CPP Marketing & Promotion of Programs Flashcards

Which metric is used to calculate the return on investment (ROI) of a marketing campaign for a recreation program?

Answer: Net revenue generated minus marketing costs, divided by marketing costs

ROI = (Net Revenue − Marketing Cost) ÷ Marketing Cost, expressed as a percentage, measuring how much value the campaign generated relative to its cost.

A program planner uses email newsletters to keep past participants informed about upcoming programs. This is an example of which marketing strategy?

Answer: Retention or lifecycle marketing

Retention or lifecycle marketing focuses on re-engaging existing participants through ongoing communication to encourage repeat enrollment and loyalty.

When creating accessible promotional materials under ADA guidelines, which of the following is required for digital images used in program flyers?

Answer: Alt text descriptions for screen reader compatibility

ADA accessibility standards require alt text on digital images so that screen readers can describe visuals to participants with visual impairments.

Which concept describes the total revenue a participant generates for an organization over the entire duration of their relationship with the agency?

Answer: Customer lifetime value (CLV)

Customer Lifetime Value (CLV) estimates the total revenue an agency can expect from a single participant over the course of their engagement, informing how much to invest in retention.

A program planner conducts a focus group with community members before launching a new program. This activity is best classified as:

Answer: Primary market research

Primary market research involves collecting original data directly from target participants—such as through focus groups—to inform program planning and marketing decisions.

Which promotional timing strategy involves increasing marketing efforts immediately before a program's registration deadline to capitalize on urgency?

Answer: Last-minute surge strategy

A last-minute surge strategy concentrates promotional activity near a deadline to create urgency and prompt potential participants who have been delaying a decision to register.

Which element of a promotional message is MOST important for motivating a target audience to take immediate action, such as registering for a program?

Answer: A compelling call to action (CTA)

A compelling call to action (CTA) directly tells the audience what to do next (e.g., 'Register Today') and is the most critical element for converting interest into enrollment.