MARKETING PLAN 2019-2020

NEW BRAUNFELS PARKS & RECREATION 2019-2020 MARKETING PLAN

1 NEW BRAUNFELS PARKS AND RECREATION

PARKS & RECREATION marketing plan SUMMARY NBPARKSANDREC This is a working marketing plan for Fiscal Year 2019-2020 designed to ensure that marketing efforts of the Parks and Recreation Department are both progressive and purposeful. @ A GLANCE It is the goal of this plan to provide transparent, accurate and timely information to the New Braunfels Community through the delivery of integrated marketing and public relations activities that promote the New Braunfels Parks and Recreation Department, its parks, programs and services. 41 parks Throughout the implementation of this plan, it’s goal is to track the success of marketing efforts among the various platforms used, to utilize the marketing budget is used both effectively and responsibly. The Marketing Team will gather and evaluate data as well as continuously review emerging trends, tools and technologies related to best practices in 5 POOLS customer service delivery and the customer experience. 2 Outdoor, 1 springfed & 2 Indoor

DEPARTMENT MISSION & VISION 1 GOLF COURSE The New Braunfels Parks and Recreation Department operates a variety of recreation, athletic, nature and aquatic programs and special events along with maintaining a golf 1 SPLASHPAD course and 38 parks comprising over 550 acres of park land. The New Braunfels Parks and Recreation Department’s mission, vision and objectives guide the department in creating the future of parks and recreation opportunities for the New Braunfels 1 Nature Education center Community.

Vision: Our vision is to enhance the well being of our community through laughter, play, conservation and discovery.

Mission: Our mission is to afford diverse opportunities and access for all residents and visitors through innovative programs and facilities, open space preservation, and economic enhancement. 1 SKATE PARK 1 DOG PARK MARKETING Strategies The marketing plan will implement marketing strategies that are designed to help position the New Braunfels Parks and Recreation Department to grow program and event attendance and ensure the community has multiple avenues to obtain information about the department. The marketing goals for each core business of New Braunfels Parks and Recreation can be referenced in the Parks and Recreation Strategic Plan, also referenced in this plan.

• Build general awareness about parks and park amenities. 2 historic cemeteries • Increase participation in programs and special events. • Leverage the trends of social media to engage our target audience. • Cultivate repeat use and customer loyalty by striving to exceed expectations. • Grow our E-Newsletter contacts. • Increase our Social Media followers and engagement • Create a user friendly website and registration platform

2 City of New Braunfels Style Guide City of New Braunfels Style Guide MARKETING PLAN 2019-2020

Logo Specifications CITY OF NEW BRAUNFELSLogo STYLE Specifications GUIDE

LOGO SPECIFICATIONS SPOT COLOR (2 PANTONE COLORS) SPOT COLOR (2 PANTONE COLORS) FILE NAMES:

FILECityOfNewBraunfels_SPOTlogo.eps NAMES: (spot color eps file; can import into layout programs) CityOfNewBraunfels_SPOTlogo.eps (spot color eps file; can import into layout programs)

INKS USED INKS USED

2 Outdoor, 1 springfed & 2 Indoor PMS PMS 349 540 PMS PMS 349 540

BLACKCity of New Braunfels Style Guide 1 SPLASHPAD BLACK FILE NAMES: FILE NAMES: CityOfNewBraunfels_BLKlogo.eps (black & white eps file; can 1 Nature Education center Logo Specifications import into layout programs) CityOfNewBraunfels_BLKlogo.eps (black & white eps file; can CityOfNewBraunfels_BLKlogo.jpg import (black into& white layout jpg; programs) can import into Microsoft Word, etc) CityOfNewBraunfels_BLKlogo.jpg (black & white jpg; can import into Microsoft Word, etc) FILE NAMES:

RGB JPG CityOfNewBraunfels_RGBlogo.jpg (RGB jpg file; can import into Microsoft Word, etc) RGB:

PMS 349 PMS 540 R = 0 R = 0 G = 105 G = 51 B = 60 B = 89

CMYK / 4-COLOR PROCESS FILE NAMES:

CityOfNewBraunfels_CMYKlogo.eps (CMYK vector file; for sign CMYK: companies, graphics, etc)

PMS 349 PMS 540 C = 94 C = 100 M = 11 M = 57 Y = 84 Y = 12 K = 43 K = 61

WHITE

FILE NAMES: 3 CityOfNewBraunfels_WHTlogo.eps (logo in white vector file; for sign companies, graphics, etc. black shown for effect and not included in file) City of New Braunfels Style Guide

Logo Specifications

FILE NAMES:

RGB JPG CityOfNewBraunfels_RGBlogo.jpg (RGB jpg file; can import into Microsoft Word, etc) RGB:

PMS 349 PMS 540 R = 0 R = 0 G = 105 G = 51 NEW BRAUNFELS PARKSB = 60 ANDB = RECREATION89

CMYK / 4-COLOR PROCESS FILE NAMES:

CityOfNewBraunfels_CMYKlogo.eps (CMYK vector file; for sign CMYK: companies, graphics, etc) CITY OF NEW BRAUNFELS STYLE GUIDE

CityPMS 349 PMS 540 of New Braunfels C = 94 C = 100 LOGO SPECIFICATIONS CONTINUED M = 11 M = 57 Y = 84 Y = 12 Logo Spec Sheet K = 43 K = 61

WHITE

2700 N.E. Loop 410, Suite 616. FILE San NAMES: Antonio. . 78217. www.heinkedesign.com

CityOfNewBraunfels_WHTlogo.eps (logo in white vector file; for Voice: 210-655-0495 Fax:sign companies,210-655-0320 graphics, etc. black shown for effect and not included in file)

4/3/07

FONT USAGE City of New Braunfels TrebuchetLogo MS Spec Sheet

Friz Quadrata 2700 N.E. Loop 410, Suite 616. . Texas. 78217. www.heinkedesign.com

Voice: 210-655-0495 Fax: 210-655-0320

4/3/07

FONT USAGE

Trebuchet MS

Friz Quadrata

4 Population 90000 MARKETING PLAN 2019-2020 80000

70000

60000 DEMOGRAPHICS 50000 40000 NBPARKSANDREC Demographics show that New Braunfels30000 is the second fastest growing city in the U.S. with a population 50,000 or more.20000 Current estimates put the city population, including extraterritorial jurisdiction at10000 about 90,000 residents. The population is 0 @ A GLANCE almost evenly spread into four age segments2010 under2011 18 (25.7%),2012 201318-34 (21.6%),2014 2015 35-542016 2017 2018

(26.3%), and 55 and over (25.9%). Population

People Population 90000 80000 18740 fans 70000

60000 50000 2966 followers 40000

30000 20000 1675 TWITTER FOLLOWERS 10000

0 2010 2011 2012 2013 2014 2015 2016 2017 2018 5144 email subscribers Population Under 18 18-34 35-54 55 and over CITY OF NB Additional Census figures recently released show that Comal County held at the second fastest growing county in the nation for year-over-year percentage growth from 2017 to 2018. 7.2% This growth is attributed to the strong economic base within the community. GROWTH RATE According to the Economic Development Corporation the New Braunfels community boasts diverse industries including distribution, manufacturing, data centers, health- care related, and aviation industry.

These numbers and trends are reviewed each year. It is important to ensure the POPULATION GROUPS Parks and Recreation Department continues to meet the needs of its growing community. We will continue to adapt our targeted marketing efforts to educate our new residents and inform current residents of existing recreational opportunities, Under 18 25.7% services, and resources. These efforts should include building awareness of those opportunities available for families and our older age groups. 18-34­ 21.6% Census information and data taken from the United State Census Bureau and the 2017 Parks and Recreation Strategic Plan. 35-54 26.3% over 55 25.9%

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DEMOGRAPHICS continued

INCOME MEDIAN HOUSEHOLD INCOME (IN 2017) - $64,208 PERSONS IN POVERTY - 9.5%

TECHNOLOGY USE RACE & HISpanic Origin

NO COMPUTER 10.6%

HISPANIC 2.3% Black or African American OR LATINO 0.2% Native American & Alaskan Native 34% 1.5% Asian 2.2% Two or More Races HAS A WHITE 34% Hispanic or Latino COMPUTER ALONE 60.8% White 89.4% 60.8%

TAPESTRY SEGMENTATION

Tapestry segmentation provides an accurate, detailed description of New Braunfels’ residents in which distinctive lifestyle segments are identified based on their socioeconomic and demographic composition. New Braunfels has five segments that comprise 50.2% of its population. The make-up of the City of New Braunfels is very unique. The tapestry segmentation data is useful information that can assist the department in better understanding the community that they serve. These tapestry segements help us cater our marketing efforts to certain segements of the population.

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TAPESTRY SEGMENTATION Continued

UP AND COMING FAMILIES A tapestry segment in transition — residents are younger and more mobile and ethnically diverse than the previous generation. They are ambitious, working hard to get ahead, and willing to take some risks to achieve their goals. The recession has impacted their financial well-being, but they are optimistic. Their homes are new; their families are young. And this is one of the fastest- growing markets in the country. MEDIAN AGE: 30 | MEDIAN HOUSEHOLD INCOME: $64,000

MIDDLEBURG Middleburg residents have transformed from the easy pace of country living to semi-rural subdivisions in the last decade, when the housing boom reached out. Residents are conservative, family-oriented consumers. Still more country than rock and roll, they are thrifty but willing to carry some debt and are already investing in their futures. They rely on their smartphones and mobile devices to stay in touch and pride themselves on their expertise. They prefer to buy American and travel in the US. This market is younger but growing in size and assets. MEDIAN AGE: 35 | MEDIAN HOUSEHOLD INCOME: $55,000

GOLDEN YEARS Independent, active seniors nearing the end of their careers or already in retirement best describes Golden Years residents. This market is primarily singles living alone or empty nesters. Those still active in the labor force are employed in professional occupations; however, these consumers are actively pursuing a variety of leisure interests—travel, sports, dining out, museums, and concerts. They are involved, focused on physical fitness, and enjoying their lives. This market is smaller, but growing, and financially secure. MEDIAN AGE: 51 | MEDIAN HOUSEHOLD INCOME: $61,000

EXURBANITES Ten years later, Exurbanites residents are now approaching retirement but showing few signs of slowing down. They are active in their communities, generous in their donations, and seasoned travelers. They take advantage of their proximity to large metropolitan centers to support the arts, but prefer a more expansive home style in less crowded neighborhoods. They have cultivated a lifestyle that is both affluent and urbane. MEDIAN AGE: 50 | MEDIAN HOUSEHOLD INCOME: $98,000

DOWN THE ROAD Down the Road residents live in low-density, semirural neighborhoods in large metropolitan areas; half are located in the South, with the rest chiefly in the West and Midwest. Almost half of householders live in mobile homes; approximately two-fifths live in single-family homes. These are younger, diverse communities, with the highest proportion of American Indians of any segment. These family-oriented consumers value their traditions. Workers are in service, retail trade, manufacturing, and construction industries, with higher proportions in agriculture and mining, compared to the US. This market has higher unemployment, much lower median household income and home value, and a fifth of households with income below poverty level. MEDIAN AGE: 34 | MEDIAN HOUSEHOLD INCOME: $36,000

Tapestry information from the 2017 New Braunfels Parks and Recreation Strategic Plan.

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marketing numbers

MEASURING OUTCOMES SOCIAL AUDIENCE

The following are examples of metrics used by department FACEBOOOOK staff to measure the effectiveness of department marketing campaigns and initiatives:

• Website analytics and engagement • Social Media analytics, engagement, feedback • Event attendance • Program participation, registrations, wait-lists age range • Ticket sales • Event / program revenues • Direct and indirect feedback • Indirect feedback from users • Community surveys LOCATION social media growth 2016-2019

InstagRam age range 24% MEN 45-54 16% 25-34 34%

35-44 76% WOMEN 36%

LOCATION New Braunfels 55% San Antonio Austin Seguin San Marcos 20% 40%

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Community relations

Target Markets The goal of the New Braunfels Parks and Recreation Department is to provide a high level of service to all users. We strive to exceed the expectations of current customers, new residents, and visitors. Our primary target audience shown by demographics is women residents ages 25-34. Our secondary audience is visitors and non-residents. Each event and program will be analyzed to determine the target audience and age group to ascertain the most effective communication outlets.

Marketing Tools Effectively communicating and engaging our target audience is both a challenge and an opportunity as the New Braunfels community continues to grow and become even more diverse. The Parks and Recreation Department utilizes a variety of tools to reach our target market.

• Broadcast Media – KGNB/KNBT, TPR, Texas State Athletics, KWED • Print Media – Herald Zeitung Shine, CISD School Life, NB Parents, Community Impact • City Website • Online event calendars – City website, Facebook events, NB Night Out • Social Media – Instagram, Twitter, Facebook • Bi-Weekly E-Newsletter • Print Material – Posters, Flyers and Brochures • Official Department Publication – 3X a year, The Fun Things in Life

@NBPARSANDREC @NBPARSNREC @NBPARSANDREC nbparksandrec.com

According to our 2017 Strategic Plan, Facebook was the Information sources most utilized source of information when learning about program and activity offerings. Seventy-seven percent (77%) of households indicated they utilize Facebook as an information source. Other most used sources include: city website (58.1%), from friends and neighbors (54.8%), Activity Guide (48.4%) and Newspaper (30.6%). Because of this our marketing efforts are focused on our top outlets and reinforces our goals of:

• Build general awareness about parks and park amenities. • Increase participation in programs and special events. • Leverage the trends of social media to engage our target audience. • Cultivate repeat use and customer loyalty by striving to exceed expectations. • Grow our E-Newsletter contacts. • Increase our Social Media followers and engagement • Create a user friendly website and registration platform

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NEEDS ASSESSMENT

The purpose of the Program and Facility Priority Rankings is to provide a prioritized list of facility/amenity needs and recreation program needs for the community served by New Braunfels Parks and Recreation. The model evaluates both quantitative and qualitative data. The results of the priority ranking are tabulated into three categories: High Priority (top third), Medium Priority (middle third), and Low Priority (bottom third).

In July 2018, program participation and revenue has increased for the Parks department. This is in part due to the opening of Das Rec and additional programing at Das Rec. The Recreation Department has since focused on a core set of key special events and marketing efforts have been targeted for those events.

Participants Revenue 6500 345,000

6400 340,000 335,000 6300 330,000 6200 325,000 6100 320,000

6000 315,000 310,000 5900 305,000 5800 300,000 5700 295,000 2017 2018 2017 2018

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Department satisfaction Forty-four percent (44.1%) of households were “very satisfied” with the overall value their household receives from the Park and Recreation Department. Other levels of satisfaction include: Somewhat satisfied, (41%), neutral (7.7%), somewhat dissatisfied (8.2%), and very dissatisfied (1%).National benchmark for very satisfied is 27%.

Customer satisfaction is measured by surveys on Survey Monkey sent to Parks and Recreation Reservation holders as well as participant satisfaction surveys conducted after programs and events. Surveys are then complied into our Annual Report as well as evaluated in event wrap up meetings for future improvements.

program participation

Program Participation and Ratings: Nearly thirty-nine percent Reasons Preventing Program Usage: (38.6%) of households participated in the City of New Braunfels The two major reasons that prevent program usage are: Park and Recreation Department programs over the past 12 (1) I do not know what is offered (48%) months. The national benchmark for program participation is 34%. (2) too busy/not interested (47%). The national benchmark for too busy/not interested is 34% and for not knowing what is offered is 22%.

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NEEDS & TACTICS

Landa Recreation Center

Participation and revenue are both increasing for our programs overall. We will now begin to track our cost recovery for these programs. Active older adult programs and opportunities ranked high in importance for New Braunfels residents in the 2017 Strategic Parks Master Plan. Planning and surveys will be sent out this year to begin prepartion for offering active older adult programs. Staffing was down this year and efforts are being focused on reaching more college age students in the Texas State area through radio ads, website ads and a partnership with Texas State Sports Properties.

Fischer Park Nature education center

For 2019-2020 marketing effort will focus on outdoor fitness opportunities which in partnerinship with Das Rec. According to the 2017 Parks and Recreation Strategic Plan, outdoor fitness, adventure programs and camps were listed as a high priority for New Braunfels residents. Because of this we are focusing on pushing our outdoor programs on social media as well as local media channels.

Landa Park Aquatic Complex Admission numbers

From 2017 to 2019 Landa Park Aquatics experienced a decrease in admissions. This is due in part to the opening of Das Rec and additional pools, infrequent hours due to staffing issues, and less visibility. For the 2019-2020 season the marketing department has begun advertising with Texas State Athletics Properties in order to boost staffing opportunities and alleviate the infrequent hours. For the 2019-2020 summer season special events will be added to the Landa Park Aquatics in order to regain some visibility with New Braunfels residents.

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new braunfels CIVIC/convention CENTER

For the New Braunfels Civic/Convention Center the marketing push will focus on showing more conventions, reunion and trade show images in order to draw in clients that will utilize the Hotel Occupancy Tax. Keywords for posts will include convention, conference, meeting, reunion, trade shoe and other phrasres that highlight a need for overnight stays. This year we will also focus on New Braunfels as being the middle ground for San Antonio and Austin businesses so that they can meet in the middle and “get outta town”. Emphasis will be put on making the website more user friendly.

Landa Park Golf Course

In 2019, the Landa Park Golf Course began using Golf Now as part of their Marketing. Golf Now posts on social media channels for the golf course in order to keep the pages fresh and up to date. According to the 2017 Strategic Plan, golf remained the most popular sport nationally and locally. The majority of marketing efforts are focused on the Herald Zeitung to reach the Exuberants and Golden Year tapestry segments. The Landa Park Golf Course is also one of our enterprises that focuses on bringing in visitors. Efforts are focused on the Houston area and avid golf travelers through print and television ads in those areas.

Parks & Trails The 2017 Parks Strategic Master Plan surveyed residents about park and trails. About 50% of the survey respondents want the City to improve the existing trail system, connect parks to city-wide trails and develop new trails. Walking and biking trails, paved and unpaved trails and open space/conservation trails were the top three most needed facilities by survey respondents. In analyzing the activities and programs that are most important to respondents’ households the 2017 Strategic Plan has identified the trails and associated activities as the highest priority for investment. As a result efforts are being focused on promoting the Dry Comal Master Plan and developing future trails.

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STAFF TRAINING

The Parks and Recreation Department provides customer service training for all staff who interact with the public including administrative office staff, cashiers, and recreation instructors. Manuals are reviewed on an as needed basis.

Administrative Offices Manual

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YEarly OUTLINE - major programs & Publications for NBparksandrec

january july HEAR HERE - Update phone message system 4TH OF JULY NB Monthly Herald Zeitung - Article & AD ARTWORK NB Monthly Herald Zeitung - Article & AD ARTWORK Wein & Saengerfest - Ad contracts and marketing contracts PARKS AND RECREATION MONTH Camp minnehaha

FEBRUARY Spring Programs on online calendars & FAcebook august Printed Spring Program Guides Arrive & DISTRIBUTED NB Monthly Herald Zeitung - Article & AD ARTWORK NB Monthly Herald Zeitung - Article & AD ARTWORK Fall/Winter Program GUIDE released & ONLINE Promote Spring Break Camps Camp minnehaha daddy daughter dance

MARCH September summer Programs on online calendars & FAcebook VOLUNTEER DINNER Printed Summer Program Guides Arrive & DISTRIBUTED NB Monthly Herald Zeitung - Article & AD ARTWORK NB Monthly Herald Zeitung - Article & AD ARTWORK SCHOOL LIFE - ARTWORK DUE SCHOOL LIFE - ARTWORK DUE

october APRIL NB Monthly Herald Zeitung - Article & AD ARTWORK HEAR HERE - Update phone message system Soul Searching NB Monthly Herald Zeitung - Article & AD ARTWORK Family Fun Campout Wein & Saengerfest - Facebook ads, Instagram & Radio THRU THE CHUTE november may NB Monthly Herald Zeitung - Article & AD ARTWORK NB Monthly Herald Zeitung - Article & AD ARTWORK daddy daughter dance Ticket sales WEIN & SAENGERFEST MONARCH & FALL FESTIVAL Parks and Recreation Month planning downtown lighting & santa’s arrival SCHOOL LIFE - ARTWORK DUE

june december NB Monthly Herald Zeitung - Article & AD ARTWORK NB Monthly Herald Zeitung - Article & AD ARTWORK Live @ LANDA - Daily Facebook & Instagram Posts breakfast with the Grinch 4th of July - PSA for July 4th Spectacular Begin Advertising for seasonal/summer hiring Camp minnehaha 15 JUNE NEW BRAUNFELS PARKS AND RECREATION

JULY PARKS AND REC MONTH ACTIVITES

AUGUST SOUL SEARCHING Soul Searching Postcard Flyer Soul Searching Press Release for Ticket Sales

FALL/WINTER PROGRAMS Add all Fall events to Facebook Page

SEPTEMBER HEAR HERE Email Vince to update the phone message system

SOUL SEARCHING Soul Searching Program Order Soul Searching Program

OCTOBER NBU STREET BANNER Wein and Saengerfest Street Banner Application

DOWNTOWN LIGHTING Design Downtown Lighting VIP/Speaker Invites Send Downtown Lighting VIP/Speaker Invites to print Send Out Downtown Lighting VIP/Speaker invitations

DADDY DAUGHTER DANCE Ticket Sales Promotion on Social Media

NOVEMBER DOWNTOWN LIGHTING Send Downtown Lighting PSA

DECEMBER

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