Chapter 2 CPRP – Communication Questions and Answers

What is considered to be more beneficial to the individual when considering services - Answer- Programs The agency wants to change the image consumers have of it. What is it called? - Answer- Repositioning A friends group is most often formed as a: - Answer- 501(c)3 Which type of statement answers who the customers are, what services are provided by the agency, and how services will be provided. - Answer- Mission Statement What is true of public meetings? - Answer- Choose a skilled facilitator to avoid dominance by one group. Three area parks and recreation agencies hire several hundred part-time employees throughout the year. Many of them work thirty-plus hours each week. Due to the affordable care act, the agencies had to make significant changes to their part-time employee use. The agencies worked together to discuss possible solutions and the pros and cons of each. After lengthy discussions the agencies implemented their own policies. The agencies formed what type of a relationship? - Answer- Collaboration When community members write letters to the newspapers, contact political representatives, and organize community meetings on behalf of the local parks and recreation agency, they are most likely: - Answer- Advocating for the agency Described as dividing a heterogenous market into homogenous groups based on common characteristics such as demographics, psychographics, use, and benefits. - Answer- Market Segmentation You are developing a marketing plan and want to have a sections that gives an overview of the entire plan in one to two pages. Anyone could read this section and get a solid understanding of the plan. What Section should be added to accomplish this need? - Answer- Executive Summary When did the benefits movement come to parks and recreation? - Answer- 70's & 80's The benefits movement explains that people buy the benefits the receive from a product, not just the... - Answer- Product itself Benefits in parks and recreation - Answer- underlying reasons people participate in parks and recreation services, which include exercise, relaxation, stress reduction, socialization etc. Individual Benefits - Answer- experienced by those directly participating in an activity Community benefits - Answer- are to the betterment of the community at large, regardless of whether a particular person uses the services or not. Services can be grouped into the following categories - Answer- parks and natural areas, constructed facilities, and programs Most Community Wide benefits - Answer- parks and natural areas Most Individual benefits - Answer- programs and facilities Three Pillars - Answer- Conservation, health and wellness, and social equity Friends groups - Answer- Work in conjunction with the agency and give the agency some latitude in fundraising and grant acquisitions. Most friends groups are established as - Answer- 501(c)3 Donations made to a 501(c)3 are - Answer- tax-deductible for the donor Benefits of being a 501(c)3 are - Answer- an agency may be able to apply for grants, ones which governmental agencies are prohibited from applying directly to. Most friends groups are established by - Answer- community members who know that they are needed to help do the work of the agency, expand the resources and services provided, and assist the agency in achieving its mission and goals. Methods for communicating with the public - Answer- public meetings, focus groups, citizen advisory groups, surveys, and the referendum process. Public meetings - Answer- Held to inform the public of specific items or changes, can be used to consult the public on issues or to garner reaction to items such as policy changes, involve the public by getting their input on topics or determining the needs of the community. Focus Groups - Answer- a small but representative group of patrons. There is a facilitator who is not affiliated with the agency. Not exceeding ten people. 45-90 minutes in length. Agencies carefully select who is in each group, or by random selection. Citizen advisory groups - Answer- Formed to provide valuable feedback and direction, can be charged with investigating a specific issue or problem and to provide a report for public commission. Referendum - Answer- places the decision of a given issue directly in the hands of the voters. The mission statement answers - Answer- Who the customers are, what services are provided, and how services will be provided. The mission statement drives - Answer- programming, operations, and facility management. When agencies work together to meet a need or solve a problem in a community, they do so at three different levels: - Answer- Collaborations, alliances, and partnerships Collaborations - Answer- Short-term type of relationship and tend to last only until a problem is solved, defined as two or more stakeholders working together to solve a set of problems that neither can solve alone. Partnership - Answer- Strongest level of relationship; formed when two or more partners come together to create and entirely new entity. A comprehensive marketing plan ensures that - Answer- services are tailored to the identified wants of the customers, affordably priced, promoted directly to the target market, and placed so they are accessible to the market. Overall, a Marketing plan is a detailed..... - Answer- description of how the marketing mix will be implemented in order to facilitate the exchange of resources so the goals and objectives of both participants and the organization are satisfied. Marketing Mix - Answer- Encompasses the 4 p's: product, price, place, and promotion Product - Answer- various services and facilities offered to the public, adapted to meet the needs of specific groups of people. Price - Answer- least likely to be associated with the marketing of parks and recreation, but it can have a major impact on participation. Determines whether or not a segment of the population is willing and able to pay for the product. Place - Answer- Distribution of the product, includes accessibility of programs and the facilities where they are offered, how close the place is to where people live and work, the atmosphere, day of the week, the time, and the format. Promotion - Answer- the means of communicating the value of the product. advertising, sales and incentives, personal selling, and publicity. Advertising - Answer- a paid form of communication that is distributed through the media Sales Promotions - Answer- have some financial value to the customer such as buy one get one free, prizes, or free passes Personal Selling - Answer- Direct oral communication with a particular market - speakers bureau or agency rep. Publicity - Answer- exposure gained through media that is not paid for by the agency - most often results from news releases and other promotional pieces In addition to the four P's - Answer- People and Process Market Segmentation - Answer- is the process of subdividing a larger heterogeneous market into small homogenous markets that are more similar in the media they are exposed to, their product wants, and how they will respond to the marketing mix. To be viable for possible market segmentation...the market must be.. - Answer- measurable, accessible, and sizeable. Demographics - Answer- income, age, race, and sexual orientation Geography - Answer- travel time and proximity pschographics - Answer- values, attitudes, and beliefs Skill level and Product loyalty can.. - Answer- also be used to divide markets Target Markets - Answer- those markets the agency chooses to concentrate on for a particular product Marketing to the entire population (mass marketing) is - Answer- ineffective and inefficient undifferentiated approach - Answer- This strategy is used when no visible market segments are identified or the agency chooses a mass-market approach - one marketing mix is used for all programs and services concentrated approach - Answer- selects one or two distinct market segments and focuses the marketing efforts specifically on these markets. How the community perceives the agency and services is called - Answer- Marketing positioning Branding - Answer- the process whereby the agency creates an image in the mind of consumers as to who it is. Branding includes - Answer- Name of the agency, logo, and image of the product/service The higher the resource investment - Answer- the more formalized the agreement should be Formalized partnerships should address - Answer- purpose of the relationship, partner roles and responsibilities, the decision making process, the communication process, deliverables, timelines, resources, and the evaluation of the partnership including an exit/termination status. Advocacy in parks and recreation - Answer- may include educational activities, outcomes-based programming, or involvement in the political process. Political Advocacy roles for the P&R professional - Answer- environmental protection, services for people with disabilities, long-range park and recreation planning and development, and combating violence and substance abuse Organizational Structure - Answer- how job tasks are formally categorized and designed. Interdepartmental or interorganizational coordination (structural integration) - Answer- the process of coordinating tasks, roles, functions, and units so that work gets done efficiently and effectively The marketing plan - Answer- a written document that assesses the current state of marketing as well as its future direction Marketing plan consists of - Answer- Executive summary, situational analysis, customer analysis, branding goals and strategies, implementation, monitoring and evaluation Executive Summary - Answer- A stand alone piece of the marketing plan and summarizes the entire plan. It is relatively short and may be the only part of the plan read by some of the staff. It should be the last part of the marketing plan written, but is placed in the front of the document. Situational Analysis - Answer- this section evaluates the internal and external environment in which the agency is operating. It is here that the agency will consider what products and services it provides, as well as those provided by other agencies. The situational analysis will also detail: - Answer- demand trends, economic climate and its impact, a SWOT analysis, and an examination of the branding and positioning of the agency.