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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. Texas. 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. San Antonio. 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% 5 NEW BRAUNFELS PARKS AND RECREATION 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. 6 MARKETING PLAN 2019-2020 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.
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