Marketing Plan
The City Department is soliciting proposals from a qualified individual or firm with demonstrated marketing expertise, preferably with entities that have experience in the leisure or recreation industries. The City is seeking a consultant team to conduct market research and develop a comprehensive written marketing and promotions strategy for the Department. The proposal need not include the comprehensive marketing strategy, but should describe the scope of services the consultant proposes to meet the following outcomes:
1. Audience Demographic Assessment: Assist the Department management team in defining the target audiences, to include such activities as audience analysis, information gathering, developing an audience profile, and assessing the implications of the analysis. Some information to be gathered includes:
a. Who comprises our service area’s demographic (segments)?
b. What percentage of our service area are we actually reaching and engaging in our programs?
c. Which of our current marketing methods are most effective with our current program users?
d. Identify potential disparities (language translation, deaf/hearing impairment and blind/visual impairment populations and other potential areas of disparity for marketing materials).
e. What changes/improvements can be made to increase the reach to our customer base?
2. Survey to Identify Potential Program Alignment
a. Recommendations for programs our demographic is most likely to participate in
b. Customer opinions of facilities and services
c. Customer expectations of facilities and services
d. Identify barriers to participation
3. Evaluation of Current Marketing Tools
a. What marketing methods are currently being used by the Department?
b. Where do our various demographic segments get their information?
c. What is the value of social media (FB/Twitter), QR coding?
d. Is a printed Activity Guide and effective tool?
