Loading...
PRHSPSC PKT 01-13-2009 Addendumoccgtmi C FEDERAL WAY COMMUNITY CENTER STRATEGIC COMMUNICATIONS PLAN Presented to the City of Federal Way Federal Way, Washington NOVEMBER 20, 2008 FEDERAL WAY COMMUNITY CENTER STRATEGIC COMMUNICATIONS PLAN Introduction In June 2008, Cipalla Communications, Inc. was asked to develop a communications and marketing plan with recommendations for the Federal Way Community Center. The Community Center, a 72,000 -square -foot building combining fitness and recreational facilities with community services, classes and rentals, opened in April 2007. During its first year of operation, the Community Center recorded about 300,000 visits, primarily from Federal Way residents or those working within city limits. Although the overall attendance was good and most visitors to the Community Center ranked the building and its offerings as excellent, first-year revenue and attendance fell below city expectations. The communications plan is designed to assist the Federal Way Community Center (FWCC) in developing a strong, effective and consistent communications strategy that integrates its print, broadcast and interactive media. The value of strategic communications is that they target key audiences with relevant messages — ones that resonate with audiences and motivate them to act. This targeted communications strategy enhances outreach, increases exposure, improves efficiency and contains costs. A cohesive communications and marketing plan will enhance the Community Center's profile and provide direction to its outreach efforts. Our goal was to develop strategic communications that capture the Center's mission and resonate with key audiences critical to the Center's fiscal health. These communications will support the City's goals to increase pass sales, drop-in use and event rental. This communications plan makes recommendations based on an assessment of existing communication vehicles, financial reports and other research shared with us, and ongoing communications with City staff. Our recommendations are designed to better integrate, expand and target communications within the scope of the organization's resources. Included with our recommendations are an implementation budget and schedule to demonstrate that our communications blueprint is realistic and achievable. ENHANCING BUSINESS IMPACT During the "discovery phase" of this project, we read that newspaper accounts reported that the Community Center fell short of attaining its income projections during its first year of operation. However, after the first-year operational analysis was completed, staff found that these original projections may have been unrealistic, given the building's physical capabilities and current staffing levels. The Community Center staff shared with us their key business objectives for the second year of operation: 1. The Community Center wants to sell more passes. Target- revenue increase of 10 to 15 percent. 2. The Community Center wants to increase daily admission sales. Target.• revenue increase of 20 percent. Federal Way Community Center Strategic Communications Plan —2 3. The Community Center wants to increase building rentals, particularly for high-end special events, such as weddings, auctions and corporate functions, which generate more revenue. Target: revenue increase of 15 percent. The recommendations that follow were developed to help the City reach these business objectives. All communications coming from the Community Center, regardless of how small, reflect on the quality of the facility and, by implication, the City of Federal Way. If the communications fall short, they will impact the ability of the City to attract new members and encourage facility rentals, areas that are critical to reaching and maintaining fiscal health. This report is divided into the following sections: Part I: Research and Rationale • Report methodology • Key audiences and messaging • Identity development Part II: Key strategic priorities Part III: Recommendations Part IV: Metrics Part V: Implementation schedule, milestones and budget Part VI: Appendices • Appendix A: Communication audit overview ■ Appendix B: Key messages Federal Way Community Center Strategic Communications Plan PART I: RESEARCH AND RATIONALE METHODOLOGY Our methodology consisted of reviewing communication materials written, produced and distributed by the Federal Way Community Center since it opened in April 2007 and assessing their impact in terms of strategy, branding and messaging as well as visual and editorial content. Our findings were included in an audit report presented to the City in July 2008. A 2 -page overview from our communication audit is included in the appendices (Appendix A). In numerous meetings with FWCC staff, we next worked to identify key audiences and develop messages for each audience — a critical step in developing an organization's communication strategy. Communicating with key audiences in ways that are meaningful, direct and personal helps ensure that a message will ring true. This increases the chances that your message will resonate, be retained and acted upon. A WORD ABOUT COMMUNICATIONS Communications do not exist in a vacuum. To be effective, communications need to have a consistent look and feel, a clear message that focuses on the target audience, and be delivered in a timely and effective way. Consistency. An over -arching rule for effective communications is consistency in terms of look and feel — or branding. Communications that consistently apply the same graphic standards (typography, colors and logo applications) and use a uniform design approach are successful in gaining recognition, audience share and credibility. Focus. Once the look and feel of your communications have been created and standards are applied to guide their development, it's critical that communications be targeted — that is, the communication and its message matches the audience. Relevant communications result in more positive actions and outcomes. Delivery. The vehicle to reach your audience is just as important as the message and the look of the communication. Whether it's outdoor signage, coupon stuffers or Web content, the vehicle must be evaluated in terms of how directly and quickly it will reach the target audience. We encourage the FWCC staff to explore some new distribution options, some of which are discussed in the recommendations that follow. KEY AUDIENCES Working with the City's communications and government affairs director, key managers from the Parks, Recreation and Cultural Services Department, and Community Center staff members, we identified and refined four key audiences. These are categories of individuals that the Community Center wants to inform, educate and motivate to participate in FWCC programs and services. The key audiences are: Pass Holders and Drop -ins • Prospective pass -holders • Current pass -holders • Drop -ins who are not prospective pass -holders Federal Way Community Center Strategic Communications Plan Rental Audience • Family and special occasion rentals • Corporate rentals • Community rentals • Athletic rentals Community Center Patrons — Prospective • Teens, adults or seniors who use the no -fee side of the Community Center The Media • Federal Way and regional print, broadcast and Web -based are the primary media markets. KEY MESSAGES After identifying key audiences, we next developed a set of key messages for each audience. These were vetted through staff meetings. The key -message platform (Appendix B) is a tool to help frame future communications so that they resonate with target audiences, capture their interest and spark action. Why key messages are important Key messages communicate an organization's relevance to a specific audience. For messages to cut through the clutter and connect with a target audience, they must be clear, memorable and meaningful. The Community Center's key message platform provides an inventory of relevant messages targeted to each audience that was identified as critical to the organization's success. How to apply key messages To make the best use of key messages, refer to them when planning a presentation, promotion or other communications. The messages can be used as a lead sentence, as a "call out" in copy, as a banner on a Web site, or re-concepted as a headline in a newsletter or direct mail. Key messages work in much the same way as graphic standards. They streamline communication development, create consistency in copy tone and give your communications strategic value. Over time, the consistent and frequent use of these messages with specific audiences will enhance credibility and strengthen the organization's relationship with these important groups. Federal Way Community Center Strategic Communications Plan IDENTITY DEVELOPMENT — "WHO WE ARE AND HOW WE SAY WHO WE ARE "' Identity development or branding accomplishes a very simple objective: to quickly communicate who you are to the people you want to reach. A brand is made up of two parts: the personality (who we are) and the voice (how we say who we are). These are brand attributes. Once an organization identifies its brand attributes, the next step is to translate them into a compelling and memorable graphic symbol or logo. The brand is extended when the logo is applied, in a consistent and effective way, to every communication. Graphic standards written in plain English with easy -to -follow instructions ensure a consistent brand application with designated colors, typefaces and formats. Using these standards, the logo is applied to business cards, brochures, posters, advertising, rack cards, Web site banners, vehicle signage and apparel. The consistent application of a strong and memorable logo helps ensure that your organization is remembered and respected. Over time, the brand and the organization accrue equity in the form of enhanced credibility and recognition. A positioning line, or tagline, further extends the brand recognition by capturing the vision, key message or distinguishing attribute of the organization in a few succinct and compelling words. Federal Way Community Center logo and positioning line The effort to create a logo for the Federal Way Community Center began in fall 2008. It is expected to debut in early 2009. The new logo includes elements of the City of Federal Way brand, such as the "wave," and a new positioning line was created — It all happens here. The customized "i" in the word "community" communicates the importance of the individual in relationship to the Community Center, and the wave can be viewed as a road leading to the Center's door, reinforcing the facility's goal to become the heart of the community. The tagline reflects some of the key attributes of the Community Center: An active, dynamic place where people gather and connect with their neighbors in a safe, central and authentic environment. The word "all" signifies the wide range of activities offered by the Center, and the sentence structure itself reinforces and reflects the City's tagline (Its all nrithin reach. Federal Way Community Center Strategic Communications Plan PART II: KEY STRATEGIC PRIORITIES We have identified the following strategic priorities that we believe are central to the marketing success of the Federal Way Community Center. • Expand relationships with existing pass -holders and regular drop -ins to maximize long- term customer loyalty and encourage renewals and pass -holder conversion. • Build brand (new logo and tagline) recognition so that it stimulates new passholders and increased rentals. • Link, standardize and integrate communications to create awareness of, and cross - promote, the Center's diverse programs and activities — and its role in the community. • Develop new initiatives that help educate and engage the pass -holder and drop-in audiences, and use these activities to "sell" diverse Center offerings. • Enhance the Community Center's Web pages — as part of an overall effort to upgrade the City's Web site — so that key audiences can find the information they need to participate in Center activities, build relationships and improve their health and fitness. • Maintain an ongoing dialogue with area residents and businesses about the value, quality programming and accessibility of the Community Center through special events, campaigns and health -awareness programs. Federal Way Community Center Strategic Communications Plan PART III: RECOMMENDATIONS The following recommendations provide a road map to help the Federal Way Community Center develop a strong and effective communication strategy that integrates print and interactive media, as well as signage, in a consistent and meaningful way. Recommendation #1 Ensure consistent brand application. Consistently applied brand elements ensure audience identification. 1.1 — Graphic standards Graphic standards a simple and powerful tool — guide brand management, save staff time and conserve organizational resources. Graphic standards are a reference tool for communicators, graphic designers and production artists, allowing them to quickly apply a look and feel— consistent with the organizational brand — for all your communications. Consistently applied design elements ensure that your audience will quickly identify that the communication originates from your organization and enhance perceptions of professionalism and credibility. Graphic standards guiding the usage of the new Federal Way Community Center logo and tagline will be developed and included as part of a comprehensive graphic standards manual that is being developed on a separate track. The graphic standards, or style manual, will present the City's identity in a variety of applications, ensuring its consistent use across departments and programs. 1.2 — Visual library One of the most rewarding aspects of the work performed by the staff of the Federal Way Community Center is the positive impact it has on the lives of people and the community in which they live. The personal element is central to the work of this organization. A central library of images will reinforce the mission of the Community Center and will enhance brand recognition and emphasize the Community Center's chief benefit — improved social and physical well being. We recommend a portfolio of images be identified — either original photography or stock photographs when appropriate — that convey the personal or human element inherent in the various activities undertaken at the FWCC: sports, fitness, senior gatherings, teen activities, birthday and wedding celebrations, and business and family rentals. These signature photos can be used repeatedly in different and creative combinations on a variety of communications and on the Web pages to reinforce a distinctive look and feel for Community Center communications. Federal Way Community Center Strategic Communications Plan Recommendation #2 Develop direct-mail postcards; delete capabilities brochure. Targeted direct mail postcards can motivate and excite key rental audiences. The current capabilities brochure is outdated, and its distinctive design with tiered inserts is expensive to reprint. We recommend deleting the capabilities brochure and in its place, create direct-mail postcards targeted to appeal to distinct audiences important to the Center's revenue stream. The direct-mail pieces would be four-color and large -format (approximately 9" x 6" ). They can be mailed as part of a direct-mail appeal as well as handed out at important trade shows. They can also be part of a rental kit package (see Recommendation #6). A strong call to action can drive readers to the Web site to find photos and rate information. Our recommendation is to target two of the Community Center's higher -end rental audiences: weddings and business rentals. Although we know that City budgets are tight for the coming year, this action may pay for itself in the long run by generating additional rental income. A professionally produced direct-mail postcard focused on weddings can encourage wedding planners to consider the FWCC's contemporary, light -filled spaces and access to the outdoors. A second direct-mail piece targeted to business audiences can be used to attract luncheons, holiday parties, award dinners and other business-related events. Mid-sized businesses that might need a rental space for employee events, nonprofits looking for a fundraising space (i.e., to hold an auction), or professional organizations seeking a business lunch spot (i.e., Kiwanis) would be ideal audiences. In order to compete and attract attention, these communications need to be professionally written and designed with a strong focus on benefits. Recommendation #3 Standardize existing communications. Streamlined communications increase impact and conserve resources. FWCC currently produces a range of communications from flyers advertising special offerings to schedules and rate sheets. Although these communications provide important information, they appear to be written and designed from scratch each time, which consumes valuable staff time and budget. Streamlining and standardizing your communication materials by using templates, consistently applying the brand and other design elements, and integrating printed materials into the Web site, when possible, will provide staff and budget savings without diminishing usefulness and impact. Developing easy -to -read schedules, event flyers and other communications will also enhance credibility and improve member loyalty. All communications need to be proofed and edited for consistency in grammar and style, such as capitalizations and punctuation. Please refer to the communications audit for additional comments on specific communication pieces. Federal Way Community Center Strategic Communications Plan 3.1 — Facility schedule and rate -sheet handouts Schedule and rate information are some of the facility's most important and most frequently requested documents. These handouts should be created to reflect the quality of the facility and dedication of the instructors. Our recommendation is to design a template that will be used for all fitness areas (pool, fitness, etc.). The handouts should incorporate the new facility logo and tagline. We recommend a color palette of four colors, one for each season, so staff and visitors can tell at a glance if they have the new schedule in hand. Paper stock in those colors can be purchased in advance for cost effectiveness. The current rate schedule is difficult to understand and cumbersome to use. We recommend streamlining rates to round out the figures and either use a figure with tax or without tax — do not use both. Round out the rates so they do not total an odd number as they currently do (i.e., $38.13 or $49.04). The rate schedule should have promotional introductory copy that highlights one of the premiere benefits of being a passholder — no joining or initiation fees. The introductory copy should also include a new streamlined format and clear definitions of terms and payment options. These are all selling points to promote the facility. We also recommend deleting the "nonresident -rates passes" column on the current rate sheet and simplifying the nonresident fee structure by adding a footnote that says something to the effect: "Nonresidents will be charged a slightly higher rate (or designated percentage more) than City of Federal Way residents." Because people who work in Federal Way receive the resident fee, you will need to define eligibility for resident fees, similar to the way "household" is defined. 3.2 Templates for coupons and passes Coupons and passes constitute a significant opportunity to build brand awareness and encourage people to participate in Center activities. They are also an important cross - promotional item for a facility that offers diverse activities. These materials should have a clearly stated offer and a consistent look and feel that immediately identifies them as a FWCC communication. The current size (6 1/2" x 2 7/8") seems to work well: It fits easily into a business envelope or rental kit and is convenient to grab a handful to hand out at events. Coupons and passes for 2009 need to be redesigned to incorporate the new logo and tagline. 3.3 Special event/programmatic flyers and quarterly flyers The flyers and mail -outs use different types of art, backgrounds and typefaces. Similar to coupons and passes, these communications should have a family look and feel. However, they need to remain flexible in terms of messaging and offerings. Federal Way Community Center Strategic Communications Plan Currently, the flyer size varies. The size should be standardized, signaling to the reader that this handout is about a time -specific special event or program offering. The size also needs to be distinguished from the smaller size used for coupons and passes. In addition to flyers, the Community Center communicates with certain audiences, such as seniors, on a regular basis about upcoming events using quarterly flyers — many of which are mailed out. We are assuming these audiences require printed materials because they may not have access, or be inclined, to use a computer to find information. For quarterly flyers for seniors (and other specific audiences), we recommend a set of pre- printed one-sided sheets — similar to the quarterly calendar developed for the City's Economic Development Department. One side of the sheet is blank and can be run through an office printer with up-to-date information when small quantities are needed or photocopied in large quantities for a wider distribution. The printed side can use photos from the Visual Library (see #1.2 above) reflecting appropriate Center activities and audiences — again reinforcing key messages and establishing a unified look and feel for Center communications. 3.4 Facility tour card that promotes recruitment One of the key objectives of this communications plan is to increase pass -holder numbers. To enhance user levels, it's critical that a fitness enthusiast or a "fragile egg" — those on the verge of participating in a fitness program — visiting the center for the first time experience a positive first impression. We recommend an expanded tour card that focuses on the Center's fitness capabilities and can also work as a self -guided tour when staff is not available. It should be well designed with an attractive illustrated map of the Center — a communication a visitor will want to keep — and a specific call to action. Although it can have a few bullets to cross -sell other Center services such as rentals, its focus should be on fitness and the benefits of being a passholder. Key benefits should be clearly and prominently highlighted. The rate sheet would work as a companion piece to the tour card so that someone who visits the center can walk away with all the information he or she needs to make a membership decision. 3.5 Rack cards At present, the rack cards are serving multiple purposes. They have schedule information, they advertise programs and they encourage rentals. One included a 2008 calendar on the reverse side. We recommend an activity and audience -focused approach with four versions focusing key activities and key audiences important to the Center. Our recommendations are: ■ Swimming ■ Fitness and recreation (can include the climbing wall, gym and jogging track) • Teens ■ Seniors Federal Way Community Center Strategic Communications Pian Rack cards that focus on audiences and activities increase the likelihood that people will pick them up and keep them because the information is relevant to what they need to know and want to do. Photography and text would focus on the specific activity or audience and integrate, visually and editorially, the new logo and tagline. 3.6 Boilerplate description of the Community Center A boilerplate is text that can be reused in new contexts without being changed much from the original. The rationale is that the more often you repeat information, the more you increase your chances that it will be heard and remembered. A boilerplate can be used in a program catalog, in a news release about the Community Center or in a presentation made by FWCC staff at a conference or trade show. Boilerplate language that is succinct and well-written should be created, and used often and consistently from communication to communication. This saves stafftime time and ensures consistent and correct messaging. Recommendation #4 Keep advertising targeted and specific. Effective advertising can build awareness and understanding of the Center's mission. Advertising is expensive, hard to measure and ineffective unless it's strategic, targeted and specific. Advertising involves purchased media. It does not include free placements, such as calendar listings or media coverage. In order to conserve advertising dollars and increase effectiveness with timely placements, it's critical to take time each year to create an advertising plan. An advertising plan usually includes the following elements: • Media outlets (newspapers, magazines, etc.), which lists all of the media in which advertising will be placed. • Advertising goals, which explains why and how this plan meets these goals. • Audience, which looks closely at your target audience by demographics or lifestyle. Ad kits offered by newspapers and magazines will contain this information, and it's usually available online, as well. It's important that advertising outlets match the audiences you are trying to reach. • Strategy statement, which will guide your media buys. • Budget and calendar, which outlines what money is to be spent where, and when. Make sure you know the ad placement dates and allow enough time to design and create the ad to ensure the placement deadline is met. Because the Community Center is using other vehicles — rack cards, flyers, etc. — to advertise program offerings, we recommend that purchased media focus on: 1. Awareness building 2. Special offers 3. Citywide celebrations/events 4. Rentals Federal Way Community Center Strategic Communications Plan Creating ad templates that can be updated with photos and new copy will save budget and staff time. 1. Awareness building. This type of advertising is designed to build awareness about the Community Center, its location, offerings and mission. This type of advertising should have a specific message and be scheduled at specific intervals. 2. Special offers. To increase pass -holder numbers, it's important to advertise promotions that would attract community members to use the Center for the first time — these are Federal Way residents who may not see other marketing materials available to people who visit the Center on a regular basis. These ads should have a clearly defined offer, such as three free visits or a T-shirt or hat (designed with the new Center logo) when signing up to be an annual pass -holder. (To ensure that promotional items help build awareness, consider items that can be worn or seen outside the building, such as ball caps or bumper stickers.) 3. Citywide celebrations. The central role the Community Center plays in the life of Federal Way residents is an important part of its mission. Ads related to citywide events sponsored or held on Community Center property not only pull people into the event, but they also reinforce this important mission. 4. Rentals. We believe the Center can benefit from advertising the availability of its rental space. Rental ads must be audience -.specific, both in terms of content and placement. For example, an ad to encourage rentals for business luncheons or employee events will vary greatly in content and tone from an ad focused on marketing the Center as a wedding/reception site. In a like manner, reaching a business audience might involve taking out a relatively inexpensive ad in a company newsletter or trade publication, whereas reaching a bridal audience might involve a more expensive media buy in a magazine such as Seattle Bride. Recommendation #5 Develop a folder for greater marketing and media impact. A well-designed folder has great flexibility and can communicate key messages. A fully branded folder that reflects the Center's new identity can make a strong and positive first impression. The folder can be used for all types of event rentals, from family birthdays to weddings to corporate luncheons. An over -arching message or mission statement can be printed on the folder pockets or cover, without dating the folder. A folder has tremendous longevity and inserts can be easily customized for rental outreach, media materials, state legislators, VIP visitors and professional colleagues. Individuals considering a rental — a key source of revenue — will feel as though they are getting a customized package that reflects the specific requirements of their event, and not a generic overview of the Center's capabilities. Recommendation #6 Strengthen rental -market outreach communications. Targeted and well-designed rental materials give you a competitive edge. Federal Way Community Center Strategic Communications Plan The Community Center is competing with numerous rental facilities in the region — from hotel space to church halls. What sets the Center apart is that it's a new venue that offers additional attractions — such as the swimming pool, climbing wall or gym — all housed in a light -filled and contemporary building. It is unlikely that the Community Center will be able to compete with higher -market private venues, such as country clubs, for certain types of events. However; the rental space at the Community Center is modern and beautifully situated against a wooded backdrop. In good weather, its access to the outdoors can be a huge draw. Additionally, City ownership enhances confidence that the venue is safe, secure and well-managed. To attract renters in this competitive market, your communication materials need to be professionally written and designed with a strong marketing message and crafted in a warm and inviting tone. These materials present a valuable opportunity to highlight your facility and the professional way you work with your rental audience. The potential for word-of-mouth recommendations — from colleagues or friends and families — can be significant in helping to build this market. (Creating ads to market building rentals was discussed in a preceding recommendation.) 6.1 Rental kit inserts One way to differentiate the Community Center from the competition is to develop and design materials that highlight its setting, quality of the facility and high level of professionalism offered by facility staff. Kit materials should include professional photography of key events — weddings, birthdays and family celebrations — and be written in a warm and friendly tone so that potential event renters feel as though their event can truly achieve a "once-in-a-lifetime" status. This is particularly critical for certain types of events, such as weddings and anniversaries. We recommend developing a standard cover letter with key attributes that can be customized and included in each rental kit in response to an inquiry. If the kit goes out in response to an inquiry, the cover letter will be personalized. However, the same letter in a non -customized version can be used as part of a generic rental kit for individuals who drop in and ask for information. Additional kit materials can include a contract, a list of "Do's and Don'ts" when planning your event at the FWCC, a helpful event checklist, testimonials, suggested activities, list of fees and contact information. Consider having some of these materials available in multiple languages to increase outreach to target audiences. These materials should be housed in the new Community Center folder for an attractive and clean presentation. The folder will provide a helpful organizational tool that the potential renter can use for his/her event — keeping the Center's message and services highly visible. You'll also want to develop a survey form to solicit feedback following each event. This is an excellent way of communicating with rental audiences, showing that you care about their opinion, and providing your staff with feedback to improve your rental program in the future. Federal Way Community Center Strategic Communications Plan Posting an electronic survey form on the rental Web pages should be incorporated into future plans. 6.2 Web site content for rentals In place of the capabilities brochure, which was the prime communication for rental audiences, we recommend that rental information which changes over time (i.e. rates and contract requirements) be housed, as downloads, on the Web site — along with high-quality photography of specific rental events. (Additional upgrades to the existing Web site are discussed in Recommendation #7.) This approach gives you greater reach and flexibility when updating information. Printed materials, such as the direct-mail postcard (discussed above) will provide a high-quality marketing piece highlighting benefits that can be used for an extended period of time for multiple purposes — hand-outs at trade shows, mail -outs and as a folder insert. The call -to -action on the direct-mail communication should drive prospective rental clients to the Web site to download specific information and view photographs with event set-ups. The rental information on the FWCC Web pages needs a complete redesign. One way to achieve this is to create a landing page that billboards facility rentals exclusively. (Currently, rentals are one of a list of items that viewers can access, along with pass -holder fees and general facility information.) Once at the landing page, potential renters can go to separate pages that correspond to their specific event — weddings, birthdays and family events, and business meetings and events. The landing page should include forceful marketing copy paired with a selection of high- quality event photos. Interested renters would click on an event category, where they can see additional event photos and can download information, such as event guidelines, blank contract, fee schedule and contact information. Creating an electronic space -available calendar will save staff time (i.e., fewer phone calls) and be a welcomed feature for prospective renters. Quality photography illustrates the potential of holding an event at the Community Center. Photos should exhibit several typical event set-ups — for example, a sit-down business luncheon with table and chairs in place, a wedding party exchanging vows outside, and a particularly colorful and nicely decorated child's birthday party. These should be photos of actual events, not stock photography. When taking photos at an event, remember to get written permission from the renters and a model -release form for any guest whose face might be recognizable in a photo. Secondary event activities, such as swimming pool, climbing pinnacle or gym rentals, should be described as Event Extras with clear and standardized costs. Each activity should be described in engaging and lively language — these pages need to be viewed as marketing materials and not information sheets. The goal is to inspire renters through content and photography so they will get excited and be inspired to act. Federal Way Community Center Strategic Communications Pian Recommendation #7 Updates to TV/Web media should focus on specific results. Integrating print communications with TV and Web will expand outreach efforts. We understand that the City of Federal Way is reviewing Web site content, organization, and other issues related to the City's Internet presence — along with an updated logo and announcement slides for FW TV. Because the Web site will be upgraded in the future, we recommend that the FWCC Web pages — at this time be clearly branded and easy to access. In addition to improving the FWCC rental pages, discussed above, we recommend some simple content and photography changes to add more punch to the page, until budget is available to upgrade the entire site. Downloads of all pertinent printed marketing materials should be available on the Web site. Updated Web content should billboard benefits to potential pass -holders as this is a primary audience for the Center and a source of important revenue. A redesigned section for rental audiences with more marketing -oriented content should be developed as soon as time and budget allow. All marketing materials should reference the Web page in their call -to -action, but — at this time — the Web page should be, seen as an "information source," not a key element of the Center's communications strategy. We recommend a new URL suffix that's easy to remember, spell and input on a keyboard and one that duplicates or ties into the new positioning line, for example: www.cityoffederalwav.com/itallhal2penshere Recommendation #8 Redesign Community Center pages within the Parks catalog. A redesign can focus attention on the offerings and programs of the FWCC. The quarterly Parks, Recreation & Cultural Services catalog lets residents know — all in one place — the courses, events and activities sponsored by the City. About 75 percent of the programs listed in the Parks catalog take place at the Community Center. In addition, three or four pages of special event ads and facility schedules related to the FWCC appear regularly in the first half of the catalog. To better highlight the Community Center pages, we recommend a banner across the top of the pages that billboards the section devoted to the FWCC. By standardizing and branding these pages, the offerings will be easily recognizable as Community Center offerings and will enhance public visibility of the Center's scope and depth of services. Using the new logo will also help increase brand awareness. The Group Fitness schedule needs to match the Pool format on the facing page, and we recommend that all competing fitness -program logos in the schedules be deleted. The Fitness program descriptions on the bottom half of the page should be edited for brevity and clarity. The cover of the catalog should be identified as a Parks publication and not as a Community Center publication, as it was in the Spring 2008 issue. Only the pages specific to the FWCC should be branded as such. Federal Way Community Center Strategic Communications Plan Recommendation #9 Designate dedicated marketing staff. Provide continuity with marketing materials by retaining professional staff. We understand that the FWCC has a 17-hour/week graphic designer on staff. Having access to an in-house designer will provide continuity in the way your marketing materials look and feel, ensure that your brand is used in a consistent way, increase efficiency and reduce costs. We also recommend, if budget allows, that the Community Center add a part-time marketing communications position. This individual would create the Center's advertising and media action plans, write marketing collateral, oversee design, and ensure that all visuals and copy work together to create high -impact communications that engage people and inspire them to act. This person would also coordinate communications with the City's communications and government affairs manager to ensure consistent and timely messaging. If budget does not allow for an additional staff person, we recommend that one staff person be identified as the marketing "go -to" person for the Community Center. This individual would oversee schedules and the hiring of consultants, as necessary, to complete the tasks at hand. Recommendation #10 Encourage inquiries with clear signage — inside and out. Appealing signage and welcome materials may translate to new pass -holders. At this time, it is hard for a drop-in visitor to know where the facility is located from the street because of lack of directional signage or where to get pass -holder information once inside the front door. The Community Center is situated back from the street near a green belt. It's an attractive setting but its lack of visibility from the street makes it hard for people to see it from the street. The newly installed reader board should bring some added visibility. Inside, the signage overhanging the front desk does not immediately indicate where to ask questions or get more information about being a pass -holder. As of summer 2008, the primary sign at the front desk said: "Pass Holder Check -In" — only helpful if you're a pass - holder. Better signage is needed when visitors enter the facility's front door. This may include a sign that indicates where a drop-in visitor can ask questions, or a lapel button worn by front -desk personnel that says, "Pass -holder questions? Ask me." The self -guided tour card and rate sheet, discussed above, would be the designated handouts for this "window." Additionally, an information kiosk — positioned within the front vestibule of the facility can provide detailed information about programs and services, and can be a source of information if staff are busy serving other members. It can be a rotating or stationery structure, created to house rack cards, and event and programmatic flyers. Federal Way Community Center Strategic Communications Pian The kiosk should clearly be identified as an information source for both current and prospective members. The information holders will keep materials neat and attractive. It is important that the kiosk be kept fully stocked with rack cards and flyers; an empty or messy kiosk sends a negative message to potential members. An information kiosk is no substitute for the human element, however. Duplicates of information materials should be kept at the front desk so they can be handed out when visitors request information. In addition, as programs and hours change from season to season, FWCC marketing person should alert front desk staff so they can remain up-to- date on facility offerings and provide accurate answers to visitor queries. One way that Federal Way can distinguish itself from its competitors is by its level of personal attention, professionalism and friendliness. The jogging track on the second floor provides a space that is underutilized in terms of communication and branding. Banners celebrating city events can be hung from the beams, and the wall space can be used for inspirational messages related to health and wellness. Recommendation #11 Collect current pass -holders' opinions and encourage renewals. Listening to pass -holders can hep determine trends and a course for the future. People like to be heard, so it's important to make a feedback mechanism available to your users. A short, easy -to -complete feedback card can be distributed with renewal forms for pass -holders or available at the facility. The business -reply, postage -free card will be addressed to the City, which can collect and compile the results. The results can be shared with the City Council and appropriate City staff and used to determine trends and set directions for future marketing efforts. The card should include a limited number of questions (4 or 5 at most) so it is easy to complete and return. Another way to reward your pass -holders is to make sure they are given special treatment, when possible. Consider sending them personalized letters when it is time for them to renew their memberships or special invitations to community events, such as the annual anniversary party held at the facility or another event sponsored by the Parks Department. This would involve keeping a separate database of pass -holders with alerts to the office when pass -holder memberships are about to expire. As mentioned earlier, including a free gift with an annual pass -holder renewal, such as a branded ball cap, can also encourage member loyalty. Recommendation #12 Build community within your community. Look for ways to shape your role as the `heart" of Federal Wray. Following our discussions with staff members and after reviewing reports and other materials generated during the Center's first year, it is clear that the City wants the Community Center to occupy a special place within the community, a place that welcomes all people of all ages. Federal Way Community Center Strategic Communications Plan The mission statement reinforces this goal: The Federal lay Community Center will foster recreation, health and enrichment opportunities that are inviting for all ages, abilities, and cultures. To achieve this, the building was designed with a no -fee wing that offers comfortable meeting rooms and free activities. There are financial incentives for low-income residents and a new cafe will open soon. We encourage creative ways to communicate with your audiences and build your stake in the community. Here are a few suggestions. Piggyback events to maximize budgets and staff time. In April 2008, the City celebrated the Center's first anniversary with a free public party. This is a great way to build awareness and increase pass -holders. We recommend this trend continues and that the Center host one free community -wide event each year. To maximize staff time and budgets, you can tie the event into an existing City event. For example, the FWCC can sponsor a BloomsDay swim meet or treasure hunt as part of the spring Buds & Blooms Festival. Or during the fall Women's Triathlon event, the staff can hold a fun run on the facility grounds. This piggy -backing of events allows the anchor -event planners to promote a fuller schedule of activities. The FWCC wins by receiving visibility in promotional materials. And overall, the City will be seen as a place where staff departments work together to provide fun, safe and enjoyable activities for both children and adults. Incorporate creative installations. In addition to the art installations inside and outside the facility, one of the most creative communication elements we observed in our visits to the. facility are the art tables found in the space outside the pool. We hope these tables will become part of the new cafe. We think that incorporating historical highlights and photographs into the tabletops is an excellent way to highlight "community" and educate visitors —young and old — in a fun way. In one of our meetings, the idea surfaced to install footprints or signposts with wellness messaging along the path (BPA Trail) from the bus stop. This is an innovative way to overcome what might be perceived as a "negative" — the Center is about 1/2 -mile from the nearest bus stop — as well as a fun way to encourage people to take public transportation and a great way to promote fitness. This approach might also garner some positive media coverage. Recommendation #13 Develop a yearlong wellness campaign to build credibility. Positioning your staff as experts enhances reputations and increases visibility. The Community Center staff is experienced, professional and rooted in the Federal Way community. They have a lot to offer in terms of building awareness and providing education about important health and wellness issues. We recommend that the staff develop a wellness calendar for the year that pairs each month with a specific health or wellness topic, using booths, workshops and other education activities to involve pass -holders and the general public. For example, one month could be devoted to blood pressure, providing the opportunity to be screened for high blood pressure. Federal Way Community Center Strategic Communications Plan A poster highlighting the theme of the month would be displayed at the FWCC, media interviews could be scheduled, and advertising developed that revolved around the month's theme. Events such as these provide an important opportunity to educate the public, cross -sell fitness programs (that, for example, help control blood pressure) and position the Center staff as knowledgeable sources of wellness and fitness information. They also provide an opportunity to partner with other city agencies and the media, and to more firmly root the Center in the lives of the community. In the future, these wellness materials and tips can be available as downloads on the Web site, providing cross -promotional opportunities to market rentals, events and other Center offerings. The long-term impact of this type of awareness -building and education demonstrates that the Community Center is more than a drop-in and fitness center as many community centers are perceived to be — but rather a source of helpful and healthful information, and a partner - for -life, with Federal Way residents. Recommendation #14 Cultivate new ways to market to area businesses and hotels. Corporate incentives will translate to more pass holders and facility rentals. We believe there are many opportunities for more strategic marketing efforts with the Federal Way business community. For example, Center staff could meet one-on-one with hotel concierges and managers to determine their interest in having special passes available for hotel guests, perhaps as part of a hotel package or special promotion. Real estate agents are an important, and often untapped, market. These individuals can promote the Community Center as one benefit for owning a home in Federal Way. Agents can be encouraged to include free or "two-fer" passes for new residents as part of the welcome kits often provided at closing. Center staff might want to host a special hospitality night for real estate agents, so they can tour the facility and become better acquainted with its offerings. This kind of special event can be expanded to include hotel managers and concierges, as well. Simple refreshments and a welcome by a City official will go a long way in making the evening memorable for these audiences. Mid- to large -size businesses might want to include information about the Community Center in a relocation kit or new -hire package they provide to new employees. Remember that acquainting businesses with your facility for one reason (i.e., selling memberships) will help you cross -promote it for another use, such as event rentals. Recommendation #15 Develop a media action plan. Targeted media strategies can cultivate strong, positive media relationships. Media outreach offers credible access to the largest number of people. Publicity can be print, broadcast or web -based and include news stories, feature articles, editorials, radio and television interviews, editorials and more. Federal Way Community Center Strategic Communications Plan A media action plan, and a designated in-house media contact, will provide a framework for telling your story to the media and allow you to be proactive in seeking media coverage. Positive media visibility will add credibility to your offerings and enhance your reputation, helping to recruit and retain members 15.1 Media kit and plan A media action plan, coordinated with the City's overall media outreach efforts, should include communication goals and objectives, key messages aimed at the media, a distribution schedule for press releases based on events and activities, media mailing lists and a media kit. Press kits are a basic staple of a successful media relations program. Kit materials should be reviewed at least twice a year and updated as needed. Your press kit can also be available as a download on the Community Center Web pages. A press kit for the Federal Way Community Center might include the following elements: 1. Presentation folder with logo (discussed above) 2. General news release – updated twice a year 3. Current issue of the Parks, Recreation & Cultural Services catalog 4. Current issue of Federal Way Focus newsletter 5. Contact information 6. Photography sheet with thumbnails/captions with photos available electronically 15.2 Designated press contact Identifying a designated staff person to work with the press enhances your ability to build relationships and credibility with the media. Make sure staff are informed about who the contact is in the event press calls are made to the front desk — and make sure these calls are forwarded promptly to the key contact person. Responsiveness is an important element in building positive press relationships. Federal Way Community Center Strategic Communications Plan PART IV: METRICS There are a number of ways that the Community Center can determine whether its communications and marketing efforts have been successful. Here are a few: Pass -holder survey We recommend an annual pass -holder survey specifically related to Community Center communications. The questions should be short and easy -to -complete — four or five questions maximum. The survey can be sent out via email after the first few months of an individual's membership or handed out at the Community Center or at special events and programs. If you are printing a survey card, it should be self-addressed and postage -free to encourage use. As a measurement tool, keep in mind that a 1 to 3 percent response rate is considered standard. Website use A counter on your website will help you determine how many "hits" come to the Web site. If possible, unique visitors, time spent on the site and return visits should also be tracked. How did you hear about us? New member applications, phone calls to the front desk, drop-in visitors and others should, when appropriate, be asked the question: How did you hear about us? A response form listing several options (Website, current member referral, newspaper ad, etc.) can be developed to easily and accurately'capture important tracking information. "Talk to us" cards It's important to encourage feedback from both pass -holders and drop -ins. It's a way to learn from your audience and let them know how much you value their patronage and their feedback. A simple card that can be dropped into a sealed box (for privacy) is a way for your users to provide suggestions and comments. Twice a month, FWCC staff can summarize and circulate these comments to staff so they can be addressed. Creating a way to communicate these changes, via a bulletin board in the entry way, for example, is a way to open up two-way communications with your members. Other performance measures Here are additional ways to measure the success of your communications: 1. Pass -holder figures ■ Number of new pass -holders ■ Number of pass -holders renewals 2. Number of inquiry calls received about membership 3. Number of tour cards distributed 4. Facility rentals statistics ■ Number of business -rental events ■ Number of family party rentals ■ Number of "high-end" rentals, such as weddings and auctions Federal Way Community Center Strategic Communications Plan PART V: SCHEDULES MILESTONES AND BUDGET The following pages include the implementation schedule, milestones and budget we have developed in order to successfully implement our marketing recommendations. The milestones cover 24 months, beginning with the first quarter of 2009 and continuing through 2010. The budget shows a breakdown for services keyed to each recommendation. We have included estimates for priority marketing materials, such as design templates, that consultants can develop and then hand off to in-house design staff. This will ensure correct and consistent brand application while providing the tools that Center staff need to develop future communications. Additional design and copywriting support is recommended for high -visibility pieces such as the FWCC folder. Most of these costs are one-time only costs designed to help ensure a unified approach that builds equity in the new identity (logo and tagline), supports marketing and revenue goals, and helps create memorable communications products. Given the tight marketing budget for fiscal year 2009, we have developed a two-tier approach to implementing these recommendations, establishing Priority and Secondary communications. Additional long-term recommendations included in this plan, but not listed below as Priority or Secondary, are bulleted under Milestones 2010. Priority marketing collateral — Q1 and Q2 2009: • Brand standards (under development — completion date 12/31/08) • Develop visual library • Review signage and identify improvements per the graphic standards • Advertising action plan/calendar • Presentation folder • Rental market communications, print and electronic (kit inserts and Web content) • Redesign of FWCC pages within the Parks brochure • Boilerplate description of the FWCC • Redesign of schedules and rate sheets (templates) • Self -guided tour card with illustrated facility map • Redesign of rack cards, passes, coupons and flyers (templates) Secondary marketing collateral — Q3 and Q4 2009: • Develop survey card for pass -holders • Implement signage improvements • Installation of an information kiosk • Direct-mail postcard for wedding and business rental market Federal Way Community Center Strategic Communications Pian PROTECT MILESTONES: FIRST TWO YEARS OF IMPLEMENTATION MILESTONES FOR 2009 • Hold employee orientation for Federal Way graphic standards • Write boilerplate Center description/mission and apply to Center communications • Catalog visual library for easy access • Designate existing staff member for marketing communications or hire marketing assistant • Review signage and kiosk design requirements and develop action plan • Develop measurement tools (metrics) so progress towards goals can be evaluated • Complete Community Center pages redesign within the Parks catalog • Complete redesign of rental market collateral (folder, inserts, rack card, direct mail/handout) • Complete fitness -related marketing collateral (schedules, rate sheet, tour card, rack cards) • Standardize event flyers and quarterly activity flyers • Standardize coupon and pass materials • Update content and visuals on the Web site • Create an advertising action plan/calendar and implement • Apply measurements tools to solicit feedback from pass -holders and make improvements • Create a media kit and draft a media action plan MILESTONES FOR 2010 • Implement signage recommendations inside and outside the Center • Install an information kiosk for all print information • Update and implement advertising action plan • Update content and visuals for facility Web site • Collect and collate feedback from measurement tools • Develop an event, installation or other innovative community -wide activity • Create your yearlong wellness campaign • Update media kit, media lists and develop the 2010 media action plan • Add to visual library at appropriate occasions Federal Way Community Center Strategic Communications Plan BUDGET The budget that follows includes estimates for the following services: • Creative — copywriting, design, project coordination, client consultation and conferencing • Printing — print services • Distribution —postage and mail house services The budget was developed in fall 2008 and reflects our best estimate for the services needed to implement these recommendations. To develop this budget, it was necessary to quantify certain variables that have not yet been established, such as print quantity, size of printed piece, paper stock, and so forth. Once a more detailed scope of work is identified, we will be able to further refine these budget figures. For recommendations that have no costs attached, we have assumed that the City of Federal Way will use existing staff and/or resources (i.e., in-house mailing lists) to undertake and complete the project. These projects have "City of Federal Way" listed in the column marked "Service." Many of these costs are one-time costs for design and copywriting. Once the initial copywriting and design have been completed, this collateral can be used for several years with minor editorial and design changes, such as updating photography. Printing costs will be incurred annually, however, and the City should project a S percent increase from 2009 to 2010 for printing services. Line items that are one-time costs are marked with an asterisk (*). Federal Way Community Center Strategic Communications Plan Federal Way Community Center Strategic Communications Pian •I ®.Grahic1/: Standards in G✓'117. '., .. x 3aad✓.ea< nG%aw<Ln<u ., 4 .^.afi; FxlweK w.., ...ozLivGE.i.�° �:.d _f xi2 �ltf§K�w$.Etn.iwrtdrnkW` a..a.& S$avaret w" �n+rz.:l ..ai...r a..a2::.% & ta; �. ky s. % 3� wN�?,Aa'Y wk�vAl�ist�Y`k'`fi5v `. k"+4&"Y%n_"r{�''+l E aa�"c'., *.:a&N S L G3 .,}'g3h'' j., �,n ✓ ',+Vr �." f 1,:1 'fiW'+�a` (2 direct-mail• 111MR "MIN Distribution � >mri ',ro 2en'i ,.,W' Schedule and rftS"a�z� > `o.m „.• 1 x d 'ti ',.SuAv,> u�m.<p Rate Sheets* :#..0 - �.%c, "'km��uaeb�w5,.3r�,r,t;t" +� U �''� .'Fzd 2 e"✓i_,.4.�Wa�Gw�&&�eY'a' Coupon and Creative Pass Templates* esm 'Y" .C".' ! G�k�":,�'�'Sa^Y ..�4. "?; c&'h �WS.me qT'�,�" � ✓' i ,.`mix �• 4V� i b.,k- t "Y�"'�' "'� 1 :+: °rT>�"` +.�e'9+P^� �*`� Facility Tour -Car Creative t Printing ' /1 3'' ufla,n �.� g3si✓.¢,E� Rack Cairds* ^%¢'����di6 �f�'.:ua �av%4tzue,v�,v[k��'x �� ����°a4aaae,,:.3�,"� A�xf dray .�-w4ih.L',�a<."d:.».�x u.e.l .mr7B i�. I versions) Printing 15K each q' 'T�"' C''P 7.L` 3r`"+, a.'-,7°L;�k �3&1✓.i �f/ ,J f:i`4as'"a'{ij.,�/�'/a�' 6`�`P,"'�za"+$ fxx Sw 4nY^ "f` y+:la C G5`'.' >vh....-.....+.LL,s. w4iw,:a....,E..T,�ffiL, aPL;>.,YraY.is3u�.;,d.k"MPa:,'+a,»."ru✓'J:„u,.,a.,a'J ./7.'v�,;;>: i` -::'Yu" •',." '"fit`tiµck`x"a',�J,s%u?a,Lk,.,�r.»i .''zt. ' fF"„N k1a 52��`er> `"P t�,rg {�5.�3 �tbf sd'�a "✓�� � � ;gym J' � "$•dk.�$a rs� '��., � �`'�' `a&4x fl��.r.,a"�aea4u&"�u'���'/ Advertising • i • �.I // / //• 2 Ad Templates* � � '� ,ys �f.,^%°"'.�j'�7� � "��fn' � R�6G'.�q 8,✓r t est '� �.`i fn � Rai" P'€ g: F'P" 2 i” S T t'°"7 �� t t ' Ix,1 ' / 1 ♦ � Federal Way Community Center Strategic Communications Pian GRAND TOTAL I 81,050 I I I * These costs are one-time costs. Once the collateral has been produced, future costs will primarily consist of printing and distribution, along with some minimal copy and design refinements. Federal Way Community Center Strategic Communications Plan Rental Kit • • • • $1,500 ��• • 500 ®Web Site Rental Creative �� • _:�sY✓i:.[�.... .di�rzw�'`d ".k;.".. Campaign Updates to City of Federal Way 2009-2010 Web/FW TV Outreach 77 / ` : r 9 `""w' `3"'*,9 Tare �.N @ IFWCC sew,,. -s.._ ra,w _ �'...au`. .�..,.,,w ..a.Fc..a?..a✓�vim,.,.v.�.d6*L.,v.a�.PTd 1$4,000— /, �m..,:kus �, ...en. , / • • w.'xiambWc� .t* Plan/Press Ki ii $5,000 MiMarketing Staff @ � t �' •'�( J�� �. � � xd � 'i^ 'm"'""C`£,'�� ,"µ �� J'ri a. � P � 'eT' 'a x.� ? "y�9 `�t • ON • ®&eu£a...ti }`SUPa&bv10 1 .e',�_„ ?�..,,.w • II , , GRAND TOTAL I 81,050 I I I * These costs are one-time costs. Once the collateral has been produced, future costs will primarily consist of printing and distribution, along with some minimal copy and design refinements. Federal Way Community Center Strategic Communications Plan • • • • / 1 ®Installations Wellness bmee.&5z�f.y�.i a. F.k� a.�vm,w,./l�a_.G _:�sY✓i:.[�.... .di�rzw�'`d ".k;.".. Campaign Business 1 City of Federal Way Outreach 77 / ` : r 9 `""w' `3"'*,9 Tare �.N @ �ta.Fa.«„I..i „�dev Media Action sew,,. -s.._ ra,w _ �'...au`. .�..,.,,w ..a.Fc..a?..a✓�vim,.,.v.�.d6*L.,v.a�.PTd 1$4,000— /, �m..,:kus �, ...en. , / • • .t* Plan/Press Ki ii $5,000 GRAND TOTAL I 81,050 I I I * These costs are one-time costs. Once the collateral has been produced, future costs will primarily consist of printing and distribution, along with some minimal copy and design refinements. Federal Way Community Center Strategic Communications Plan Appendix A COMMUNICATIONS AUDIT OVERVIEW FEDERAL WAY COMMUNITY CENTER PRESENTED TO CITY OF FEDERAL WAY July 25, 2008 The Federal Way Community Center currently produces a wide range of print and electronic communications. The Center also uses static, and plans to use electronic, signage for programmatic and directional purposes and issues periodic press releases to build awareness about activities, services and Community Center milestones. Many of the communications — such as activity schedules, course catalogs, flyers and coupons — are standard promotional vehicles that other community centers and fitness facilities employ. We reviewed these communications — more than 30 in all — in terms of messaging, visual and editorial content, frequency and distribution. We then viewed each against the selective prism of potential business impact, since meeting certain revenue targets is a critical objective for the Center's second year. From pre -opening until the present day, the Community Center has operated without dedicated marketing or graphics design support. Despite this lack of resources, the staff created — and continues to create — a wide range of print and electronic communications to inform the public about programs and services and to build a strong customer base in line with the City's revenue expectations. Our communications audit is designed to identify strengths and weaknesses so that our forthcoming recommendations add value to outreach efforts while conserving staff time and resources. Streamlining communications: Streamlining and standardizing materials through the use of templates and graphic standards will help guide the consistent application of color, typography, art and photography as well as the city, departmental and program logos. This, in turn, will reduce staff time and cost. Because of the lack of dedicated marketing and graphics design staff, the communications produced by the Community Center do not have a consistent look or a clearly defined strategy. There appears to be no production schedule by which communications are developed and distributed, helping ensure the frequent and carefully timed release of information to maximize impact and produce results. Federal Way Community Center Strategic Communications Plan Standardizing the look and feel: There is definite room for improvement in the look and feel of most of the communications we reviewed. For example, there is a wide variety of fonts, colors and formats. Much of the photography and clip art lacks consistency, and in many cases, does not reflect the professional quality of the Center's programs and staffing. The City logo is not applied consistently or in accordance with the graphic standards for color, placement and recommended background elements. Additionally, programmatic logos sometimes compete visually with the City logo, which can be corrected with proper application. By standardizing the look and feel of your print and electronic communications, you will not only create a communication that is instantly recognizable by readers and viewers, but you will also save staff time and money since you will not be "reinventing the wheel" every time a communication is needed. Creating engaging content: Several of the publications we reviewed were well -organized, such as the capabilities brochure, but lacked a lively and engaging writing style. Most of the communications do not include a strong call to action to persuade and motivate audiences to buy passes or rent the facility. Some communications had too much copy or lacked editorial focus, and, coupled with an awkward layout, made the content hard to follow. There were inconsistencies in punctuation and capitalization. The communications most in need of an overhaul are the rental -market materials. These types of communications are highly specialized and the language needs to be gracious and inviting. However, we found that the language used in facility rental materials either over- promised ("your premiere event center") or was dry and legalistic, using the price structure as the first bit of information that a prospective renter reads, followed by a series of bullets indicating what will happen to you if you break the rules. Enhancing business impact: All communications coming from the Federal Way Community Center, regardless of how small, reflect on the quality of the facility and, by implication, the City of Federal Way. If the communications fall short, they can impact your ability to attract new members and encourage facility rentals. In today's market, when different venues compete aggressively for the consumer's time, money and attention, it is critical not only to tell people about the great diversity of courses and events offered, but also to excite them and inspire them to act. The potential business impact of the rental promotional materials is substantial, and this market is a critical area for growth, according to the City. In some rental markets, particularly the wedding trade, event facilities are selling a dream. Individuals who are considering renting your facility should be seen, not as income -generators, but as welcomed guests who hope to create a memorable occasion. In order to compete and attract attention, communications for this audience need to be professionally designed with a strong marketing push and, most importantly, written in a warm, friendly and gracious tone. The Community Center's Web section could have a substantial impact on increasing traffic to the facility and improving the bottom line. However, the Web pages devoted to the Community Center are not particularly user-friendly or engaging. The section is hard to Federal Way Community Center Strategic Communications Plan navigate and is not visually appealing. There is also some overlap with content appearing on the Parks, Recreation & Cultural Services pages, which can be confusing. A clearly defined media relations strategy could support the facility's business goals. During its first year, the Community Center missed out on several opportunities to engage the local media. A pro -active media outreach effort can make a difference. Positive media visibility will add credibility to the Center's offerings and reputation, helping to recruit and retain members. The report, Federal Wlay Community Center Communications Audit, provides assessments of individual communication pieces. Federal Way Community Center Strategic Communications Plan Appendix B m E limi iffst co "CT !C !r � FEDERAL WAY COMMUNITY CENTER — KEY MESSAGES August 15, 2008 1. PASS HOLDERS AND DROP -INS A. PROSPECTIVE Pass -holders Audience: Community Center drop -ins, families, fitness advocates, those considering a fitness program, recreation -seekers and area businesses. Goal: To reach potential pass -holders and motivate them to visit, explore and learn about the Community Center's programs and services. Key messages: ■ We offer the best rvavational value in South King County. ■ We offerprograms for all ages and abilities in one central location — it's one-stop shopping for allyour fitness and recreation needs. ■ lYle have an experienced staff committed to makingyour fitness or ivcreational experience safe and fun. Support: Unlike most fitness facilities, we have no initiation fee. Our pass options fit your schedule and your budget. Our facility is the only one in South King County that allows six people on a family pass. B. CURRENT Pass -holders Audience: Families, fitness advocates, those considering a fitness program, recreation - seekers and area businesses. Goal: To retain current pass -holders and to convert short-term pass -holders to long-term pass -holders. Federal Way Community Center Strategic Communications Plan Key messages: ■ Our annual pass offers the best value and a flexible payment plan. ■ You'll see results overtime. ■ Our highytrained and supportive staff will helpyou stay motivated with nein and rewarding fitness and aquatic programs Support: An annual pass makes good economic sense, and monthly automatic withdrawal payments enhance affordability and provide greater convenience than short-term renewals. Our staff is always available for assistance and to answer questions. We offer an array of programs and activities that change often and reflect the latest trends in fitness and conditioning. C. DROP -INS who are not prospective pass -holders Audience: Overnight tourists, business travelers, hotel guests and individuals only interested in occasional use. Goal: To inform them of the location, services and programs and encourage them to purchase a multi -visit card, when appropriate. Key messages: ■ Drop -ins from anywhere are always welcome at the Community Center. ■ Wle offer programs for all ages and abilities in a fun and safe environment. ■ The Community Center is ea y -to find and has free parking. Support: You do not have to be a city resident to use the facilities. 2. RENTAL AUDIENCE A. Family and special occasion rentals Audience: Individuals or families looking to rent space for a birthday, anniversary, wedding or other special event. Goal: To maintain the high level of existing rentals. Key messages: ■ Makeyour next celebration oneyourfriends and family will neverforget. ■ Our rental costs are competitive. Federal Way Community Center Strategic Communications Plan ■ Our rooms are contemporary and light -filled, flexzble in design and function. Support: Our event packages can include rental of the pool, gym and/or climbing pinnacle and nearby party rooms to make your special occasion fun and festive. Rental rooms have large windows and access to the outdoors. There is free parking on site. B. Corporate rentals Audience: Businesses or companies seeking a facility for a staff party, retreat, meeting or luncheon Goal: To build visibility and a strong rental market with this audience — especially during the off-peak hours. Key messages: • Our f1bable space can accommodate events from small to large — up to 296 people. ■ Wle have a convenient location in an attractive nein building with plenty of free parking. ■ Wle offer supportive services and amenities at competitive rates to hep makeyour business event a success. Support: We offer light -filled rooms with access to the outdoors, a variety of audio-visual equipment, and a modern kitchen to accommodate your catering needs. C. Community rentals Audience: Individuals or organizations that want to rent a meeting room for a lecture, trade show, hobbyist event, auction or luncheon meeting (i.e., Kiwanis or Rotary) Goal: To build visibility and a strong rental market with this audience — especially the off- peak hours — and to retain groups that are already using the facility. Key messages: ■ Our flexible space can accommodate events from small to large —up to 296 people. ■ Wle have a convenient location in a new building u th plenty of free parking. ■ We'll hep you make every dollar count with special nonprofit rates and event services. Support: We offer light -filled rooms with access to the outdoors, the latest audio-visual equipment and a modern kitchen to accommodate catering needs. We offer discounted rates for nonprofit organizations. Federal Way Community Center Strategic Communications Plan D. Athletic rentals Audience: Schools, leagues or teams that need to rent a pool or gymnasium for practice sessions or to hold a game, tournament or meet. Goal: To inform schools, churches and community sports leagues about our services and facility, and to encourage them to commit to season -long rentals. Key messages: • Our new, flexible -design gyms and aquatics area will hep your school or league put its best foot forward. ■ Our staff is committed to the value and spirit inherent in youth and adult sports. ■ lY/e offer tiered seating, easy building access, free parking and locker rooms for players. Support: We have fitness -minded staff that will work with your team and coaches to ensure a smooth -running sports event. Our gyms are flexible in design to accommodate basketball, volleyball and other competitive sports, and our aquatics area can accommodate swim team practice sessions and small meets. Our building amenities will help you engage and retain team members and a spectator audience. 3. COMMUNITY CENTER PATRONS — PROSPECTIVE Audience: Teens, adults or seniors who use the no -fee side of the Community Center. Goal: To encourage the community to use the facility Key message: ■ GLOBAL: Ile are more than just a place to go. Wle are your front door to the community, wbereyou can meet friends, explore new horizons or enjoy time to yourself in a social setting. ■ Teens (Parental point of view): wleprovide asafe place whereyourteens can meetfriends, play pool, and enjoy games and other recreational activities — with no initiation or pass -holder fees. ■ Teens: See what's happening at the Federal flay Community Center. Our community wring is a great place to meetyour friends, shoot some pool and have fun — and it's, free! ■ Seniors: Our seniors lounge provides a warm and :welcoming place —free to the public — where you can gather, make friends and maintain a healthy social balance inyour life. • Recreation -seekers: Isle provide a variety of classes, activities and events that encourageyou to get engaged, pursue outside interests and meet others in an attractive new community wing that's free and open to all. Federal Way Community Center Strategic Communications Plan Support: We focus on the whole community. We provide a place where young and old, singles and families can build relationships and maintain a balanced and healthy lifestyle through social gatherings and physical exercise. Many of the events and activities held in the community wing are free with no sign-up fees. 4. THE MEDIA Audience: Local and regional reporters, government publications, recreation trade publications Goal: To inform and encourage positive coverage of a community -oriented facility. Key message: ■ lY/e are dedicated to serving all residents and visitors, regardless of age, culture or ability. • Our professional staff can serve as an accessible and credible source of information about exercise and fitness topics Our spacious facility, witb the latest aquatic and fitness equipment and an array of regionally inspired art indoors and out, mirrors the energy and spirit of our city and rofleas the distinct character of the Pacific Northwest. Support: We are South Puget Sound's newest community-based recreation and fitness facility, supporting a diverse and changing community. Our staff is trained, talented and committed to sharing their knowledge about exercise and the importance of a balanced healthy lifestyle. Federal Way Community Center Strategic Communications Plan