City of Claremont Human Services Department

Transcription

Marketing
Toolkit
City of Claremont
Human Services Department
Revised: February 2015
Table of Contents
Mission Statement
Council, Commission & Committees
Guiding Documents
Claremont’s Demographics
What is Marketing
Traditional Marketing Tools – At a Glance
Online Marketing Tools
Developing a Marketing Plan
Elements of a Marketing Strategy
What is Branding
Steps to Marketing A Program and/or Event
Marketing Tools In-Depth
City Letter and Recreation & Activities Guide
Flyer
Press Release
Weekly Updates and Senior Clicks
Media Relations
Public Speaking
Typography
Written Content Best Practices
Pronunciation
Email Signatures
Graphic Standards
HS Logo Treatments
Incorporating Additional Logos
Color Trends and Schemes
Stock Photography, Program Photos, and Clip Art
Measuring Results and Surveys
Using Your Toolkit
Templates
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Production Team:
Bevin Handel, Public Information Officer
Melissa Vollaro, Human Services Manager
Jason Lass, Human Services Supervisor
City of Claremont Human Services Department | Marketing Toolkit
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Mission Statement & Tactical Plan
About Human Services
The Human Services Department maintains and enhances the quality of life in our community
through a variety of innovative community events, leisure activities, and social services to meet
existing and emerging needs. Our goal is to foster a sense of community by promoting civic
involvement.
Mission Statement
The Claremont Human Services Department makes life better
through high-quality programs and services.
Tactical Plan
Provide Opportunities
Promote Healthy Living
Support Non-Profit Partners
Facilitate Community Partnerships
Reduce Barriers and Social Stigma
Connect People to Other People and Services
Educate the Community
Preserve the Value of Parks and Open Space
Enhance Community Culture
Core Program Areas
Administration
Contract Classes
Parks
Senior Programs
Special Events
Sports
Youth Programs
Commission, CBO Funding, and Special Projects
Hughes Center, Recreation Programs, Front-Line Operations
Claremont Hills Wilderness Park, Park Ranger Program
Nutrition, Recreation, Events, Volunteering, and Social Services
Fourth of July, Summer Concerts, Halloween, Holiday Promenade, etc.
Field Reservations and Summer Aquatics
TRACKS Activity Center, (TAC) and Youth Activity Center (YAC),
and Camp Claremont
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Council, Commission & Committees
City Council
City County is the primary governing body for the City of Claremont possessing legislative
powers, such as passing ordinances, appropriating funds, and providing policy direction to the
City Manager. The City Council is comprised of five members elected at large for four years.
The mayor and the mayor pro tem are elected directly by the City Council from among its
members. The mayor is the presiding officer at council meetings, with the mayor pro tem filling
that role in the mayor’s absence. Both the mayor and the mayor pro tem have the same voting
power as any other council member. Meetings are scheduled the second and fourth Tuesday of
each month at 6:30 p.m. in the City Council Chambers.
Community and Human Services Commission (C&HSC)
The CHS Commission serves as an intermediary between the Human Services and Community
Services Departments and City Council. Like Council, they are able to take action on items
under their purview and make policy recommendations to staff as well as Council.
The committees serving under the C&HSC are as follows:
Committee on Aging (COA)
The goal of the COA is to advocate for seniors and facilitate their access to a full range
of programs, activities and services that enrich their lives, and to actively promote a just
and equitable intercultural society that fosters positive human relations.
Committee on Human Relations (CoHR)
The Committee on Human Relations (CoHR) is composed of community volunteers
who promote improved human relations, civic peace, and understanding of all persons in
all aspects of community life. The CoHR actively supports community outreach efforts
that foster understanding of the diverse nature of the residents of Claremont and the
issues concerning them.
Committee on Youth & Family (COYF)
The objective of the Committee on Youth & Family (COYF) is to facilitate
implementation, coordination, and evaluation of the Youth and Family Master Plan.
Independence Day Committee (IDC)
Facilitates a fitting commemoration of the National Independence Day in the community
and affords an opportunity for every age group in the City to participate in a total
community event.
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Public Art Committee (PAC)
Pending – Will be appointed in 2015.
Youth Sports Committee (YSC)
The mission of the Youth Sports Committee is to be fair and equitable in coordinating
the needs of all youth sports groups in the community while managing the City and
School District's resources, identify and anticipate future facility and maintenance needs,
and to oversee fair and equitable consideration to all sports groups in the community.
Teen Committee
The Claremont Teen Committee’s mission is to represent the needs of Claremont
youth by adding a youth voice to Claremont politics and accomplishing goals that help
support Claremont teens in their community.
“Let us never forget that government is ourselves and not an alien power over us.
The ultimate rulers of our democracy are not a President and senators and congressmen
and government officials, but the voters of this country.”
-Franklin D. Roosevelt
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City Guiding Documents
In addition to the Municipal Code and the City Ordinances, there are a number of guiding
documents and plans that guide the decision making process within Claremont. These are as
follows:
Adopted Budget FY 2014-16 (updated every other year)
Claremont Hills Wilderness Park Master Plan
Council Priorities (updated annually)
Economic Sustainability Report
Public Art Master Plan
General Plan
Youth and Family Master Plan
Senior Master Plan
Sustainability Plan
Note: Up-to-date copies of these documents may be accessed through empnet.
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Claremont Demographics
Claremont is a college town on the eastern border of Los Angeles County, California, United
States, 32.5 miles (52.3 km) east of downtown Los Angeles. Claremont is located at the
foothills of the San Gabriel Mountains and Claremont Colleges are located there. Claremont is
known for its many educational institutions, its tree-lined streets, and its historic buildings. In
July 2007, it was rated by CNN/Money Magazine as the fifth best place to live in the United
States, and was the highest rated place in California on the list. Due to its large number of trees
and residents with doctoral degrees, it is sometimes referred to as "The City of Trees and
PhDs.”
Census 2010 Data
Population:
Size:
Founded:
Incorporated:
Form of Government:
34,926
14.14 square miles
April 1887
October 3, 1907
Council/manager
Climate:
Annual average temperature (degrees F) = 63
Annual average rainfall (inches) = 17.3
Elevation (feet above sea level) = 1,150
Natural Amenities:
23 City-owned parks and sports fields with 1,788 acres of public
parkland of which 1,769 is wilderness. Also included is Thompson
Creek Trail, a linear park following a 2.8-mile paved trail.
Claremont has been a winner of National Arbor Day
Association's Tree City USA award for over 20 years.
Infrastructure:
128 miles surfaced streets
117 miles sewer lines
231 miles sidewalks
127 street medians and parkways
23 public buildings
110 City vehicles
4,000 street signs
2,596 street and park lights
24,187 city trees
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Census 2010 Data Continued
Demographics:
Median Age
5 and under
5-19 years
20-34 years
35-44 years
45-64 years
65 and older
38.6 years
7.2%
12.8%
21.2%
11.1%
25.7%
16.6%
Ethnicity:
White
Hispanic or Latino
Asian & Pacific Islander
Other
75.2%
19.8%
16.2%
6.8%
Income:
Average household income $105,759
Median household income $78,376
Housing:
Median housing value:
Households:
Average household size:
$476,100
11,121
2.54
Education:
Master's Degree
Bachelor's degree
Some College
High School Graduate
Doctorate Degree
Associate Degree
Professional Degree
29.9%
24.7%
19.4%
12.1%
9.3%
6.7%
3.3%
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What is Marketing?
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Marketing is the art of communicating your service or product in a manner that causes
your audience to feel they need / want what you have and are willing to pay for it.
In the public (non-profit) sector, the “pay” is typically energy, effort, commitment, and
one of today’s most precious commodities; “time.”
Marketing of City sponsored programs should entice the public to spend their time in
City programs, classes, and events.
The City of Claremont Human Services Department’s success is gauged by enrollments
and increased participation in classes and events, while providing an experience that
“delights the customer.”
You can have fantastic marketing campaigns; however, if positive customer service does
not back up the marketing, the program will fail.
Customers that are delighted will return to more events and tell others about their
“delightful” experience. This experience could be the actual class or event, or the ease
of on-line registration through www.claremontrec.com.
One thing to be aware of is that, Marketing is not Advertising. Advertising is a blatant
attempt to sell your company, product, or service, usually created without regard for
the needs of the people who might read it. It is usually created based on what the
company wants to sell or “push” on readers. Keep in mind, advertising is needed and
does serve a purpose.
Marketing incorporates research, developing & building a marketing strategy,
implementing the plan and monitoring the success of the plan.
“The aim of marketing is to know and understand the customer so well
the product or service fits him and sells itself.”
-Peter Drucker
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Traditional Marketing Tools – At a Glance
Recreation & Activities Guide
Primary marketing piece for the Human Services Department. Includes all program information,
news updates, and important community contacts.
Distribution:
16,000 –City homes, businesses, and offices
Publishes:
Quarterly by Season (March, June, September, December)
Deadline:
Varies – Contact Human Services Brochure Editor
City Letter
Primary City information piece for residents. Focuses on community news, developments, and
information.
Distribution:
11,000 – City Homes and City offices
Publishes:
Quarterly by Season (March, June, September, December)
Deadline:
Varies – Contact City Manager’s Office Public Information Officer
City Manager’s Weekly Update
Primary City information piece for residents. Focuses on community news, developments, and
information.
Press Release
Traditional form of making news announcements to local press agencies. This is a great way to
receive free publicity. However, press agencies reserve the right to pick and choose what they
will publish.
Paid Advertising
Print advertising can be purchased in a variety of periodicals. This is useful for broad audiences.
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Online Marketing Tools
www.ci.claremont.ca.us
The primary source of information for all activities. Links to City App.
Publishes:
As Needed
Deadline:
2-3 weeks before your program date.
www.claremontrec.com
Registration hub for all City activities.
Senior Clicks
Monthly electronic newsletter for the Claremont Senior Program.
Social Media
The City Manager has suspended all social media usage until a policy has been approved by City
Council. Independent contractors, residents, and program participants, may choose to share
program information on their own accord using social media; however, these messages are not
endorsed by the City.
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Developing a Marketing Plan
Developing a Marketing Strategy typically incorporates the following:
Targeting
To whom are you going to market your products and services?
Positioning
How are you going to differentiate yourself from competitors?
Attributes
What makes your program or service desirable?
Marketing
How are you going to reach the target and with what message?
Pricing
Is there a fee for your service? Is it in line with the perceived
value or what your customer is willing to pay? If it is a free
service, is it something that people want?
Distribution
What channels will you use to sell the product or service?
Time Frame
What is your timeline? Are there deadlines? Do you need to
create a sense of urgency or is this an ongoing amenity?
Customer Service How will you manage additional customer needs?
Measuring Results Is your plan working? How do you know? Why or why not?
All of these areas must always keep the customer in mind first and foremost. We can create
the greatest underwater basket weaving class available; however, if your customers don’t want
or need this skill, the class participation will be zero.
“The real voyage of discovery lies not in seeking new landscapes,
but in having new eyes.”
-Marcel Proust
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Elements of a Marketing Strategy
Key elements to a Marketing Strategy include:
Branding
Media Relations
Public Service Announcements
Press Releases
Public & Community Relations
Advertising & Promotions
Public Speaking
It isn’t always necessary to use all of these Elements to have a successful campaign.
It is important to leverage the elements you use and get the most out of the integration of
these elements.
You must have an overall plan and objective when you set out creating your Marketing Strategy.
“Great companies that build an enduring brand have an emotional relationship
with customers that has no barrier. And that emotional relationship is
on the most important characteristic, which is trust.”
-Howard Schultz
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What is Branding?
A brand is a name, term, sign, symbol, logo, tagline, design, graphic identity, image, or a
combination of these, intended to identify the goods or services of a business or organization.
This branding differentiates one organization from another and is their “essence.”
In establishing a “Brand” it is critical to deliver consistent image features and benefits.
Think of the Nike “swoosh”, the Pillsbury Doughboy, the Campbell Soup kids. All of
these names immediately provide you with an image of the logo, their product, even the
jingle or tagline that goes along with the commercials.
Brands provide information, reinforce recognition, and inspire confidence.
You see the “golden arches” and you know exactly what the hamburger is going to taste
like, what the interior is going to reflect, the menu style, and staff uniforms. McDonald’s
franchisees adhere to strict image and branding guidelines.
Do you call carbonated beverages soda, pop, or is it all “Coke?” The Southern tradition
is to call everything Coca-Cola. It is customarily acknowledged that various flavors are
simply variations on the original.
When you sneeze do you ask for a tissue or a Kleenex? Tissue is the product—Kleenex
is a brand.
Some current “Brands” of the City of Claremont Human Services Department:
Claremont Recreation & Activities Guide
Claremont Hills Wilderness Park
Claremont’s Fourth of July Celebration
Claremont Senior Program
Halloween Spooktacular
Making Change
www.claremontrec.com
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Steps to Marketing a Program and/or Event
Before starting a marketing plan, ask yourself the following questions...
1. What do you want to accomplish?
Having a goal in mind makes creating a plan easier. By having a clear destination, you can
set a work plan and track your success.
Example: We want to have a workshop that is attended by 20-30 people
2. Who do you want to reach?
Identifying your target audience will assist you in selecting the type of media to use.
Example: We want to have a workshop that is attended by 20-30 people, grades 9-12, that
are interesting in going into college.
3. What is your budget?
Establishing a budget determines how the program/event gets publicized. Flyers and ads
cost money but press releases and website listings do not. Most programs and events
can be publicized through earned media (newspaper coverage, etc.) and free media such
as websites and newsletters. Consider what resources you have available to you and
plan around them.
4. What is the message?
Remember the old standards of writing: Who, What, When, Where, and Why? Besides
including the critical information (Where & When) the key message is the What & Why
in your marketing plan. What is so special or exciting that will motivate your audience
to take action? Why is it important that they participate? Once you have identified the
What and Why you can craft a call to action.
Example: Health professionals at the Wellness Expo will be give free flu shots to seniors on
February 2 from10am to 2pm. Flu shots have been proven to minimize the severity of
complications from the flu in seniors. The CDC estimates that 200,000 people are hospitalized
yearly due to the flu, and 36,000 people die each year from seasonal flu-related symptoms.
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City Letter and Recreation & Activities Guide
The City Letter and Recreation & Activities Guide are great ways to get
information out about your program or activity. Both are published
quarterly and are sent to all Claremont residents.
City Letter
News stories, announcements, and services to the community. Revenue generating programs
are not typically featured.
Recreation & Activities Guides
All Human Services Department activities, contract classes, department news, and resources
available to the community. Revenue generating programs are heavily featured.
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Flyers
Flyers are an important medium used in marketing a product, event, or service. When you
create a flyer there are a few questions you should ask yourself. Is my flyer persuasive? Does
it have all the information and directions that I would need if I knew nothing of the product,
event, or service? Would I spend money on this product, event, or service if I saw the flyer?
Important Elements to Include:
Who
The City and the Human Services Department should both be mentioned
on the flyer and the logos should always be included. Include information
on who is putting on the event or providing the service and include who
is sponsoring it.
What
Specify the product, event, or service and clarify any information about
the product, event, or service that someone would need to know.
Where
Specify the location of the event or service. Where can people sign-up?
What phone number do they need to call?
When
Specify the date when the event or service will occur. Be specific about
the time. What times can someone sign-up?
Why
Explain why someone should sign-up, attend the event, or buy whatever
product or service that you are providing?
Additional Tips:
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Include interesting elements such as photos or graphics. Create an attention-grabbing
tagline or “hook” to add excitement to the flyer, but make sure the document is not too
cluttered.
Always remember to proofread your flyer.
Go through the proper mediums for approval and distribution of the flyers.
Distribute to City facilities and ask any partners or sponsors if they will distribute the flyer.
When using the school districts remember that certain restrictions apply and so see your
coordinator for direction.
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Flyer Example
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Press Release
A press release is a marketing tool that tells the press what is new, interesting, and exciting
about your service offerings. It is important to immediately capture the attention of busy
editors by keeping your release short and concise. Any press release or media contact should
be review by the Public Information Officer prior to distribution.
This includes a simple easy to read format with six basic elements:
Release Information
The date you are making this information available to the
public.
Contact Information
Names, title, and phone number of who to contact for
more information. This is typically Supervisor, Manager, or
the City’s Public Information Officer.
Headline
The main point of the article – grab the reader’s attention!
Dateline
City and state of origin.
Text
Who, what, when, where, and why.
Positioning Statement
Define the City of Claremont Human
Department and subdivision (if applicable).
Services
When writing a press release, put yourself in the situation of the newspaper reader. Ask
yourself, “Is the story informative or entertaining to me?” If I knew nothing about this topic
does the press release answer the elements of “Who, What, Where, When and Why”? And
most importantly, why would someone want to know about this?
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Press Release Example
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Weekly Update and Senior Clicks
Electronic newsletters are a powerful resource for communicating information to the public.
These documents are free, produced in-house, and are often able to hold a stable audience.
City Manager’s Weekly Update
This weekly email covers all area of the City, not just Human Services. All articles must be
submitted in a timely manner, maintain an active voice, and promote upcoming activities. Staff
should avoid submitting any items in past tense.
Senior Clicks
This monthly newsletter is a popular resource for active adults. It is formatted to read as a
Calendar of events and social outings for the community. While most of the content is specific
to those 55 years and older, community events and family activities are often featured. This
cohort is very active in the community and likes to get their family involved.
Tip: Watch for other newsletter, bloggers, faith-based organizations, and social groups in the
community that might be interested in your information. It is a good idea to keep a spreadsheet of
these contents that you can forward your press releases and flyers to when appropriate.
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Media Relations
A powerful way to deliver your message to the community and customers is to use the local
media. In order to be successful, we must be strategic in how we work with the media
and what information we offer to them. The proper way to reach media is through press
releases. However, personal connections with media can allow for greater interest in your
programs. In all cases, you must be able to share compelling, newsworthy information that is
factual and of community interest. Before contacting the media, it is our practice to work with
the City’s Public Information Officer to ensure consistent messaging.
Think of media publicity as smart, free, super-advertising. Popular culture devours news
content. Published articles are from a third party viewpoint, which grants instant credibility in
the eyes of most readers. If used correctly, the media can be your best friend. It’s critical to be
aware that this relationship should be treated with respect and never be abused.
Be respectful of the reporter’s time. Submit press releases in a timely manner in order for
reporters to have enough time to pick up the story. Send it through the approval process
several weeks before the event to better your odds. Provide all the specific information
regarding what your event or program is and personalize it with quotes from someone
involved. Provide an interesting story angle or “hook.”
In a crisis situation, refrain from speaking with the media. Leave those questions and comments
to those trained to handle crisis situations.
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Public Speaking
When you are introduced to someone, inevitably the question is asked: “What do you do?”
Regardless of the position you hold in any organization, you should always have your “30second pitch” ready to go.
Sales people began this practice of the art of the “30-second elevator pitch.” The elevator
created, on average, a 30-second perfect opportunity to introduce themselves and their
product to a captive audience.
How do you feel when asked to participate in a public speaking opportunity? Most people have
a slight (and sometimes incredible) fear of public speaking. It’s ok, just be yourself and have fun.
Informal Script:
“Hi, I’m Jane Doe. I am a Recreation Leader for the City of Claremont Human Services Department at
the Hughes Community Center. I can help you with any questions you have about our programs and
activities.”
It is critical for the speaker to know your audience. Tailor remarks, quote statistics, or use
testimonials to promote your programs:
“The Aquatics program is phenomenal! It teaches essential life skills that everyone should have.
In fact, we have even seen that the skills learned can save the lives of others!”
Formal Presentations - Prepare / Practice and get Personal
Have your material ready several days before you are set to speak so you can focus on
practicing instead of preparing. Has the group you are addressing recently been in the news or
recognized for an achievement? Congratulate them.
Every speech has three objectives:
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To Intrigue
To Inform
To Inspire
Tips for Delivery
Visual Aids
PowerPoint and videos can reinforce your message and help to
include your audience.
Look Good
Dressing professional helps reinforce your image. It also shows
that you respect your audience and take them seriously.
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Body Language
Non-verbal communication, gestures, attitude, and your voice can
make a tremendous impact on whether people pay attention to
you and how well they remember what you said.
Prep Them
Let the audience know where you are going and what you are
going to say.
Engaging
Tell them what you said and check for understanding by asking
questions. Allow discussions or plan activities. Use visual aids and
the audience’s own experiences to reinforce the points that you
want to make.
Don’t Read
Use notes to remind you of key themes and factual details. Speak
in a conversational style rather than a monotone manner. Use
gestures as you move around. Do not read your PowerPoint slide
line by line.
Momentum
Have a flow with graceful transitions. Build up energy and sustain
it.
Follow-up
Send thank you notes to the function planner and whoever asked
you to speak. Is there a question you do not have the answer to?
Tell them you will follow-up after the presentation and then get
them the information they requested as soon you have it.
PowerPoint Tips
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Plan at least one minute for a slide
Keep it simple – Design your presentation for the people at the back of the room.
Do not read your presentation, use it as a cue for more engaging conversation
Limit bullet points and text – avoid paragraphs
Use high-quality graphics
Customize your theme to make a professional impact – think about the colors you use
Build in time for question and answer
Have someone proofread for you, a second set of eyes is always helpful
PRACTICE!
Name Badge Etiquette
Wear name badges on the right hand side. This puts your name in the direct line of sight for
those greeting you as they shake your hand.
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Typography
The Claremont Human Services Department’s standard typeface is Gill Sans MT. The font is an
integral part of the overall identification and essential for a consistent brand across all media
communications. The default size for body text is 12. Font size 8 is the absolute minimum.
Gill Sans MT
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890.,;:’‘&!?$’
Gill Sans MT Italic
1234567890.,;:’‘&!?$
Gill Sans MT Bold
1234567890.,;:’‘&!?$
Gill Sans MT Bold Italic
1234567890.,;:’‘&!?$
Note: Other City correspondences and marketing materials such as staff reports, press releases, and
the City Letter may have their own distinct style guides and font format, which override that of the
department. Please consult your supervisor or the City’s Public Information Officer before modifying
fonts on any existing templates.
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Written Content Best Practices
Know Your Audience
All correspondences and marketing should be written to the appropriate audience. For serious
topics, maintain a professional tone with a sense of authority. For recreation programs and
events playful language and colorful adjectives may be used.
Serious: The Human Services Department is pleased to announce…
Whimsical: Have fun with your tot! Our Mommy & Me Kid’s Camp combines fun-filled activities…
Keep It Simple
Use short, concise sentences and paragraphs. Grab the reader and say more with less. Avoid
repetitive language and unnecessary filler. Again – Know your audience and write to them.
Bad: Tennis Anyone is the premier provider of tennis classes for your youth. Our youth tennis classes…
Good: Get in the swing of things with Tennis Anyone! Youth classes start Monday, October 13, 2014.
Active Voice
Whenever possible, write in the active voice rather than the passive voice. In the active voice,
the word order is subject–verb–object.
Example: The Community and Human Services Commission will review all CBO applications.
Emphasize the Positive
People are generally more receptive to positive messages, even if it is bad news.
Good: Applicants must meet the program qualifications in order to qualify.
Bad: Only applicants that meet the program qualifications may apply.
Telephone Numbers, Addresses, and Websites
Whenever possible, telephone numbers, addresses, and websites should be contained to one
line and should be formatted as follows:
Phone
(909) 399-5488 – include area code in parentheses
Address
Alexander Hughes Community Center, 1700 Danbury Road
Website
www.claremontrec.com – all lowercase
Time
On the hour, times are written — without zeros and with numerals — as follows:
Example: The class starts at 8 a.m.
Times not on the hour are written with numerals and with colons separating the hour
indicators from the minute indicators:
Example: The class starts at 8:30 a.m.
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Date
Dates should be written out as month, day, year.
Example: Join us on Monday, October 13, 2015 for a complimentary class.
The Semicolon
The semicolon is principally used to join two closely related independent clauses. When in
doubt, use a comma or split the sentences.
Example: Register today; space is limited! OR Register Today! Space is limited.
Commas
Commas usually travel in pairs.
Example: City Manager Tony Ramos, joined by Human Services Director Anne Turner, today
announced funding for the new program.
Use a comma before the final and when providing a list.
Example: Forms will be made available at City Hall, Alexander Hughes Community Center, Joslyn
Center, and the Youth Activity Center.
Initialism & Acronyms
Your reader may not know the meaning of an initialism or acronym, so spell or define it the
first time it is used and follow with the short form in parenthesis. Keep in mind that many of
the terms commonly used in government are not known to an average reader.
Example: The California Park and Recreation Society (CPRS) presented the City of Claremont with…
Numbers in a Sentence
Use words for cardinal and ordinal numbers less than 10.
Example: This fun-filled two-day workshop will teach your tot the fundamentals of soccer!
For cardinal and ordinal numbers greater than or equal to 10 use numerals.
Example: Over 2,400 meals are served each month by the Elderly Nutrition Program.
Money
References to sums of money should be expressed in numerals to ensure clarity. Whenever
appropriate, set activity fees to whole numbers ending with 0, 5, or 9. These are generally more
attractive to consumers. Include decimals points for amounts less than $10.
Example: Drop in any day for just $6.00!
Example: The suggested donation is $3.50.
Example: The two-day trip is only $259!
Sentence Spacing
With today’s word processing software automatically inserting the necessary spacing
after periods it is not necessary to double space between sentences.
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Quotation Marks
Use only when referencing a source or new terminology.
Example: According to Human Services Director Anne Turner, “This new program is a milestone for
the Human Services Department.”
Example: This meditative class teaches the fundamentals of good “chi.”
Titles
All titles should be in standard title case unless referring to a published material.
Example: The Goltz Judo Club is among the largest groups under the US Judo Association.
Example: The Friends of the Claremont Library will be discussing the novel Fahrenheit 451.
Use Preferred Terms for Sensitive Groups
Be careful when referring to sensitive groups (age, race, ethnicity, handicap, etc.) Make sure you
are using modern terminology.
Bulleted Lists
When making a bulleted list, be sure to include lead-in language ending in a colon. Each listed
item should begin with the first letter capitalized. Periods are only necessary for full sentences.
Example: Forms may be submitted to the following locations:
-
Alexander Hughes Community Center
Joslyn Center
TRACKS Activity Center
Artistic License
Special circumstances may allow for deviation from standards and best practices outlined in the
Claremont Marketing Toolkit. Please see a Supervisor, Manager, or Public Information Officer,
before releasing these materials to the public.
Commonly Misused Human Services Items
Wrong:
Right:
Hughes Center
4th of July
Joslyn Senior Center
Community & Human Services Department
Community & Human Services Commission
Blaisdell Center
Alexander Hughes Community Center
Fourth of July
Joslyn Center
Human Services Department
Community and Human Services Commission
Blaisdell Community Center
28
Pronunciation
The following words are commonly mispronounced in the community:
Cahuilla
kuh-wee-uh
Padua
paj-oo-uh
Pétanque
Pay-tonk
29
Email Signature
Email signatures may be the most overlooked, under-appreciated, and cost-effective marketing
tool at any company’s disposal. For this reason, the email signature as essential component of
the Human Services brand. It shows cohesion as a team, it reinforces the brand promise, and
demonstrates professionalism.
Your email signature should be setup as follows:
First Last, Position Title
City of Claremont | Human Services | Division Name
1234 Street Name | Claremont, CA 91711
909.???.???? x??? | 909.???.???? (f)
[email protected] | www.ci.claremont.ca.us
Online Registration: www.claremontrec.com
Font: Gill Sans MT
Size: 11
Color: Black, Text 1, 15% Lighter
Tip: Create a Word Document with your signature that you can modify as you need to. Copy and
pasting this over will guantree that everyones spaciing is uniform.
30
Graphic Standards
In most cases you will want to stick with the familiar JPEG format. However, many professional
printing jobs may ask for a different file type than what you are familiar with. Here is a summary
of common file types used in marketing:
JPEG - Joint Photographic Experts Group
Use the jpeg format for Web and e-mail. The jpeg format is the most common format for
photographic images on the Web. Quality degrades at sizes greater than 100%.
EPS – Encapsulated Postscript
Use the eps format for lithographic printing and other uses which demand resolution
independent graphics. Quality does not degrade, regardless of size. External vendors often
request graphics in eps format.
TIFF – Tagged Image File Format
Use the tif format for documents and small projects produced in-house: i.e. letters, memos, and
informal invitations.
GIF – Graphics Interchange Format
Use the gif format for Web and e-mail. The gif format is most commonly used in simple
animations. Quality degrades at sizes greater than 100%.
PNG – Portable Network Graphics
Use the png format for Web and e-mail. PNG is the successor to gif for single images (no
animation) demanding color fidelity. Quality degrades at sizes greater than 100%.
31
HS Logo Treatments
32
Incorporating Additional Logos
When using multiple logos on a marketing piece of correspondence please make sure that the
logo hierarchy is respected.
City Seal
The City of Claremont seal precedes all other logos. It should be used on all formal
correspondences and city-wide events. For a less formal look, you can use the secondary logo.
Colors may depend on treatment but should be professional unless artistic license is permitted.
Human Services Department Logo
The Human Services Division logo may be used independent of the City logo for department
correspondences and smaller marketing pieces. When combined with other logos it follows the
City seal and precedes all division logos.
Human Services Division Logos
There are a number of assorted logos under the Human Services Department. These follow the
City Seal and Human Services logo.
California Parks and Recreation Society (CPRS) Parks Make Life Better Logo
CPRS created a statewide branding campaign to be used by local park and recreation agencies.
The goal of the Parks Make Life Better!® branding campaign is to raise awareness of the
benefits of parks and recreation throughout California and to raise the status of parks and
recreation as an essential community service. When all 525 park and recreation agencies in
California unite under one banner and communicate clearly and concisely the key messages of
the Parks Make Life Better!® branding campaign, brand objectives will be reached:






Build loyalty for parks and recreation services
Heighten the profession's bargaining power and independence
Stimulate growth
Attract talented people to the profession
Involve the public
Gain greater resources and support
Note: The Parks Makes Life Better Logo! Follows all City logos
33
Partner Logos
Certain occasions warrant the combination of the City logo with partner agencies. These
circumstances often greatly vary and may be political. Please consult a supervisor or manager
when faced with these situations. If no preference is stated by the other party, assume that City
logo style guide prevails and list their logo following the City’s.
Sizing
Aim to have all logos in the same size and line. At no point should any logo be bigger than that
of the City seal. Be careful to avoid stretching logos out of their standard orientation or sizing
things so small that they cannot be read.
Examples:
34
Color Trends and Schemes
One of the most exciting parts about marketing is developing a color scheme and paying
attention to trends. Take for example the Pantone color of the year. These colors are typically
adopted globally and can be seen in marketing, merchandising, and fashions. Pay attention to
color schemes and other marketing sources to gather inspiration for your own projects. There
are also a number of websites that can help you build a coordinated color scheme. Please
remember to respect the style guide for in-house logos.
35
Stock Photography, Program Photos, and Clip Art
They say a picture tells 1,000 words. This is very true when it comes to marketing programs,
activities, and services. Think critically when choosing your images to make sure it is a good
representative of the program and try to use photographs whenever possible, as they are more
attractive with today’s design aesthetics. Tools like Google Image Search can be very helpful in
getting ideas, but be sure that you have the rights to reuse animage before sending it out to the
public. The last thing you want is a cease and desist from the owner of the image. For an easy
no-cost alternative, try the Microsoft Office Image Search. Be sure to avoid warping or
distorting images. Grabbing by the corners on most programs will resize the image without
stretching it. Also, whenever possible, try to portray a diverse population of program users.
Stock photos can often be limited in ethnic diversity.
Good:
Bad:
36
Measuring Results and Surveys
When evaluating your marketing plan look for quantifiable data that supports it. Ask yourself if
the ad increased participation and by what amount. Does the cost of the ad outweigh its
benefits? Try experimenting with different marketing combinations to find out what works best.
Track your results by creating a spreadsheet or watching your participation numbers and/or
revenues.
Surveys are a great way to find out how your participants find out about your programs. They
can be done onsite by distributing hard copies or by using online resources like Survey Monkey,
which the City has an account for.
When using surveys, consider asking the following questions to better understand your
audience and whether or not your marketing is successful:
Referral Source
Brochure, Flyer, Newspaper, etc.
Demographics
Age, Gender, Residency, etc.
Cost
Is the activity a good value or overpriced?
Repeatability
Would you participate again or tell a friend?
Honest Feedback
What did you like? What didn’t you like?
In addition to these questions, consider the following best practices when developing your
survey:








Make it Flow – Respect the Respondents Time
Keep it Short and Simple – Don’t Overcomplicate It
Avoid Double-Barreled Questions – One Question, One Answer
Randomize the Order of Questions – Avoid Priming and Bias
Be Specific – Ask What You Want to Know
Incorporate Scale Points (e.g. from one to five) – Stay Consistent
Consider Offering Rewards or Incentives – Why Should I Take This?
Test Your Survey
Finally, track your results. Excel and Survey Monkey have a number of features that can be used
to analyze the results of your data, including charts that help visualize the data.
37
Survey Example
38
Using the Toolkit
It’s time now for you to assist in the City of Claremont Human Services Department in being
the most cohesive and well-branded recreation department!
Think about what your ultimate goal will be. Do you want to increase attendance of a class or
a Community event? What are you going to do to reach this goal? Newspapers, radio, flyers,
community relations, or a combination of marketing elements. What’s the best way to reach
your target? Think about what you’re trying to accomplish.
Begin planning your marketing strategy several months before your program or event.
Marketing is more successful as a planned strategy not a reactionary response.
Outline the elements of your marketing strategy that you will utilize and assign due dates to
yourself of each of the elements.
Create a check-list to assist you in with your marketing strategy and stick to it.
“Be the change you are trying to create.”
-Mahatma Gandhi
39
Templates
A number of helpful templates are saved ion the Human Services shared network drive:
P:\New Human Services Department Network Drive\Admin\Marketing Tools\Marketing Toolkit
Directory:
1
Event Flyer
2
Press Release
3
Signature for Emails
40

City of Claremont Human Services Department

Transcription

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