9.0 Learning Objectives
Learning Objectives
By the end of STEP 9, the student will be able to:
- Differentiate the terms Marketing, Publicity, Promotion, and Public Relations
- List ways in which programmers can get the word out to the public about a program or event
- Discuss trends in Marketing and Promotion as they relate to digital and social media
- Identify the components of a quality registration form
- Explain when it is appropriate to gather sensitive personal client data
- Explain the rationale supporting program pre-registration
- Differentiate between a Program Schedule versus a Program Agenda
Imagine…you’re a recreation leader who has secured funds to create a new program. You’ve spent weeks designing the program and developing the lesson plans. You’ve booked the space, organized the equipment, and bought the supplies. And now, it’s showtime! The doors open, and…no one’s there. Disappointed, you ask yourself, “What happened??”
You didn’t promote the program. The lack of participants proves one simple truth: People don’t attend events or programs they don’t know about. This chapter is all about marketing, publicity, promotion, and public relations, which are key elements in ensuring the success of any recreation program or event. Here we go!
Marketing: Any activity a business, organization or agency engages in to promote the buying or selling of its services, products or programs; a broad, umbrella term referring to all aspects of publicity, promotion, public relations, or advertising.
Publicity: Any form of unpaid communication that promotes programs, events, goods, services, organizations, and/or ideas
Promotion: A multi-pronged means of attracting public interest for a product, service or program; any activities undertaken by an individual, organization or agency to increase or amplify the visibility of information to the general public; any intentional actions taken by an individual, organization or agency aimed at raising awareness of a product, service, cause or event.
Public Relations: A strategic communication process and practice from an individual, organization or agency designed to favourably influence public opinion about a product, program or event; a way of managing and maintaining the public image of an organization or agency.
