Final Flashcards
1
Q
Time line of the funding context
A
1980s = traditional sources of funding reduced for local programs
1994-2000 = economic growth lead to some funding increases
Now = various recessions since 2000 likely ended that run of prosperity for funding parks and recreation
2
Q
What are the 4 funding reduction strategies
A
Create a strong volunteer and contractual services program using friend organizations retired employees and local businesses
Reduced expenditures and operational costs
Expand marketing public relations and advertising to reposition organization for recession recovery
Increase financial resources by pursuing an expanded menu of revenue sources
3
Q
What is sponsorship
A
The provision of assistance, either financial or in kind to an activity by a commercial organization for the purpose of achieving commercial objectives
Negotiated contracts between the sponsor and organization
4
Q
Types of events and programs that sponsors contribute to
A
Sporting events/teams/leagues
Festivals
Conventions/conferences
Expositions (art shows)
Trade shows
Arts and entertainment
Charitable benefits/cause marketing
Special events
5
Q
What are sponsor promotional activities
A
Visible identification of sponsor logos (event apps, green initiatives)
Title sponsorship (naming rights)
On site product trials (consumable products/electronics)
Pre/post event advertising (digital print)
Coupons (digital print)
Promotional merchandising
6
Q
Benefits for sponsors
A
Enhanced image
Product trial or sales opportunities
Hospitality opportunities
Increased awareness
7
Q
What are donations
A
Gratuitous income
Canadians collectively donated $12.8 billion to charitable organizations in 2013
82% made a financial donation to a charitable donation
8
Q
How are donations different then sponsorship
A
Donations is changing so many great causes donors are more educated and sophisticated today fundraising has become professional
Organizations may establish a special fund for the purpose of soliciting monies for a specific project which leads us
9
Q
What are foundations
A
Endowment funds established by a wide range of donors where funds raised are pooled and invested with the income distributed as grants
Non government non profit corporations that are organized and operated for the benefit of the general public
In Canada foundations fall under registered charities category
Recreation directly accounts for just 4.5% of all charities and 0.7% of all charitable revenue
10
Q
What are roles of foundations
A
Facilitate donations from individuals and corporations that may not wish to donate to public agencies
Accept controversy and risk that public agencies seek to avoid
Provide agility that public agencies can’t
11
Q
What are the 5 types of foundations
A
Umbrella
Facility specific
Local agency specific
Corporate
Community
12
Q
What is the umbrella type of foundation
A
Formed when coalition of not for profit and public organizations pool resources to develop facilities or services
13
Q
What is the facility specific foundation
A
Allow people to make donations to support a specific park or recreation facility
14
Q
What is local agency specific foundations
A
Can accept a broader range of donations in support of the affiliated leisure service agency’s operations than facility specific
15
Q
What is the corporate foundation
A
Grant making funds come mainly from a profit making business often target a specific cause
16
Q
What is the community foundation type
A
Made up of permanent funds established by many separate donors for long term benefit of residents in a geographic specific area, support a broad range of initiatives including leisure services
17
Q
What are partnerships
A
People organizations working together for a common purpose or toward a common goal
Formed through agreements between 2 or more parties with an interest in satisfying a mural need is common to these parties
18
Q
Why partnerships
A
Shrinking resources especially financial
Increasing competition for funding
Administrative technical innovations
Eliminate duplication of services/programs
Pool expertise
Increase cooperation
19
Q
What are advantages of partnerships
A
Better access to resources
Opportunity to build networks
Increase influence with funders
Advocate more effectively as a group
To learn/mentor from each other
Enhance visibility and credibility of partners
20
Q
What are disadvantages of partnerships
A
Building/sustaining them requires a great deal of work/time
Issues operational matters power struggles may take away from service
Partners always have to compromise, potential loss of identity power control and autonomy
Communication barriers collaboration is challenging
Skilled staff needed to manage partnerships
21
Q
Branding vs marketing
A
Branding is creating an experience that partners of fans can engage in
Marketing is advertising a product or service, selling something
Social media has changed the dynamic consumers now have a voice that is not only heard but listened to
22
Q
What is sport Manitoba
A
Funding organization
Some programs coaching games
Canada sport for life centre just opened (has everything)
Business changed from this
23
Q
The 8 steps of sponsorship planning and execution
A
Identify budget goal
Create target list
Identify sponsor-able asserts (benefits)
Sponsorship structure
Sales plan
Adapt to change/be flexible
Communicate
Deliver
24
Q
Facilitation and coproduction traditionally
A
Leisure service agencies gathered financial resources (taxes user fees sponsorships) + Human Resources (paid staff, volunteers) + built/maintained facilities (parks arenas community centres) = providing services to their constituents
25
Why is there a shift happening in facilitation and coproduction
To reduce the high cost and inherent inflexibility associated with hiring full time personnel whose skills are tied to direct delivery of a specific service and
To avoid the constraining influence or bureaucratic procedures and regulations
26
What are the 4 forms of facilitation
Opportunity referrals
Technical assistance
Brokering
Coproduction
27
What is opportunity referrals
Agency acts as central source of referrals by providing comprehensive information about opportunities in the area
Minimalist level of facilitation: requires few agency resources
Delivery of services remains exclusive responsibility of the community organization offering the service
Technical assistance brokering coproduction
Least resources -> most resources
28
What is technical assistance
Assistance is confined to advice and consultation
Helps community groups define their needs establish effective administrative procedures address legal issues design programs suggest promotional fundraising strategies
Delivery of the service remains exclusive responsibility of the community organization offering the service
29
What is brokering
Agency is like a middleman using a network of contacts in the community to link individuals with organizations that can meet their recreational needs
Moderate level of agency resources required
30
What is coproduction
Individuals or community groups participate jointly with a public agency in the production of park and recreation services of which they or their families are primarily beneficiaries
Requires the most agency resources of the 4 forms of facilitation
31
What are some reasons that citizens/community groups engage in coproduction
An agency reduces the quality level or ends a service
An agency does not provide resources for a new service
If there is a desire to improve the quality of services beyond the level that the public agency has the capacity to deliver
If a community organization perceives coproduction as a way to raise funds for its cause through sweet equity of its members
32
What are advantages of coproduction
Rebuilds an ethos
Rebuilds empathy for government
Cost reductions
Enhanced responsiveness
Use of citizens talents
More opportunities to socialize
33
What are limitations of coproduction
Loss of political support
Equity issues
Quality of service
34
What is land
As a community is immovable and permanent
35
What is land registration
A system used in land administration to recognize formal property rights and for regulating the character and transfer of those rights
36
What is land ownership
Ownership of rights to use land NOT land itself
37
What do land rights include
The right to sell or bequeath the land
The right to keep others off it
The right to use it for farming ranching recreation or timber production
The right to extract minerals from it
The right to erect buildings and other structures on it
38
What is fee simple
Owning all rights associated with a property
39
What is less then fee simple
Ownership with restricted rights consists of one or more rights given up by the land owner
In the context of leisure service delivery less then fee simple approaches offer ways of working with people who own desirable open spaces so that private interests are protected and public park and open space goals are met
40
What are easements
Remember land ownership consists of a bundle of rights that a landowner is permitted to exercise
An easement gives individuals other then the owner permission to use a property fro a specific purpose
Landowner retains title to land may sell lease or bequeath land expect for the right that they give up in the easement agreement
41
What are three types of easements
Affirmative
Negative
Perpetual
42
What is an affirmative easement
Authorizes or allows something to be done on a landowners property
43
What is a negative easement
Prohibits a landowner from doing something on his or her property often called conservation easement
44
What is perpetual easement
Indefinite in length or fixed term usually 5-15 years in Canada
45
What are conservation easements
Voluntary legal agreements between a landowner and a government or qualified conservation organization to conserve a properties natural values and features
Accomplished through a restriction on amount and type of development that can occur on the land
Landowners retain ownership and use of land and its earning capacity
46
What are extractions
Extractions or development change are a local government requirement imposed on developers or builders
Mandate is that developers or builders dedicate park land or pay a fee to be used by government entity to acquire and develop. Infrastructure including park and recreation facilities
Are a type of user fee because the intent is that the cost of new parks and facilities and services should be paid for by the landowner developer or new home owner who are responsible for creating the demand for the new facilities
47
Costs associated with extractions are normally passed on to
Homebuyers by developers
48
What are two types of extractions
Land dedication
Fees in lieu
49
What is land dedication
A certain percentage normally a fixed percentage such as 5% of the property to be developed is set aside as parkland
50
What are fees in lieu
Developer provides the municipality with cash instead of land usually equal to fair market value of land
51
What is revenue
Money going in
52
What is expenditures
Money going out
53
What are two types of expenditures
Operating expenditures
- recurring costs associated with doing business. Fixed costs and variable costs
Capital expenditures
- costs incurred by large scale purchases such as land, facilities or expensive equipment
54
What is the traditional approach of the role of fiscal management
Handle, be responsible for all money matters
Financial records, accounting, collections, investments, debt services
55
What is the creative approach in the role of fiscal management
Handle all of the above as well as seek out other resources for the agency and use them for the benefit of agency staff and consumers
56
What are the 4 reasons to budget
Gives a general statement of financial needs resources and plans of the agency (planning)
For public agencies budgets inform tax payers and officials of amount of $ to be spent, sources of revenue and costs of achieving agency goals
Helps promote standardized operational procedures and systemic procedures for approving them
Serves as a way to evaluate success of programs
57
What is a budget
A document that allows an organization to plan and control its resources for a specified period of time typically a 12 month period (fiscal year: not always follows the calendar year)
A dynamic and flexible management tool
reflects financial needs resources (revenue and expenditures) and allocations for specific programs or departments
58
What are the 6 steps of the budget cycle
Develop a budget calendar
Develop a departmental work plan
Develop an expense budget
Develop a revenue budget
Modify and finalize the budget
Present defend and seek approval for the budget
59
Explain developing a budget calendar
Develop a time line of tasks to be completed including when budget preparation begins deadlines for each level presented to and approved by the right folks and when the fiscal year begins
60
How do you develop a departmental work plan
Work plan outlines what programs and services will be offered
Forecasts service volume
Evaluating and opportunities to eliminate unsuccessful programs services and products as well as add new ones
Work plan DRIVES the budgeting process
61
How to develop an expense budget
Figure out expenses required to provide services (salaries and employee expenses are typically the largest expense)
Determine operating expenses: facility maintenance equipment and supplies
62
How do you develop a revenue budget
Figure out sources of revenue
Examples are fees changes taxes investment income etc
63
How do you modify and finalize the budget
Analyze if the budget meets goals objectives and priorities of the organization
Review whether the expenditures are too high or revenues too low
Might have to
- reduce expenditures
- increase revenues
Sometimes might be asked to make budget cuts
64
How do you present defend and seek approval for the budget
Present or submit budget for review
Might have to defend the decisions you make
Approval is needed to start the new fiscal year
65
What is budget implementation
Necessary controls and procedures must be in place to ensure budget is administered properly
The system of keeping financial records is known as accounting
Most large leisure services organizations employ trained accountants and bookkeepers to control financial operations accounting and reporting
66
What are the main types of budgets
Cash budgets
Capital budgets
Operating budgets
67
What are cash budgets
Show inflows (money coming in) and outflows (money going out) of cash
Provides administrators with a picture of the organizations short term financial needs (credit needs)
Often updated quarterly or monthly
68
What are capital budgets
Developed for big projects such as land acquisition facility development or major equipment purchases
Often are one time expenditures on major purchases that have a life expectancy of at least 10 years
Does not include routine maintenance expenses
69
What are operating budgets
Helps the manager operate the parks and recreation program m
Annual 12month operating budgets are most common
Contains a detailed statement of all routine expenditures required to operate the department for one year
Managers exercise the most control with these budgets because they outline and implement the expenditures and revenues for their departments
70
What are the 4 types of operating budgets
Line item budgets
Object classification budgets
Program budgets
Performance
71
What is line item budget
Budget is a series of lines each representing a different item of revenue or expense
Agency is limited to spending no more then the $ amount assigned to each of these line items
72
What are the categories or classifies items
Personnel service: full and part time salaries
Contractual services
Communication
Transportation
Printing binding and advertising
73
What is object classification budget
This is a line item budget with more detail
When a coding system is used to identify each line item it is called an object classification budget
74
What is a program budget
Expenditures are clustered into major program areas or even into specific
75
What are the advantages of line item and object classification budget
Easy to prepare and appears to be business like orderly and logical
Convenient way to look at the categories in which $ is being spent
Budget cutters can delete bits and pieces of an overall budget without being directly confronted with the consequences of their actions since the link between expenditures and benefits is unclear
76
What are the challenges of line item budget and object classification budget
Not useful to reveal the big picture regarding issues such as the impact of a cut or addition to the agency
Makes it difficult to see a direct relationship between expenditures and program results benefits or goals of the organization
77
What are the advantages of program budget
Gives decision makers better information about the cost effectiveness of programs facilities and services by matching program objectives to full costs
Effective management took since these budgets more clearly show the effect of additions or cuts than do line item budgets since they focus better on the big picture/goals
78
What are the challenges of program budget
More costly to produce than line item since they take time and effort to develop
They don’t answer questions such as why is the organization spending money on this program
79
What are the advantages of performance budget
Link funding and program results to gain an understanding of program effectiveness
Improves decision making since those budgets more closely link money to actual services
Increases visibility and accountability of spending to the public
80
What are the challenges of performance budget
Must have confidence that performance information is accurate and detailed
Size of an organization and the number of performance indicators may be overwhelming when making funding decisions
81
What is a performance budget
Shows performance information alongside budget figures
Shows outputs or performance indicators
Number of people served efficiency of resources cost per day ext
Workload outputs = # of parks managed, # of conferences held
Efficiency measures = cost per person served hotel capacity rates
Effectiveness measures = how satisfied people were with a program how well a program met its goals
82
What are the three approaches to budgeting
Zero based budget
Incremental budget
Activity based costing
83
What is zero based budget
Agency starts each year as if it does not have an existing budget: justified its total request for funds from a zero base
All programs are treated equally, process focuses on how a program meets organizational objectives
Programs are reviewed relative to their desirability, need beneficiaries, reasonableness of proposed costs, availability of funds
Purpose is to bring rapidly increasing budgets under control
84
What is an incremental budget
Budget is based on the previous years budget figures. The process is simple to learn and relatively quick, but it is not outcome focused
Proposed budgets are increased or decreased by a determinant increment usually a percentage
This approach makes it difficult to add new activities or change current activities
85
What is activity based costing
Attempts to assign and identify the true cost of providing a service which is difficult to do in a service based environment focuses on inputs and outputs and not outcomes
Multi year budgeting can be done for 2-5 years, this decreases the time spend on budgeting and integrates financial and strategic planning. However this process makes it difficult to project into the future, can be very time consuming when first done and lacks the ability to responded to environmental change
86
Define marketing
Is the purposeful planning and execution of the pricing place and promotion of ideas goods and services to create an exchange of time or resources that result in the satisfaction of individual needs and organizational objectives
At set of activities aimed at facilitating exchanges
87
Marketing is a process that includes all activities aimed at
Finding out who our customers are and what they want
Developing and implementing the appropriate mix of marketing activities to satisfy those wants
Evaluating marketing efforts performance indicators
88
There tends to be less marketing experience among the ___ and __ leisure delivery professionals compared to ___ businesses
Public and voluntary
Commercial
89
What is the evolution of marketing concept
Production orientation
Selling orientation
Marketing orientation
Service market
90
What are the key changes relevant to the leisure marketer
Products now include goods services etc
Emerging role of the consumer
Changing role of the workplace
91
What are products
| What are services
Products = tangible
Services = intangible
92
What are the 4 key differences between products and services
*****************
Intangible (can try it or not)
Inseparable(product is separate services is same time)
Heterogeneous (like products or different services)
Perishable (product=stored)
93
Explain the emerging role of the consumer
Early marketing efforts focused on production of goods then the selling of goods ignoring roles of customers or their reasons for participating
Changed somewhat in early 1960s to consider customers, acceptance of involving consumers was slow
Today internet and social media tools have lead to an explosion
94
Explain the changing role of the workplace
Marketing responsibility was initially assigned to marketing staff
Now all staff are involved in marketing from the person who answers the phone all the way up to the big bosses, integrated throughout the organization
95
What are the two alternative marketing philosophies
| ****************
Societal marketing
- primary focus = satisfy individual needs/wants
- secondary focus = improve society’s well being
Social marketing
- primary focus = improve society’s well being
- secondary focus = satisfy individual needs/wants
96
Marketing is led by a marketing plan which outlines 4 processes
Strategy development
Planning the marketing mix
Implementation
Ongoing assessment
97
What is marketing research
The systematic gathering recording and analyzing of data about problems relating to the marketing of goods and services
98
What are the 3 purposes of marketing research
Exploration = gathering insights into emerging areas of interest (online shopping, new apps)
Description = snapshots of conditions on populations (travel patterns, pool preference)
Explanation = looks into reasons behind trends or behaviour (the why)
99
What are specific applications to the marketing research
Competitive intelligence
- research on other providers, competition
Market surveys
- research on the general public
Program use/participation patterns
- research on users
Client profiles
- describing clients
Program evaluation
- describing outcomes
Forecasting/predicting the future
- establishing intentions
100
What are the 5 steps of the marketing research process
# Define research problem
Situation analysis
Obtain problem specific data (research plan to collect data)
Interpret data
Analyze results for problem solution
101
Define primary data
Information specifically collected to solve a current problem
Mail phone internet surveys
102
Define secondary data
Information that has already been collected by someone else
Company records libraries governments universities
103
Define quantitative research
Statistical basis, seeks structured responses that can be summarized in numbers
104
Define qualitative research
Subjective and personal seeks in depth open ended responses like focus groups
105
Define sampling
Studying a portion of a population to learn about the whole
106
What is market segmentation
Dividing potential customers into identifiable groups whose characteristics desires and behaviours are similar
Directing marketing efforts to the distinct preferences of relevant market segments (target marketing)
107
What are the three criteria for effective segmentation
Large/important
Quantifiable/measurable
Accessible
108
What are 5 common segmentation strategies
Demographics
Geography
Psychographics
Behavioural
Benefits based
109
What are three strategies to reach target market segments
Undifferentiated (mass)
- some marketing message
Differentiated (mixes)
- separate marketing mixes
Concentrated (niche)
- clearly defined market segment
110
What is the marketing mix
Integration of product place or distribution pricing and promotion
A set of tactical tools which marketers can manipulate blend to influence
4Ps plus 3additional Ps
111
What are the 4 Ps of the marketing mix
Product/service
Price
Place
Promotion
112
What is the P product/service
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need
Product typically pass through a product life cycle of 5 phases
113
What are the 5 phases of a product life cycle
Introduction
Growth
Maturation
Saturation
Decline
114
What is the P price
Total value assigned to a product (monetary and non)
115
Price can be viewed as including the following costs
Monetary (direct/indirect)
- what you pay directly/indirectly
Opportunity
- what you’re giving up
Effort
- the time/effort
Psychological
- fun of event
116
What are the 3 pricing strategies
Penetration pricing
- prices set low to attract customers, focus = attract and retain
Neutral pricing
- pricked not high or low (middle) not set below break even point , focus = value, service, quality, reliability
Skin pricing
- commercial sector, differential pricing, based on willingness to pay, focus = revenue generator
Senior pricing, business class, economy class
117
What is the psychology of pricing
Psychology of pricing focuses on how people respond to set prices
Price quality inferences- higher price equates with increase quality
Odd-even pricing strategies - 20$ vs 19.99
Reference pricing as a value people assign to an item based on what they think it should cost
118
What is the P price
Process of making products and services available to existing and potential customers
Also referred to as distribution
Refers to questions such as when where and by whom a program or service will be offered
Elements of place -> location accessibility, atmosphere, direct/indirect distribution channels, community composition
119
What is the P promotion
Communication designed to inform educate persuade and or remind clients (potential) of the benefits of using your program or service
```
Inform = provide basic info
Educate = value
Persuade = convince
Remind = tell again
```
120
What is successful promotion AIDA approach
A= increase awareness
I = attract interest
D = arouse desire
A = initiate action
121
What are the 4 types of promotional tools
Advertising
Sales promotion
Personal selling
Publicity
122
Choosing media for promotion
Preferences of target markets
Types of product being promoted
Cost of choice
Complexity of message
123
What is the promotion mix advertising
How you promote the features of your business using various media’s such as print broadcast internet digital outdoor retail displays direct mail telemarketing ext
124
What is the promotion mix sales promotions
Covers any promotional activity other than personal selling and advertising such as: sampling coupons discounts free trials sign up rebates gifts prizes contests
125
What is promotional mix personal selling
A verbal exchange presentation conversation with 1 or more prospective purchases for the purpose of making a sale or build goodwill includes: selling sales calls customer service enquires training word of mouth trade shows
126
What is promotion mix publicity
A way to keep your organization in the public eye without having to pay for advertising includes: press releases media units, press/media conferences recognition and award programs special events sponsorship
127
What are the three additional Ps
Process
People
Physical evidence
128
What is the additional P process
Actual procedures mechanisms and flow of activities by which the service is delivered, registration payment, policies, parking
129
What is the additional P people
All people who play a part in service delivery and influence the buyers perceptions
Ie) employees all levels, the participant customer and other participants in the service environment interactions include
Participant/employee interact
Participant interactions with facilities where service is produced and delivered and participant interactions with other participants
130
What is the additional P physical evidence
Environment in which the service is delivered and where the firm and customer interact. Any tangible component that facilitates performance or communication of the service
Ie) cleanliness of facility, dress of staff members, website
131
Public relations in marketing
Public relations is not the same as marketing
PR= a communication tool that seeks to influence awareness and attitudes whereas marketing tried to solicit certain behaviours, such as purchasing key differences
PR is a communication tool, influences attitudes, doesn’t define goals of organization
132
How has the customer change in social media marketing
Wants to be in control does not want to be marketed to. Is very demanding and has high expectations when researching online. More brand aware but less loyalty. More price sensitive. Wants instant in depth information
133
What is social media
Collective online communication channels dedicated to community based input interaction content sharing and collaboration
134
What is social media marketing
Process of gaining traffic attention and interactions with customers through social media sites
135
What are three purposes of social media marketing
Broadcast
- get message out and to more people
Network
- reach employees volunteers stakeholders
Promote
- stake out your place in media
136
How do you get started with social media
Social media strategy
- do your research define your audience and analyze your competition, align your goals, plan, measure
Execution
- who’s job, calendar w priorities goals monitor respond engage follow plan marketing scorecard
137
What are the 7 pitfalls of social media marketing
Forgetting about traditional marketing strategies
Not valuing your audiences time
Not having a documented social media strategy
Being on every social media channel
Not engaging with followers
Not being consistent
Not tracking analytics
138
What are 8 social media tips for leisure service organizations
Ask for input from citizens
Conduct a photo contest/video
Post before/after photos
Link all of your web presence
Conduct a contest
Incentive people to friend/follow
Encourage hashtags
Monitor your repetition/reviews
