Portland Parks & Recreation Digital Communications Plan: First Person

Testimonials & User Generated ContentUniversity of Oregon SOJC Strategic Communications

March 18 2015 Karl Dawson

Niche Marketing & Trusted Source

Communication & Research

How to reach customers

Niche Marketing Touchpoints Trusted Source

Word of mouth, part of the marketing mix.

Connectors

Connectors

PP&R Has A very important mission: To get Portlanders to Play

Why?

PP&R Has A very important mission: To get Portlanders to Play

Why?

Advertising

Find New CustomersImprove Product Improve Customer Service (reduce cost)Increase RevenueIncrease Customer Loyalty Increase: Time, Money, Skills, and LoveBrand ambassadors

Communication

Find New CustomersImprove Product Improve Customer Service (reduce cost)Increase RevenueIncrease Customer Loyalty Increase: Time, Money, Skills, and LoveBrand ambassadors

Communication

Who do you

trust,

friends or

experts?

SENDER(expert) MESSAGE

MESSAGE

MESSAGE

RECEIVER(friend)

MESSAGE

CommunicationRECEIVER

(friend)

PP&R Has A very important mission/product

Reach Customers where tthey are at

Reach Customers where tthey are at

Research

Community

Justin Watts post870 Likes after 3 days

@oregonexplored repost of Justin Watts post

5,565 Likes after 9 hours

How can PP&R

encourage posts?

How can PP&R

encourage posts?

Optimize Customer Posts

No one is occupying this

space

Customers will seed our your product if you have it available to them.

Places to take photos of Fog and Mt hood?

Niche marketing

I thought I might be rewarded at #pittockmansion this morning and I was right. iPhone photos cannot do justice to the beauty. #abovetheclouds #fog #parkranger #portlandparks #pdxparks #portland #pdx #oregon #pnw #pacnw #portlandnw #cascadia #mthood #clouds #nofilter

Thank you