Little Red's Big Ideas

POP Marketing - How to Turn Parks and Recreation Centers into FREE Marketing Tools

Although I have no affiliation with The Active Network, I know they offer an ever-growing inventory of on-line registration and "integrated marketing" solutions.  I, however, have come to appreciate their ability to condense and share information with our shared customer base.  

For example, but they have a host of talented writers who share practical marketing ideas and customer retention strategies via a wide array of on-line and offline resources.  LIKE their Active Communities Facebook Page to keep up on trends and ideas specific to parks and recreation agency needs and concerns.  

I've also become a huge fan of  Henry O'Loughlin who, among other things writes spot-on articles for Active Network Communities Blog.  The blog, according to its homepage,  "helps parks and recreation agencies, campus recreation departments, YMCAs, and other community organizations get more participants, manage their operations better, and build stronger customer relationships."  Sounds like we (Little Red's Big Ideas and the Active Communities Blog have a lot in common!

Here is an excerpt from an article by O'Laughlin which highlights the POP (Point of Purchase/Participation) concept for park and recreation agency facilities.  The article asks:

How many people visit your facilities each year? Between pools, rec centers, parks, and gyms that number is probably pretty high. It’s also your total yearly reach if you use walls, benches, and counters as places for marketing messages. Here are some things to consider before investing in display advertising:

 Places to put marketing materials

•  
  •  
    • Counter tops
    • Benches
    • Lavatories
    • Outdoor signs
    • Trash cans and recycling bins
    • Walls

I can also think of many more places to promote your brand inside and outside your parks, recreation and community centers.  Here are some of my ideas...

Interior and Exterior Murals

Waiting areas (people will read ANYthing while their waiting)

Fence and field signage

Entryways 

Counters

LCD Screens/Video Displays

 

How do you take advantage of your on-site marketing opportunities. Please comment below

Oodles of Google Doodles - Is there one in your future?

While Google takes its logo and brand very seriously (it is one of the most valuable and recognized brands in the history of brands), they also have a sense of humor; as is evident by their random acts of Google Doodles released over the past 14 years.  (You can see all of them by clicking here...)

Recently I was asked what it takes for Google to create and post a Doodle on behalf of an inventor,innovator, cultural icon or milestone.  So, I Googled it and found out that, not only does Google have a contest where young artists can submit their Google Doodles to an esteemed panel of cool guest judges including Katy Perry); but they also have a place where you can submit YOUR ideas for an upcoming Doodle -- proposals@google.com.  So, if your organization is celebrating some kind of crazy milestone, significant achievement or noteworthy accomplishment -- maybe Google will Doodle YOU.  Here's an excerpt from Google's online post along with the link to the entire page.

How do you chose the doodle subjects?

Googlers and fans from around the world suggest the topics from which the doodle team doodles (you can suggest one too at proposals@google.com).

You never know what doodle might come next but we’re particularly fond of science, innovation, creativity, and fun. We also love to celebrate cultures from all around the world.

Who knows, maybe someday we’ll be doodling for the invention you shared with the world!

Is there a place I can see all the past doodles?

There is! You can always visit www.google.com/doodles to see all the doodles that have run around the world. You can record a tune on the Les Paul guitar doodle, play a game of PAC-MAN, or watch some clips of I Love Lucy.

 

You always ask me: What is the best marketing tool? It is...

Calendars!

Every year I sing the praises of using custom printed calendars to keep your name/brand and contact information in front of your customers. With budgets tighter than ever -- this is DEFINITELY a great marketing investment.  This year I've even posted an order form to make it super simple for you to jump on this once a year opportunity!

Hands down! Custom-printed calendars are one of the most functional and cost-effective of all advertising tools. Even in this age of smartphones, Blackberries, Outlook and other electronic calendar systems -- there's nothing like a visual wall calendar when it comes to planning time, recreation activities, sports schedules and events.  While you can purchase calendars for as low as low as .25 each, I always recommend a 12 month appointment-style wall calendar with beautiful photos that align with your mission -- Healthy Kids, Going Green and Motivation are this year's favorites.  Click here to page through an online catalog where you can explore over 100 different calendar themes and styles -- all with GUARANTEED INVENTORY through the end of the year.

The Farmer's Almanac first published in 1818 was the very first promotional product making calendars the original ad specialty. These classic promotional power-tools have stood the test of time AND technology for good reason -- they are a necessity in the office and at home. But don't take my word for it; here are some statistics, based on an independent study conducted by the Calendar Marketing Association,  that will further convince you that, when looking for a place to put your logo, web address and contact information -- nothing beats wall calendars.
 

• 83% of customers purchase products or services from the company that gave them their calendar. And 94% of calendar recipients can recall the advertising message on their calendar.
•  The average person working in an office looks at a calendar 12 times a day. Multiply that by 5 business days a week and then by 50 weeks a year. That's 3000 ad impressions a year!

At home the average family views their calendar about 5 times per day. When multiplies by 7 days per week, 365 days a year and your message will be seen (wait, I need to grab my calculator) well over 12,000 times each year.

Think about all of the time, energy, money and paper used in the attempt to get your brochures or flyers in front of your customers throughout the year... compare that to the annual cost of keeping a calendar in front of key contacts day in and day out!

By getting a calendar on the walls of your customers, volunteers, gatekeepers (teachers, real estate agents, doctor's/dentist's offices, etc) you are getting priceless exposure for a teeny tiny price.

One of the best things about calendar marketing is your ability to order very small quantities.  Think of 100 people who most influence you customers -- AKA gatekeepers.  These might be teachers, school nurses, pediatricians, real estate agents, coaches, sponsors, the list goes on and on.  Choose as few as 100 of these influencers.  Order 100 imprinted calendars with your web address, logo, tagline or call to action and send or deliver these useful gifts to these gatekeepers.  You can even attach a Holiday Letter to the front of the calendar with a special offer, coupon or invitation. 

Not only will your calendar be viewed as a kind holiday greeting, but it will hang around for an entire year!  But, like all good things -- the window closes on this marketing opportunity.  The best time to give calendars is NOW through the end of January.  So contact Andy right away and he'll get your order processed right away -- in plenty of time for year-end delivery. 

Special Offer for my Blog Readers - When you contact Andy by December 9 (That's this FRIDAY), mention that you're a blog reader and we will pay for your shipping!  FREE shipping, big exposure, little price -- it's a perfect year-end promotion!  But call NOW - 800-IADVISU - (800-423-8478)!

 

Google Sneakers? Sure, why not?

As Google celebrates its 13th anniversary (who could imagine life without the grand-daddy of search engines?) Mashable.com, in an article called "10 Great Google Accessories,"  has put together a fun list of promotional items which take Google's visual brand identity to unusual offline places and spaces.

My favorite are the Google Sneakers, but who would love a Goggle Lamp (with or without lava?)  

 

Check out the entire list of Google Branded items by clicking here.

Virtual Samples and Ideas are ALWAYS FREE!

Promote Parks with Promotional Products - Your message won't get trashed!

It's so hard to break through the clutter and get your message noticed these days.  Advertising pops up (literally) all around us -- on our screens, in our homes, driving down the freeway, walking through the grocery store aisles -- it seems everyone wants our attention.  So, how do you get your message, not only noticed, but remembered?

That's easy! Put your message on an item that your recipients WANT to receive.  Give them something they need, want and appreciate.  That's the age-old idea behind using promotional products to build brand recognition and tell your story.  

Parks Make Life Better!(sm) is a branding campaign developed by the California Park and Recreation Society which, from its launch, understood the importance of adding promotional products to its branding toolkit.  

Who can use the Parks Make Life Better! Brand?  If you are a member of CPRS then your agency can use the brand.  It's as simple as that!  All you need to do is sign the "Logo Use Agreement" which can be downloaded here.  About half of all California's Park and Recreation agencies have already signed the agreement.  To see if your agency is a Branding Partner click here.

What if I'm not a CPRS member? What if I'm not even in California? I love the logo, can I still use it?  

If you are not a CPRS member but would like to take advantage of this fantastic campaign and the entire PMLB toolkit, simply send an email to parksmakelifebetter@cprs.org and we'll get you started. There is a nominal membership fee (usually $85) for out-of-state agencies which entitles you to the extensive toolkit and templates associated with the campaign, as well as the entire CPRS online resource center.   

Once you have become a Branding Partner you can use the Parks Make Life Better!(sm) logo on all of their marketing tools from brochures and web sites to t-shirts and water bottles.

CPRS and the ADvisors Marketing Group have teamed-up to offer ANY promotional item with the Parks Make Life Better! logo.  Of course, the idea of the campaign is that you ADD your agency name/contact information to the Parks Make Life Better! logo to make it yours.  

Did you know that there are over 250,000 promotional items ranging from A to Zipper Pulls!  You can view/download/print a useful Parks Make Life Better!(sm) Promotional Products Catalog with the most popular items (t-shirts, water bottles, key tags, pens, balloons) by clicking here.  However, the real power of the program is your ability to put the logo on any of more than 250,000 items that fits your budget, theme or audience.

Click here to search for any item/theme/event/budget you can imagine in real time. It's a totally free service! 

OR if you want to get moving on a project lickety-split call/email Andy 800-423-8478 (800-IADVISU) to talk to a REAL person who can help you with anything you might need.  

Love Glitter? Do I have a link for you!

Animated Gifs

Keeping in mind that I know absolutely nothing about coding, I think it's pretty cool that I was able to create thatl!On a rare leisurely morning I got lost discovering a treasure trove of websites that will transfrom the most graphically challenged into artistic pros.  This link will take you to a site called RedKid.Net where you can create custom signs and turn the most boring text into bling fit for a king!

Parks Make Life Better!(sm) Agency Update - Are you on the list?

It's been almost a year since the California Park and Recreation Society (CPRS) launched its ground-breaking branding campaign, Parks Make Life Better!^sm

The first-ever state-wide campaign has been officially adopted by hundreds of California park and recreation agencies, as well as a few agencies outside the state and some business affiliates.  Check below to see whether your agency is on the list.  If you are a CPRS member (or anyone in your organization is a member of CPRS) it costs absolutely nothing to join and use the branding campaign materials, logo and toolkit.  All you have to do is click here to Download Logo Use Agreement[1]. Print, sign and return to CPRS staff as indicated on the form. 

If you are not a CPRS member and would like to learn more about the campaign please contact susan@cprs.org.

Here is the most current list (February 2011) of the agencies which have signed onto the campaign.  If your agency is NOT on the list, but you think you have signed on please click here to Download Logo Use Agreement[1]and resubmit form.

Join The Campaign!

The following agencies, companies and universities have completed the Parks Make Life Better! logo policy/agreement application. They are using the logo in their marketing efforts and some have begun using the key messages in their promotions and many agencies are living the brand promise. Now is the time for you to join the Parks Make Life Better!SM branding compaign. Please visit the CPRS Web site and click on the Parks Make Life Better!SM logo on the home page for more information on the campaign.

 

Agency

City of Agoura Hills

City of Alameda

City of Albany

Ambrose Recreation & Park District

City of American Canyon

City of Anderson

Town of Apple Valley

Arcade Creek Recreation and Park District

City of Artesia

City of Atascadero

Auburn Area Recreation and Park District

City of Bakersfield

City of Baldwin Park

City of Bell Gardens

City of Bellflower

City of Belmont

City of Benicia

City of Bishop

City of Burbank

City of Burlingame

Buttonwillow Recreation & Park District

City of Calabasas

Cameron Park Comm. Svcs. District

City of Campbell

City of Carlsbad

City of Carson

City of Cerritos

Chico Area Recreation & Park District

City of Claremont

City of Clovis

Coalinga-Huron Recreation & Park District

City of Concord

Conejo Recreation & Park District

Cordova Recreation & Park District

City of Corona

City of Coronado

Cosumnes Community Services District

City of Covina

City of Culver City

Cypress Recreation & Park District

City of Dana Point

Town of Danville

City of Davis

City of Diamond Bar

City of Downey

City of Duarte

City of Dublin

City of East Palo Alto

City of El Centro

City of El Cerrito

El Dorado Hills Community Services District

City of El Monte

City of Emeryville

City of Escondido

Feather River Recreation & Park District

City of Folsom

City of Fontana

City of Foster City

City of Franklin, Indiana

City of Garden Grove

Georgetown Divide Recreation District

City of Gilroy

Greater Vallejo Recreation District

City of Grover Beach

City of Hanford

City of Hawthorne

City of Hughson

City of Huntington Beach

City of Huntington Park

City of Imperial

City of Irvine

Isla Vista Recreation & Park District

Jurupa Community Services District

City of La Mesa

City of Monterey

City of La Puente

City of La Quinta

City of Lafayette

City of Laguna Niguel

City of Lakewood

City of Lincoln

Livermore Area Recreation & Park District

City of Long Beach

City of Los Alamitos

County of Los Angeles

City of Los Angeles

City of Madera

City of Manhattan Beach

City of Merced

City of Mill Valley

Mission Oaks Recreation and Park District

City of Moorpark

Town of Moraga

Mt. Shasta Recreation & Park District

City of Mountain View

City of Murrieta

National City Community Services Department

Navy Region South West

City of Newport Beach

City of Norco

North of the River Recreation & Park District

City of Norwalk

City of Oakley

City of Oceanside

City of Ojai

Orangevale Recreation & Park District

City of Orinda

City of Pacifica

City of Palmdale

Paradise Recreation & Park District

City of Paso Robles

City of Patterson

City of Petaluma

City of Pico Rivera

Pleasant Hill Recreation & Park District

Pleasant Valley Recreation & Park District

City of Pleasanton

City of Pomona

City of Port Hueneme

City of Porterville

City of Rancho Cucamonga

Rancho Simi Recreation and Park District

City of Redding

City of Redondo Beach

City of Redwood City

City of Reedley

City of Rialto

Rio Linda Elverta Recreation & Park District

City of Riverside

City of Riverbank

County of Riverside Regional Park & Open Space District

Rosamond Community Services District

City of Roseville

Rossmoor Community Services District

City of Sacramento

City of San Bernardino

City of San Carlos

City of San Diego

County of San Diego

City of San Gabriel

City of San Jose

City of San Juan Capistrano

City of San Leandro

City of San Luis Obispo

City of San Marcos

City of San Mateo

County of San Mateo

City of San Pablo

City of San Rafael

City of San Ramon

City of Sanger

City of Santa Clara

County of Santa Clara

City of Santa Clarita

County of Santa Cruz

City of Santa Maria

City of Santa Rosa

City of Santee

City of Saratoga

City of Sausalito

City of Signal Hill

City of Solana Beach

City of South Gate

City of South Pasadena

City of Stanton

City of Suisun City

Sunrise Recreation & Park District

Tamalpais Community Services District

City of Tracy

City of Tulare

City of Turlock

City of Tustin

City of Twentynine Palms

City of Ukiah

City of Vacaville

City of Visalia

City of Vista

City of Walnut

City of Walnut Creek

City of West Covina

City of West Hollywood

City of West Sacramento

West Side Recreation & Park District

City of Whittier

Town of Windsor

City of Woodland

City of Yorba Linda

Company Member

Alfa Products

Columbia Cascade Company

Community Works Design Group

David Evans and Assoc. Inc.

David Volz Design Landscape Architects, Inc.

Goric Marketing Group USA

Leader Manufacturing, Inc./Fairweather Site Fur­nishings Division

Maximum Solutions, Inc.

Murdock-Super Secur

Public Restroom Company

RHA Landscape Architects Planners, Inc.

RJM Design Group, Inc.

SpectraTurf

SSA Landscape Architects, Inc.

Tri Active America

Western Wood Preservers Institute

 

 

Parks Make Life Better! Continues Successful Launch

Last year the California Parks and Recreation Society (CPRS) launched a branding campaign -- Parks Make Life Better!^sm that has been adopted by hundreds of agencies in the Golden State (and a few outside of California, too!). The branding campaign is based on extensive research conducted by CPRS over the past decade.

The visual core of the campaign is the playful logo at the right, but the brand is so much more than the tagline.  "A brand is a promise between the organization and it's customers," explains Jane Adams, CPRS Executive Director.  "When I see the FedEx brand I know that my package will get where it needs to go on time.  When I see the Nordstrom brand I know that I will get great service. When our citizens, guests, policy makers see the Parks Make Life Better! brand we want them to KNOW that parks positively impact six key areas of their lives and their world. 

1. Nature
2. Play
3. Exercise
4. Positive Spaces
5. Gathering Places
6. Now and Forever

Expanding on the key areas, CPRS's extensive research confirmed what we, in the profession have always know:

v  The public EXPECTS parks to make their lives better.

v  Parks and Recreation makes life better now and in the future by providing Access to the serenity and inspiration of nature

v  Outdoor space to play and exercise

v  Activities for self-directed and organized recreation

v  Positive alternatives for youth which help lower crime and mischief

v  Activities that facilitate

• social connections,
• human development,
• the arts and
• lifelong learning

To learn more about the branding campaign go to the CPRS Website. 

Calendars are the Best Marketing Tool for any Budget

Hands down! Custom-printed calendars are one of the most functional and cost-effective of all advertising tools. Even in this age of smartphones, Blackberries, Outlook and other electronic calendar systems -- there's nothing like a visual wall calendar when it comes to planning time, recreation activities, sports schedules and events.  While you can purchase calendars for as low as low as .25 each, I always recommend a 12 month appointment-style wall calendar with beautiful photos that align with your mission -- Healthy Kids, Going Green and Motivation are this year's favorites.  Click here to page through an online catalog where you can explore over 100 different calendar themes and styles -- all with GUARANTEED INVENTORY through the end of the year.

The Farmer's Almanac first published in 1818 was the very first promotional product making calendars the original ad specialty. These classic promotional power-tools have stood the test of time AND technology for good reason -- they are a necessity in the office and at home. But don't take my word for it; here are some statistics, based on an independent study conducted by the Calendar Marketing Association,  that will further convince you that, when looking for a place to put your logo, web address and contact information -- nothing beats wall calendars.
 

• 83% of customers purchase products or services from the company that gave them their calendar. And 94% of calendar recipients can recall the advertising message on their calendar.
•  The average person working in an office looks at a calendar 12 times a day. Multiply that by 5 business days a week and then by 50 weeks a year. That's 3000 ad impressions a year!
• At home the average family views their calendar about 5 times per day. When multiplies by 7 days per week, 365 days a year and your message will be seen (wait, I need to grab my calculator) well over 12,000 times each year.

   

   

  Think about all of the time, energy, money and paper used in the attempt to get your brochures or flyers in front of your customers throughout the year... compare that to the annual cost of keeping a calendar in front of key contacts day in and day out!
  
  By getting a calendar on the walls of your customers, volunteers, gatekeepers (teachers, real estate agents, doctor's/dentist's offices, etc) you are getting priceless exposure for a teeny tiny price.
  
  One of the best things about calendar marketing is your ability to order very small quantities.  Think of 100 people who most influence you customers -- AKA gatekeepers.  These might be teachers, school nurses, pediatricians, real estate agents, coaches, sponsors, the list goes on and on.  Choose as few as 100 of these influencers.  Order 100 imprinted calendars with your web address, logo, tagline or call to action and send or deliver these useful gifts to these gatekeepers.  You can even attach a Holiday Letter to the front of the calendar with a special offer, coupon or invitation. 

  Not only will your calendar be viewed as a kind holiday greeting, but it will hang around for an entire year!  But, like all good things -- the window closes on this marketing opportunity.  The best time to give calendars is NOW through the end of January.  So contact Andy right away and he'll get your order processed right away -- in plenty of time for year-end delivery. 

   

  Special Offer for my Blog Readers - When you contact Andy, mention that you're a blog reader and we will pay for your shipping!  FREE shipping,big exposure, little price -- it's a perfect year-end promotion!  But call NOW - 800-IADVISU - (800-423-8478)!

We laughed, we learned... NRPA Followup: Brilliance of Branding, Digital Marketing

Minneapolis is such an incredible city with it's parks, lakes, sporting events and above ground, fully enclosed (and heated) Skyway System.  Further, the Minnesota weather never fails to spark conversation whether it be heat and humidity (otherwise knows as mosquito season), freezing temperatures (otherwise known as the rest of the year -- just kidding) or hurricane force winds -- like those experienced by this year's NRPA Congress Delegates. 

We didn't come for the weather afterall.  Rather we came together to share ideas, become inspired and learn new strategies and techniques for solving ongoing and emerging challenges.  I was honored to present two workshops this year to hundreds of park and recreation professionals from around the globe.  As promised I'm happy to post handouts from both sessions for attendees and blog readers to review and download.

Feel free to use these handouts to share information with your own staff or group.  Of course, if you prefer, I'd love to come to YOUR town or community to present these (or any of my other 70+ workshops) in my signature high-energy style. 

Ok -- enough with the sales pitch.  Here are the handouts ---

The Brilliance of Branding

Download Brands 2010

Marketing Goes Digital 2010 (This handout contains a quiz to test your knowlege of today's on-line usage.  The second handout includes the answers to the quiz.)

Download Digital Marketing 2010[1]

Download Digital Marketing 2010[1] with answers

If you attended my session, feel free to leave a comment or suggestion below.  If you DO know of a speaking opportunity, please get in touch at littleredsbigideas@gmail.com