgraded Memberships Prestigious (additional benefits) Naming rights to specific asset (basketball court, baseball field, play area, etc.
Upgraded Memberships Platinum (additional benefits) Naming rights to Facility Sponsorship of CRC programs Allocation of days to hold company/product promotions
Engagement Benefits Naming rights: Venus Rec. Center Promotional Give-Aways: product trials, coupons, etc. Free Entry Promotion: Free or BOGO entry to pools/facilities with a receipt/non perishable item from participating sponsor Community Olympics sponsored by participating sponsor
Incentive-Motivation Plan Two-way Points system-Cross promotion Go to store/connect with brand (purchase product) to get coupon to CRC Go to CRC; get coupon or special incentives to companies brands Special event promotions/deals Points system tracked and provided for redemptions of products/discounts
Traditional Ads Potential TV and Radio spots
Traditional Ads
Traditional Ads
Traditional Ads Unity in the Community
Online Strategy Online Banners and presence
Local University Engagement Student and Alumni Involvement
Local University Promotion Programs and Activities council Students looking for a pool/place to work out that is cheap during the summer. They can hold activities/events at a local pool/building.
Corporation Engagement and Promotion Corporate Websites Cincinnati Websites
Digital Frontier: Mobile Mobile site and application for patrons/members Find a CRC! Daily Events Calendar and Check in with Special Events 4square for points! Our Sponsors Donate here!
Digital Frontier: Mobile Calendar of Events
Digital Frontier: Mobile Plus Incentives $1 Admission thanks to P&G today; tell your friends and fam See prizes!
Digital Frontier: Mobile GPS Locations
Map details
Enhanced Web Interface 320 McAlpin Ave. Cincinnati, Ohio 45220 Directions 513-961-5681 clifton@cincinnati-oh.gov Contact Information Center Programs include; Fencing, Zumba, Karate, Pottery, Yoga, Indoor Tennis, Teen Night and Family Night Business Hours Hours of Operation : 8/16/2011 - 5/30/2012 Monday: 1:00 PM - 9:00 PM Tuesday: 1:00 PM - 9:00 PM Price Wednesday:1:00 PM -9:00 PM Thursday: 1:00 PM - 9:00 PM Friday: 10:00 AM - 6:00 PM Saturday: Closed Optional Donation Sunday: Closed Closed on major holidays. Juniors (17 & under) $10 All Centers - All Pools* Adults (18-49) $25 All Centers - All Pools* Seniors (50+) $10 All Centers - All Pools*
Enhancing Web Interface What do you like? What dont you like? What do you prefer? What could be better? Social media
So what?
Rationale CRC shouldnt be the only responsible organization for developing the community but the local corporations and universities are too Rational for corporations to join: represent your business well in the community- strive for giving back and being socially responsible Rational for universities: enhancing Cincinnati environment, student involvement, development and growth as well rounded individuals The whole city can put effort in
Tracking and measuring Who, how many, and how much Incentive plan promotion usage Track attendance per event At CRC locations, card swipes, check-ins online, coupons codes Website tracking and analytics See updates on corporate commitment memberships
Results and goals 2011 Save Our Pools Campaign Community Efforts: $120,790 Corporate Giving: $237,323 Recreation Foundation: $53,795 Raised Concerned Citizens: $7,460 $419,990
Results and goals Key findings of 2010 survey of Cincinnati residents: Awareness of the CRC: 72% of Cincinnati residents were familiar with the CRC and heard of it through multiple channels (TV, radio, WOM, newspapers, websites, etc.). Increase donations, attendance, overall community engagement and involvement
Cincinnati Big Idea Unity in the Community
Questions? 4word thinking

More Related Content

Cincinnati Recreation Center Presentation Digital Web Strategy Final

  • 1. 4word thinking Northlic and CRC Advertising Campaign
  • 2. General Background The Cincinnati Recreation Commission (CRC) provides recreational and cultural activities for Cincinnatians of all ages and abilities Marketing Objective Develop a 360-degree strategic advertising campaign that generates public action to recognize and support the Cincinnati Recreation Commission (CRC) and to motivate current and new CRC advocates to create greater awareness and increase donations.
  • 3. Target Market Background Target Audience Cincinnati Recreation Commission advocates and Uplifting Insight The CRC provides Cincinnati residents with safe havens for voters who will lend their voice to children that keep them off the streets, with more engaged raise excitement and awareness. and caring adults, positive activities, lower crime rates, People who live or work in increased property value and a greater sense of community. Cincinnati who can donate. The One Thing Desired Behavior Cincinnati is a stronger and more active community Residents of Cincinnati communities will because of the CRC. recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates to continue expanding services and increasing donations to the CRF. Desired Outcome People that live or work in Cincinnati become advocates for the CRC recognizing the programs offered and the benefits they provide. These advocates create increased awareness surrounding the CRCs programs and initiatives. The activity of advocates will result in increased donations to the CRF.
  • 4. What the CRC means to the community Developing youth Reducing crime Promoting healthy lifestyles Role models for adolescents Increasing property value Greater sense of community Providing local recreational facilities Open to anyone
  • 5. CRC is building the Cincinnati community alone?
  • 6. Local corporations and universities What they stand for the community Developing youth Reducing crime through education Promoting healthy lifestyles Role models for individuals Greater sense of community Building Cincinnati reputation Bringing great products/services to Cincinnati residents/affiliates
  • 8. The connected themes Corporations and universities Increasing property value Developing youth Providing local Reducing crime Promoting healthy Bringing great recreational products and facilities lifestyles Role models services to Open to Cincinnati anyone Greater sense of community residents and Building Cincinnati affiliates
  • 9. Corps. and universities Building Community Members and advocates
  • 10. 360 Big Idea Unity in the Community
  • 11. Secondary Target Market Background Target Audience Community universities and corporations that have a large Uplifting Insight The CRC provides Cincinnati residents with safe havens for presence and stake in Cincinnati.. children that keep them off the streets, with more engaged Companies based in or do and caring adults, positive activities, lower crime rates, business in Cincinnati. increased property value and a greater sense of community. The One Thing Desired Behavior Cincinnati is a stronger and more active community Corporations and universities of Cincinnati because of the CRC. communities will recognize the importance and benefits of CRC services and the need for additional funding, becoming advocates/partners to continue expanding services and increasing donations to the CRF. Desired Outcome Corporations and universities of Cincinnati become advocates/partners for the CRC recognizing the programs offered and the benefits they provide. These partners create increased awareness surrounding the CRCs programs and initiatives within their organizations and in the public view. Partnerships resulting will result in increased donations to the CRF (commitment level fees).
  • 12. General tactics/targets University ties and messaging Corporation partnerships General public/members/advocates
  • 13. Local University Ties Volunteer Base Student organizations and special events Result: Students word of mouth promotion
  • 14. Universities and the CRC o Student Leadership Program: Help manage facilities, volunteer, work with CRC and possible internships
  • 16. Three Commitment Membership Levels Patron, Prestigious, Platinum Patron Commitment Benefits Allocation of days for company outings (picnics, pool days, fitness days) Allow employees to volunteer with CRC programs
  • 17. Upgraded Memberships Prestigious (additional benefits) Naming rights to specific asset (basketball court, baseball field, play area, etc.
  • 18. Upgraded Memberships Platinum (additional benefits) Naming rights to Facility Sponsorship of CRC programs Allocation of days to hold company/product promotions
  • 19. Engagement Benefits Naming rights: Venus Rec. Center Promotional Give-Aways: product trials, coupons, etc. Free Entry Promotion: Free or BOGO entry to pools/facilities with a receipt/non perishable item from participating sponsor Community Olympics sponsored by participating sponsor
  • 20. Incentive-Motivation Plan Two-way Points system-Cross promotion Go to store/connect with brand (purchase product) to get coupon to CRC Go to CRC; get coupon or special incentives to companies brands Special event promotions/deals Points system tracked and provided for redemptions of products/discounts
  • 21. Traditional Ads Potential TV and Radio spots
  • 24. Traditional Ads Unity in the Community
  • 25. Online Strategy Online Banners and presence
  • 26. Local University Engagement Student and Alumni Involvement
  • 27. Local University Promotion Programs and Activities council Students looking for a pool/place to work out that is cheap during the summer. They can hold activities/events at a local pool/building.
  • 28. Corporation Engagement and Promotion Corporate Websites Cincinnati Websites
  • 29. Digital Frontier: Mobile Mobile site and application for patrons/members Find a CRC! Daily Events Calendar and Check in with Special Events 4square for points! Our Sponsors Donate here!
  • 30. Digital Frontier: Mobile Calendar of Events
  • 31. Digital Frontier: Mobile Plus Incentives $1 Admission thanks to P&G today; tell your friends and fam See prizes!
  • 32. Digital Frontier: Mobile GPS Locations
  • 34. Enhanced Web Interface 320 McAlpin Ave. Cincinnati, Ohio 45220 Directions 513-961-5681 clifton@cincinnati-oh.gov Contact Information Center Programs include; Fencing, Zumba, Karate, Pottery, Yoga, Indoor Tennis, Teen Night and Family Night Business Hours Hours of Operation : 8/16/2011 - 5/30/2012 Monday: 1:00 PM - 9:00 PM Tuesday: 1:00 PM - 9:00 PM Price Wednesday:1:00 PM -9:00 PM Thursday: 1:00 PM - 9:00 PM Friday: 10:00 AM - 6:00 PM Saturday: Closed Optional Donation Sunday: Closed Closed on major holidays. Juniors (17 & under) $10 All Centers - All Pools* Adults (18-49) $25 All Centers - All Pools* Seniors (50+) $10 All Centers - All Pools*
  • 35. Enhancing Web Interface What do you like? What dont you like? What do you prefer? What could be better? Social media
  • 37. Rationale CRC shouldnt be the only responsible organization for developing the community but the local corporations and universities are too Rational for corporations to join: represent your business well in the community- strive for giving back and being socially responsible Rational for universities: enhancing Cincinnati environment, student involvement, development and growth as well rounded individuals The whole city can put effort in
  • 38. Tracking and measuring Who, how many, and how much Incentive plan promotion usage Track attendance per event At CRC locations, card swipes, check-ins online, coupons codes Website tracking and analytics See updates on corporate commitment memberships
  • 39. Results and goals 2011 Save Our Pools Campaign Community Efforts: $120,790 Corporate Giving: $237,323 Recreation Foundation: $53,795 Raised Concerned Citizens: $7,460 $419,990
  • 40. Results and goals Key findings of 2010 survey of Cincinnati residents: Awareness of the CRC: 72% of Cincinnati residents were familiar with the CRC and heard of it through multiple channels (TV, radio, WOM, newspapers, websites, etc.). Increase donations, attendance, overall community engagement and involvement
  • 41. Cincinnati Big Idea Unity in the Community
  • 42. Questions? 4word thinking

Editor's Notes

  • #2: Amin Shawki: slides 1-18Matt Mino: slides 18-36Matt Pasquino: slides 36-end
  • #4: Metropolitans and High Hopes/Great ExpectationsIn order to understand how to motivate advocates to know how beneficial the CRC is for the community, we need better understanding of what the community itself is all about
  • #6: What all goes into the community besides what CRC helps with
  • #7: Schools and corporations are a huge part of any community, and help to build it too
  • #8: What all goes into the community besides what CRC helps with
  • #10: All in in together
  • #11: Unity in the community In order to truly improve and continue to grow the local community, itll be every entities responsibility. The CRC, universities, corporations and residents of the area, together.
  • #12: Unity in the Community will yield a new secondary target market segment as part of our 360-degree marketing plan.
  • #20: More unity and synergy from everyone being involved
  • #21: At brand store, say Kroger, purchase an item and receive a coupon or some special deal for the CRC on your receipt or bagVisit CRC during certain agreed times, receive some sort of coupon to a brand, company or service. This will promote the community to support local companies and spark economy even further for both the consumers (people getting discounts) and company with more revenue and sales from these couponsSpecial event give aways and promotions
  • #22: Mention radio and tv here
  • #27: Involved with student organizations not only to build student participation, volunteers, and awareness but to keep the student body engaged with the CRC and expansionFinding and developing advocates early and when ready to make an impact; students are driven and want to make positive change for their future
  • #28: Promoting the CRC services to students can also create advocates for the facilities and all the CRC offerings
  • #29: Sharing web presence on company sites as well as featuring companies on CRC site will be mutually beneficial for more awareness, advocacy, and engagement (sites are linked)
  • #30: Digital and mobile technology: mobile site/applicationPurposeProvide users nearest facility locations utilizing the GPS function; anywhere you are you can get directionsProvides interface for incentive programShowcases calendar and daily events, activities, and specials provided by corporate partnersShows other information such as hours and donation capabilities for CRCLinks to all social media sitesBrands logos at the bottom link to websites/special sites for CRC partnership
  • #32: Using Foursquares Checking-in Feature; patrons can track their visits for points and can redeem them for prizes such as branded items (from corporate sponsors), free visits, free friend passes etc.See Prizes! Link to catalog of prize giveaways that come from brands, companies, CRC, and/or coupons from a combination of these
  • #35: http://www.cincinnati-oh.gov/crc/pages/-5672-/ each link gives all specific location information
  • #36: Blog back and forth conversationSplit up the website into sections for our different targets:Corporation and University messagingAdvocate MessagingGeneral member messagingSocial media is strong for CRC, only new things may be upcoming events/special new members or corporate somethings Donation goal updates through tweets/statuses
  • #38: Building the community together, Unity in the communityAll tactics designed to increase donations and support for the CRCCRC benefits from corporation financial support through the commitment membership levels Amin discussed earlierBusinesses benefit from brand exposure, advertising and general awarenessUniversities will be more active in the community with student engagementFrom all this, advocates will be motivated from these synergies but also new advocates, possibly within the corporations and universities, will be created
  • #39: Incentive plan usage- we will be able to track how frequently people use the specific promotions and discountsWeb analytic tools in place to track navigation and website hits- Google Analytics which is free for example
  • #40: Corporate Giving will be greatly increased through these partnerships Through all the tactics, increasing the visibility of corporation support, it will influence the communitys support as well
  • #41: Original findings we plan to increase greatly
  • #42: Unity in the community In order to truly improve and continue to grow the local community, itll be every entities responsibility. The CRC, universities, corporations and residents of the area, together.