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Agendas/Packets - 2014.03.12 - 40247
Del Ic d1ju LOvu r» nd Racrae; j0'" Ic • — • • Home About Us Sponsorship/Partners Contact Us Volunteer 1 1 , Get 6Dail News and llpdata • Parks and Trails TMgs to Do Rec Programs For Everyone QuQeffdatirm Explore the Area Media 0 The Great Marshmallow Or's 1 • DAYS 56 s 22 128 155 ar wt M•UIES SffANDS � Ali it 18, 2014 ' i / • W!,510 0 x, . _-Wal — � Sharon creme of The Oakland Press Frosty Fun 4 wins Award Feb 22, 2014, 1:00:00 PM EST Oakland County Parks 54m Freelance reporter and equestrian I MaPle Magic -DIY @DeshnationOak columnist for The Oakland Press Sharon r Feb zz, zo1q, I:oo;oo PM Es- NDidYouKnow Used aluminum cans Greene received the 2014 Media r are re cled & hack on the shelras new Advocate Avrard from the Michigan Maple Syrup- DIY _ R=tion and Parks Association at .. Mar 1, 2014, 1:00:00 PM EST F cans in as few as 60 daysgr%3[)I eei annual convention Ian. z1 — 24 in f�Ilp[jrhp j;hmlc '8i1yi1 Traverse City. � MEETING NOTICE OAKLAND COUNTY PARKS AND RECREATION COMMISSION NOTICE IS HEREBY GIVEN that a Special meeting of the Oakland County Parks and Recreation Commission will be held at 10:00 a.m. on Wednesday, March 12, 2014, at the Oakland County Parks & Recreation Administration Building, located at 2800 Watkins Lake Road, Waterford, Michigan 48328 for the purpose of having a work session on Communications and Marketing. GERALD A. FISHER CHAIRMAN Telephone: (248) 858-4603 2800 Watkins Lake Road • Bldg 97W • Waterford, MI 48328-1917 248.858.0906 • 1.888.00PARKS • DestinationOakland.com QZA-KLANDC0UNTYPMKS Gerald A. Fisher Chairman J. David VanderVeen Vice Chairman John A. Scott Secretary Pecky D. Lewis, Jr. Chairperson Emeritus A. David Baumhart III GregoryC. Jamian Robert E. Kostin Christine Long Gary R. McGillivray Jim Nash Daniel I Stencil Executive Officer March 5, 2014 Oakland County Parks and Recreation Commission Oakland County, Michigan Commissioners: A special meeting has been called of the Oakland County Parks and Recreation Commission as follows: PLACE ................................... Oakland County Parks Administration Office 2800 Watkins Lake Road Waterford, MI 48328 TIME ................................... Wednesday, March 12, 2014 10:00 a.m. PURPOSE ................................ SPECIAL MEETING This meeting has been called in accordance with the authorization of Chairman Gerald Fisher of the Oakland County Parks and Recreation Commission. Sincerely, _ Daniel J. tencil Execut' e Officer Next Meeting: Apri12, 2014 @ 9:00 a.m. Oaldand County Parks Administration Office 2800 Watkins Lake Road Waterford, MI 48328 0 ur mission is to provide quality recreational experiences that encourage healthy lifestyles, support economic prosperity and promote the protection of natural resources. Oakland County Parks and Recreation Commission Special Meeting Oakland County Parks and Recreation Administration Office 2800 Watkins Lake Road, Waterford, MI 48328 Wednesday, March 12, 2014 10:00 A.M. Agenda Page #'s Action Required Presenter/Phone # 1. Call Meeting to Order ------ G. Fisher 248.514.9814 2. Roll Call ------ " 3. Pledge of Allegiance ------ " 4. Approval of Agenda Approval G. Fisher/D. Stencil 248.858.4944 5. Public Comments: G. Fisher 6. REGULAR AGENDA: 1-74 A. Communications & Marketing Presentation Informational/Approval Desiree Stanfield BREAK AT THE DISCRETION OF THE CHAIR 7. Executive Officer's Report Receive and File D. Stencil g Executive Committee Update G. Fisher 9. OLD BUSINESS G. Fisher 10. NEW BUSINESS 11. ADJOURN Next Meeting: 9 a.m. on Wednesday, April 2, 2014 at Parks & Recreation Commission Meeting Room, 2800 Watldns Lake Road, Waterford, MI 48328 ":101'>4Igwelt ►�Ih' 4 J'-� i� 11 OAKLAND COUNTY PARKS & RECREATION COMMISSION AGENDA MARCH 12, 2014 To: Chairman Fisher and Commission Members AGENDA ITEM NO. G A COMMUNICATIONS & MARKETING From: Daniel J. Stencil, Executive Officer Desiree Stanfield, Supervisor -Communications & Marketing Submitted: March 6, 2014 Subject: Communications & Marketing Presentation INTRODUCTION AND HISTORY A special meeting of the Oakland County Parks and Recreation Commission has been called by Chairperson Fisher, for the purpose of a focused discussion of the current level of Communications and Marketing implemented by Oakland County Parks and Recreation. Staff will be exploring additional opportunities to communicate, promote and market the facilities, programs, and services offered by the Parks system that will result in greater attendance, increased revenue, and improved levels of voter support. Supervisor of Communications and Marketing Desiree Stanfield, and recently hired Communications and Marketing Assistant Megan Shafto, will share with the Commission the 2013 Communications and Marketing efforts, as well as the current and evolving plans for 2014 efforts. An initiative that has been identified by staff and will be shared as part of the presentation by Project Advisor Becky Stepp is an RFQ/RFP process to retain contracted services for event marketing, sponsorship sales, and facility program sales (group sales). 1 Good Morning Commissioners, The Communications and Marketing unit serves as an in-house agency providing marketing, advertising, promotions, media relations, public relations, crisis communications, social media, photography, signage, design of internal and external publications, website content and printing. Our top priority is to raise the awareness of Oakland County Parks countywide. In addition, it is our goal to promote the parks prominence regionally, statewide and nationally. Our key areas of focus for communications and marketing are: 1. Create general awareness and measurable results 2. Drive attendance o Recent average attendance nearly two million per year 3. Engage residents to grow pride and "ownership" of Oakland County Parks o 2010 millage passed with 76.46% approval The presentation today will inform you of the variety and level of resources used to create a strategic integrated communications and marketing approach. We plan to present our current and future initiatives and illustrate what opportunities could be possible with additional resources such as budget modifications and the support of consultants/contractors. We will give an overview of a proposed branding initiative that will go out for bid in early summer. Additionally, Melissa Prowse, business development representative, and Becky Stepp, project advisor, will provide an overview of how future opportunities such as group sales and sponsorship support could help implement strategies based on development of the service portfolio. Respectfully, Desiree Stanfield Supervisor, Communications & Marketing stanfieldd@oakgov.com 248-858-4627 Meagan Shafto Communications & Marketing Asst. shaftom@oakgov.com 248-858-1086 po� OC PARKS' INTEGRATED MARKETING AND COMMUNICATIONS INITIATIVES PARALLEL NATIONAL RECREATION AND PARK ASSOCIATION'S STANDARDS OC Parks' Integrated Marketing and Communications Initiatives align with National Recreation and Park Association's Standards for Commission for Accreditation of Park and Recreation Agencies (CAPRA) 3.3 Communication System Standard. A communication system shall be established to ensure the accurate and timely transfer of information, both internal and external. Commentary. An internal communications component within the agency includes "upward" and "downward" communication. This would include unit newsletters and other briefs and how they are disseminated. An external communications component includes formal communications to higher levels of government, counterpart agencies, news media, and members of the public. Timely communications with external departments of government and outside agencies are crucial to success in cooperative efforts in meeting the needs of the community. Good communications with the appropriate news media are essential. Examples of current practices: Internal/downward communications: •Newsbreak employee weekly e-newsletter News releases to staff based on topic External/upward communications: -Annual Report to Oakland County's 62 cities, villages and townships, media, elected officials, partners, sponsors, etc. -Community Connection quarterly e-newsletter to Oakland County's 62 CVT's -Articles submitted to NRPA's Parks and Recreation monthly magazine, Michigan Recreation and Park Association's newsletter, etc. -News releases and feature tips to select media (newspaper, magazine, radio, TV, websites and blogs) 3 3.4 Process for Public Information, Community Relations, Marketing Standard. There shall be an established process regarding the integrated role of public information, community relations, and marketing functions of the agency including periodic reporting and evaluation. Commentary. Public information, community relations, and marketing are complementary functions, which must exist within the agency. The functions overlap because they all deal with an organization's relationships and employ similar communication tools. While they have the same ultimate purpose of helping assure an organization's success, the purpose of each differs and each approaches the task from a different perspective. The person or persons responsible for the public information, community relations and marketing functions shall periodically submit a report to the agency's chief administrator. The report shall include, at a minimum, the following elements: a description of current opportunities/problems/needs voiced by the community that have a bearing on park and recreation activities within the community; and a statement of recommended actions. The process shall be evaluated annually, at a minimum, for effectiveness. Examples of current practices: -Communications and Marketing Unit provides a monthly update in the Commission Agenda Packet under the Executive Officer's Report -Provides an annual presentation to the Commission on Communications and Marketing efforts -Provide staff updates at the Annual Business Meeting and quarterly Supervisors Meetings 3.4.1 Public Information Statement Standard. A written statement states that the agency is committed to informing the community and the news media of events within the public domain that are handled by or involve the agency and sets forth policies that govern what information should be released, when it should be released, and by whom it should be released. Commentary. To operate effectively, a park and recreation agency must have the support of its community. An agency can obtain such support by informing the public and news media of events that affect the lives of citizens in the community. By providing the news media and the community with information on agency administration and operations, a relationship of mutual trust, cooperation, and respect can be maintained. 2 The agency's written statement should address how the agency will handle potential situations in, which the news media is interested in Agency operations, as well as situations where the Agency wishes to generate media interest. Examples of current practice: A Media Inquiry policy exists. This commission policy, approved 7-10-13, provides guidelines to OCP staff who are contacted by media sources requesting information about the Oakland County Parks and Recreation Commission and its operations. 3.4.1.1 Public Information and Community Relations Responsibility Standard. A specific position in the agency should be designated to direct the public information and community relations functions. Commentary: The agency should have a point of control for information dissemination to the community and the media. In large jurisdictions where media contacts are frequent a full-time public information officer may be needed to coordinate activities; however, where the community served is small and media contacts infrequent, the assignment of the function to an individual as a part-time responsibility may suffice. While it is recognized that each employee has the responsibility for promoting community relations, the intent of the standard is to establish the authority and responsibility for developing and coordinating the agency's community relations function in an identifiable position. The person in the position should either be or have direct access to the chief administrator. Example of current practice: A Supervisor — Communications and Marketing heads the unit; job description available upon request. 3.4.2 Community Relations Plan Standard. The agency should establish a community relations plan. Commentary: The community relations plan focuses on identifying and addressing community needs of all segments of its service population. An agency should make use of the many community organizations that exist in its jurisdiction and establish relationships with them. The park and recreation agency should play an active role in organizing community groups where they do not exist. By establishing such links with the community, the park and recreation agency learns of issues, needs, and opportunities and responds to them before they become problems. 5 A well -organized community relations effort can act as an effective means of eliciting public support and can serve to identify problems in the making. The community relations plan usually provides for the following: establishing contact with formal community organizations and other community groups; developing community relations policies for the agency; identifying training needs through interviews with community representatives; and establishing community groups. Example of current practice: Communications and Marketing staff works with supervisory and operational staff, outside organizations, partners and sponsors to contribute to provide special event marketing including, but not limited to: Fire and Ice, Arts, Beats and Eats, the Oakland County Fair, Lathrup Village BBQ Battle, Oakland Uncorked, Michigan Barn Preservation Network events and more. 3.4.3 Marketing Plan Standard: The agency should have an established marketing plan, based on market research that includes an annual evaluation. Commentary: Effective market research, planning, product development, strategies and objectives for delivering demand -driven, high quality programs and services contribute to successful park and recreation operations. Marketing is a process for accomplishing agency mission and objectives by developing, pricing, making accessible, and providing accurate and timely information about recreational opportunities that satisfy the wants/desires of target markets. Larger park and recreation agencies should designate a person or staff unit with the primary responsibility for development, implementation and evaluation of marketing strategies and tactics. In addition, the complexities of marketing and related research functions require that all agency staff be appropriately educated about marketing and its application across functions. All park and recreation agencies perform certain marketing functions; the scope of their work however, depends on their size and mandate. Among the functions are user inquiry, development of an agency marketing philosophy and marketing plan, and development of operational procedures and policy guidelines to implement that philosophy. The marketing plan should be based on marketing research. An agency should perform market research (i.e., needs assessment, trends analysis, etc.) to determine community program needs/demands, develop user -profiles and identify potential target markets for the agency. Analytical reports should be provided to appropriate organizational units. 6 An annual evaluation of the marketing functions should include the following items: type of activity, location, time, date, objectives achieved, and actual costs. The position accountable for the marketing of the agency should perform evaluations comparing the plans and the results of activities and meet regularly with operating units of the agency, neighborhood associations and other businesslcommunity groups to assess program needs and evaluate current programs. Marketing strategies should be evaluated against marketing objectives. Example of current practice: Unit works with in-house operations staff, planning staff, information technology staff and facility supervisors to determine the target markets for facilities, programs and services. Projects that assist in this effort include the waterpark analysis, master planning, five-year recreation plan, countywide surveys, etc. Additionally, staff consults the media buyer under contract by the county for recommendations on print, radio, TV and cable initiatives, current industry standards and trends. For the core revenue and service areas, marketing plans are developed and documented by date, cost, exposure, type, reach, and measurement tools, if applicable. 3.4.3.1 Marketing Position Responsibility Standard. A specific position should be designated to direct the marketing function. Commentary. If possible, marketing functions should be the responsibility of a permanent position of the agency. This person works closely with all agency units in developing, coordinating, and implementing the agency marketing plan. In smaller agencies, this may be one of several responsibilities of a single position. Example of current practice: A Supervisor — Communications and Marketing heads the unit; job description available upon request. 7 Media Relations Social Media Signage Marketing .0010. Events IDENTII GAF Promot Sale Dedications The following definitions developed using Public Relations Society of America's terminology for industry segments. Advertising Public Relations: Maintenance of a favorable public reputation through working with media. The purpose is to inform the public of OC Parks' mission, policies, practices, facilities, programs and events in a positive, consistent and credible manner while building a strong relationship with the general public Media Relations: Coordinating directly with media to maximize earned positive coverage while building a relationship with media individuals Social Media: The collective of online communication channels dedicated to community -based input, interaction, content -sharing and collaboration Marketing: Promoting and selling products or services through market research and pricing strategies Advertising: Producing advertisements for commercial products or services for mostly paid recognition 8 FULL-TIME STAFF Desiree Stanfield, Supervisor— Communications and Marketing ■ Establish, direct and maintain professional communications and marketing programs for Parks and Recreation facilities, recreational activities and special events ■ Develop and oversee communications and marketing strategies, including public relations, media relations, employee communications, commissioner communications, promotions and advertising ■ Serves as liaison of consultants retained to assist in media buying ■ Coordinate the content, design and printing of annual report distributed to local CVTs, partners and organizations, and used as a promotional and/or marketing tool for potential sponsors ■ Coordinates advertising activities in newspapers, radio, magazines and websites ■ Coordinate preparation of a parks promotional DVD ■ Advise and assist the Executive Officer in improving internal and external communications ■ Oversee coordination of photography and videography used in promoting the parks system via the website, four-color brochures, flyers, posters and the distribution of photos and videos to newspapers, magazines, websites, social media, etc. for use in their publications ■ Coordinate the signage system for all park facilities including directional, special event, trails, construction projects, natural resource education, safety, recreation programs, etc. Meagan Shafto, Communications and Marketing Assistant ■ Assist with marketing plans for key revenue and service areas, including implementing a public awareness campaign ■ Continue to take each department's marketing and public relations needs and create solutions to implement long-term, comprehensive public relations, marketing and advertising plan, then track and assess the impact ■ Develop and manage timely social media strategies and tactics for campaigns that integrate with public relations and marketing efforts to effectively drive brand awareness, engagement and traffic to Oakland County Parks social media pages, while performing platform research and monitoring ■ Coordinate and provide on -site social media and marketing promotions at parks to produce new business through direct interaction encouraging word-of-mouth referrals E�. 0 ■ Create press releases, media advisories and beat pitches for local and/or nationwide distribution lists ■ Provide special event support including on -site media and interview coordination for OC Parks employees, executives and commissioners ■ Maintain a system of media tracking to assess the impact of interviews and event coverage ■ Ensure accuracy of building and property information for fact sheets and press releases for distribution to local, national and international media ■ Coordinate Communications and Marketing Department Lunch and Learn continuing education webinars Melissa Wagner, Graphic Designer ■ Design and layout of brochures, flyers, posters, signs, newsletters, maps, ads, logos, exhibits, displays, park information signs and photo displays with InDesign for parks; at times these services are provided to others ■ Prepares photographic images for print and web; creates or modifies files with Photoshop ■ Creates vector illustrations such as maps, logos and drawings and modifies existing digital art using Illustrator ■ Designs and executes a variety of displays ■ Prepares digital files for offset printing ■ Creates slide presentations with PowerPoint ■ Uses in-house printers for various print jobs; and performs upkeep duties for laser printer and plotter Mary Zed nik, Communications and Marketing Assistant ■ Communications Requests, including processing and printing ■ Orders and tracks promotional items ■ Coordinate production of color brochures — copy, budgeting, inventory, print orders ■ Annual Report (Bids/printing) ■ Coordinate website content ■ Coordinate GovDelivery database ■ Photography/video/media management coordination ■ Coordination of general promotional DVD production 10 Kathy Crawford, Office Assistant, reports to Karen Kohn ■ Assist with DestinationOakland updates ■ Press Release, Newsbreak, Annual Report, brochure and promotional item distribution ■ Tracking of communications expenses, communication requests, print orders, display requests, awards ■ Fulfill donation requests (Family Fun Passbook mailings) ■ Enter e-subscription entries in GovDelivery from parks and shows ■ Stock brochure kiosks and rotation of photos at 4 locations ■ Cover front desk as needed (phones, walk-in requests, selling AVPs, RecTrac, etc.) ■ CAMS work order entry for Lyon Oaks Golf Course and Park PART-TIME STAFF Pat Lindsay, Technical Assistant ■ Take digital photos of parks, facilities and events ■ Edit photos for uploading to web -based storage program Media Management ■ As part of uploading process, enters description and keywords for all photos, and maintains keyword master list ■ Log all video with descriptions, comments and keywords, in Master Video list ■ Set up lighting equipment for portraits ■ Attend and photograph and/or videotape designated OC Parks events and staff functions Rena Petrashko, Technical Assistant ■ Create press releases, media advisories and beat pitches for local and/or nationwide distribution lists ■ Provide special event support including Public Service Announcements at the Oakland County Fair, coordinate printed materials for Annual Marshmallow Drop, and on -site media and interview coordination for OC Parks employees, executives and commissioners ■ Coordinate and create copy and Newsbreak and County Market newsletter ■ Write articles for state and national publications such as Landscape Architect and Specifier Magazine, Prosper Magazine, Parks and Recreation Business Monthly Magazine 11 ■ Submit award nominations to local, state and national organizations ■ Website pages and calendar content ■ Park information sign content (prepare and distribute quarterly) ■ Preparation of tabletop photo display for special events ■ Write stories for Community Connections Initiative Newsletter quarterly ■ Assist with implementing a public awareness campaign - branding Jennifer Smith, Technical Assistant ■ Coordinate e-blasts through GovDelivery ■ Assist in website pages and calendar content ■ Create copy for the CCI newsletter ■ Write articles for state and national publications ■ Submit award nominations to local, state and national organizations ■ Create restroom posters holder content ■ Prepare tabletop displays and materials and commission agenda covers and talking points for speeches Jonathan Schechter, Nature Education Writer ■ Produce Wild Wednesdays content for Facebook ■ Produce weekly blog "The Wild Side of Oakland County" ■ Develop nature interpretive signage ■ Create interactive trail guides ■ Develop online content for ages 6-12; outdoors/nature focused ■ Develop companion print pieces for online youth content ■ Write articles for state and national publications ■ Submit award nominations for local, state and national organizations 12 AVERAGE NATIONAL BUDGET The national average for communications departments in parks and recreation systems similar in size and services to Oakland County Parks is 4-5% of annual budgets. Communication and Marketing's Portion: $886,438 is 3.44% of the 2013 OC Parks operating budget Included: Salary, fringes of 5 full-time, 4 part-time employees: $504,536 Using a 5% national standard, the budget would be $1.29 million. 2014 Oakland Couni Operating Bud( $25,774,494 Current Comm. Dept. equals 3.44% lUETOO• :, 4001000 rovide dditional pportunities ►r improved Kposure. 13 OAKLAND COUNTY PARKS AND RECREATION COMMISSION PUBLIC INFORMATION OPERATING BUDGET EXPENSE JUSTIFICATION 2014 Expenditure Line Item Number and Title 731500 Public Information Expenditure Request Current Year Budget REVISED (Expenditure Breakdown Amount Item Description 1 $40,000 Print advertising - mandatory public notices, misc ads ($30,000 for The Oakland Press) 2 $6,500 Photography supplies/services. 3-D camera + training 7 $5,000 Dedications; Grand openings; Media days 8 $1,500 Video editing, production 9 $30,000 Waterparks marketing/promotion/radio/tv/print/online advertising/ 10 $30,000 Golf marketing/promotion/radio/tv/print/online advertising/ 11 $30,000 Campground marketing/promotion/radio/tv/print/online advertising/ 12 $30,000 RPS marketing/promotion/special events, ie Fire & Ice, Arts and Apples, OC Fair, Nature Centers 13 $6,000 Trade shows (MARVAC Camper; Travel & RV Show; Michigan Golf Show; General RV Camper Show) 14 $15,000 Promotional items. Communications/Marketing items only. 15 $25,000 In-house printing @ Oakland Schools. 16 $3,000 Annual Report - 3,000 copies 17 $11,400 Outside print vendor 4-C brochures: (Golf; Trails, Waterparks) 18 $30,000 County Market Promotion/Advertising/Signage 19 $15,000 Digital sign Red Oaks Nature Center I Total $278,400 730737 Contracted Services 1 $30,000 County Market Promotion/Advertising/Signage 2 $15,000 Digital sign Red Oaks Nature Center I Total $45,000 03/06/14 (Salary, fringes of 5 full-time_, 4 part-time employees: Names Full Last Position Job Description Salary Kathleen Crawford 798 Office Assistant 11 $ 36,938 $ (Patricia Lindsay 11338 Technical Assistant $ 16,626, $ Rena Petrashko 11338 Technical Assistant $ 16,6261 $ Jonathan Schechter 1074ZGraphicArtist I $ 21,313j $ - - - - -- Meagan Bridget Shafto I 7884' Market Asst I $ 40,319' $ Jennifer Smith * `107377echnical Assistant I $ 16,626 $ Desiree Stanfield I 2508!Supervisor - C and M I $ 70,378 $ Melissa Wagner 6948'Graphic Artist I $ 54,422 $ Mary Zednik � 7106 Market Asst I $ 49,505' $ TOTAL $ 322,752 $ - Jennifer Garavaglia Smith is I iinrlarfillinn tha Mnrkafinn - -- Fringes Total 24,717 $ 61,655 760 $ 17,385 760 $ 17,385 974 $ 22,287 33,520 $ 73,839 760 $ 17,385 49,819 $ 120,197 31,727 $ 86,149 38,748 $ 88,253 181,784 $ 504,536 14 PROPOSED OPPORTUNITIES WITH ADDITIONAL REQUESTED FUNDS (2014) ADVERTISING INITIATIVES Radio ■ WWJ 950 ■ Michigan Public Radio ■ 99.5 WYCD Television ■ Channel 4: best value ■ Target audiences: women 25-54 ■ Reach: 15,700 — 37,800 viewers ■ Priced per 15-second ad; $95-$200 sr = 0.0 �AKLAN[� COUNTY PARKS ns ri FREE CONCERT with paid park entry! CotnVicefawith fubilitie:. O Digital Signs plimtr my park entry 1cr ■ Plan to test at the Oakland County Market ■ Two-sided digital signs $12,000 each; discounted $2,000 each if six purchased ■ Provide sponsorship opportunities ■ Enhance timeliness of information at park sites Vehicle Wraps ■ Revise wraps on Mobile Recreation vehicles ■ Driving billboards traversing major county roads ■ Units drove 57,120 miles from January -October 2013 ■ Five major roads most traveled: Dixie Highway, Woodward, Telegraph, M-59 ■ and 1-75 ■ Approximately $3,000 — $3,500 per unit ■ Seven units $15,000 — $17,500 ■ Considering semi wraps or decals for nature center vehicles SMART Buses ■ 83 transit interior cards = $2,490; 6 — 8 weeks ■ Exterior bus ads on side of bus or windows also possibility Smarteus > Clews Slnfo > SMART Highlights > Take SMART to the Oakland County Market Take SMART to the Oakland County Market Overview Did you know affordable, farm fresh produce is only a bus ride away for many Pontiac Press Releases residents? SMART has partnered with the Dakland County Parks and Recreation pubic Notices Department to make getting to the popular Oakland County Market easy and convenient. Designated as the ofdcial market mute, SMART Route 75Z locps through Calendar of Events Pontiac with stops at the Phoenix Center, along Huron St., Efnabeth Lake Rd, Baldwin Media Room and Columbia. Look for the Market sign and hap on a SMART bus on market day. SMART Highlights The Oakland County Market is open three days a week and oRers hash, locally gunwr !Ants and vegetables along with other goods at farmers market prices. By supporting local growers, yeu support SMART Inratives the local economy - and get better options for a healthy lifestyle. Food Assistance Benefits are accepted; SNAP%Bridge Cards, WIC Pmjc_ct Fresh and Market FRESH. The Market is located at 2350 Pontiac take Road, Waterford, MI 48328, and is open: # � May -December- 7 a.m. - 1:30 p.m. Tuesday, Thursday & Saturday nIDLRGMDL SCHIVULLS lanuary-April - 8:30 a.m. - 2:30 P.m, Saturday Only 64 For more information on SMART service call our Customer Service at (666) 962-5515. MAPS BUS PASSES For Information on the Dakland County Market, call (248) 858-549S. © ®1 5 ACCESSIBWTY MySMART Pure Michigan ■ Currently submit info/images free to website Michigan.org ■ General ad in 2014 Pure Michigan Magazine ■ Ad cost $7,627 for 1/3-square four color ad in one million magazines ■ Pure Michigan requires ads appear 50 miles from park and in market other than Detroit; starting costs in other states is $20,000 minimum Secretary of State Offices ■ Digital marketing platform with a reach of more than 20 million people annually through TV network in 14 Michigan Welcome Centers and 97 Secretary of State locations ■ The daily program loop plays in 30-minute intervals at the Secretary of State offices and 20-minute intervals in Welcome Centers MARKETING INTIATIVES Cooperative Efforts with Banquet Site Vendor ■ Missed opportunity to brand banquet sites as Oakland County Parks owned ■ Currently, vendors spend no monies on this ■ Additional costs for signage, awnings, interior displays Video Services ■ For YouTube, DestinationOakland, Facebook, etc. ■ Need to hire outside resource ■ Video could also be incorporated into DVD revisions 00 C 16 PUBLIC AND MEDIA RELATIONS CisionPoint — Online Media Database and Media Coverage Monitoring System ■ Build media lists for targeted media outreach ■ Manage public relations campaigns ■ Media coverage monitoring system ■ "Word-of-mouth from the mouths that matter." ■ Access to targeted reporters and bloggers ■ $7,000/year Media Monitoring Hain menu > previous Pane > Transcript p 119tL4: I l=IL.L?+fir Transcript =001° t l Include In Report WXTZ-DET (ABC) - Detroit, HI 7 Action News This Horning (Sunday) �+ Local Market Viewership: 91,b7b Local Publicity Value: $2,942.01 WXYL Oi/26/201408' 6t�7: ...h8'a in rochester right now with 3,c,.. about a pet adoption. — good morning. i thought you were talk about me being that person s new best friend. Fill tell yw what, we're having a lot of Fun this morning at the ®ice festival, huffy has nothing to do with being on tv. joining me to talk about pat adoption here in oaktand county is shells grey. she's one of the individuals there at the pet adoption center, talk about the animals You have there, you have a number of animals that need good homes. »> yes, we do. we get animals into our shelter every day. we're located in auburn hills, we have many dogs ® cats up for adoptions. we're always looking F.r w,.aA—fid home fnc I+ m who " a,a Mon Text I Add m My t7ie. J EM,1l Vlda9Mranrcnc[ 011iI►:J Save clip Clio Editor Press Kits ■ Individual unique media invites to events ■ One -stop shop for any journalist looking to write about OC Parks 17 co deftafion Rerare Y ENISS Q�dl Lafs9iin�al hAa1n KiAND.c:.n eewt=anm i inY nr�no R^^�+eiv'+.�aY, c�M ck� hs i �,m a navx vox[.q Wwrow a Iwmn n:+Pwexca on swr p.K 90NEWT 2�11 [j[rl•i Idcb MISSAL �N� F+tl Uxaesls[Vs: Ewtov 4/p�, ur.aeam mow�tM[wme.¢ks uswnm:toaEly�ie°hea�I. N. � µe rwrrprp'0l:acvxs nrr+ah[ltraas.(nMw1.S, and a—.s{n.er[es neat v ll,e 61aseuae.Nzs[{tiv¢uYr,lM1snen-mrAMetl fySte�wa en•'ecnztl to sznaa b:wa 6 r ;p[[[usus.0.n•i4ntl sa/xa.bwa4mala>rxtl iYaSlf la erpvlae naval. Ol+Y and mElmalrnr alf arneraaea[s a.awe:t wrM anE eatr:+e atria ramp. sn<.ririnewsr�rxsnoaNa-_quwrreneaanrrarcrnaa.ermvna.re n6 cc3a 1 .r,ar[Nroannah a�abrnn.ns car �i� r.' •••a AgWert�paipwrtallpuaaNWl[rWaNUlaar roraarr as naawasmaEmvram s r aae4xas. Destination Oakland. com ■ 1,544,711 page views on Destination Oakland. com in 2013 ■ Maintain 350 pages (450 total pages) of content in conjunction with PRTech ■ Debuted "The Wild Side of Oakland County" blog ■ Adding Market vendor page for quarterly newsletters and forms ■ Enhancing facility pages i.e. waterparks, county market ■ Developing online nature content for ages 6-12; "sound button" ■ Evaluating booked rental programs for addition to site i.e. Light Tours ■ Update of SharePoint is in progress ■ After the branding initiative begins, an overhaul of the website will follow in early 2015 The Power of Word -of -Mouth One person tells two friends, and then they tell two friends, etc. Jk X it X )h 18 SOCIAL MEDIA INITIATIVES Wrap -Up: February 2014 Focus: Create park patron interaction to spark word-of-mouth referrals and increase awareness and attendance/revenue for OC parks, programs and services, ultimately confirming residents' reason to approve future millages. Oakland County PArltA And R4treAtian Strategy: 1. Add more pictures with the OCP logo 2. Interact with more bloggers 3. Facebook-Like campaign to build awareness 4. Research current audience and determine which other audiences to target 5. Set goals for new platforms 6. One step and one platform at a time 7. Build each platform's voice and be consistent 8. Team up with other marketing initiatives and cross -promote when appropriate 9. Provide real-time customer service 10. Monitor content, responses and mentions daily using HootSuite and organic searches Initiatives: 1. Attend General RV and Michigan Association of Recreation and Vehicles Campgrounds shows to interact with current and future park patrons about facilities, programs, etc. 2. "The Wild Side of Oakland County" blog written by Jonathan Schechter 3. Build up presence on Pinterest 4. Create new Twitter account for interacting with media (@OCParksNews) Enjoy working with peopN and love the outdoors? Oakland County Parks is the place for you! L'rFi card and Seasonal Program Spederist positions open foi application Feb. 3. All other summer positions open Feb. !D-. for apprkation, opporturtities are available at campground dog {narks, day use parks, golf courses, two viaterparks and three beaches. Apply; http: f fvetvvr.aakgov.conVhrf j WPagWddauk.aspa �A KKS ofta-P Lik_- Current • Ram C4 3-nnirer SrAh, Mary Pelnik, Rene Fdrestrka awl 23 Tq; Carrmer firs Re thie. g %Vrlr- a o3mmeet_. L Eric Green ons_ or Mee tst �_ft I e• w had. Th-_ rr--t merrarable � err_ Blest UnTika • ReFh' id 3, Petnwy i at 142prr. rAAry EI'cebeth BlomkA I Moe MJ ao rmid fQi wmrXi g Tor QelLn9 Ccjr4 Farks an9 Re_redrn. Trr_ catomer ven rs an7 g,a-jp reanrprrc-R ski rim dm lapel an ttre fah are p6v- z! Unlike • Reply • rr 3 • f~IL•sa r i at l:d 7pr r fry 3erri Keech FAncherttirw..M pat is mire to Wig a Tirl al yo.m3 girls in to aFFly! i^i Like • Reply • e 2 • Pdruary i aI 2:37Fm RUN FUtkhew D. Perdy Tom of than B=t Wagiwds I brvl l l Like RTi� 2 h!hrmry i 1 11:J-1rm. Chrb DivtrmAn M=t T•un f-D I n er dal! UnTike • Rey!>• • C! 3 • �Srum v i at &39:m Rose DunAmAy Lik: • Beph- - iebrjwy i at M26Tm '00L-- a o=n-rramt... 3M2 pmram. Saar tills Pxt 51 Ec=t Fa 19 FAC'I=-BOO flex 6,633 Likes as of February 28, 20141 Goal: 10,000 Likes by January 1, 2015 Organizations that Like and Share our Programming ■ Michigan Recreation and Park Association ■ Oakland County ■ Oakland County Health Department ■ West Bloomfield Parks and Recreation ■ Independence Township Parks, Recreation and Seniors Most Popular Posts ■ Oakland County Parks Hiring o 3,364 views, 38 likes, 73 shares and 6 comments ■ Trending and current event topics ■ Funny pictures that relate to nature Facebook Campaign ■ 189 Likes —Targeted and Suggested Post Collaboration with Genisys: OCP teamed up with Genisys Credit Union to giveaway three Family Fun Passbooks through its Facebook page, which has more than 5,000 Likes, to promote the Reading Rangers Program and include trivia about the waterparks. Building Relationships/Sending info to Bloggers ■ Oakland County Moms ■ Mrs. Weber's Neighborhood (Kids) ■ West Bloomfield Moms Club (Kids) • A Michigan Mom Blog (Food) ■ Mitten Moms (Kids) ■ Detroit Mommies (Kids) ■ Bloggy Moms (Influential Social Media Moms) ■ Mommy Digger (Mom and kids) ■ Still Blonde After All These Years (Mom and kids) ■ The Crazy Nuts Mom (Mom and kids) Oakland County Parks and Recreation Happy Valentine's Day! e � f r4p- y s; firom the bottom of'any heart! , Like Comment ^ Share D 34 rt"1 Jonathan Schechter, Tim Shafto, Victor Shafto and Top Cornm=_nts los others like this. writ=_ a comment... Joanne Mccollum Hove cute is this] Like • Rsphy - o 1 • z1 hours ago Jill Grant Love this"! Happy Valentines Day Jerri Faucher. Like , Repro • ai 1, 22 hours ago r 'o-7144 Jerri Keech Fancher cute way to say MI LOU �A Like - Reply - YestardaV at'5.2Earn Tim Shafts H'F`i! WALike • Reply • Yesterday art'4;12ar„ :VrRe a comment... 5,1M people sar: this past 151 Eonst post 20 TWITTER @DestinationOak 3,426 Followers as of February 28, 2014; Goal: 5,000 Followers by Jan. 1, 2015 New Noted Followers ■ Michael Dwyer (Travel Columnist, Blogger and Freelance Writer; 1,453 followers) ■ Corp! Magazine (Business Feature Publication; 5,372 followers) ■ Rochester Avon Recreation Authority (59 followers) ■ Earth Institute Center for Environmental Sustainability (32,200 followers) ■ Beaumont Health System (4,236 followers) ■ North America Association for Environmental Education (845 followers) ■ Clinton River Watershed Council (136 followers) Trending (leads to wider exposure to new audiences) ■ #ThrowbackThursday ■ #ParkPride in #OaklandCounty ■ #Sochi2014 Twitter Conversation Need a summer treat? Try Broiled Grapefruit! Recipe from @HealthierMl Grapefruits are full of vitamins & antioxidants h ttp ://goo . g I/ rYoAM u A Healthier Michigan Notable Retweets Sochi2014 ■ Metro Parent Magazine ■ Beaumont Health System Senator Mike Kowall retweeted the deer Valentine's Day/deer tweet. Bonnie Fahoome e8onnieFshaomei 1h #Crosscountryskling list time since 7th GR. Perfect morning_ I'm hool v . @destinationoak @puremichigan p1c-Witter_com/3rsgAvOgIL 9 Hide photo 1:14 PM - 9 Feb 2014 - Details 4% Reply ti Retweet * Favc 0 Oakland County Parks - Destination0ak • Feb 7 Many children's love for Writer sports & outdoor activities began at local parks & playgrounds #GoodLuck #TeamUSA #ParkPride #Sochi20l4 Expand 21 2014 Benchmarking OCPRC Oakland County Parks: Facebook 6,611 TwitIL ter @DestinationOak 3,426 The blue numbers indicate the social media platforms that OC Parks has a greater audience. Charleston County Park & Recreation Commission Charleston, South Carolina Facebook: 14,916 Twitter: 1,232 Columbus and Franklin County Metro Parks Franklin County, Ohio Facebook: 12,378 Twitter: 3,816 East Bay Regional Park District Oakland, California Facebook: 10,566 Twitter: 7,415 Forest Preserve District of DuPage County Wheaton, Illinois Facebook: 3,338 Twitter: 2,165 Great Parks of Hamilton County Hamilton County, Ohio Facebook: 5,973 Twitter: 1,405 Lake County Forest Preserves Libertyville, Illinois Facebook: 3,795 Twitter: 2,235 Mecklenburg County Parks and Recreation Charlotte, North Carolina Facebook: 1,126 Twitter: 78 Miami -Dade County Parks, Recreation and Open Spaces Miami Dade, Florida Facebook: 3,129 Twitter: 1,010 Prince George's County Department of Parks and Recreation Riverdale Park, MD Facebook: 1,680 Twitter: 1,854 22 PROPOSED BRAND ASSESSMENT AND STRATEGY DEVELOPMENT ■ As part of marketing strategy, a consultant is being sought to access the OCP brand and assist in the development of a brand blueprint using a phased approach ■ No formal brand assessment since 1966 ■ Confusion with other service providers ■ "Best Kept Secret" (conflicts with #1 way users hear about us—WOM) ■ Position OCP as essential service Goals ■ Increase users/participants at facilities and programs ■ Increase cost recovery based on goals outlined in Service Portfolio ■ Build relationships and connect emotionally with constituents and park/program users ■ Create a foundation for large-scale sponsor solicitation and management ■ Create a basis/foundation for millage awareness efforts for 2020 millage renewal Michigan Recreation and Park Association 2014 Conference Speaker Branding 101 —Andre Pichly, M.S, CPRP Recreation Superintendent City of West Sacramento CHEVROLET LIKE A ROCK Why is having a Brand important? KURA ING ,0 HAVE IT YOUR WAY0 With brand loyalty comes: Funding, programs, positive growth, organizational health and community involvement. Brand Assessment - Where we are today: ■ Brand Promise: what we say we will deliver ■ Brand Blueprint: how we will "get it done" ■ Brand Culturalization: promise is integrated into everything ■ Brand Advantage: end result 23 Request for Proposal for Brand Assessment and Strategy Development SECTION I — GENERAL INFORMATION 1. INTRODUCTION As part of a marketing strategy for Oakland County Parks, a consultant is being sought to assess the OCP brand and assist in the development of a brand promise and blueprint. The parks system has been in operation since 1966, and offers the following parks and services: 5 golf courses, 2 campgrounds, 2 nature centers, 2 waterparks, 6 day -use parks (including trails, picnic areas, lakes/beaches, sports fields, playgrounds, disc golf, etc.), 4 conference/event centers, 2 undeveloped parks (trails, wetlands, woodlands and open space), 3 dog parks, and a County Market. OCP also offers a variety of programs and community events at these facilities and within the communities in Oakland County, including, but not limited to, Fire & Ice (downtown Rochester), 4i" of July Fireworks at Addison Oaks and Groveland Oaks, Marshmallow Drop at Catalpa Oks, Air Fair at Groveland Oaks, Nature Center programs and classes, Oakland Uncorked at the County Market, etc. Oakland County Parks operates more than 6,500 acres of parkland. For a full list of parks, facilities and programs, visit DestinationOakland.com. 2. CHALLENGES Within Oakland County there are multiple other recreation service providers, including the Michigan Department of Natural Resources, Huron -Clinton Metropolitan Authority, and local city, village and township park systems. OCP has never, since its inception in 1966, evaluated its brand or developed a brand strategy. OCP is seeking a consultant to: Position Oakland County Parks and Recreation as an essential community service that Oakland County residents identify with, relate to, and feel good about. OCP seeks to assess and evaluate its current brand, and develop a brand promise and blueprint, and culturalize that brand within the organization. Secondary goals: ■ Increase users/participants at OCPRC facilities and programs ■ Increase cost recovery based on goals outlined in OCPR Service Portfolio ■ Build relationships and connect emotionally with our constituents and park/program users ■ Create a foundation for large-scale sponsor solicitation and management ■ Create a basis/foundation for millage awareness efforts for 2020 millage renewal Proposed Scope: Brand assessment. Research and engagement with staff and the public to define current brand and evaluate its strength. Identification of gaps between how OCP views its brand, and how the public and guests perceive the brand in the marketplace. May include interviews of staff and public, focus groups, surveys, and audit of current marketing, communication and promotional tools. 24 DRAFT 2. Brand Promise Development. Utilize data and assessment to work with staff in developing a brand promise for OCP. The brand promise will take into consideration and answer the following questions: a. What is the perceived value of OCP to the public? b. What are the points of differentiation between OCP and other like service providers? c. What are the attributes (values/beliefs) of the current brand? 3. Develop Brand Blueprint. Create written plan to document how OCP will apply its brand strategically throughout the organization over time. May include the following deliverables: a. Visual Representation/Creative i. Logo development ii. Style guide including standards for: colors, logos, printed materials, signage iii. Design templates for key marketing materials b. Timeline for implementation c. Staffing/implementation recommendations d. Staff training and implementation tools 4. Brand Culturalization and mission development. As a large agency with wide geographic reach and upwards of 600 staff (during peak season), brand culturalization is critical. Consultant will provide strategies, training, and guidelines for internal brand alignment. OCP would also like to utilize this process to revise its current mission and vision statements to align with the values defined as part of the brand. SECTION II — PROPOSAL TIMELINE 1. TIMELINE a. Proposal released: b. Questions due: c. Response to questions: d. Proposals due: e. Award: June 2014 June 2014 June 2014 July 2014 August/September 2014 SECTION III --INFORMATION REQUIRED 1. BUSINESS ORGANIZATION a. State the full name and address of your organization and any partnering firm. Indicate state of incorporation or license to operate 2. STATEMENT OF THE PROBLEM a. State your understanding of the problem, as presented 3. APPROACH 25 DRAFT Provide a narrative on design and engineering approach, and research and stakeholder input 4. SCHEDULE a. Provide a schedule indicating milestones and major tasks 5. PRIOR EXPERIENCE a. Provide a description minimum of three similar projects within the last 5 years 6. CAPABILITY AND QUALIFICATIONS a. As it relates to the problem statement, please provide staff resumes, certifications and professional licenses that indicate the education, experience and training of the persons to be assigned to this project 7. FEES a. Provide a not -to -exceed proposal based on the following: i. A breakdown of fees relative to each item described in the problem statement ii. A breakdown of fees relative to any proposed sub consultants iii. A schedule of hourly rates for roles needed to complete part h above, as the scope of phase I is not yet defined iv. An estimate of anticipated reimbursable costs 8. ADDITIONAL INFORMATION a. Include any other information that is believed to be pertinent but not specifically asked for elsewhere SECTION III --CRITERIA FOR SELECTION SELECTION PROCESS a. The following evaluation process will be used: i. A selection committee will be established comprising of the supervisor - communications and marketing, two business development representative, two chiefs of park operations, chief of recreation programs and services and a purchasing representative ii. This selection committee will evaluate and short list the top vendors iii. Interviews will be conducted and the top vendors will be ranked 1. CRITERIA b. BUSINESS ORGANIZATION c. STATEMENT OF PROBLEM d. APPROACH e. SCHEDULE f. PRIOR EXPERIENCE g. CAPABILITY AND QUALIFICATIONS h. FEES i. ADDITIONAL INFORMATION 26 DRAFT SECTION III — CONCEPT INFORMATION 1. ADDITIONAL INFORMATION The following information is included to provide additional insight into this project. • 5 Year Recreation Master Plan • Service Portfolio 27 Eight Target Revenue and Service Areas 2013 Reports and 2014 Proposals 1. Adaptive Recreation 2. BMX 3. Camping 4.Oakland County Market 5. Golf 6. Waterparks 7. Recreation Programs & Services S. Nature Centers 28 1. Adaptive Recreation Southfield Parks and Recreation Community Recreation Book Advertisement V110 Individuals with disabilities may participate u in all general recreation and leisure opportunities. Oakland County Parks was nominated by Barrick Enterprises for the BP Fueling Communities donation. This donation is to assist in the development of programs for Disabled Veterans and Individuals with Disabilities. Check out what we have to offer at Destination0akland.com For more information Sandy Dorey, C.T.R.S. Oakland County Parks vv� 27725 Greenfield Road Southfield, MI 48076 248.424.7077 adaptive@oakgov.com Claudia Brewer • Southfield Parks & Recreation 22200 Beech Road Southfield, MI 48033 248.796,4673 cbrewer@cityofsouthfield.com • Golf Lessons, Leagues & Tournament • Paralympic Clinics • Sportsability — Youth Sports programs Partners: Wright & Filippis and Boys & Girls Club (Royal Oak) Paradise Pennisula —Waterford Oaks Accessible Playground • Variety of adaptive sports equipment, fishing equipment, trail chairs, pool transfer chairs and handcycles • Wheelchair tennis, lacrosse, archery and more PARA16YMPIC SPORT 01111 ANO COUNTY 29 2013 Marketing Adaptive Recreation Proposed Date: Type: Effort: Exposure: Investment: 1/1 E-Blast Paralyzed Veterans of America: Their list 1700 $0 1/1 Mailer Paralyzed Veterans of America: Their list 2000 $0 1116 E-Blast Valentine's Day ADR parties 4,597 $0 2/1 Advertising: Print Clawson Newsletter: 1/2 Page Add 5,500 $0 211 Mailer America Legion: Their list 120 $0 2/14 E-Blast We need your Input 2,359 $0 2/19 E-Blast Get in the St. Patrick's Day spirit 2,337 $0 3/1 Mailer iVFW Post: Their list 122 $0 3/1 Mailer Michigan Paralyzed Veterans 660 $0 4/1 Mailer Individual Vets 61 $0 5129 E-Blast Adaptive golf offerings 19,358 $0 6/5 E-Blast Looking for a unique recreation experience? 19,430 $0 6/18 IE-Blast All-inclusive fun! 13,184 $0 6/19 I Facebook Post with Link: Dreams and Wings 519 $0 7/11 I E-Blast Adaptive recreation summer picnic 2,400 $0 7117 IFacebook Post: Novi Picnic 1,833 $0 7/24 E-Blast Veterans with Disabilities Summer Picnic 2,400 $0 8/22 E-Blast Salute To Veterans free concert 21,970 $0 9/10 E-Blast Paralympic Experience & Sports Expo! 4,581 $0 9/24 E-Blast Adaptive recreation autumn dance 2,446 $0 10/1 E-Blast Saturday sports for kids with disabilities 12,821 $0 10/2 E-Blast Universally accessible sports program! 12,821 $0 10/4 E-Blast Harvest Happening 2,446 $0 10/5 E-Blast Youth Disabilities Day 12,821 $0 10/29 E-Blast Halloween Happiness, GA I $0 11/13 E-Blast Sit volleyball for vets with disabilites 12,666 $0 11/20 E-Blast ITake our adaptive recreation survey! 2,427 $0 12/4 lFacebook Photo Album created: Jingle Bell Ball GA I $0 12/10 Facebook ITwitter I Post with Link: Jingle Bell Ball Shutterfly 145 Views; 2L $0 12/18 Tweet: Almost New Year's GA $0 Does not include feather flags, signs, banners, display materials, etc. Note: $0 = No Cost 30 2014 Marketing Adaptive Recreation Date: Type: Effort: 1/1/14 E-Blast Paralyzed Veterans of America: Their list 1/10/14 Mailer Paralyzed Veterans of America: Their list 1 /29/14 E-Blast Valentine's Day ADR parties ' 2/1114 Website Updates Increased sponsor awareness and links 2/16/14 Advertising: Print Clawson Newsletter: 1/2 Page Add 2/18/14 Mailer America Legion: Their list Does not include feather flags, signs, banners, display materials, etc. Proposed Exposure: Investment: 1700 $0 2000 $0 4,597 $0 12,821 $0 5,500 $0 120 $0 Marketing initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 31 ,e: D stinatwon0akla M � � i N r sci � hehAe Fa 'Mvwr , meet for ages 5-55 'ero rd Oaks County Park 1702 Scott Lake Road, Waterford bonsored bv Manic B« 2013 Marketing BMX Budget: $5,000 Investment: $6,278.67 Proposed Date: Type: Effort: Additional Details: Exposure: Investment: 1/1 Facebook WO BMX Facebook page General Awareness 6,200 Likes $0 1/1 Banners BMX Content on park info signs General Awareness General Awareness 1/1 Coupon One free ride coupon Hand out at WOWP 1,000 cards for 1 free ride $15 1/1 Brochures BMX brochures- revamped General Awareness 5,000,000 $680.67 1/1 Brochures Cross -promote BMX Signage At Waterford Oaks Waterpark & General Awareness $695 two campgrounds 1/1 Podcast Oakland County website General Awareness General Awareness $0 1/1 Mobile Mousetrap Mobile Twitter JEN uses for reminders General Awareness $0. & rain outs 3/10 Advertising: Digital Waterford MJR Movie Theatre $1,760 (a one -month buy*), 560 10,000-15,000/week $1,760 ads a week; 16 screens = 2,240 ads/month; $1,060 + $700 for ad prep/placement 3/10• Advertising: Online Metro Parent Magazine Online directory content and wet 100,000 $675 Summer Enrichment and Camp 3/16 Event Detroit Bike City Show at Cobo F Laminated photos 1,500 $55 3/21 Event Waterford Chamber of 5-8 p.m. at Waterford Mott High General Awareness $100 Commerce Home and Business School Expo 5/3 Advertising: Online The Oakland Press Promote Free Race days: Ages 300,000 Free with ad 13-18, OC Moms 5/10 Advertising: Online The Oakland Press Promote Free Race days: Ages 300,000 Free with ad 13-18, OC Moms 5/13 Facebook Cover Photo: Riders on track 11 L; 1 C; 2 S 165 $0 5/13 Facebook Post: Try BMX for FREE Day 2 L; 2 S 511 $0 5/15 E-Blast BMXexcitement General Awareness 15,123 $0 6/1 Advertising: Print Community Recreation Booklets Waterford & Indep Twp: Half- 40,000 $450 6/14 Advertising: Print Oakland Press General Awareness 81,935 $2.70 6121 Advertising: Print Oakland Press General Awareness 81,935 $270 Does not include feather flags, signs, banners, display materials, etc. Note: $0 = No Cost 33 '; 2014 Marketing BMX . --.. -- - — -- ---- — ----- __.-Proposed _ Date: !Type: Effort: Additionals Details: Exposure: Investment: _ January !Mobile _ _— Mousetrap Mobile For reminders & rain outs General Awareness $0 March ;Event Detroit Bike City Show at Cobo Hall Laminated photos $0 March !Event Waterford Chamber of*Commerce Home and _—-- _ 5-8 p.m. at Waterford Mott Y$100 Business Expo High School June !Advertising: Print Community Recreation Booklets Waterford & Indep Twp : $450 1 _ 1/2-page m July Advertising: Print Oakland Press: Display (Parent Demo) State Race $268 July Advertising: Print Oakland Press: Display (Parent Demo) National Race $268 July Facebook: Promotion Genisys Credit Union Facebook Giveaway, 3 General Awareness $0 passbooks Does not include feather flags, signs, banners, display materials, etc. Marketing, initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 34 3. Campgrounds Sherman Publications Advertisement i of camping, get 3rd night FREE V.Id Sundry-rhursdry,.- Ml,a d.O f, g.on.-uponper 1/-drypetlod. Imd Omdlhrou0n5 ' 20,2014atlrpvai.1 OabapdOR l I amyl2014 Addl-n Otblld.l bf..Y.l j .S..pI,d.OR,rnal..11d rmtab0u,yuru, .pedal.V.nb, . yvnaknd.orWleh A anyahardu-unrx m xmame.aa,ma..m�n.-rpuy,.., .aaeNrs .A $2 on .a Waterford Oaks J. Waterpark -A um¢an,ars q,nnPn.dmlalon drkat. _� Ydid Monday-Thursd,y.Nolvdld for _� twIll2At atlmlulon,pmup utq,nducpd r.tu ar ath ey db-unl pR.es Duple dom 35 2013 Marketing Camping Budget: $30,000 Investment: $37,550.87 Proposed Date: Type: Effort: Additional Details: Exposure: Investment: 1/1 Advertising: Print Detroit Tigers Yearbook Sold at 81 home games; 10% (3,262) buy the yearbook $1,000 average game attendance 32,618 1/1 Advertising: Print Prosper Magazine Article General Awareness 1,000,000 $7,500 1/1 Advertising: Print Pure Michigan Magazine General Awareness 1,000,000 Ad 1/1 Advertising: Print Woodall's 2013 Directory A� Features a BOGO ad to 750,000 $2,933.52 track redemptions 1/1 Advertising: Print MARVAC RV Campsite General Awareness Prints 100,000; $2,290 Publication Ad 1/1 Destination Signs Interstate Tourist Oriented General Awareness 315,752 $1,133.28 Signs 1/12 Facebook 2013 Campground General Awareness General Awareness $0 Reservations 1/16 Advertising: Print The Oakland Press 2 Pencil Billboards: 9.89" 81,935 $3,030.00 wide x 10" tall 4C, and a 1/4 page ad 2/1 Advertising: Online MARVAC FB offer Buy 2 nights, get 3rd free. Free offer. 4,000 FB fans, $0 No holiday weekends, cabins, special events. Limit one per 14-day period. 3/1 Event General RV Show: Detroit Buy 2 nights, get 3rd free, Attendance for three days: 4,707 $2,642.05 & Monroe Outlet Shows No holiday weekends, cabins, special events. 3/1 Advertising: Print MARVAC RV Event 14 Michigan Welcome Attendence 22,000 Included in the package Centers, MARVAC shows, state parks, AAA offices, Michigan Chamber offices 3/3 Advertising: Print The Oakland Press 2 Pencil Billboards: 9.89" 81,935 $2,385.00 wide x 10" tall 4C; Moving Forward -Health & Recreation Special I Section Note: $0 = No Cost 36 3/3 Advertising: Print The Oakland Press Moving Forward -Health & 81,935 $2,385.00 Recreation Special Section; 2 Pencil Billboards 4/1 Advertisig: Online Metro Parent Magazine General Awareness 75,000 Included in the package 5/1 Press Release Camp Grounds Open General Awareness Sent to 60 media outlets $0 5/1 Advertising: Print Downtown Country General Awareness 20,000 distributed Hoedown 5/1 Advertising: Online Metro Parent Magazine General Awareness 75,000 Included in the package 5/12 Advertising: Print The Oakland Press 3 Pencil Billboards: 9.89" 81,935 $3,280.00 wide x 9.6" tall 4C (both ad and editorial 9.89" wide x 9.6" tall); MI vacation guide 5/12 Advertising: Print The Oakland Press Michigan Vacation Guide: 81,935 $3,280.00 Full Page Inside + Full Page Editorial; 3 Pencil Billboards; Half Page Ad in Main 5/20 Billboard 1-75 billboard/6 weeks (closest to the University $5,647.50 Drive. 1-2 miles south of GLC, just north of north of M-59) 5/26 Advertising: Print OP Special section General Awareness 41,300 inserts $800 devoted to OCP 6/16 Advertising: Print The Oakland Press Resource Guide: Half 81,935 $3,030.00 page Inside; 2 Pencil Billboards; Quarter Page Ad in Main 7/1 Advertising: Online Travel Michigan: GO Tracked click-throughs 1112 clicks $0 7/1 Advertising: Online Travel Michigan: AO Tracked click-throughs 1572 clicks $0 7/1 Advertising: Print Magazine of Country Music Half —page ad in June Readership — 40,000/month; Printed — $375 total for both ads issue, half -page ad in 22,000/month July issue 7/6 Advertising: Print The Windsor Star 8-page insert and tall 184,000 readers; 256,000 onthly page $2,728 block digital ad; One full views color ad; 3.35" x 3.21 ", One tall block ad on WS website linking to the section Note: $0 = No Cost 37 8/1 Advertising: Print 8/1 Advertising: Online 8/1 Advertising: Online 9/1 Advertising: Online 9/1 Advertising: Online 9/1 Advertising: Online 9/16 Press Release 9/22 Advertising: Print Kenny Chesney concert Travel Michigan: GO Travel Michigan: AO Travel Michigan: GO Travel Michigan: AO Metro Parent Magazine Haunted Hallows The Oakland Press Half -page in August ad Tracked click-throughs Tracked click-throughs Tracked click-throughs Tracked click-throughs General Awareness General Awareness 2 Pencil Billboards: 9.89" wide x 10" tall 4C; Moving Forward- half page ad 10/1 Advertising: Print Metro Parent Magazine General Awareness Billboard Interstate TODS for GRO General Awareness Advertising: Online Outside websites Checking content on 180+ outside websites; looking for new ones Advertising: Print Sherman Publications 7" x 5" full color Does not include feather flags, signs, banners, display materials, etc. 3,000, Printed — 22,000/month j$125 742 clicks _ $0 1229 clicks $0 — 142 clicks $0 _ �$o 445 clicks 75,000 Included in th_e package Sent to 60 media outlets $0 81,935 $1,979.00 75,000 $1,672 $1,700 _ General Awareness $0 25,700 $379 Note: $0 = No Cost 38 2013 CAMPING COUPONS Offer Code: Woodall's Camping Guide Ad. BOGO - July 7-Aug. 29, 2013 at both 400 campgrounds. Valid Sunday -Thursday. Free night must be a consecutive night. Limit one coupon per 14-day period. No Duplications. Not valid for Redeemed: special events, holiday weekends or with other discount offers. Not valid for 21 cabins. Offer Code: Valid Sunday — Thursday; must be consecutive nights. Limit one coupon 401 per 14-day period. Offer good through Sept. 21, 2013 at Groveland Oaks and Oct. 19, 2013 at Addison Oaks. Duplications not accepted. Not valid for Redeemed: special events, holiday weekends or with any other discount offer. Offer not 33 available for cabins. Offer Code: MARVAC Facebook Offer. Valid Sunday — Thursday; must be 402 consecutive nights. Limit one coupon per 14-day period. Offer good through Sept. 21, 2013 at Groveland Oaks and Oct. 19, 2013 at Addison Redeemed: Oaks. Duplications not accepted. Not valid for special events, holiday 4 weekends or with any other discount offer. Offer not available for cabins. OFFER Cross -promo coupon distributed at WOWP. Buy 2 nights, get 1 free, CODE: 403 Sunday -Thursday consecutive nights. Valid during 2013 season except holiday weekends. OFFER Magazine of Country Music, June and July 2013 editions. Offer CODE: 404 included buy two nights of camping and get the 3rd night free. For use at Addison Oaks and Groveland Oaks campgrounds. Good thru 9121113 at AO and 10/19/13 at GRO. OFFER Fair ad in the Oakland Press. Buy 2 nights, get 3ra Free. Valid Sun - CODE: 405 Thurs; From July 11 — Sept. 22 at GRO, through Oct. 20 at AO. Must be consecutive night; limit one coupon per 14-day period. Not valid for Redeemed: cabins, special events, holiday weekend or other discounts. 4 OFFER Dragon on the Lake AdVertiser ad. Buy 2 nights, get 3ra Free. Valid CODE: 406 Sun Thurs; through Sept. 22 at GRO, and through Oct. 20 at AO. Must be consecutive night; limit one coupon per 14-day period. Not valid for cabins, special events, holiday weekend or other discounts. OFFER Family Fun Passbook. One free night camping, AO or GRO. Valid anytime CODE: 705- except holiday weekends. Not for groups. No expiration. FFP Redeemed: 13 OFFER Family Fun Passbook. One free vehicle entry at day -use parks. No CODE:708- expiration. FFP Redeemed: 7 OFFER FREE Vehicle Entry for CYS participants on April 13, 20, 27, May 4 only. CODE: 601 Valid at AO, HO, 10, LO, 00 and Rose plus the three Dog Parks. Coupon Redeemed: MUST be displayed on driver's side windshield. 1 39 2014 Marketing Camping Date: Type: 1/1 Advertising: Print 1/1 Advertising: Print 1/1 Advertising: Print 1/1 Advertising: Print 1/1 Advertising: Print 1/1 Destination Signs 1/12 Facebook 1116 2/20 March March Effort: Detroit Tigers Yearbook Prosper Magazine Article Pure Michigan Magazine Ad Woodall's 2014 Directory Ad MARVAC RV Campsite Publication Ad Interstate Tourist Oriented Signs 2013 Campground Reservations Additional Details: Sold at 81 home games; average game attendance 32,618 General Awareness General Awareness Features a BOGO ad to track redemptions General Awareness General Awareness General Awareness Advertising: Print The Oakland Press 9.89" wide x 10" tall 4C Advertising: Online MARVAC FB offer Buy 2 nights, get 3rd free. No holiday weekends, cabins, special events. Limit one per 14-day period. Event General RV Show: Detroit & Monroe Outlet Buy 2 nights, get 3`d free, No Shows holiday weekends, cabins, special events. Limit one per 14-day period. Advertising: Print MARVAC RV Event April Advertising: Print and The Oakland Press online April Advertising: Online Metro Parent Magazine 5112 Billboard Addison Oaks Campground, 5/12-5/19 6/23 Billboard Addison Oaks Campground, 6/23-6/30 Sept. Advertising: Print Metro Parent Magazine Sept. Advertising: Digital Metro Parent Magazine 14 Michigan Welcome Centers, MARVAC shows, state parks, AAA offices, Michigan Chamber offices 9.89" wide x 10" tall 4C General Awareness 1-75 & Pontiac Rd 1-75 & Pontiac Rd General Awareness General Awareness Proposed Exposure: Investment: _ 10% (3,262) $1,000 buy the yearbook 75,000 $7,500 1 million 7627 750,000 $2,933.52 100,000 315,752 General Awareness 81,935 $2,290 1,200 $0 $1,668.00 $0 $2,642.05 Included in the package $1,668.00 $416 $3, 529.50 Included in the package $1,411 $416 Note: $0 = No Cost 40 October Advertising: Print Metro Parent Magazine General Awareness October Advertising: Digital Metro Parent Magazine General Awareness Does not include feather flags, signs, banners, display materials, etc. Marketing initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. $1,411 $416 Note: $0 = No Cost 41 4. Oakland County Market SMART Bus Interior Vehicle Panel Advertisement Now accepting EBT/SNAP For more information, vis� 42 12013 Marketing Oakland County Market Budget: $39,000 ! Investment: $23,193 Proposed Date: Type: Effort: Additional Details: Response: Investment: 1-Jan ;Advertising: Print Waterford Chamber of Commerce Half -page ad 12,000 $625 membership directory 1-Jan (Advertising: Print 2013 Prosper Magazine I General Awareness 175,000 $7,500 17-Jan E-Blast Market Open for Winter General Awareness 17,624 $0 14-Feb E-Blast February Offerings General Awareness 16,329 $0 1-Mar E-Blast Market Update General Awareness 9,881 I$0 3-Mar Advertising: Print IThe Oakland Press Health and Recreation 81,935 1Included in package 20-Mar E-Blast Flea Market Promo General Awareness 10,231 $0 21-Mar Advertising: Print Waterford Chamber of Commerce General Awareness 81,935 $100 Home and Business Expo 1-Apr E-Blast Market Update General Awareness 9,881 $0 5-Apr Advertising: Print The Oakland Press Grab ads and A-3 ads/pencil ads 81,935 $3,472 7-Apr Logo Panels 12 Logo panels and 6 wagons General Awareness General $1,050 Awareness 11-Apr E-Blast April at the Market General Awareness 10,822 $0 12-Apr Advertising: Print The Oakland Press Grab ads and A-3 ads/pencil ads 81,935 jIncluded in package 19-Apr Advertising: Print The Oakland Press Grab ads and A-3 ads/pencil ads 81,935 Included in package 23-Apr News Release Cinco de Mayo General Awareness Sent to 60 media $0 outlets 26-Apr Advertising: Print The Oakland Press Grab ads and A-3 ads/pencil ads 181,935 Included in package 29-Apr Facebook Post Cinco de Mayo General $0 Awareness 1-May E-Blast Market Update New Hours 9,881 I$0 1-May Advertising: Print Michigan Gardener Magazine Quarter page ad 29,000 1$490.50 1-May Facebook Post Spring/Summer Hours General $0.00 Awareness 2-May E-Blast Cinco Promo General Awareness 14,398 1$0:00 , 2-May Signage Info Booth snap signage General Awareness General $797.50 Awareness 3-May Advertising: Print IThe Oakland Press Banner Ad Print/Pencil Billboard Online 81,935 Included in package 6-May Flags Four feather flages General Awareness General $838 Awareness 7-May E-Blast May at the Market General Awareness 15,418 $0 10-May Advertising: Print The Oakland Press Banner Ad Print/Pencil Billboard Online 81,935 Included in package Note: $0 = No Cost 43 12-May Advertising: Print IThe Oakland Press 'Vacation Guide 81,935 Included in package 16-May Facebook Post Oakland Uncorked General $0 Awareness 16-May Facebook Post ! Fun/Free Activities General $0 Awareness 21-May Facebook Post Fun/Free Activities General $0 Awareness 26-May Advertising: Print IThe Oakland Press 12-page newsprint special section 81,935 $80 1-Jun E-Blast Market Update General Awareness 9,881 $0 1-Jun Advertising: Print Michigan Gardener Magazine Quarter page ad 29,000 $490.50 3-Jun Signage New market sign on awning General Awareness General $3,500.00 Awareness 1-Jul Facebook Post Healthy Salad General $0.00 Awareness 1-Jul E-Blast Market Update General Awareness 9,881 $0 1-Jul Advertising: Print Michigan Gardener Magazine Quarter page ad 29,000 $468 12-Jul Facebook Post Fun/Free Activities General $0 Awareness 15-Jul Facebook Cover Photo Oakland Uncorked 105; 8 L $0 16-Jul E-Blast Oakland Uncorked General Awareness General $0 Awareness 22-Jul Facebook Cover Photo Oakland Uncorked 114; 8 L $0 22-Jul Facebook Shared Event Oakland Uncorked from WACC's FB page 889; 2. L $0 22-Jul Facebook Post Mater Gardener-Eco System General $0 Awareness 23-Jul News Release Oakland Uncorked General Awareness Sent to 60 media $0 outlets 1-Aug E-Blast Market Update General Awareness 9,881 $0 1-Aug Advertising: Print Michigan Gardener Magazine Quarter page ad 29,000 $468 5-Aug E-Blast Oakland Uncorked General Awareness 20,945 $0 10-Aug Facebook Post Master Gardener - Conservation General $0 Awareness 12-Aug Facebook Post Now accepting SNAP General $0 Awareness 16-Aug Facebook Post MSUE Produce Bracelet General $0 Awareness 20-Aug Facebook Post Famly Market Day General $0 Awareness 20-Aug Facebook Post Master Gardener Event General $0 Awareness Note: $0 = No Cost 44 20-Aug Facebook Post TV20 Video General Awareness 21-Aug Facebook Post Now accepting SNAP General Awareness 29-Aug Advertising: Print _ Waterford Lifestyles Full page (9.89" wide x 9.6" tall) full color 81,935 1-Sep E-Blast Market Update General Awareness 9,881 1-Sep Advertising: Print Michigan Gardener Magazine Quarter page ad 29,000 1-Sep Billboard SMART bus campaign Each card is 11"x42" GA 16-Sep Advertising Interior ads General Awareness GA II -Sep Facebook Post Pine Cone Feeders 1,827; 9 L 23-Sep Signage Market Sunflower Signs General Awareness GA 1-Oct Advertising: Print Sherman Publications print ad and online web link: Family Fall Fe 81,935 3-Oct Facebook Post Winter Squash 1,593; 5 L; 1 S 4-Oct Advertising: Print The Oakland Press Grab Ad Page 3; 1.56" wide x 3" tall 4c 81,935 11-Oct Advertising: Print The Oakland Press 18-Oct Advertising: Print The Oakland Press 23-Oct Facebook Post with picture 25-Oct Advertising: Print The Oakland Press 1-Nov Advertising: Print Michigan Gardener Magazine 2-Nov Facebook Post with picture 2-Nov Advertising: Print The Oakland Press 4-Nov Facebook Event with picture 4-Nov Facebook Post with picture 5-Nov Facebook Post with picture 9-Nov Advertising: Print The Oakland Press 16-Nov Advertising: Print The Oakland Press 18-Nov Advertising: Print Holiday Extravaganza Parade promotional flyer 18-Nov Advertising: Print Genisys Credit Union Grab Ad Page 3; 1.56" wide x 3" tall 4c Grab Ad Page 3; 1.56" wide x 3" tall 4c Family Fall Festival Grab Ad Page 3; 1.56" wide x 3" tall 4c Quarter page ad Oakland County Market Jewel Ads Holiday Shopping Night Recipe using OCM apples Highlighted Red Wood Grill at OCM Jewel Ads Jewel Ads 100,000 flyers Holiday Extravaganza Flyer Hsi $0 $400 $0 _ $468 $2,490 $830 $0 $1,650 $798 print; $35 online link $0 $424 81,935 Included in package 81,935 Included in package 1,804; 14 L; 24 S $0 81,935 Included in package 29,000 $468 1,046; 13 L; 11 S $0 81,935 $530.00 310; 10 L; 4 S; 275 $0 Invites 298; 3 L $0 290; 8 L $0 81,935 Included in Package 81,935 Included in Package Auburn Hills, $500 Pontiac, Waterford & WL elementary schools Auburn Hills, $392 Pontiac, Waterford & WL elementary schools Note: $0 = No Cost 45 19-Nov News Release 23-Nov Advertising: Print 30-Nov Advertising: Print 7-Dec Advertising: Print 14-Dec Advertising: Print 21-Dec Advertising: Print Visual Marketing Visual Marketing Program Marketing Program Marketing MDOT M DOT Holiday Shopping Night The Oakland Press The Oakland Press The Oakland Press The Oakland Press The Oakland Press Exterior of market Interior of market County Market brochure Develop a logo Tourist Oriented Destination Signs Tourist Oriented Destination Signs Does not include feather flags, signs, banners, display materials, etc. General Awareness Sent to 60 media $0 outlets Jewel Ads 181,935 Included in Package Jewel Ads 181,935 Included in Package Jewel Ads 81,935 $318.00 Jewel Ads 81,935 Included in Package Jewel Ads 81,935 included in Package New awning General Awarenessl MEDC Budget 20 vertical photographs General Awareness General Information General Awareness $1,925 "Permanent" logo; font based General Awareness) M-59 @ Pontiac Lake Road east/west General Awareness) $720.00 Telegraph @ County Center Drive north/so General Awarenessl$720.00 Note: $0 = No Cost 46 2014 Marketing Date: Type: 1-Jan Advertising: Print 1-Jan Advertising: Print 17-Jan E-Blast 14-Feb E-Blast March Advertising: Print March Advertising: Print March Advertising: Print March Advertising: Print March Advertising: Print April Advertising: Print April Advertising: Print April Advertising: Print May Advertising: Print May Advertising: Print May Advertising: Print May Advertising: Print June Advertising: Print June Advertising: Print June Advertising: Print June Signage July Advertising: Print July Advertising: Print July Advertising: Print August Advertising: Print August Advertising: Print August Advertising: Print August Advertising: Print September Advertising: Print September Advertising: Print October Advertising: Print November Advertising: Print Oakland County Market Effort: Waterford Chamber of Commerce membership directory/buyers guide, half page ad 2014 Prosper Magazine Market Open for Winter February Offerings The Oakland Press, Health and Wellness The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad Waterford Chamber of Commerce Home and Business Expo The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad Michigan Gardener Magazine The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad Michigan Gardener Magazine The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad New market sign on awning Michigan Gardener Magazine The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad Michigan Gardener Magazine Waterford Lifestyles The Oakland Press, Front, Page Banner Ad The Oakland Press, Front Page Banner Ad Michigan Gardener Magazine The Oakland Press, Front Page Banner Ad The Oakland Press, Front Page Banner Ad Michigan Gardener Magazine Exposure: 12,000 75,000 17,624 16,329 81,935 81,935 81,935 81,935 General Awareness 81,935 81,935 81,935 81,935 81,935 81,935 29,000 81,935 81,935 General Awareness 29,000 81,935 81,935 29,000 81,935 81,935 81,935 29,000 81,935 81,935 29,000 Proposed Investment: $625 $7, 500 $0 $0 $8,000 Included in package Included in package Included in package $100 Included in package Included in package Included in package $490.50 Included in package Included in package Included in package $490.50 Included in package Included in package $3,500.00 $468 Included in package Included in package $468 $400 Included in package Included in package $468 Included in package Included in package $491 Note: $0 = No Cost 47 November Advertising: Print_ The Oakland Press, Front Page Banner Ad 81,935 Included in package December Advertising: Print The Oakland Press, Front Page Banner Ad 81,935 Included in package December Advertising: Print The Oakland Press, Front Page Banner Ad 81,935 Included in package Does not include feather flags, signs, banners, display materials, etc. Marketing initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 48 .. mi s Lyon Oaks EDIT 159 1AIiXOIU� Rd. �o�F COURSE 2013 Marketing Golf Budget: $40,000 Investment: $41,313 Proposed Date: Type: Effort: Additional Details: Exposure: Response: Investment: 1/1/2013 Advertising: Online Michigan Women's 6X1/4 page ads in newsletter; logo on banner 300 GA $250 Golf Association all MWGA, 12 month link to DO 1/24/2013 E-Blast Clinics -get ready for Details about event sent to our lists 23,265 GA $0 spring 1/30/2013 E-Blast Winter golf clinics Details about event sent to our lists 23,265 GA $0 2/1/2013 Advertising: Print Carl's Golfland Ad & 300-word article w/ photo; link to Carl's 2012: GA $6,750 Magazine website to get/print the offer; 2012, ran a generated second offer in July 3,332 emails 2/5/2013 E-Blast Red Oaks clinics Details about event sent to our lists 23,265 GA $0 2/21/2013 E-Blast Red Oaks chilly Details about event sent to our lists 23,265 GA $0 open 2/21/2013 E-Blast Golf Show Details about event sent to our lists 20,097 GA $0 2/21/2013 News Release Red Oaks chilly Details about event sent to the media Sent to 60 GA $0 open media outlets 3/1/2013 Advertising: Online Tee Time Golf Pass Started selling in early spring at Novi Golf and Show ClubhouseGolfGuide .com 3/1/2013 Event Michigan Golf Show Suburban Collection Showplace, Novi; For 36,000 1,468 new $2,646 2014 golf show, take the inflatable golf unit. emails 8k Sun sbscbs of Det News, Freep & OP. 10k captured (goal distributed @ CGL stores & demo days 500) 3/1/2013 Advertising: Online GAM Ad Half Page 135,000 Included in package 3/1/2013 Advertising: Online Michigan Women's General Awareness 300 GA Included in Golf Association package 3/3/2013 Advertising: Print OP — Health & feature golf, camping, hiking wparks 81,935 GA $2,385/split Recreation cost Note: $0 = No Cost 50 3/3/2013 E-Blast Perfect your putt Details about event sent to our lists 1,507 $0 3/3/2013 E-Blast Time for Golf Details about event sent to our lists 18,763 $0 3/7/2013 Online Discount Offer Group Golfer: GLO $20 for 18 holes with cart Sold 2,092 $35,564 $0 3/15/2013 Advertising: Billboard Telegraph mssg "Golf Clinics in April. Oakland County Parks" 77,500 GA $0 board vehicles pass daily 3/18/2013 Event MRPA's Michigan GLO-299; LYG: 175; SPO-1,942; WLO*— 3,586 $705 Municipal Golf Tour 1,604 3/29/2013 Online Discount Offer Group Golfer: RO $12 for 9 holes with cart; $25 value Sold 1,029 $10,495.80 $0 4/1/2013 Advertising: Print Oakland Lakefront General Awareness 16,000 GA $0 Magazine 4/1/2013 Advertising: Billboard LO Billboard 1-96 Three rotating messages last year: 4/5 stars GA GA $7,059 in Golf Digest, Arthur Hill design and Get Away for the Day 4/2/2013 Facebook SPO Opens Event details 11,824 GA $0 4/9/2013 Facebook Clinics, programs, Event details 1,833 GA $0 etc 4/12/2013 E-Blast Spring putting clinics Details about event sent to our lists 118,912 GA $0 4/12/2013 Online Discount Offer Group Golfer: LO $35 for 18 holes with cart & bucket of range Sold 2,406 $71,578.50 $0 balls; $70 value 5/1/2013 Advertising: Print Oakland Lakefront General Awareness 16,000 GA $0 Magazine 5/1/2013 Advertising: Online Michigan Women's General Awareness 300 GA Included in Golf Association package 5/1/2013 Advertising: Print Golf Association of Half -page ad in MI Links Magazine 50,000 GA $2,631 Michigan 5/4/2013 Advertising: Radio Michigan Golf Live includes May 11-June 1 !9 stations GA Included in radio package 5/5/2013 Advertising: Print Oakland Press- Golf Inserted into the Oakland Press �81,935 GA $2,385 Guide I Note: $0 = No Cost 51 5/5/2013 !Advertising: Print Daily Tribune — Front page sticky notes 5 X 5,700 GA $1,120 ROGC 5/7/2013 Advertising: Print Michigan Links Eblasts to their lists (6 total) 135,000 GA Included in Magazine package 5/7/2013 IE-Blast GAM subscribers Details about event sent to their lists 135,000 GA $3,131 5/10/2013 E-Blast Senior tourney Details about event sent to our lists 20,528 GA $0 5/11/2013 T.V. Spot Michigan Golf Live 3 weeks of spots on MGL-TV (9 spots) & 5 45k-200k $3-4,000 $1,500 TV weeks of spots on MGL radio (10 spots) plus listeners $300 to produce spots. 5/12/2013 Advertising: Print Daily Tribune — Front page sticky notes 5,700 GA Included in ROGC package 5/19/2013 Advertising: Print Daily Tribune — Front page sticky notes 5,700 GA Included in ROGC package 5/21/2013 E-Blast GAM subscribers Details about event sent to their lists 135,000 GA Included in package 5/24/2013 Online Discount Offer Group Golfer: SPO $20 for 18 holes with cart; $40 value Sold 2,845 $48,365 $0 5/26/2013 Advertising: Print Daily Tribune — Front page sticky notes 5,700 GA Included in ROGC package 5/31/2013 Advertising: Print Oakland Press: 12-page newsprint special section; 10M extra 81,935 GA 6000- billed to OPC special section @ $80/1 M: 2M each AO/GRO; 1 M @ 5 general courses; 1 M market; 1 m NCs & 2M/wps marketing 6/4/2013 E-Blast GAM subscribers Details about event sent to their lists 135,000 GA Included in package 6/18/2013 E-Blast GAM subscribers Details about event sent to their lists 135,000 GA Included in package 6/18/2013 Event GolfSmith of Novi They will produce certificates; small bucket of GA $0 balls. Certifs to spend $400+ for 18 holes w/ cart. Mon-Thurs & F, S, S after 3 p.m.; LOGC staff hand out $10 off $30 purchase; 2,500 certifs; June -end of season. 6/23/2013 Advertising: Billboard RO Billboard 1-75 1-75 and 13.5 mile: facing north GA GA $2,000 Note: $0 = No Cost 52 7/1 /2013 7/3/2013 7/6/2013 7/9/2013 7/19/2013 7/23/2013 7/31 /2013 8/1 /2013 8/9/2013 8/9/2013 8/15/2013 8/15/2013 9/1/2013 9/2/2013 Advertising: Online Michigan Women's General Awareness 300 GA Golf Association Online Discount Offer Group Golfer: WLO $20 for 18 holes with cart; $40 value Sold 1,640 $27,880 Advertising: Print Windsor Life Full -page ad with photos; 41,300 inserts 90,000 Magazine distributed through The Windsor Star on Saturday, July 6; One full color ad; 3.35" x 3.21 "; One tall block ad on WS website linking to the section E-Blast GAM subscribers Details about event sent to their lists 135,000 GA Online Discount Offer Group Golfer: LO $35 for 18 holes with car and bucket of range Sold 1,864 $55,454 balls; $70 value E-Blast GAM subscribers Details about event sent to their lists 135,000 GA Online Discount Offer Group Golfer: GLO $20 for 18 holes with cart; $40 value Sold 1,708 $29,036 Facebook WLO Youth lessons General Awareness Not Available GA Facebook RO youth lessons General Awareness Not Available GA Advertising: Print Detroit Lions 1/8-page ad 63,742 GA Yearbook average game attendence; 5- 10% buy Facebook Start swinging General Awareness 379 GA News Release Warren Orlick @ Details about event sent to the media Sent to 60 GA Red Oaks media outlets Advertising: Online Michigan Women's General Awareness 300 GA Advertising: Radio 9/30/2013 Advertising: Radio Golf Association WWJ Labor Day 25 streaming commercials; 5 sec search 526,700 GA special directors, 60 sec commercials, 100k banner listeners ad impressions WWJ Fall Golf 5 sec search directors, 15 & 30 sec 526,700 GA commercials, 100k banner ad impressions listeners Included in package $0 2,798 $0 $0 $0 $0 $0 $1,000 $0 $0 Included in package $6, 000 $4, 360 Note: $0 = No Cost 53 10/3/2013 Advertising: Online Karl's Golfland fall rates started 135,000 139 People Included in j bannerad sbscbrs clicked package 10/13/2013 Advertising: Online Carl's Golfland fall good time to golf 135,000 GA Included in bannerad sbscbrs package 10/14/2013 News Release Veteran's Discount Details about event sent to the media Sent to 60 GA $0 Golf outlets 11/1/2013 Advertising: Online Michigan Women's General Awareness 300 GA Included in 11/3/2013 Advertising: Online Carl's Golfland Veteran's Day promo 135,000 GA Included in banner ad sbscbrs package Does not include feather flags, signs, banners, display materials, etc. Note: $0 = No Cost 54 GROUP GOLFER COUPON REPORT FOR 2013 Glen Oaks Golf Course: Lyon Oaks Golf Course: Red Oaks Golf Course: March $35,564 August $29,036 TOTAL $64,600 April $71,548.75 Late July/Early August $55,394.50 TOTAL $126,943.25 Early April $10,495 Springfield Oaks Golf Course: Late May $48,365 White Lake Oaks Golf Course: Early July $27,744 55 2014 Marketing Golf Date: Type: 2/1/2014 Advertising: Print 1/1/2014 Advertising: Online 24-Feb Advertising: Print 41712014 Advertising: Radio April Advertising: Print April On -Air Segment March Event March Advertising: Online March Advertising: Print 3/17/2014 Advertising March Advertising: Online March Advertising: Print April Advertising: Billboard April Online Offer May Advertising: Online 5/4 Advertising: Print May Billboard May Advertising: Print 5/26 Billboard 6/2 Billboard June Advertising: Print Proposed Effort: Additional Details: Exposure: Investment: Carl's Golfland Magazine Ad & 300-word article w/ photo; link to 563,000 $6,750 Carl's website Golf Association of Michigan Half -page ad in Michigan Links Magazine 50,000 $600 (produced by Hour Detroit); focus on Make Time for 9 at all 5 courses Macomb Now Magazine General Awareness 10,000 WWJ 950 28, thirty-second ads 277,000 $7,000 Daily Tribune — ROGC, Mid April - Mid, Front page sticky notes 5 X 11,189 $1,465 June CBS, Jeff Lesson on Golf April -August, one on -air segment shown NA $7,000 twice Michigan Golf Show Suburban Collection Showplace, Novi NA $700 Tee Time Golf Pass and Started selling in early spring at Novi Golf NA $0 ClubhouseGolfGuide.com Show Pure Michigan Magazine: Midwest Living In Chicago market 1,000,000 $7,627 Mich Municipal Golf Trail In 2013, there were 5,495 players NA $875 ($175 per registered,120,000+ rounds of golf course) Michigan Women's Golf Association OP — Health & Recreation LO Billboard 1-96 Group Golfer - LYG Michigan Women's Golf Association Oakland Press Golf Guide Red Oaks Golf Course, May 19-June 1 Michigan Links Magazine Springfield Oaks Golf Course Springfield Oaks Golf Course Windsor Life General Awareness Feature golf, camping, hiking wparks Three rotating messages General Awareness Inserted into the Oakland Press 1-75 and 13 1/2 Mile Road Eblasts to their lists (6 total) SO Bristol Rd and 1-75 SO Bristol Rd and 1-75 Lyon Oaks Golf Course Ad 500 Included in package 190,957 $2,385/split cost 451,916 $7,059 500 Included in package NA $2,385 571,010 EOI $4,000 NA Included in package 308,391 EOI Included in package 308,391 EOI $3,529 90,000 $2,996 Note: $0 = No Cost 56 June Billboard Red Oaks Golf Course, May 19-June 1 1-75 and 13 1/2 Mile Road 571,010 EOI Included in package July Advertising: Online Michigan Women's Golf Association General Awareness 500 Included in package July Online Offer Group Golfer - LYG August Online Offer Group Golfer - GLG NA Online Offer Group Golfer - RDG NA Online Offer Group Golfer - SPG NA Online Offer Group Golfer - WLG Does not include feather flags, signs, banners, display materials, etc. Marketing initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 57 WDCOUNTYPARKS SPA . SH "MM ctt... Make family memories Visit Destination0akland.com 2013 Marketing lWaterparks Budget: $30,000 Date: Type: 1 Effort: 1/1 Advertising: Print 2013 Prosper Magazine 1/1 Advertising: Print 2013 Pure Michigan Magazine 1/1 Blog Oakland County Moms 4/1 Event Waterford Chamber home/business expo 4128 Advertising: Print OP - Waterford Schools section 4/17 Eblast Oakland County waterpark focus groups 4/25 Eblast Oakland County waterpark focus groups 4/26 j Eblast l Waterpark focus groups are full! 5/22 Eblast I Red Oaks Waterpark opens soon! 5/1 Advertising: Print IMPM Fun Guide 5/12 Advertising: Print JOP- Michigan Vacation Guide 5/14 Advertising: Print Metro Parent Magazine Fun Guide 5/15 News Release Waterparks open for season May 17-June 7 lAdvertising Movie Theater Advertising May 24 & 31 Advertising: Print I Daily Tribune banner ad 5/31 (Advertising: Print Daily Tribune banner ad 6/4 Billboard Billboard: 1-75/13 Y2 Mile Rd: June 4-23 6110 Eblast I River Walk program 6/10 Billboard Billboard: 1-75/Pontiac Road: June 10-July 22 6/14 jAdvertising: Print Oakland Press A-3 Grab Ad 6/21 lAdvertising: Print Oakland Press A-3 Grab Ad 6/1 Advertising: Print I Metro Parent Magazine 6/7 Advertising: Print I Daily Tribune banner ad 6/7 Eblast I WOWP now open 6/10 Eblast I River Walk program 7/1 Advertising: Online ITravel Michigan: WO, click throughs 7/1 Advertising: Online ITravel Michigan: RO, click throughs 7/19 jAdvertising: Print Oakland Press A-3 Grab Ad 7119 Advertising: Print Daily Tribune banner ad 7/26 Advertising: Print Oakland Press A-3 Grab Ad 7/26 Advertising: Print Daily Tribune banner ad Investment: $41,916.84 I Proposed l Exposure: Investment: 75,000 $7,500 1 million $7,627 43,000 90,600 General Awareness $100 81,935 $1,656 18,982 $0 120,7.88 $0 118,946 $0 119,821 I$0 5, 000 1 $1, 344 81,935 1$1,656 75,000 1,656 Sent to 60 media $0 outlets 4 weeks $3,252 11,189 $500 11,189 $500 571,0110 EOI 19,340 $0 325,251 EOI 81,935 1$0 81,935 $0 75,000 1$1,411 11,189 1 $500 21,377 1$0 19,430 1$0 1975 clicks 1$0 956 clicks 1$0 81,935 $0 11,189 �$o 81,935 $500 11,139 $500 Note: $0 = No Cost 59 8/2 Advertising: Print 8/9 Advertising: Print 8/14 Eblast 8/16 Advertising: Print 8/23 Advertising: Print 8/29 Eblast 8/1 Advertising: Online 811 Advertising: Online 8/7 Eblast 8/8 News Release Daily Tribune banner ad Daily Tribune banner ad Reduced Rates at the Waterparks Daily Tribune banner ad' Daily Tribune banner ad It's dog swim time! Travel Michigan: WO, click throughs Travel Michigan: RO, click throughs ROWP, now'open Discounts for two weeks 8/11 Eblast $1 & $2 off for two weeks 9/1 Advertising: Online Travel Michigan: WO, click throughs 911 Advertising: Online Travel Michigan: RO, click throughs Does not include feather flags, signs, banners, display materials, etc. 11,189 _ 11,189 13,583 11,189 11,189 21,377 909 clicks 493 clicks 21,377 Sent to 60 media outlets 18,946 77 clicks 51 clicks 1 $500 $500 $0 1 $500 $500 $0 $0 $0 $0 $0 $0 $0 $0 Note: $0 = No Cost 60 Waterpark Discount Analysis 9AKL A ` D 2013 Season 1: �. Imo,. ,.r l Quantity Quantity Value Value Redeemed Earned Redeemed Earned Reading Ranger Red Oaks 2,353 2,370 $24,731.00 $23,366.00 Waterford Oaks 2,138 2,022 $17,649.00 $15,545.50 Total 4,491 4,392 $42,380.00 $38,911.50 Ticket Voucher Red Oaks 822 352 $9,989.00 $4,174.00 Waterford Oaks 434 350 $3,795.00 $2,728.50 Total 1,256 702 $13,784.00 $6,902.50 Marshmallow Drop Red Oaks 783 560 $8,657.00 $5,342.00 Waterford Oaks 178 105 $1,520.00 $811.50 Total 961 665 $10,177.00 $6,153.50 Free (Splash Fun) Red Oaks 172 46 $2,073.00 $472.00 Waterford Oaks 141 84 $1,225.50 $620.50 Total 313 130 $3,298.50 $1,092.50 Waterpark Capacity Coupon Red Oaks 104 33 $312.00 $1,376.00 Waterford Oaks 115 47 $345.00 $921.00 Total 219 80 $657.00 $2,297.00 Free (304-Count Your Steps) Red Oaks 88 83 $795.00 $714.00 Waterford Oaks 80 62 $581.50 $461.00 Total 168 145 $1,376.50 $1,175.00 Free (700-Family Fun Passbook) Red Oaks 56 77 $572.00 $723.00 Waterford Oaks 85 97 $708.50 $748.50 Total 141 174 $1,280.50 $1,471.50 Free (Employee Appreciation) Red Oaks 70 2 $620.00 $20.00 Waterford Oaks 69 6 $527.00 $62.00 Total 139 4 $1,147.00 $82.00 Free (301-Volunteers Waterpark Entry) Red Oaks 48 49 $867.00 $139.00 Waterford Oaks 85 15 $735.50 $70.50 Total 133 64 $1,602.50 $209.50 Generated: 91912013 Page I of3 61 Quantitiy Quantitiy Value Value Redeemed Earned Redeemed Earned WP Fair Buy One Get One Red Oaks 19 53 $222.00 $606.00 Waterford Oaks 45 79 $380.00 $624.50 Total 64 132 $602.00 $1,230.50 Free (Twilight) Red Oaks 42 4 $309.00 $21.00 Waterford Oaks 10 1 $80.00 $8.00 Total 52 5 $389.00 $29.00 Free (901-Summer Fun Passbook) Red Oaks 17 2 $206.00 $8.00 Waterford Oaks 24 12 $167.50 $78.00 Total 41 14 $373.50 $86.00 Fire & Ice Volunteers Red Oaks 14 12 $166.00 $112.00 Waterford Oaks 20 6 $182.00 $63.00 Total 34 18 $348.00 $175.00 Expired Groupons Red Oaks 9 7 $72.00 $140.00 Waterford Oaks 18 4 $124.50 $53.00 Total 27 11 $196.50 $193.00 $3 off Monday -Friday Waterford Oaks 24 12 $72.00 $189.50 Total 24 12 $72.00 $189.50 $1 off Oakland Press Waterford Oaks 19 26 $19.00 $376.00 Total 19 26 $19.00 $376.00 Windsor Resident Rate Red Oaks 9 0 $45.00 $90.00 Total 9 0 $45.00 $90.00 Beach Closing Red Oaks 5 0 $15.00 $60.00 Total 5 0 $15.00 $60.00 $2 off (340-FPB) Waterford Oaks 3 11 $6.00 $116.00 Total 3 11 $6.00 $116.00 Marshmallow Drop Red Oaks Waterpark Red Oaks 3 3 $39.00 $39.00 Total 3 3 $39.00 $39.00 Generated: 91912013 Page 2 of 3 62 Quantitiy Redeemed Free (304-Count Your Steps) Red Oaks Waterpark Red Oaks 2 Total 2 Reading Ranger Red Oaks Waterpark Red Oaks Total Generated: 91912013 2 2 Quantitiy Earned 2 2 2 2 Value Redeemed $20.00 $20.00 $23.00 $23.00 Value Earned $20.00 $20.00 $23,00 $23.00 Page 3 of 3 63 2014 Marketing Waterparks Proposed _ Date: Type: Effort: Exposure: Investment: 1/1 jAdvertising: Print 2013 Pure Michigan Magazine 1,000,000 $7,627 1/1 lAdvertising Oakland County Moms 3,000 i $180 4/1 Event Waterford Chamber home/business expo General Awareness _ $100 May Advertising: Print Daily Tribune Banner Ad 11,189 $500 _ May Advertising: Print The Oakland Press, Front Page Banner Ad 81,935 $5,005 May Advertising: Print IThe Oakland Press, Front Page Banner Ad 81,935 Included in package May Billboard 11-75 and Pontiac Lake Road and WOWP 325,251 EOI $3,765 June Advertising: Print IThe Oakland Press, Front Page Banner Ad 81,935 Included in package June Advertising: Print IThe Oakland Press, Front Page Banner Ad 81,935 Included in package June Advertising: Print Daily Tribune Banner Ad 11,189 Included in package 6/1 Advertising: Print Metro Parent Magazine 268,000 $1,411 6/1 Advertising: Digial Metro Parent Magazine 268,000 $416 6/4 Billboard Billboard: 1-75/13 % Mile Rd: June 4-23 571,010 EOI $4,000 6/10 Billboard Billboard: 1-75/Pontiac Road: June 10-July 22 325,251 EOI $3,764.80 June lAdvertising: Print ITrivia Restaurant Pages WOWP 2,000 quarterly $500 6/15 (Advertising: Print IThe Oakland Press: Michigan Travel 81,935 Included in package July Advertising: Print IThe Oakland Press, Front Page Banner Ad 81,935 Included in package July Advertising: Print The Oakland Press, Front Page Banner Ad 81,935 Included in package July Advertising: Print Daily Tribune Banner Ad 11,189 $500 August Advertising: Print The Oakland Press, Front Page Banner Ad 81,935 Included in package Does not include feather flags, signs, banners, display materials, etc. I Marketing initiatives in progress; will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 64 E V Q-AKLAN© M COUNTY PARKS M Pile On'. OAdd extra fun to your reunion, graduation party, c church picnic or birthday party Units include a Climbing.Tower, Inflatable Bouncers, #lie Retro Games, Buses and more! - c _ Call 248.858.0916 2013 Marketing Recreation Programs and Services Budget: $30,000 Investment: $49,459 Includes: Mobile Recreation, Includes: Feather flags for RPS Adaptive Recreation, special ($1,864), GO! Unit storage events, miscellaneous requests ($1,200), three banners on ie Nashville in Neighborhood Telegraph Road destroyed by high Concerts ($25,000), MI Trails winds ($2,744), Catalpa Oaks Mag ad ($1,593) movie and concert ($3,120) Mobile Recreation Date: Type: 1/1 Advertising: Print 1/24 Press Release 3/1 Advertising: Print Effort: 2013 Prosper Magazine RAPP Grants Metro Parent Magazine Additional Details: General Awareness General Awareness General Awareness 313 Advertising: Print The Oakland Press Health & Recreation 5/12 Advertising: Print The Oakland Press Michigan Vacation Guide 9/1 Advertising: Print Indep Twp Recreation booklet General Awareness Does not include feather flags, signs, banners, display materials, etc. Exposure: 75,000 Sent to 60 media outlets 1;500 outlets; 490,00 page views 81,935, 81,935 20,000 Proposed Investment: $7, 500 $0 $1,411 $2, 385 $2,385 $450 Note: $0 = No Cost 66 2014 Marketing Mobile Recreation Date: Type: Effo rt: 2/10 Press Release RAPP Grants February and June Sponsor Michigan Senior Olympics 3/3 Facebook Mobile Rec Monday Post 3/3 Twitter Mobile Rec Monday Post 3/10 Facebook Mobile Rec Monday Post 3/10 Twitter Mobile Rec Monday Post 3/17 Facebook Mobile Rec Monday Post 3/17 Twitter Mobile Rec Monday Post 3/24 Facebook Mobile Rec Monday Post 3/24 Twitter Mobile Rec Monday Post 3/31 Facebook Mobile Rec Monday Post 3/31 Twitter Mobile Rec Monday Post April_ Advertising OC Moms: Marshmallow Drop 7/7 Event WYCD 99.5 FM Nashville in the Neighborhood concert August Sponsor Arts, Beats and Eats Does not include feather flags, signs, banners, display materials, etc. Additional Details: General Awareness Bronze Metal Sponsor 2014 & 2015 Climbing Tower Climbing Tower Inflatable Obstacle Course Inflatable Obstacle Course Treasure Island & Inflatable Bouncer Treasure Island & Inflatable Bouncer Chaos Obstacle & Tropical Maze Chaos Obstacle & Tropical Maze Dinoslide, Mini bounce & Tropical Maze Dinoslide, Mini bounce & Tropical Maze General Awareness 7-9 p.m. during OC Fair; Genisys Credit Union and Oakland County Fair Association to sponsor Royal Oak Proposed Exposure: Investment: Sent to 60 $0 media outlets Marketing initiatives in progress, will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. 1 $2,100 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 1$180 Exact sponsorship not yet determined $15, 000 Note: $0 = No Cost 67 8. Nature Centers Metro Parent Magazff ine Digital 68 Date: 1/1 1/1 1/1 117 119 1/10 1/11 1117 1119 1129 1131 2/1 2/1 2/11 2/14 2118 2/21 2/25 2/28 3/7 3/14 3/20 3/20 3/20 3/20 3/21 3/23 3/25 3/28 2013 Marketing Type: Advertising: Print Advertising: Print Advertising: Print E-Blast E-Blast Facebook E-Blast E-Blast Event E-Blast E-Blast Advertising: Print Event E-Blast Facebook E-Blast News Release E-Blast Facebook E-Blast News Release E-Blast E-Blast Facebook News Release E-Blast Event Facebook News Release Nature Centers Effort: Metro Parent Magazine 2013 Pure Michigan Magazine Oakland County Moms Scout Badge days (Tuning Your Tot Events at 2 centers Young Birders Nature Sprouts University of Scouting Star Party Hypertufa Metro Parent Magazine Girl Scout International Night Wintry fun families Events at 2 centers Wintry fun families Fireside Fun Fireside fun l Wint nest box training Bluebird watcher Spring Floral Spring programs online ITimberdoodle Wint frog survey training Turtle Talk Fun w/ Flowers Oakland Schools Great/Great Start Collaborative Wild Wednesdays Earth Day Budget: $25,000 1 Exposure: 268,000 1, 000, 000, 000 3,000 6,564 recipients 12,344 recipients General Awareness 25,294 recipients 21,438 recipients General Awareness' 21,338 recipients 18,292 recipients 268,000 400 20,253 recipients General Awareness 19,574 recipients Sent to 60 media outlets 19,482 recipients General Awareness 18,244 recipients Sent to 60 media outlets 18,465 recipients 17,823 recipients General Awareness Sent to 60 media outlets 16,627 recipients General Awareness General Awareness Sent to 60 media outlets Investment: $10,482 Proposed Investment: $5,481 $7,627 Included in package $0 $0 $0 $0 $0 $0 $0 Included in package $15 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Note: $0 = No Cost 69 3/28 News Release Spring Star Sent to 60 media outlets $0 4/1 Advertising: Print Community Recreation books Indep Twp, Madison Hghts, $1,900 Orion Twp, RARA, RO, Southfield 4/1 Event Oakland Schools/science General Awareness $0 teachers/communications coordinators 4/2 E-Blast Go Wild 17,778 recipients $0 4/4 Advertising: Print 2013 Prosper Magazine 75,000 $0 4/8 E-Blast Spring star party 23,822 recipients $0 4/9 Facebook Earth Day and more General Awareness $0 4/9 Facebook RONC Earth Day General Awareness $0 4/11 E-Blast Young bird lovers 17,847 recipients $0 4/12 News Release Be out there Sent to 60 media outlets $0 4/12 News Release Be Out There - Wint Sent to 60 media outlets $0 4/17 News Release Pond Life Sent to 60 media outlets $0 4/23 E-Blast Be out there 19,408 recipients $0 4/23 News Release Flowers/Fairies Sent to 60 media outlets $0 4/23 News Release Flowers and Fabrics Sent to 60 media outlets $0 4/27 Event Oakland Schools Great/Great Start Collaborative General Awareness $0 4/30 News Release Wildlife Moms Sent to 60 media outlets $0 4/30 News Release. Wild Life Moms Sent to 60 media outlets $0 5/1 Advertising: Print Girl Scouts Magazine 5,000 $440 5/2 E-Blast Fairies/flowers 19,361 recipients $0 5/2 E-Blast Wild Wednesday 17,741 recipients $0 5/7 E-Blast Celebrate moms 16,627 recipients $0 5/8 E-Blast Last change scout days 16,714 recipients $0 5/22 News Release Nature at Night Sent to 60 media outlets $0 5/23 News Release Incredible Insects Sent to 60 media outlets $0 5/28 E-Blast RONC 17,566 recipients $0 5/29 News Release Composting Sent to 60 media outlets $0 5/29 News Release Composting for Earth's Sake - Red Oaks Sent to 60 media outlets $0 5/30 Advertising: Print OP: OCParks Section 81,935 Included in package 5/30 Advertising: Print Metro Parent Magazine 268,000 Included in package 6/1 Advertising: Print Fun Guide ad/Community Recreation books Clawson, Hazel Park, Indep $1,900 Twp, Orion, Oxford, RARA, RO, Southfield Note: $0 = No Cost 70 6/7 Facebook RONC Nature @ Nite General Awareness 7/1 E-Blast Reptile fun 17,478 recipients 7/1 E-Blast Summer Night Life 19,257 recipients 7/2 E-Blast Muck & Yuck 17,442 recipients 7/24 Facebook RONC Nature Plants General Awareness 7/25 E-Blast Tune Tot 119,229 recipients 7/31 Facebook Garden 4 biodiversity General Awareness 8/2 Facebook Wild Wednesdays General Awareness 8/5 E-Blast Nature Sprouts 117,316 recipients 9/1 Event Oakland Schools/science teachers/communications coordinators 10/2 E-Blast Wild Wednesday Go Batty - Red Oaks Nature CEO 15075 recipients 10/3 Advertising: Print Girl Scouts Magazine 15,000 10/5 E-Blast Scout Badge Days 116,882 recipients 10/5 E-Blast Native Seed Workday - Independence Oaks Norl 15,807 recipients 10/10 News Release Ospreys and Packpacks Sent to 60 media outlets 10/14 News Release Halloween Hayrides Sent to 60 media outlets 10/16 News Release Angry Birds Sent to 60 media outlets 10/17 E-Blast Nature Sprouts - Red Oaks Nature Center 117,316 recipients 10/17 News Release Native Seed Propagation Workshop I Sent to 60 media outlets 10/18 News Release Marvels of Migration I Sent to 60 media outlets 10/20 E-Blast Ospreys and Backpacks Workshop - Wint Nature] 15,807 recipients 10/26 E-Blast Happy Halloween Hayrides - Wint Nature Center 17,316 recipients 11/1 Advertising: Print Metro Parent Magazine 268,000 11/1 News Release Bow Making Made Easy Sent to 60 media outlets 11/2 E-Blast Native Seed Propagation Day - Wint Nature Ceni 15,807 recipients 11/2 E-Blast Angry Birds Workshop - Red Oaks 19,482 recipients 11/4 News Release Christmas Bird Count Sent to 60 media outlets 11/6 E-Blast Marvels of Migration Wild Wednesday -Red Oak:17,741 recipients 11/6 News Release Sleuthing at Bird Feeders Sent to 60 media outlets 11/7 News Release Fall Star Party Sent to 60 media outlets 11/9 E-Blast Scout Badge days 17,741 recipients 11/13 E-Blast Bow -making made easy - Red Oaks 19,257 recipients 11/16 E-Blast Scout Badge days 17,316 recipients 11/17 E-Blast Christmas Bird Count 115,807 recipients 11/21 News Release Yule Log Bonefire I Sent to 60 media outlets 11/23 E-Blast Scout Badge days - Red Oaks 117,741 recipients �$0 $0 ;$0 $0 $0 $0 �$0 �$0 $0 $0 1 $440 1$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 Included in package $0 �$0 �$0 $0 $0 $0 $0 $0 $0 I$0 �$0 �$0 1$0 Note: $0 = No Cost 71 11/23 E-Blast Fall Star Party - Wnt 12/1 Event Oakland Schools/science teachers/communications coordinators 12/2 News Release Holiday Bonfire 12/3 News Release Christmas Bird Count Tally Rally Does not include feather flags, signs, banners, display materials, etc. 19,482 recipients General Awareness Sent to 60 media outlets Sent to 60 media outlets $0 $0 Note: $0 = No Cost 72 2014 Marketing Nature Center Proposed Date: Type: Effort: Exposure: � Investment: 1/1 Advertising: Print Metro Parent Magazine 180,000 �490,000 $1,411 1/1 Advertising: Online Metro Parent Magazine page views $416 1/3 Facebook Post: Learn to Ski General Awareness $0 1/7 Facebook Post: NatureFit: Snowshoe Basics General Awareness $0 1/7 E-Blast Scout Badge days 16,564 recipients $0 1 /8 I Facebook Post: Wild Wednesday: Arctic Creatures I General Awareness $0 1/9 1E-Blast Tuning Your Tot 12,344 recipients $0 1/10 I Facebook Events at 2 centers General Awareness $0 1/11 1E-Blast Young Birders 25,294 recipients $0 1/11 Facebook Post: Tuning Your Tot: Winter Science General Awareness $0 1/12 Facebook Post: NatureFit: Snowshoe Basics General Awareness $0 1/15 Facebook Post: Daisies clover Petal General Awareness $0 1/17 E-Blast Nature Sprouts 121,438 recipients $0 1/19 Event University of Scouting General Awareness $0 1/21 Facebook Post: Nature Sprouts: Snow Science General Awareness $0 1/24 Facebook Post: Winter Star Party (General Awareness $0 1/27 I Facebook Post: Pottery of the Earth General Awareness $0 1/29 E-Blast Star Party 121,338 recipients $0 1/31 E-Blast Hypertufa 118,292 recipients $0 2/1 Advertising: Print Metro Parent Magazine 0,000 $1,411 2/1 Advertising: Online Metro Parent Magazine 40,000page views 1$416 2/2 Facebook Post: Eventing with an Artist I General Awareness $0 2/4 I Facebook Post: Great Backyard Bird Count General Awareness $0 2/11 I Facebook Post: Frosty Fun General Awareness $0 2/11 E-Blast Wintry fun families 20,253 recipients �$o 2/14 Facebook Events at 2 centers General Awareness $0 2/18 E-Blast Wintry fun families 19,574 recipients $0 2/21 News Release Fireside Fun Sent to 60 media outlets $0 2/25 E-Blast Fireside fun 19,482 recipients $0 2/28 Facebook Wint nest box training General Awareness $0 March Advertising: Print MPM Fun Guide �81,000 1$1,344 Note: $0 = No Cost 73 March Advertising Quarterly PlateMate, content on restaurant placemats 75,000 = 4,000,000/year $0 April Advertising: Print Community Recreation books Indep Twp, Madison Hghts, Orion $1,900 Twp, RARA, RO, Southfield May Advertising: Print Girl Scouts Magazine 75,000 $440 June Advertising: Print Fun Guide ad 81,935 $1,900 October Advertising: Print Girl Scouts Magazine 75,000 $440 November Advertising: Print Metro Parent Magazine 490,000,180,000 page views $1,411 November Advertising: Online Metro Parent Magazine 490,000,180,000 page views $416 November Advertising OC Moms 3,000 $180 December Advertising: Print Metro Parent Magazine 490,000,180,000 page views $1,411 December Advertising: Online Metro Parent Magazine 490,000,180,000 page views $416 December Advertising OC Moms 3,000 $180 Does not include feather flags, signs, banners, display materials, etc. Marketing initiatives in progress, will provide updated charts in the Executive Officers Report of the June 4 Commission Packet. Note: $0 = No Cost 74 Oakland County Parks and Recreation Commission Special Meeting Oakland County Parks and R ration Administration Office 2800 Watkins Lake Road, Waterford, MI 48328 Wednesday, March 12, 2014 10:00 A.M. Agenda 1. Call Meeting to Order 2. Roll Call 3. Pledge of Allegiance 4. Approval of Agenda 5. Approval of Minutes: Regular Meeting of 03/05/14 6. Public Comments: 7. REGULAR AGENDA: A. Communications & Marketing Presentation BREAK AT THE DISCRETION OF THE CHAIR 8. Executive Officer's Report g Executive Committee Update 10. OLD BUSINESS 11. NEW BUSINESS 12. ADJOURN Action Reauired Presenter/Phone # G. Fisher 248.514.9814 LG Approval G. Fisher/D. Stencil 248.858.4944 Approval V. Valko 858.4603 G. Fisher Informational/Approval D. Stanfield 248.858.4627 Receive and File D. Stencil G. Fisher G. Fisher Next Meeting: 9 a.m. on Wednesday, April 2, 2014 at Parks & Recreation Commission Meeting Room, 2800 Watkins Lake Road, Waterford, MI 48328 Oakland County Parks and Recreation Commission Meeting March 5, 2014 Chairman Fisher called the meeting to order at 9:27 a.m. at Glen Oaks Conference Center. COMMISSION MEMBERS PRESENT: Chairman Gerald Fisher, Vice Chairman J. David VanderVeen, Secretary John A. Scott, Robert E. Kostin, Chairperson Emeritus Pecky D. Lewis, Jr. Gary McGillivray, Jim Nash COMMISSION MEMBERS ABSENT WITH NOTICE: A. David Baumhart III, Gregory Jamian, Christine Long ALSO PRESENT: Parks and Recreation OC Fiscal Services OC Facilities Maintenance & Operations University of Michigan -Flint APPROVAL OF AGENDA: Daniel Stencil, Executive Officer Sue Wells, Manager of Parks & Recreation Operations Phil Gastonia, Business Development Rep. Mike Donnellon, Chief -Park Facilities Maint. & Dev. Jim Dunleavy, Chief -Park Ops. & Maint.- N. District Tom Hughes, Chief -Park Ops. & Maint.- S. District Terry Fields, Chief -Recreation Programs & Services Donna Folland, Project Advisor Jennifer Myers, Architectural Engineer II Melissa Prowse, Business Development Rep. Jeff Phelps, Supervisor II Paul Zachos Sara McDonnell Moved by Mr. Scott, supported by Mr. Kostin, to approve the agenda with the following changes: Change Items 8 E-G under Consent Agenda from "Approval' to "Receive & File." AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. APPROVAL OF MINUTES: Moved by Mr. McGillivray, supported by Mr. VanderVeen to approve the minutes of the Special OCPR Commission meeting of February 19, 2014. AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. PUBLIC COMMENTS: There were no comments from the public. (Commission Meeting, March 5, 2014) PRESENTATIONS: J. David VanderVeen. Chairman -Fire & Ice Committee Manager of Parks and Recreation Operations Sue Wells presented Vice Chairman J. David VanderVeen with a plaque in appreciation for all his efforts and leadership as chairman of the 2014 Fire & Ice Festival Committee. Vice Chairman VanderVeen indicated he appreciated all the assistance from the Parks and Recreation staff and volunteers. He also expressed that this recognition is a "team" award. CONSENT AGENDA: Moved by Mr. Scott, supported by Mr. Nash to approve Items 8 A-G, as modified, under the Consent Agenda as follows: • OCPR Monthly Revenue and Expenditure Budget to Actual Report for Month Ending1/31/14 (FM 04, FY14) • Monthly Revenue and Expenditure Comparison Report for Month Ending 1/31/14 (FM 04, FY14) • Monthly Revenue and Expenditure Average Comparison Report for Month Ending 1/31/14 (FM 04, FY14) • Capital Improvement Projects Budget to Actual Report & Statement of Net Position For Month Ending 1/31/14 (FM 04, FY14) • FY 2014 1 st Quarter Financial Forecast • OCPR 2014 1st Quarter Temporary Use Permits • OCPR 2014 1st Quarter Contributions Report AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. REGULAR AGENDA: Bid: Golf Carts Moved by Mr. VanderVeen, supported by Mr. McGillivray, to approve the purchase of 50 golf carts from Midwest Golf & Turf of Novi, MI for a bid price of $213,500 with a trade-in value for 42 golf carts of $44,500, for a total net purchase price of $169,000. AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. 2014 Michiqan Natural Resources Trust Fund — Groveland Fishinq Dock Grant Application Moved by Mr. Kostin, supported by Mr. Nash to approve the following resolution authorizing the application to the Michigan Natural Resources Trust Fund for a $36,300 grant to construct a universally accessible fishing pier at Groveland Oaks County Park: (Commission Meeting, March 5, 2014) APPLICATION FOR A 2014 MICHIGAN NATURAL RESOURCES TRUST FUND DEVELOPMENT GRANT FOR THE OAKLAND COUNTY PARKS AND RECREATION UNIVERSALLY ACCESSIBLE FISHING PIER PROJECT AT GROVELAND OAKS COUNTY PARK WHEREAS, the Oakland County Parks and Recreation Commission has been notified by the Department of Natural Resources that application for cost -sharing grants from the 2014 Michigan Natural Resources Trust Fund Program may be submitted by April 1, 2014; and WHEREAS, the Oakland County Parks and Recreation Commission has identified and established priorities for improvements within the adopted 2013-2017 5-year Recreation Plan and the adopted 2014-2015 Capital Improvement Program Budget Plan; and WHEREAS, the Oakland County Parks and Recreation Commission recommends the filing of the following application to the Department of Natural Resources for $36,300 grant (75% of total project costs) from the 2014 Michigan Natural Resources Trust Fund Program with a local match made up of $7,900 of in-house labor and $4,300 from the Parks and Recreation Fund (25%); and WHEREAS, the grant agency requires a resolution from the Governing Body in support of the application. NOW THEREFORE BE IT RESOLVED that the Oakland County Parks and Recreation Commission hereby requests the Oakland County Board of Commissioners authorize and approve the 2014 Michigan Natural Resources Trust Fund Program development grant application. AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. Addison Oaks Master Planninq: Draft Vision and Objectives Project Advisor Donna Folland provided the Commission with a summary of the overall process of the Addison Oaks Master Planning process, public engagement results, park vision, objectives and performance metrics. Staff is also working together to refine the procedures in order to have a smooth transition for taking projects from the master planning process, to the CIP process, to the design and construction process. Commissioner Fisher requested that in addition to the public's involvement, the Commission be involved in the brainstorming section of the process. Staff reassured the Commission that after each phase of the process the information would be brought back before the Commission for their input and review. The Commission requested the following changes to the document: • Page 32, 1st bullet point: Based on the belief... - delete the entire bullet point • Page 32, 2nd Bullet Point: Includes the promise that the public's contribution will influence the decision. Change to: The public's contribution will be considered in the decision. • Page 32, 4th Bullet Point: Move this Bullet Point up to become the 1st Bullet Point • Page 32, 1. Gain Internal Commitment, 1st Bullet Point: Change to, Identify the public stakeholders. (Commission Meeting, March 5, 2014) It was requested that non -Addison Oaks users also be included in the survey, in order to provide OCPR with information on what potential users may want or are looking for, or what they don't want or don't like in our parks. Commissioner Fisher inquired if there was any thought about having general brainstorming sessions about what direction to go in the parks, including getting the OCPR Commission and members of the public involved. Staff advised the Commission that would be part of the process. Revisions to the draft document that will be brought back to the Commission will reflect Oakland County Parks and Recreation processes and procedures. The proposed schedule for the Addison Oaks Master Planning process is: • Provide a draft for review at the next OCPRC Executive Committee Meeting • Report back to the Commission with an entire Master Plan Document • Hold an Open House in June/July • Refine and finalize the evaluation in August • Bring the final Plan to the Commission in September so that it may be incorporated into the Capital Improvement Plan and Budgets At the end of the presentation Donna informed the Commission that she will bring a draft OCPR Public Engagement Philosophy Statement to the next Executive Committee and OCPR Commission meeting. Temporary Use Permits: Sprinqfield Oaks Antique Show Mav 3-4, 2014/0akland Parks Foundation Temporary Use Permit & Alcohol Sales Request This request has been withdrawn, therefore no action is required at this time; however, it may be brought back at a later time for another charitable organization. El Centro La Familia-Cinco de Mavo Event 05/05/14 — Waterford Oaks Countv Market — Temoorary Use Permit & Alcohol Sales Request Chairman Fisher indicated on Page 75, item 3.7 Alcohol Use; there is no mention whose responsibility it is to obtain the Michigan Liquor Control Commission License for the Temporary Use Permits. He requested that it be included in the agreement. Moved by Mr. VanderVeen, supported by Mr. Scott to approve the sale of alcohol on Oakland County Parks and Recreation property, and the corresponding Temporary Use Permit, for the use of the Oakland County Market for the Cinco de Mayo event to be held May 2, 2014, subject to the changes as recommended by Chairman Fisher. AYES: Fisher, Kostin, Lewis, McGillivray, Nash, Scott, VanderVeen (7) NAYS: (0) Motion carried on a voice vote. STAFF REPORTS: Participation and Proqram Review FY 2014. Month 04 The Participation and Program Review report for FY 2014, Month 04 was received. (Commission Meeting, March 5, 2014) Food and Beverage Committee Update Business Development Representative Phil Castonia provided a Food and Beverage Committee update. The agreement between Oak Management and Oakland County Parks and Recreation for food services at Glen Oaks and Addison Oaks effective January 1, 2016, has been approved and executed by the Oakland County Board of Commissioners. The next meeting of the Food and Beverage Committee will be immediately following the OCPRC Meeting on March 12, 2014, to review the analysis from Profitable Food Facilities (PFF), our consultants who did an evaluation of our operations last fall. The Requests for Qualifications (RFQ) for food and beverage consultants have been received and referred to the Food and Beverage subcommittee. The subcommittee will be evaluating them and report back with a recommendation to the Food and Beverage Committee. Land Acquisition — Review Process Presentation Executive Officer Stencil advised that this is an effort to formalize how the OCPR Commission and staff look at the acquisition of property within Oakland County. The idea is to have the process driven by OCPR taking a calculated look at opportunities versus reacting to opportunities to purchase when an opportunity is brought to our attention. Some of the proposed steps would include: • Create a system for evaluating individual opportunities and take action • Take a more proactive look at opportunities • Use OCPR Commission closed sessions to talk about opportunities • Put together an acquisition team to research properties, then review with Property Specialist Paul Zachos and Corporation Counsel Jody Hall • Bring to the Commission for final decision on acquisition Chairman Fisher expressed his preference that a formal part of the procedure includes acquisition opportunities are brought to the Commission early on in the process, and that the Commission be part of the decision process. Executive Officer's Report In addition to the items included in the Executive Officer's Report filed in the agenda, the following information was noted: - OCPR Marshmallow Drop is scheduled for Friday, April 18, 2014, at Catalpa Oaks - The grant for the Red Oaks Connector Trail from the Michigan Department of Natural Resources Trust Fund was approved - We have applied for a grant with the Dana and Christopher Reeves Foundation for an accessible lift for OCPR Therapeutic Programs which could provide access to hay wagons, pontoons, etc. - Oakland Parks Foundation next meeting will be March 19,, 2014 - We are evaluating a proposal from ITC for trail signage and nature programs in the parks system - Ellis Barn barrier -free exception meeting with the State of Michigan is scheduled for March 21, 2014 - Staff will report back to the Commission on Annual Vehicle Permits at the May OCPRC meeting - Report on OCPR volunteers which reflects over $150,000 increase in value of volunteer hours for 2013 - Letter of appreciation from County Executive L. Brooks Patterson for the work and efforts provided by OCPR staff for the 2014 Fire & Ice event - 2014 Special Park Districts Forum (SPDF) will be held in Orange County, California from April 29 — May 2, 2014; registrations are now being accepted (Commission Meeting, March 5, 2014) - OCPR will be partnering with HCMA and MDNR for the 2015 SPDF event June 8-12, 2014 - Michigan Barn Preservation Network has scheduled a tour of Ellis Barn and VanHoosen Barn - Special OCPR Commission meeting scheduled for March 12, 2014, for a presentation on OCPR Communications and Marketing - Update on meeting with the City of Madison Heights representatives on storm water reclamation at Red Oaks - A site tour of the Glen Oaks facility immediately following the meeting OCPRC Executive Committee Update Chairman Fisher provided the following update from the Executive Committee meeting of February 19, 2014. The Executive Committee discussed the proposal of the Groveland off -road vehicle project. The consensus is that this would be a revenue neutral arrangement for the park; it is not a project that OCPRC will be sponsoring. It should pay for itself. The Committee wanted to make sure this was quite clear. In addition, Planning Supervisor Jon Noyes made a presentation on an indoor walking facility that would benefit both people and their canine companions. This will be further explored to see if it will be a practical arrangement. OLD BUSINESS: There was no old business to report. NEW BUSINESS: Vice Chairman VanderVeen informed the Commission he had requested a report showing the history of the OCPRC unrestricted net assets and its reliance on operating subsidies. A copy of that report has been submitted to the Commission and indicates that the operating subsidy has gone down consistently since 2008, and unrestricted net assets are going up. Vice Chairman VanderVeen wanted to acknowledge that OCPR is now operating in a much better financial position. Commissioner McGillivray indicated that one year after OCPR taking over the Red Oaks Nature Center we still do not have a full-time Parks Naturalist at the facility nor are there any school programs. When the City of Madison Heights was running the facility there were more activities taking place. He expressed that he is a little disappointed that more is not being done at this facility, is curious why this has not been addressed, and wants to know when these things will occur. Chairman Fisher requested if this item could be addressed at the next Executive Committee meeting. Commissioner McGillivray agreed, as long as he can be made aware of the discussion and the outcome. Manager of Parks and Recreation Operations Sue Wells indicated we are currently conducting interviews to fill the Parks Naturalist position, and the staff at Recreation Programs and Services (RPS) is working very hard at creating programs for that facility. Commissioner Kostin commented on the OCPR nepotism policy — he found it interesting that Commissioners' relatives could be employed at an OCPR facility, but administrative employees' relatives could not. ADJOURNMENT: Meeting adjourned at 11:15 a.m. John A. Scott, Secretary Vicky Valko, Recording Secretary DRAFT Request for Proposal for Brand Assessment and Strategy Development SECTION I — GENERAL INFORMATION 1. INTRODUCTION As part of a marketing strategy for Oakland County Parks, a consultant is being sought to assess the OCP brand and assist in the development of a brand promise and blueprint. The parks system has been in operation since 1966, and offers the following parks and services: 5 golf courses, 2 campgrounds, 2 nature centers, 2 waterparks, 6 day -use parks (including trails, picnic areas, lakes/beaches, sports fields, playgrounds, disc golf, etc.), 4 conference/event centers, 2 undeveloped parks (trails, wetlands, woodlands and open space), 3 dog parks, and a County Market. OCP also offers a variety of programs and community events at these facilities and within the communities in Oakland County, including, but not limited to, Fire & Ice (downtown Rochester), 4th of July Fireworks at Addison Oaks and Groveland Oaks, Marshmallow Drop at Catalpa Oks, Air Fair at Groveland Oaks, Nature Center programs and classes, Oakland Uncorked at the County Market, etc. Oakland County Parks operates more than 6,500 acres of parkland. For a full list of parks, facilities and programs, visit Destination Oakland.com. 2. CHALLENGES Within Oakland County there are multiple other recreation service providers, including the Michigan Department of Natural Resources, Huron -Clinton Metropolitan Authority, and local city, village and township park systems. OCP has never, since its inception in 1966, evaluated its brand or developed a brand strategy. OCP seeks to assess and evaluate its current brand, and develop a brand promise and blueprint, and culturalize that brand within the organization. 3. GOALS OCP is seeking a consultant to: -Position Oakland County Parks and Recreation as an essentia;a regularly used community service that a greater number of Oakland County residents identify with, relate to, and feel good about. OGP senko to waac-s_s-w4d-e��sluc�o its c oprint, and-oultumlizo that bran', witheiq the argcniza�iap, • -Increase users/participants at OCPRC facilities and programs -Increase cost recovery based on goals outlined in OCPR Service Portfolio -Build relationships and connect emet,oRaliywith our constituents and park/program users Establish a program of large-scale sponsor solicitation and management DRAFT • GFeatc : bQ60 [DON'T THINK IT WOULD BE LAWFUL UNDER ELECTION LAW TO USE TAXPAYER MONEY FOR THIS] Proposed Scope: 1. Brand assessment. Research and engagement with the Commission, staff and the public to define current brand and evaluate its strength. IdentifyiEat+en e gaps between how OCP views its brand, and how the public and guests perceive the brand in the marketplace. May include interviews of the Commission, staff and public, focus groups, surveys, and audit of current marketing, communication and promotional tools. 2. Brand Promise Development. Utilize data and assessment to work with the Commission and staff in developing a brand promise for OCP. The brand promise will take into consideration and answer the following questions: a. What are the goals of the Commission? a b. What is the perceived value of OCP to the public? Vic. What are the points of differentiation between OCP and other like service providers? Ed. What are the attributes (values/beliefs) of the current brand? 3. Develop Brand Blueprint. Create written plan to document how OCP will app4y develop its brand strategically throughout the organization ^���ein the short and long term. May include the following deliverables: a. Visual Representation/Creative i. Logo development ii. Style guide including standards for: colors, logos, printed materials, signage iii. Design templates for key marketing materials 4+ iv. Other recommendations of the Consultant b. Timeline for implementation c. Staffing/implementation recommendations d. Staff training and implementation tools 4. Brand Culturalization and mission development. As a large agency with wide geographic reach and upwards of 600 staff (during peak season), brand culturalization is critical. Consultant will provide strategies, and may provide training, and guidelines for internal brand alignment. OCP would also like to utilize this process to revise its current mission and vision statements to align with the values defined as part of the brand. SECTION II — PROPOSAL TIMELINE 1. TIMELINE a. Proposal released: June 2014 DRAFT b. Questions due: c. Response to questions: d. Proposals due: e. Award: June 2014 June 2014 July 2014 August/September 2014 SECTION III --INFORMATION REQUIRED 1. BUSINESS ORGANIZATION a. State the full name and address of your organization and any partnering firm. Indicate state of incorporation or license to operate 2. STATEMENT OF THE PROBLEM a. State your understanding of the problem, as presented 3. APPROACH Provide a narrative on design and engineering approach, and research and stakeholder input 4. SCHEDULE a. Provide a schedule indicating milestones and major tasks 5. PRIOR EXPERIENCE a. Provide a description minimum of three similar projects within the last 5 years 6. CAPABILITY AND QUALIFICATIONS a. As it relates to the problem statement, please provide staff resumes, certifications and professional licenses that indicate the education, experience and training of the persons to be assigned to this project 7. FEES a. Provide a not -to -exceed proposal based on the following: i. A breakdown of fees relative to each item described in the problem statement ii. A breakdown of fees relative to any proposed sub consultants iii. A schedule of hourly rates for roles needed to complete part h above, as the scope of phase I is not yet defined iv. An estimate of anticipated reimbursable costs 8. ADDITIONAL INFORMATION a. Include any other information that is believed to be pertinent but not specifically asked for elsewhere SECTION III --CRITERIA FOR SELECTION SELECTION PROCESS a. The following evaluation process will be used: i. A selection committee will be established comprising ef-members of the Commission, the supervisor -communications and marketing, two business development representative, two chiefs of park operations, chief of recreation programs and services and a purchasing representative DRAFT ii. This selection committee will evaluate and short list the top vendors iii. Interviews will be conducted and the top vendors will be ranked 1. CRITERIA b. BUSINESS ORGANIZATION c. STATEMENT OF PROBLEM d. APPROACH e. SCHEDULE f. PRIOR EXPERIENCE g. CAPABILITY AND QUALIFICATIONS h. FEES i. ADDITIONAL INFORMATION SECTION III — CONCEPT INFORMATION 1. ADDITIONAL INFORMATION The following information is included to provide additional insight into this project. • 5 Year Recreation Master Plan • Service Portfolio (which has not been adopted, but serves as a general consideration)