MARKETING PLAN
City of Beaver Dam Community Activities & Services
MARKETING PLAN as of 02/26/15 This department plans recreation programs, activities and events for residents in the City of Beaver Dam. Department responsibilities include: Manage and maintain full time, multi-purpose Senior Center Rental of City-owned facilities, park shelters and equipment Manage and staff Swan Wading Pool and Crystal Lake Beach Recreation activities for community residents of all ages planned on a seasonal basis Special Events: Cabin Fever Fest, Fish & Fun, National Park & Recreation Month, Cardboard Boat Races at Lake Days, Frightening Friday and others as appropriate or in collaboration with other community groups Adult Sport Leagues: Softball and Volleyball Schedule summer concerts in Swan Park Hire and schedule Building Supervisors for warming houses at Crystal Lake and Tahoe Park Hire and schedule Building/Party Supervisors for Crystal Lake and Senior Center Administrative support for Parks Support park development and fund raising projects for the City as appropriate There are 16,192 residents in the city. Data on the population breakdown, economic factors and numbers in the surrounding areas are supplied from local census information. Recreation programs most typically have a fee; non-residents pay 1 ½% of that fee. Participation at the Senior Center is open to city residents, age 50 & over, at no charge. The current fee for non-residents at the Senior Center is $10.00 annually and is set up under the Senior Center By-Laws. Program and activity fees at the Center are the same for all participants. Mission Statement The Beaver Dam Community Activities & Services Department is committed to enhancing the quality of life for residents of the Beaver Dam area through development and promotion of recreation and enrichment opportunities, providing support to and encouraging use of community parks and facilities. Senior Center Mission Statement The Center promotes social, educational, leadership, recreational and volunteer opportunities for persons age 50 & over; serving as a community resource on aging. Tag Line Stationery includes the tag line at the bottom of the page “Your Partner For A Lifetime”. This wording is also used on other materials. Goals The goal of the department is to serve as much of the population, as possible, with respect for taxpayer contributions, while maintaining a broad base of activities and excellent customer service. Collaboration with the community is encouraged and department participation is offered as a possible resource. The Marketing Plan for the Senior Center is designed to increase participation, support and revenue in activities and services. It is developed and managed by the Department Administrator, with assistance from Page 1 of 2
the Steering Committee and Program Committee in accordance with budget allowances. Staff assists with development of marketing tools and promotional pieces. Print Media This is the primary source for local information. A variety of tools are used by the department: Brochures Newspaper – News Releases and Weekly Columns Newsletter – Community Center Courier Recreation Guides Flyers/Posters Advertising Postcards Annual Report Local Magazines – LocaLeben & Inspire, etc. Radio WBEV/WXRO has a strong presence in the community. Other local stations are used where applicable. Radio is used to supplement print media and to make announcements requiring immediate release. Community Comment on WBEV provides a program format to share information with the community. Cable Television The department utilizes the service provided to the city by the local cable company to provide listings of programs/activities/special events. Electronic & Social Media The City maintains a website used by each department. Email is used to communicate with participants. The department maintains a Facebook page. Any Blog development will be supported by the Administrator. Signage Currently the department is located in the Senior Center building; the signs now say “Senior Center/Recreation”. Personal Contacts Email, fax, voicemail replies; responses are done in a professional and timely manner identifying the department. Other Promotional items, parade floats, speaking opportunities, display booths at shows/fairs and other, as designated by the Administrator.
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MARKETING PLAN as of 02/26/15 This department plans recreation programs, activities and events for residents in the City of Beaver Dam. Department responsibilities include: Manage and maintain full time, multi-purpose Senior Center Rental of City-owned facilities, park shelters and equipment Manage and staff Swan Wading Pool and Crystal Lake Beach Recreation activities for community residents of all ages planned on a seasonal basis Special Events: Cabin Fever Fest, Fish & Fun, National Park & Recreation Month, Cardboard Boat Races at Lake Days, Frightening Friday and others as appropriate or in collaboration with other community groups Adult Sport Leagues: Softball and Volleyball Schedule summer concerts in Swan Park Hire and schedule Building Supervisors for warming houses at Crystal Lake and Tahoe Park Hire and schedule Building/Party Supervisors for Crystal Lake and Senior Center Administrative support for Parks Support park development and fund raising projects for the City as appropriate There are 16,192 residents in the city. Data on the population breakdown, economic factors and numbers in the surrounding areas are supplied from local census information. Recreation programs most typically have a fee; non-residents pay 1 ½% of that fee. Participation at the Senior Center is open to city residents, age 50 & over, at no charge. The current fee for non-residents at the Senior Center is $10.00 annually and is set up under the Senior Center By-Laws. Program and activity fees at the Center are the same for all participants. Mission Statement The Beaver Dam Community Activities & Services Department is committed to enhancing the quality of life for residents of the Beaver Dam area through development and promotion of recreation and enrichment opportunities, providing support to and encouraging use of community parks and facilities. Senior Center Mission Statement The Center promotes social, educational, leadership, recreational and volunteer opportunities for persons age 50 & over; serving as a community resource on aging. Tag Line Stationery includes the tag line at the bottom of the page “Your Partner For A Lifetime”. This wording is also used on other materials. Goals The goal of the department is to serve as much of the population, as possible, with respect for taxpayer contributions, while maintaining a broad base of activities and excellent customer service. Collaboration with the community is encouraged and department participation is offered as a possible resource. The Marketing Plan for the Senior Center is designed to increase participation, support and revenue in activities and services. It is developed and managed by the Department Administrator, with assistance from Page 1 of 2
the Steering Committee and Program Committee in accordance with budget allowances. Staff assists with development of marketing tools and promotional pieces. Print Media This is the primary source for local information. A variety of tools are used by the department: Brochures Newspaper – News Releases and Weekly Columns Newsletter – Community Center Courier Recreation Guides Flyers/Posters Advertising Postcards Annual Report Local Magazines – LocaLeben & Inspire, etc. Radio WBEV/WXRO has a strong presence in the community. Other local stations are used where applicable. Radio is used to supplement print media and to make announcements requiring immediate release. Community Comment on WBEV provides a program format to share information with the community. Cable Television The department utilizes the service provided to the city by the local cable company to provide listings of programs/activities/special events. Electronic & Social Media The City maintains a website used by each department. Email is used to communicate with participants. The department maintains a Facebook page. Any Blog development will be supported by the Administrator. Signage Currently the department is located in the Senior Center building; the signs now say “Senior Center/Recreation”. Personal Contacts Email, fax, voicemail replies; responses are done in a professional and timely manner identifying the department. Other Promotional items, parade floats, speaking opportunities, display booths at shows/fairs and other, as designated by the Administrator.
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