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Parks & Rec Business
| Catching The Public In Your Web Marketing that makes dollars and sense By Pam Kutsick The travel industry is a staggering $703 billion industry, according to Travel Industry Association (www.tia.org). Although there are different facets of the business, the adventure travel category stands out. Half of U.S. adults taking vacations seek the adventure vacation, including mountain biking, hiking, white-water rafting and the number one activity in America--camping. Included in those trips were 87 million visits to national or state parks. People love to travel and a huge market exists, but not without competition from the private sector. With tight budgets, it is more important than ever that parks use cost-effective methods to introduce people to their facilities, publicize events, and take reservations. One of the biggest changes in the travel industry is how people make their plans; today the Internet has become the number one travel agent for more than 63.8 million people. A strong Web presence is essential to compete in today’s travel business. A Growing Marketing Tool Just as a spider spins a web to catch its next meal, marketing directors for parks and recreation centers are using a Web site to snag the public’s attention. Today, over 343 million people use the Internet, according to Internet World Stats (www.internetworldstats.com). Web sites also can be a cost-effective way to promote events, provide information to the general public, answer questions, and conduct commerce. However, with the proliferation of Web sites, making yours stand out can be challenging. A recent search on Google using the terms “parks and recreation centers” referenced over 4 million sites! In a subject that vast, how can you create a site that catches people’s attention? By following a few design rules, your Web site will become an effective, productive, 24--hour-a-day employee. Building Your Web Many park systems and state tourism offices are choosing off-site professional Web designers to overcome the challenge of keeping costs down. In order for a Web site to be an effective marketing tool, making it user-friendly must be a priority. Research shows the average person considers a site friendly and easy-to-use when the following principles are incorporated: • The site loads in ten seconds or less. • Pages and tool bars are easy to navigate. • Plenty of links are provided, including a home page link on the content pages. • The provided links are reliable. • A site map is available for the user to pick a destination easily. • The site is compatible with as many browsers as possible. The site also must serve your organization’s needs with easy-to-use updating tools, enhanced tracking reports, multimedia advertising campaign integration and search engine optimizing. First, take some time to figure out the site’s job description; it can be so much more than a 24-hour liaison between your staff and the public. Many design companies combine traditional media advertising campaigns with Web sites to create coordinated online and offline branding and promotions. This approach allows for faster tracking of ad campaigns so marketing dollars can be used more effectively. Not Just A Pretty Face Recently, Arkansas State Parks unveiled its new Web site (ArkansasStateParks.com). After months of research and working to define the goals of the Web site, the park district hired Aristotle Web Design Services. The district wanted the site to load quickly to the average computer, employ search engine optimizing techniques so it is easy to find, communicate information while maintaining easy navigation, provide a user-friendly format for park staff, and offer online reservations. In the end, it was all of that and more--the team at Aristotle created a site that not only informs the public, it provides for online commerce and merges online marketing with other forms of media. Through the enhanced reports feature, the site is able to provide information on results from advertising campaigns, allowing for adjustments so the district reaches its target market. Not only is it functional, it’s eye-catching. With breathtaking pictures that flow across the screen, easy-to-use features and the online reservation function, the district has created an engaging cyber introduction to the parks. Joe Jacobs, manager of Marketing & Revenue, wanted the Web site to introduce people to all the parks have to offer. The new site is an exquisite invitation to drop by and enjoy the wonderful parks of Arkansas. With over 50 state parks, getting information out on events, facilities, accommodations, etc. can be costly. Fortunately, the park system was able to share marketing dollars with the state tourism bureau, which also helped defray the costs associated with the upgrade. Another big plus is that site integrates all marketing into one program, thus eliminating the task of pulling results and information from multiple sources. With better tracking, easier updating, search-engine optimizing and an interactive site for the public, it was a cost-effective move. A Holistic Approach To Marketing Tourism can be a competitive business. Acknowledging that the district is in the tourism business, the Arkansas State Park District is working hard to gain market share. Two-thirds of the public will turn to the Internet to research vacation spots, plan an outing, or view facilities. Just the online reservation segment of the Arkansas State Parks has grown impressively from about 500 online reservations the first year to over 8,000 currently. Driving public tourist dollars to your facility does not just stop at Web site design; by approaching media and Web marketing with a holistic approach, you can create a brand for your facilities. According to research, branding provides a distinct identity, creating value in the eyes of consumers. By employing a Web site designer like Aristotle Web Design Services, which also provides multiple media advertising, it is easy to integrate various media and e-mail campaigns with your Web site, thus fashioning a recognizable brand for your agency. Pam Kutsick is a freelance writer and contributor to Parks & Rec Business magazine. She can be reached via e-mail at pkutisck@zoominternet.net |
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