PROMOTING THE BENEFITS OF PARK DISTRICTS, FOREST PRESERVES, RECREATION AND NATURAL RESOURCE AGENCIES
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Benefits-based Awareness |
This, the final article in our four-part series on the benefits of
parks and recreation, looks at Benefits-based Awareness
By JODI RUDICK
Over the past four years park and recreation professional around the country have embraced the benefits movement in a variety of ways. Whether you have tested the "Benefits" waters or have submerged yourself in Benefits, you will easily embrace Benefits based Awareness as you search for ways to:
Increase participation
Find new customers
Generate more referrals or leads
Increase usage from current customers
Increase general awareness
Improve public perception
Enhance credibility and image
Establish credibility in the wake of crisis
Improve staff morale
What Is BBA?
Benefits-based Awareness (or BBA) refers to the variety of ways in which a park and recreation agency can incorporate Benefits concepts, language and themes to enhance public awareness and motivate action. BBA ideas simply can be incorporated into any agency's existing marketing plan. More importantly BBA ensures greater success of future public relations, advertising, promotion and even customer service strategies.
Four BBA Components
There are literally hundreds of tools in the promotional toolbox ranging from customer contact and brochures to banners and search lights. A successful park and recreation agency, like a successful business or nonprofit organization, enlists many methods to reach its goals. There are four major BBA components: ATTITUDE, ATMOSPHERE, AWARENESS AND ACTION.
BB Attitude
Benefits-oriented organizations live by the "Platinum Rule" rather that the Golden Rule: Instead of making decisions based on how you'd like to be treated, "do unto others as THEY want you to do unto them." The "BBAttitude" is proactive and forward-thinking. BBA thinkers search for solutions, analyze needs and arrange their product mix to best meet those needs. In addition those with the Benefits Attitude adopt a simple, yet creative marketing plan which helps them control their agency's growth and future
BB Atmosphere
When customers phone, log-on or step foot in a BBA facility, they see, hear, feel, smell and even taste the Benefits. Customer encounters and staff training are sprinkled with benefits language and activities. BBA agencies know that communication is multi-sensory and that benefits can only be delivered in a positive emotional atmosphere. Interior and exterior signs, banners and markers remind viewers that they will benefit from their visit and participation.
BB Awareness
Benefits-driven agencies know how to spread the word about their value, worth and achievements with publicity, advertising, promotion and face-to-face communication. Agencies committed to BBA seek to constantly increase and retain their customer base by selling the benefits of their programs, facilities and servicesalong with features. Even those with little or no dedicated marketing budget find creative ways, such as cross-marketing, networking and publicity, to educate and inform target customers about the benefits of parks and recreation.
BB Action
Awareness is the beginning, rather than the end result of great marketing. BBA agencies ask, "What do I want and need my target audience to do?" They seek to influence behavior and motivate positive change in their customers, prospects, decision makers and the community. BBA offers solutions to help motivate people in your community to:
Sign up for a class, program or league
Sign someone else up for a class
Visit your facility
Attend an event
Volunteer
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Book facility space
Complete a survey, assessment, questionnaire
Visit a trade show booth
Visit your web site
Vote in your favor
Write letters, lobby or politic on your behalf
Send back a reply card
Request more information
Schedule an appointment
Welcome your call
Give a lead or referral
Make a donation/grant
Sponsor a program
Cycle of Success
The four BBA components are cyclical. In other words, the more BBAction the better the overall agency attitude. The more your atmosphere exposes Benefits, the greater awareness. Here are two examples.
Teen Programming
Police statistics show that juvenile crime in your community is on the rise. As someone with BB ATTITUDE, you want to solve the problem. You survey teens and parents at schools and PTA meetings to better understand their needs. Community input suggests increasing recreation programming for teens.
Although you offer some pre-teen and teen programs, many people interviewed are unaware of the programs. You create a publicity campaign that focuses on benefits and outcomes of youth and recreation programs. The increased AWARENESS leads to inquiries from a non-profit foundation with grant funds for organizations that decrease juvenile crime. The foundation takes ACTION by sending a check to help fund your teen center activities. The foundation's gift helps improve staff ATTITUDE and enthusiasm. In addition, the teen center itself offers a safe, secure ATMOSPHERE for its young clients and their parents.
Of course, kids and parents are excited about the new teen center programs and tell others creating greater AWARENESS through word of mouth. The agency also distributes flyers to junior high and high school guidance counselors and teachers. A billboard company even donates a billboard across the street from the high school to help attract kids to the facility after school. Free pizza is donated by the local pizza parlor every Friday to lure kids to the safe haven rather than the streets. The pizza creates a great ATMOSPHERE for the nose and taste buds, too!
Adult Day Care
You notice an article in the newspaper about the growing need for Adult Day Care. Your BB ATTITUDE causes you to meet the community need and develop a self-sustaining pilot program in your community center. Staff are trained and informed about the program and its benefits to ensure an ATMOSPHERE of knowledge and enthusiasm.
In addition, signs about the pilot program are posted in all recreation facilities explaining program benefits and community need. Many tools are used to build AWARENESS ranging from presentations to church groups, meetings with human resource professionals and publicity. An Open House is held to answer questions and show off the facility. People take ACTION when they eagerly reg- ister for the pilot program. BB ATTITUDE reminds staff to evaluate and adjust program hours, quality and activities to meet the needs of customers.
AWARENESS continues in the form of
publicity from the paper that published the
original article. ATMOSPHERE in the
Adult Day Care Center wall is enhanced
with inspirational photos, quotations and
The Benefits are Endless... posters. The
cycle goes on and
on!
JODI RUDICK
is president of the ADvisors Marketing Group, the promotional agency
that created the award-winning Benefits are Endless...™ marketing
campaign for the National Recreation and Park Association which
has been adopted by more than 700 agencies in North and South
America and Saudi Arabia. Rudick holds an Advertising/journalism
degree from the University of Minnesota and the Master Advertising
Specialist designation. To find out more about NRPAs upcoming BBA4
training and resources or to share your success story, please contact
Jodi Rudick at bba@odvisorsmarketing.com or call 760.721.3737.
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What Is "BBA4? Each of the four components of BBA examines a long list of theories, ideas, and step-by-step strategies which can be applied to any park and recreation agencyregardless of size, budget or experience. Here's a overview of topics and techniques addressed by upcoming BBA4 training and resources. How many of these tools are already part of your marketing communications toolbox? Which ones might you incorporate as you attempt to spread the word about the benefits of parks and recreation? BB Attitude Solution Seekers Customer Centered - Needs Analysis
- Value Diversity
Trend Trekking
Market Driven
Toot Your Horn
Patient
Assortment
Commitment
Investment Message Consistency Marketing's Platinum Rule: "Do unto others as they want you to do unto them" BB Atmosphere Emotional Atmosphere - Customer Service - Training and Development Physical Atmosphere - Interior Atmosphere
- Exterior Atmosphere
Atmosphere-to-Go (Trade Shows and Table Top Displays) BB Awareness Face-to-face Contact and Networking Advertising Promotion Technology Publicity BB Action Participation Involvement Support - Political - Financial
- Professional
Staff Morale |
November/December 1999 /43
The Lake County Example
The Lake County Forest Preserves regularly emphasizes the public benefits of forest preserves in its public information materials. This was especially true leading up to the county's April 1999 $55 million forest preserve referendum. Emphasizing the public benefits of forest preserves was a key strategy in earning an overwhelming 66 percent voter approval for the referendum. A similar strategy was used to win approval by 61 percent for a $30 million forest preserve referendum in 1993. Here is an example of how the benefits were communicated in Horizons, the forest preserve's free quarterly newsletter.
Forest Preserves benefit you 24 hours a day, even if you don't visit them. How? Don't get us started...
Breathing room
When growth of Lake County winds down, its Forest Preserves will provide most of the remaining open space. It's a matter of balance. It's a matter of lessening increased congestion and traffic.
Flood relief
From a swollen Des Plaines River to the little marsh down the road, wetlands hold an awful lot of rainwater, snowmelt and runoff. The ones in the Lake County Forest Preserves save you millions of dollars in flood control each year.
Habitat for plants and animals
Did you know Lake County has more endangered species than any other county
in the state? By the droves, native plants
and animals find refuge here.
Cleaner water
Here's a fun assignment. Next time it rains, find a storm drain or creek as it enters a Forest Preserve. Scoop up a jarful of water. Now trace the flow until it leaves the site. Take another scoop and compare the two. Cleaner water.
Cleaner air
A typical 40-foot-tall tree releases 60 cubic feet of pure oxygen into the air each day. Multiply that by the number of trees in one Preserve (lots) and you've got one heck of an air purification system.
Higher home values
One scan of the real estate ads proves that Forest Preserves are frequent selling points for whole communities.
Economic vitality
Preserve visitors support local merchants by buying sporting goods, picnic supplies and more. Tax dollars spent to acquire, improve and manage Preserves return to area businesses, creating job opportunities. And businesses find it's easier to attract and keep good employees in areas with a strong commitment to quality of life and community values.
Heritage
With nearly 21,000 acres in our Preserves and over 21,000 artifacts in our Museum, we're safeguarding this region's natural and cultural heritage. Our educators share that heritage with thousands each year. The children and grandchildren of Lake County need that, don't you think?
Now let's say you DO visit your Preserves. Your list of benefits continues, all of which are easy on your pocketbook...
Stress busters
Need a safe, quiet place to escape from it all? Chances are, you're less than 15 minutes from a great place to relax for an hour or so. Even if you just pull into a parking lot and roll down the window to eat your lunch, you'll feel better. But do stay for more if you can.
Places to have fun
Keep in mind this is just a partial list of things to do: hike, bike, ski, sled, golf, picnic, canoe, fish or skate. Play on a playground, trot on a horse or launch a model airplane. Throw a banquet, romp with Rover or just take a nap under a big old oak tree.
Outdoor health club
Over 70 miles of trails are ready for your workout, and more are planned. Walk, jog, bike or ski your way to fitness. Great views and no hefty membership fees.
Places to learn
Two award-winning education centers supplement acre upon acre of outdoor classrooms. Ryerson Woods and our Lake County Museum feature professionals who know their stuff and how to teach it to thousands of school children, adults and families each year.
And that's why we get so excited about Forest Preserves.
From "The Worth of a Forest Preserve," Horizons. Spring 1999. Reprinted here with permission from the Lake County Forest Preserves.
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