Community Services November 13, Marketing &Promotion Initiatives Recreation and Culture Services Public Meeting

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1 Report To: From: Community Services Committee : Date of Report: CS November 7, 2007 Stan Bertoia. Commissioner File: Date of Meeting: Community Services November 13, 2007 Subject: Marketing &Promotion Initiatives Recreation and Culture Services Public Meeting Ward(s): ALL 1.0 PURPOSE To provide an update on the 2007 Recreation and Culture Services Marketing & Promotion initiatives to date and results. 2.0 RECOMMENDATION That the Community Services Committee recommend to City Council: That Report CS dated October 26, 2007 regarding Marketing & Promotion Initiatives Recreation and Culture Services be received for information. 3.0 EXECUTIVE SUMMARY A number of new marketing and promotion initiatives in recreation programs which represents 67% of overall revenue in Recreation and Culture Services, have been introduced in The primary goal for the marketing pieces developed is to ensure that they are attractive and easily recognized as City of Oshawa - Recreation and Culture programs and services to increase participation and revenues. In 2006, a staff position was assigned to oversee marketing and promotions initiatives and opportunities for the entire Recreation and Culture Services Branch. As a result of the emphasis on marketing programs and the introduction of two new marketing campaigns in 2007 to date, registration has increased by 2,934 participants resulting in additional revenue of $205,000 compared to In 2008 staff will continue to investigate new marketing approaches to maximize participation and revenues which includes introduction of a Recreation and Culture Gift Card program, marketing of South Oshawa to local area residents, and an investigation of incentive pricing

2 : CS Services Committee (Continued) Meeting Date: November 13, INPUT FROM OTHER SOURCES Not applicable. 5.0 ANALYSIS In 2007 significant new Marketing and Promotion Initiatives were undertaken. The marketing & promotion initiatives have been developed to be more attractive, professional with a more consistent look to help the community recognize the City s Recreation and Culture programs and services. The following marketing initiatives are highlighted. Leisure Guide Updated the look of the Leisure Guide with new cover, new interior design Increased Advertising in the 2007 Leisure Guides by 92%. From $17,864 in 2006 to $34,120 in Cover of the Leisure guide for all marketing pieces related to City s Recreation and Culture programs and services. Implemented a Fall 2007/Winter 2008 Leisure Guide Survey which asked questions about how respondents received the guide, frequency of use and how they resourced information. The results confirmed that 61% of respondents refer to their Leisure Guide regularly, which confirmed the ongoing value of the guide Summer Camp Campaign (Attachment 1) Development of a new summer camp look used consistently throughout all camp promotion including brochure, posters, flyers, magnets and bus shelter adds. Development of a City-wide summer camp brochure. Overall summer program registration increased by 1,587 or additional revenue of $102,276. Results indicate that camp registration increased by 615 participants or an additional revenue of $79, Fall Leisure Guide and LOL (Attachment 2) Focus of fall campaign was on general awareness of City s programs and services. Development and production of new posters and ads were created.

3 : CS Services Committee (Continued) Meeting Date: November 13, 2007 Results indicate that Fall program registration have increased by 1,347 participants or an additional revenue of $ 102,756. Promotion of LOL (Leisure on Line) to encourage use of the automated system resulting in 26.4% of registrants using this system. LOL System Satisfaction Survey, was implemented during the Fall 2007 registration period and results indicated that: o Excellent rating 79% (153 respondents) o Okay rating 20% (39 respondents) o Poor rating 1% (2 respondents) o Respondents were asked for additional comments 72 were received with suggestions of improvements to the LOL system which staff will review for further refinement. Marketing Workshop/Guidelines Marketing Workshop held in April 2007 for Recreation & Culture Services Program Staff highlighted Marketing Concepts, Brand Integration, Flyer Design Guidelines, Introduced Corporate Communication &Marketing (CC&M) staff and their role. Guidelines have been created in consultation with CC&M for production and posting of flyers, to ensure information is appropriately and professional displayed. Consistent Look at Facilities Posters/Notice Templates A Flyer Design Template Tool and approval process was created to ensure consistency and professional look to the marketing efforts. A professional Graphic Designer was engaged for the production of posters. Website Regular Updates to market and promote new programs, registration dates and special events. Use of website for posting information i.e. Facility and program schedules. New Facility Feature with Mapping capabilities highlights the features of each facility and includes pictures. Advertising Consolidated 2007 Recreation and Culture Services advertising dollars to ensure maximum use of operating dollars and a coordinated approach to marketing programs and services.

4 : CS Services Committee (Continued) Meeting Date: November 13, 2007 Able to piggyback marketing campaigns to ensure maximizing the marketing potential. i.e. when promoting a special event, through postcard distribution, the blank side of the postcard was filled with program information. Distribution through school boards of special event postcards, which included program information. Use of Technology Use of a standard signature tag line which is updated regularly which promotes upcoming events or registrations. Recipients of s from Recreation and Culture staff, both internally and externally see messaging about upcoming program and events. Newsletters to all current participants are sent out quarterly to promote new programs, registration information and upcoming events. Receipts generated through the CLASS system have current program registration information and/or upcoming events. Electronic Messaging Boards at Legends, Donevan, Civic and South Oshawa Community Centre are scripted to ensure messaging is accurate and current. Upcoming Activities and Campaigns Investigation of an Oshawa Recreation and Culture Gift Card program similar to retail stores. People will have the ability to purchase a gift card for any dollar value for Recreation and Culture programs and services - January South Oshawa Community Centre Campaign target marketing to promote participation by the local area community in the centre activities December Currently programs at South Oshawa have not had the anticipated take up. Along with developing the SOCC Campaign staff is investigating alternative programming ideas to generate usage. Continue to further investigate marketing and program opportunities with School Boards. Incentive pricing review identify opportunities for the development of incentive pricing and packages, this will be aimed at generating new users, as well as looking at ways to redistribute current use to maximize facility use. Marketing positions statements will be developed for each service type and activity, so that we can review where in the market place we fit and who our target audience is. These position statements will help us in the future determine marketing strategies January Need to continue to measure, evaluate and adjust marketing initiatives to meet program needs.

5 : CS Services Committee (Continued) Meeting Date: November 13, FINANCIAL IMPLICATIONS To date there has been an increase of 2,934 participants in programs. This results in an increased revenue of $205,032 in 2007 compared to At this time, overall Recreation and Culture revenues for 2007 are projected to be $3,705,000 or 97.5% of the budget (including the $200,000 revenue in the 2007 budget process) which is approximately $91,000 below the revised budgeted revenues. 7.0 RESPONSE TO THE COMMUNITY STRATEGIC PLAN A focused marketing strategy addresses Goal A5 Enhancing Art, Culture and Recreation Original Signed By: Mary Creighton, Director Recreation and Culture Services Original Signed By: Stan Bertoia Commissioner Community Services Department SB/MC/gw

6 Attachment 1 Registration Comparison Report 2006 Summer Registration Period Variance Course Registrations Revenue Registrations Revenue Registrations Revenue Aquatics 2,169 $95, ,697 $112, $16, Art Programs 60 $3, $4, $1, Camps and P.A. Days 1,640 $184, ,255 $264, $79, Dance, Drama & Music 43 $2, $5, $2, Fitness 446 $5, $7, $2, Ice Programs 49 $1, $3, $1, Preschool 139 $3, $2, ($1,309.22) Sports 122 $6, $4, ($1,131.74) Grand Total 4,668 $303, ,255 $405, ,587 $102, Summer Camp Registration Summary Overall Summary: * Increase of 615 registrations from 2006 * Increase of 1,587 registrations from 2006 * Increase of $79, in Summer Camp Revenue from 2006 * Increase of $102,276 in combined summer activities * Increase of 8.1% for Internet Registrations for 2006 Camp Marketing Campaign - Total Investment: $6, Quantity Distribution Graphic Design Postcards 10,000 Distribution through elementary schools and recreation facilities Full Colour Brochure - 4 page 8.5x11 10,000 Distribution through elementary schools and recreation facilities Bus Shelter - 4 week period 3 Stevenson & King, Simcoe & Bloor, Ritson & Rossland Newspaper Advertising 4 Ads June 3 - June 17: OTW, June SNAP Edition Distribution through recreation facilities, libraries, City Hall, Posters 200 Limited external sites Free Promotional s Letter to Previous Camp Participants E-Newsletter to Registrant Distribution Website Advertising Magnets (through Canada Day Budget) Summer Displays in Facilities Electronic Signs Word of Mouth Distribution/Hits 12,000 4, Distributed at Canada Day 6 Displays - 7 days/display 3 Facilities: Legends, South Oshawa, Civic

7 Attachment 2 Registration Comparison Report Fall Registration August 23 - Oct 3, Variance Course Registration Revenue Registration Revenue Registration Revenue Aquatics 2,385 $157, ,918 $184, $26, Art Programs 137 $10, $11, $ Camps and P.A. Days 1 $ $ $ Dance, Drama & Music 443 $28, $38, $9, Fitness 828 $24, ,212 $32, $7, General Interest & Seasonal 75 $2, $2, $ Ice Programs 429 $122, $163, $41, Preschool 401 $21, $34, $12, Sports 308 $15, $18, $2, $0.00 Grand Total 5,007 $383, ,354 $486, ,347 $102, Registration Distribution Registration Location Registration % of Total Registration % of Total Front Desk 3, % % Internet Registration 1, % % Total 5, Fall Registration Summary * Increase of 1,347 registrations from 2006 * Increase of $102, in Registration Revenue from 2006 * Fall Registration is ongoing - full analysis can be evaluated in December 2007 * Achieved 35.3% of registrations online, increase of 7.2% from 2006 Fall Registration Marketing Campaign - Total Investment: $2, Quantity Distribution Fall/Winter Leisure Guide 54,000 46,000 through OTW, 8,000 through recreation facilities & other Posters 10,000 Distribution through elementary schools and recreation facilities Full Colour Brochure - 4 page 8.5x11 10,000 Distribution through elementary schools and recreation facilities Bus Shelter - 4 week period 3 Stevenson & King, Simcoe & Bloor, Ritson & Rossland Newspaper Advertising 4 Ads June 3 - June 17: OTW, June SNAP Edition Distribution through recreation facilities, libraries, City Hall, Posters 200 Limited external sites Free Promotional s E-Newsletter to Registrant Distribution Class Receipt Footer (Aug 1 - August 22, 2007) Signature Footer (Recreation & Culture Staff) Electronic Signs Membership Renewal Letters for September Distribution/Hits 4, South Oshawa, Civic, Legends