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DEPARTMENT / DIVISION FUND
PARKS & RECREATION – MARKETING AQUATIC PARK
PROGRAM NAME
MARKETING
DESCRIPTION / MISSION
The Marketing Division of NRH2O Family Water Park coordinates all advertising, public relations and marketing initiatives.
Through creative special events, promotions, advertisements, special interest articles, publications and social media, this division
promotes the safe and fun atmosphere that has made NRH2O the Metroplex’s family water park. This division plays a vital role in
servicing NRH2O’s guests and is the external “voice” of NRH2O.
GOALS
• To successfully utilize all viable media and advertising outlets to effectively reach NRH2O's target market. (Financial Stability)
• To continue to establish and maintain effective partnerships with local and national family-oriented attractions and businesses to
effectively cross promote both entities. (Preserve Positive City Image)
• To gain a better understanding of the individuals who make up NRH2O’s target market in order to continue to provide the best
services and market to the appropriate audience. (Financial Stability)
• To continue to implement the updated brand image throughout the park and in advertising. (Preserve Positive City Image)

OBJECTIVES
• Develop an annual media plan to successfully reach NRH2O’s target market in a cost-effective manner.
• Continue to develop relationships within the business community and become involved in the community by attending/distributing
information at least six community events with the Marketing Street Team.
• Maintain park attendance at current levels or higher.
• Schedule six Dive-In Movies and three Fireworks Shows.
• Schedule and plan eight additional Special Events
• Continue to advertise and promote NRH2O through online and social media outlets, including, but not limited to Search Engine
Optimization, Facebook, Twitter, Instagram, and YouTube.
2016-17 2017-18 2018-19
PERFORMANCE MEASURES ACTUAL REVISED ESTIMATED
Goal: Financial Stability
# Of TV spots aired 740 943 943
# Of radio spots aired (paid units) 1,764 2,035 2,035
# Of print advertisements published 0 5 5
# Of out of home advertisements published (Digital OOH) 571,910 500,000 500,000
# Of guests based on staff estimates 202,515 220,000 220,000
# Of exposures for all TV spots aired 749,425 955,010 955,010
# Of exposures for all Radio spots aired 10,446,576 12,051,463 12,051,463
# Of exposures for all Print advertisements published 0 348,966 348,966
# Of exposures for all Out of Home advertisements published 23,160,170 20,248,089 20,248,089
# Of exposures for all Digital/Online impressions purchased 5,454,627 5,555,556 5,555,556
Amount of TV advertising costs $50,990.00 $65,000.00 $65,000.00
Amount of radio advertising costs $69,336.00 $80,000.00 $80,000.00
Amount of print advertising costs $0.00 $5,000.00 $5,000.00
Amount of out of home advertising costs (Digital OOH) $28,580.00 $25,000.00 $25,000.00
Amount of digital/online advertising costs $24,500.00 $25,000.00 $25,000.00
Cost per TV spot $68.91 $68.93 $68.93
Cost per radio spot $39.31 $39.31 $39.31
Cost per print advertisement $0.00 $1,000.00 $1,000.00
Cost per out of home advertisement published $0.05 $0.05 $0.05
Cost per guest based on major advertising vehicles $0.86 $0.91 $0.91
Attendance (Based on Staff Estimates) 202,515 220,000 220,000

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