Benefits-based marketing: making it seamless - National Society for Parks Resources - Brief Article

Parks & Recreation, April, 2003

Did you know that the U.S. Army Corps of Engineers' parks and lakes provide a significant boost to local communities and to the nation's economy as a whole? Their sites provide a strong customer base for thousands of on-site and nearby businesses, including resorts, marinas, outfitters, grocery stores, gas stations and hotels.

In fact, more than 400 private concessionaires, with gross fixed assets of $225 million, operate supporting facilities and services at Corps lakes, such as marinas, bait shops and grocery stores.

Well, you would know all this if you went to www.CorpsResults.us, a new Web site developed by the Corps using benefits-based marketing strategies to tell their story. With budget cuts on everyone's minds, now's the perfect time to reassess your messages to be sure you're not just telling your community about your programs, but also telling them why your agency and its services form the crossroads for all community development.