Page 335 - NRH FY20 Approved Budget

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 levels in order to sustain park cost recovery efforts.
• 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.
2017-18 2018-19 2019-20
PERFORMANCE MEASURES ACTUAL REVISED ESTIMATED
Goal: Financial Stability
# Of TV spots aired 6,952 8,469 8,469
# Of radio spots aired (paid units) 787 940 940
# Of print/email advertisements published 3 5 5
# Of out of home advertisements published (Billboards) 234,134 300,000 300,000
# Of digital/online campaigns published 8 9 9
# Of social media campaigns published 117 146 146
# Of guests 184,064 210,000 210,000
# Of exposures for all TV spots aired 6,200,778 7,553,853 7,553,853
# Of exposures for all Radio spots aired 3,724,463 4,448,533 4,448,533
# Of exposures for all Print/Email advertisements published 12,047 20,078 20,078
# Of exposures for all Out of Home advertisements published 7,396,984 9,477,885 9,477,885
# Of exposures for all Digital/Online campaigns purchased 802,177 902,449 902,449
# Of exposures for all Social Media campaigns purchased 1,562,711 1,950,050 1,950,050
Amount of TV advertising costs $102,618.00 $125,000.00 $125,000.00
Amount of radio advertising costs $75,319.00 $90,000.00 $90,000.00
Amount of print/email advertising costs $1,350.00 $2,500.00 $2,500.00
Amount of out of home advertising costs (Digital OOH) $12,000.00 $15,000.00 $15,000.00
Amount of digital/online advertising costs $4,556.00 $5,000.00 $5,000.00
Amount of social media advertising costs $10,004.00 $12,500.00 $12,500.00
Cost per TV spot $14.76 $14.76 $14.76
Cost per radio spot $95.70 $95.74 $95.74
Cost per print/email advertisement $450.00 $450.00 $450.00
Cost per out of home advertisement published $0.05 $0.05 $0.05
Cost per digital/online campaign published $569.50 $555.56 $555.56
Cost per social media campaign published $85.50 $85.62 $85.62
Cost per guest based on major advertising vehicles $1.12 $1.19 $1.19

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