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<br /> <br /> <br />3-16 <br /> <br />Pleasanton Parks and Recreation Master Plan <br />Section Three – Recreation Programming Recommendations 2014 <br /> <br />6. Complete a comprehensive marketing plan that gives <br />consideration and identifies potential promotional strategies for <br />each of the following: <br /> Networking ‐ go where your market is <br /> Direct marketing ‐ sales letters, brochures, flyers <br /> Advertising ‐ print media, directories <br /> Training programs ‐ to increase awareness <br /> Write articles, give advice, become known as an expert <br /> Direct/personal selling <br /> Publicity/press releases <br /> Trade shows, health/wellness fairs and similar events <br /> Web site <br />7. Develop a social media marketing plan that includes web site <br />improvements and increased online visibility based on establishing a brand for the Community <br />Services Department through a variety of social media sites including: <br /> Facebook <br /> Twitter <br /> Blogs <br /> Events sites <br /> Video sites <br />8. To help offset the costs of printing the Activity Guide consideration should be given to selling <br />advertisement within each addition. A common approach is to sell the inside back cover to a <br />single vendor with similar values to the Community Services Department <br />9. Evaluate the opportunities to raise construction and on‐going maintenance funds by the <br />establishment of a park/park amenity naming program. The focus could be the naming of <br />individual facilities “purchased” by local business organization with the funds going into a <br />dedicated fund <br />10. Consider target marketing based on customer’s profile and data base information participation. <br />11. Market recreation as essential to healthy lifestyles for all ages and educate consumers about <br />disease prevention and wellness programs accessible to them <br />12. Utilize the California Parks and Recreation Society VIP Principles in marketing programs e.g. <br />sports and fitness programs to promote health and wellness <br />13. Continue with the use of the CPRS “Parks Make Life Better” brand within marketing and <br />promotion materials <br /> <br /> <br /> <br />63% of Pleasanton  <br />residents stated they had  <br />participated at least once  <br />in a recreation program  <br />over the past year, much  <br />higher than the median  <br />50% reported in recent  <br />surveys of 22 other  <br />California communities  <br /> <br />Pleasanton Resident Survey <br />December 2012