What Are Your Assets?
It is easy to ask — and answer — the question, “What are your assets?” when you manage a $20 million or a $2 billion business.
But what about when you are a governmental organization that doesn’t think much about “revenues”?
Well I’ve come to appreciate the old adage, “There are always more resources available to you than you can see.” (One of the values of having a marketing consultant on your side, to see your blind spots, in whatever space you play!)
In this case, Washington State Parks identified two key assets.
- A unique “inside” relationship with the state licensing body for a “Parks” vehicle plate
- A “concealed” asset wrapped up in the execution of the release of the new plate, in that it could designate a “limited edition” of the first 25 off the line.
So now this “product” becomes a perpetual fundraiser for the group charged with monitoring so much important land in Washington State. In addition to selling thousands of such license plates, it build the bond of perhaps the WSP strongest customer base.
_____________
From: Top Bids (PARKS) [mailto:plate.auction@parks.wa.gov]
Sent: Friday, June 16, 2006 2:03 PM
To: undisclosed-recipients:
Subject: Washington State Parks Special License Plate
SHOW YOUR SUPPORT FOR THE GREAT OUTDOORS
Buy a Washington State Parks license plate! The new Washington State Parks license plate symbolizes the natural beauty of 120 state parks all over Washington. The plate goes on sale Aug. 21, 2006, at Department of Licensing vendors statewide.
Proceeds from sales of the license plate support the care and maintenance of your Washington state parks. Right now, you can bid to own the rights to plate numbers 1 through 25. An auction for these numbers runs through June 28.
To see the plate and get more information, visit www.parks.wa.gov/licenseplates.
Buy a special license plate, and support your Washington state parks.
This is a solicitation by the Washington State Parks and Recreation Commission 7150 Cleanwater Drive, SW P.O Box 42650 Olympia, WA 98504-2650 file://www.parks.wa.gov/
|
