Photo Credit: © Can Stock Photo Inc. / naumoid
A few years ago, we at the Genesee County Parks in Flint, Mich., realized that the citizens didn’t know nearly as much about the parks as we thought they did, and some of what they said they knew wasn’t accurate. Our general advertising simply wasn’t having an impact, so we took a leap and contracted with a marketing firm to help create a brand and a campaign—print ads, radio ads, billboards, and a website.
People remember the message now. The difference is huge—like the difference between remembering Nike’s “Just Do It” and remembering nothing about a generic shoe. We also tied into the highly successful “Pure Michigan” campaign, and partnered with the state’s website. Residents can now use the parks more effectively, too, because they know more about specific programming.
The key to successful marketing in parks is starting small and following through. Initial success begins with determining what to do with customer surveys. To glean information that can actually be used, one must learn to ask the right questions. Effective surveys, diligent compiling of data, and good analysis of the responses can help to get the marketing ball rolling.