9.1 Marketing
Q: “Hey, how do you plan to get the word out about the launch of your new program next month?”
A: “We’re going to market it by creating a Facebook event page, record a 30-second radio spot, run a banner along the top of our webpage, hang up posters in key areas and include information and registration information about it in the next email blast to the members.”
In the context of recreation programs and events, marketing plays a pivotal role in raising awareness, generating interest, and ultimately driving participation. It encompasses various activities aimed at understanding consumer needs, creating value propositions, and communicating these effectively to target audiences. Kevin Costner’s famous line from the film Field of Dreams was, “If you build it, they will come”.
Alas, the same cannot be said of recreation programs! A programmer might design the most incredible program on the planet. However, if no one knows about it, they will NOT come.
In the field of recreation, having the ability to effectively market programs and events is crucial. It’s a great way of highlighting the benefits and unique features of programs or events, making them enticing to individuals and increasing the likelihood of engagement. Marketing raises public awareness, attracts participants, and enhances brand perception. It can take various forms, both traditional and digital, each offering unique advantages in reaching and engaging target audiences. There are some great reasons to market programs and events:
- Marketing helps reach potential participants who may not otherwise be aware of the offerings
- Marketing helps build a positive brand image (for example, the City of London’s Parks and Recreation department, the Boys and Girls Club or Budweiser Gardens) and fosters trust among participants, leading to loyalty and repeat attendance
- Marketing can help in differentiating the programs or events from competitors, showcasing their unique value proposition and relevance to the target audience.
- Marketing can fit every budget – some marketing methods are low-cost or no-cost
Marketing is an umbrella term that refers to all aspects of promotion, advertising and publicity in many diverse forms, ranging from traditional methods to modern digital strategies. Traditional marketing channels include print media, such as flyers, brochures and newspaper advertisements, as well as radio and television commercials. In today’s digital age, online marketing has become increasingly prominent. This includes social media marketing, email campaigns, and content marketing – the creation and sharing of online material (such as videos, blogs, and social media posts) (Oxford Languages, n.d.). These digital platforms offer vast reach, precise targeting, and measurable results, making them highly effective for promoting recreation programs and events.
OpenAI. (2024, April 29). ChatGPT. [Large language model]. https://chat.openai.com/chat
ChatGPT used with the prompt “Create a 250 word summary explaining what marketing is, why marketing recreation programs and events is important and the different forms marketing can take.” Content has been heavily edited – words have been replaced/removed/added, phrases have been changed, etc.
