Welcome to the first post of our three part series as we discuss marketing parks and recreation offerings, activities, and special events.
To start, we'll present a case study on an underutilized advertising channel we used last year while promoting summer camps.
Next, we'll examine the $800 marketing investment that continues to offer incredible value.
A Lesser-Known Marketing Channel: Spotify Ads
Although both traditional and digital marketing avenues offer significant advantages, the essence of any marketing strategy should always center on capturing our target markets attention.
Gary Vaynerchuk encapsulates this concept perfectly:
The one thing we are all battling for is attention
Gary Vaynerchuk
Why Spotify Ads?
Attention for podcasts is growing.
Rapidly.
# of podcast listeners in the U.S. Source: Statista
Spotify Ads allow us to reach a dedicated audience of people actively listening and engaging with content they love.
Spotify offers precise targeting options, enabling us to deliver our message to specific demographics, interests, and locations, ensuring our voice is heard by those most likely to be interested in our offerings.
We used Spotify Ads aimed to leverage this growing trend, targeting specific zip codes around our jurisdiction for top-of-funnel awareness for our Summer Camp offerings.
Our initial Spotify advertising metrics
With podcasts soaring in popularity, audio advertising has become interesting (and underpriced) compared to other traditional marketing channels we have used in the past.
For those interested in the creative brief we utilized, see below and feel free to use it for your own Spotify experiments:
Our ad creatives with different call-to-actions dependent on the screen the user is currently on:
Spotify offers different ad placements
Leveraging Spotify Ads has emerged as an experimental channel for us, offering a direct line to an engaged audience through the rising trend of podcast consumption.
Source: Statista
So what marketing investment offers the best bang for your buck?
Professional Photography/Editing
(I agree. Its a boring answer, but see why below)
Through high-quality images, we engage our audience on a deeper level.
Visuals convey emotions, stories, and the vibrancy of our offerings.
They invite potential participants to visualize themselves in our programs.
High quality visuals also reassures returning customers of the quality and excitementour programs offer.
Investing in professional photography ensures our marketing materials stand out.
You can also re-use images for almost every possible communication channel:
Standard communication channels for most parks and recreation departments
They also fall under the principles of Universal Communication, which refers to the strategy of designing messages and information in a way that can easily be understood by as wide an audience as possible, regardless of their language, cultural background, abilities, or other differentiating factors.
This approach aims to ensure that communication is accessible, inclusive, and effective for everyone, taking into account the diverse ways in which people perceive, understand, and interact with information.
We recently held a community event in December, with dozens of temporary artworks along with performances, a family promenade, a luminary walk, and a light fashion show for kids.
We spent $800 for a local photographer who had expertise in shooting in low light conditions for all of these event elements.
We received more than 50 professionally edited images that we will re-use and distribute on:
- Social media
- Our website
- Our email newsletter
- Posters
- Banners
- Flyers
- Direct Mail
- etc.
For years to come.
Editing photos to re-use and distribute across channels
This investment has enabled our materials to connect with our community, as they truly reflect our community itself.
And ultimately, they may decide to spend time, money, and energy with our programs.
Looking Ahead
As we continue to explore and invest in both proven and novel marketing strategies, our commitment to delivering exceptional experiences remains.
Professional photography will always be at the forefront of our storytelling, while Spotify Ads represent our adventurous side… eager to explore new territories and connect with our community in every way possible.
In the next installment of our three-part series, we’re showcasing a case study on how to implement a Marketing and Communications Plan (without spending $42,000)
Over the last week, our most popular recipe was:
Cricket Field Design and Engagement Parks & Recipes
Published Sept. 6, 2022
www.parksandrecipes.com/recipes
I’m grateful for your ongoing support. It inspires me to continue our mission in helping parks and recreational professionals in their day-to-day grind.
