18 Million Reasons Why Marketing Research Drives Results

Presentation Summary:

Cleveland Metroparks attracts more than 18 million visitors, annually. Learn how marketing campaigns are developed using a systematic, data-driven approach to increase park visitation and usage. Market research studies have been conducted to better understand perceptions, which have led to creation of new graphic identities, taglines and communications strategies.


Presenter Bio:

Kelly Manderfield is the Chief Marketing Officer for Cleveland Metroparks and leads all marketing initiatives across its 18 park reservations, eight golf courses, dining, retail and a nationally acclaimed zoo. Manderfield is a critical member of the team that earned Cleveland Metroparks ìBest in Nationî Gold Medal Award for excellence in Park and Recreation Management.

Under her leadership, Cleveland Metroparks has developed and executed several transformative brand campaigns, including Cleveland Metroparks ìCome Out and Playî and 100 Year Centennial campaign as well as the rebrand of Cleveland Metroparks Zoo, bringing wildlife conservation to the forefront.

As CMO, Manderfield has created a culture of strategic data-driven decision making to support the agencyís goals and initiatives as well as drive revenue. She manages overall marketing from end-to-end, including: communications, advertising, research, special events, event rentals, corporate partnerships, retail and visual communications.

Manderfield has led significant growth in public awareness and favorability by creating integrated marketing campaigns that combine paid, earned and owned media opportunities resulting in more than four times the return on investment. Additionally, she has developed and fostered strong, mutually beneficial hometown partnerships, including KeyBankís revival of ZooKeys and sponsorship of the Centennial Fireworks Celebration that attracted more than 30,000 people to Edgewater Beach.

Prior to her joining Cleveland Metroparks, Manderfield was Vice President, Senior Marketing Manager and Strategist at KeyCorp where she oversaw national marketing programs and advertising campaigns.

Manderfield received a Masters of Applied Communication Theory and Methodology from Cleveland State University and a Bachelor of Arts in Communication from Bowling Green State University. She currently sits on the board of both Towards Employment and Bloom Bakery, which empower individuals to achieve and maintain self-sufficiency through employment, and the Burning River Foundation, which is dedicated to improving, maintaining and celebrating the vitality of our regional freshwater resources. Manderfield also serves as a mentor through College Now of Greater Cleveland and is a volunteer with the Animal Protective League.

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