HOW TO SUCCESSFULLY LAUNCH YOUR FALL PROGRAM. Datis Mohsenipour

Transcription

1 HOW TO SUCCESSFULLY LAUNCH YOUR FALL PROGRAM Datis Mohsenipour 1

2 ABOUT ME MY ACTIVE IS Kickboxing Snowboarding Travel Friends Family 2

3 3 MY EXPERIENCE

4 HOW DO YOU MEASURE SUCCESS? Participation! 4

5 Website Social Media Activity Guide Print & In-person Successful Program Launch 5

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7 Pre- Launch Launch Post- Launch 7

8 PRE-LAUNCH The foundation of a successful launch 8

9 PREPARATION (3 months in advance) Checklist Enter programs into Class or ACTIVE Net Determine when registration becomes open to public Decide if online registration will be open before in-person registration Create offline and/or online catalogue for program registrations 9

10 PREPARATION (3 months in advance) Checklist Set-up/optimize registration page on website Prepare for pre-launch: Print materials templates Social media posts 10

11 11 ORGANIZING PROGRAMS + REGISTRATION

12 ORGANIZING PROGRAMS (FUNDAMENTAL) Goal: Create an Organized Structure Model after Categories/Subcategories on website or Program Guide Category examples: Sports, Aquatics, Arts & Crafts, Special Events Recommend using subcategories for age groups. Your Account Manager can help get you going 12

13 ORGANIZING PROGRAMS (FUNDAMENTAL) Why? Makes for a better user experience Simplifies linking externally through marketing, activity guides etc. Creates consistency between your website and your registration site 13

14 REGISTRATION Dates & Options Decide when you will launch registration: Will you market programs the week before, the same week or after registration opens? Will you provide early bird registration for online users? 14

15 PRINT & IN-PERSON 2 to 4 weeks in advance 15

16 PRINT Print posters with key information about upcoming program launch 50+ free, customizable templates available to you by visiting Network.com/ 16

17 17 IN-PERSON

18 Which marketing channel do consumers prefer receiving promotional material on? MARKETING 18

19 77% of consumers over the age of 15 prefer receiving promotional messages to their inbox over direct mail, text messages and Facebook. Schedule Recommendation: At least one sent out one month before program launch date Reminder 2 weeks prior (Online Activity Guide Focused if applicable) Reminder day before (send early in the day) * Source: Marketing Charts 19

20 What you should be doing: Include multiple links to program registration Get straight to the point in the first paragraph of your text Have at least one CTA in top area 20

21 What you should be doing: Include online activity guide links (if applicable) Get personal with merge fields 21

22 What you should be doing: Include different content in each Use free templates available at 22

23 What you should NOT be doing: Creating misleading subject lines Including too many images in the body Adding unnecessary punctuation or capitals 23

24 24 Source: critic.com

25 What you should NOT be doing: Attaching images, files, documents etc. Bombarding people with s on a daily basis Not including unsubscribe options Sending the before sending a test copy to yourself ing individuals through Outlook and CCing/BCCing a contact list 25

26 PROGRAM GUIDE Have this in your customers hands at least 2 weeks before launch 26

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28 PROGRAM GUIDE Creating the guide Offline: Consider including registration links in header and/or footer of each page (create simple redirect URL Online registration instructions on inside page 28

29 PROGRAM GUIDE Creating the guide Online: Create online guide with clickable links that direct people to ACTIVE Net or Class registration Free Programs:

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33 PROGRAM GUIDE Reasons why your guide should be interactive: Programs such as Calameo, Yuduu & Issuu are completely free & easy to use Users can access and register for programs from almost any device with an internet connection at any time! 33

34 PROGRAM GUIDE Reasons why your guide should be interactive: Online guides are extremely shareable Track clicks using to shorten URLs Reduce your carbon footprint 34

35 PROGRAM GUIDE Distribution Channels + Schedule Offline: Distribute as your budget allows you Aim to have this in everybody s hands 2-4 weeks before registration opens 35

36 PROGRAM GUIDE Distribution Channels + Schedule Online: Create blast that includes direct link to activity guide alongside instructions on how to browse and select classes Include call to action on recreation pages of your website Print posters/flyers with direct URL to access online publication Make mention of online program guide on social networks every few days leading up to program launch 36

37 WEBSITE OPTIMIZATION What is the goal of your website s recreation page(s)? To drive program/event participation!! 37

38 The average website visitor has an attention span of 3-15 seconds, with the majority falling under 10 seconds. FIND THE BOOKSHOP!!! Did you find it? 38

39 WEBSITE OPTIMIZATION Fundamentals of optimizing your webpages Kill the clutter! Create CTAs (call to action) that quickly grabs audience s attention Use free online button and countdown widget generators Network.com/button.htm 39

40 WEBSITE OPTIMIZATION Fundamentals of optimizing your webpages Include CTAs + important information above the fold can increase click throughs by up to 36% (source: Chitika) use to determine fold location Link directly to programs/program categories if you have activity category subpages listed on your website 40

41 WEBSITE OPTIMIZATION Areas to include CTA and/or Countdown Widget Home Page Banner, side banner, news and announcements & countdown widget Recreation Page Countdown widget + Announcement about upcoming launch Registration CTA above the fold CTA using cover photo of Activity guide (if applicable) Explanation on how to register online Sub pages Countdown widget + Announcement about upcoming launch Registration CTA above the fold Explanation on how to register online 41

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44 44 SOCIAL MEDIA

45 SOCIAL MEDIA Facebook Include direct links to browse programs using wherever you can! Photos Photo Albums Cover Photo Posts 45

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47 SOCIAL MEDIA Twitter Include registration link in Twitter description Post 1-2 times per week, leading up to registration Include images of programs + links Easy route sync posts with Facebook Disadvantages: Formatting and lack of fresh material 47

48 48 PRE-LAUNCH WRAP UP

49 Organize your content in Class or ACTIVE Net 49

50 Get the word out through conversations & print 50

51 51 Send quality s to targeted lists

52 Create Free, Interactive Online Guides that link directly to program registration 52

53 Optimize your website with direct links to registration portal using imagery for CTAs 53

54 Create engaging content on social channels to generate discussion around program launch 54

55 LAUNCH Time to execute everything as planned 55

56 PREPARATION (1 month in advance) Checklist Update necessary links on registration page (reg button, activity guide) Have instructional documents for online registration readily available online + offline Prepare print materials, templates, social media posts & staff members/class instructors for launch day! 56

57 57 LAUNCH DAY WEBSITE

58 58 PRINT

59 59 SOCIAL MEDIA

60 Which marketing channel do consumers prefer receiving promotional material on? MARKETING 60

61 Schedule Recommendation: Date Purpose 5 Mins Before Launch Announce Launch Availability 1 week after Reminder to register for classes 3+ weeks after Promote specific programs that still have spaces 61

62 PROGRAM GUIDE Track Statistics Check statistics to get an understanding of what classes are getting a lot of an attention and which aren t Constantly post links to your online program guide using social networks 62

63 SOCIAL MEDIA Continue Posting Regularly Create posts highlighting activity categories Highlight individual programs News about specific programs Instructors and the classes they teach Facility improvements and new equipment ALWAYS INCLUDE DIRECT REGISTRATION LINK! 63

64 IN-PERSON Do everything the same as pre-launch Encourage all program instructors or event hosts to make announcements before and after programs/events about registration Reminders at the front desk after every conversation Arrange volunteers to hand out flyers at the entrance/exit of your facilities Include on TV screens (if applicable) Make it impossible for people NOT to see or hear about program registration 64

65 65 LAUNCH WRAP UP

66 Do everything the same as your pre-launch but switch the focus from pre-launch To Launch! - Make required modifications to website - Update print material in facilities and flyers that you hand out - Make consistent posts on social channels - Send right before launch and 1 week after launch - Continue pushing online activity guide + monitoring clicks 66

67 POST-LAUNCH It s not over yet! 67

68 68 ANALYZE

69 STATISTICS Collect all the information you can! Analyzing statistics will help you: Measure the success of your launch Create benchmarks/goals for future seasons Determine which programs need improvement Identify reasons behind the success/failure of a program Take initiatives to improve future program launches 69

70 STATISTICS Collect all the information you can! Information is available to you through many sources: Check clickthroughs during pre-launch and launch stage Track sources Track registration totals through registration reports Surveys ( 70

71 71 THANK YOU FOR YOUR TIME!

72 ONLINE SERVICES TEAM We re here to help! The Online Services Team is dedicated to helping you fill your classes and increase your revenue using the latest marketing best practices for Parks & Recreation Organizations. This is a free service available to all Hosted Class users and ACTIVE Net users. This complimentary service includes: 1 on 1 consultations Website reviews Free marketing materials campaign planning & more Contact OnlineServicesTeam@ACTIVE Network.com and book your meeting today! 72

73 I m here for the remainder of the conference If you would like to discuss or review any of your strategies in-person 73

74 74 QUESTIONS

75 75 THANK YOU!