Interview With the Promotions Manager for Hersheypark
I recently interviewed mister Jason Brown, the promotions manager at Hersheypark about his job. My questions are in black, and his responses in red. I’d like to thank Mr. Brown for agreeing to participate in this interview, and to give us some great answers. 1. First of all, why don’t you tell us a little bit about your job at Hershey.
I’m the Promotions Manager at HE&R and I handle/create outer market media promotions for Hersheypark, Hershey Golf Collection, Hotel Hershey, Hershey Lodge, Spa, etc.
2. Could you describe what a typical day is like at your job?
Fortunately, there’s no such thing as a typical day! In a given week, I’ll spend a considerable amount of time negotiating promotions with radio stations, a fair amount of time in meetings planning promotions with non-media entities, performing Manager on Duty for HERSHEYPARK, some time brainstorming names, concepts, and promotions around our next attractions (sorry no hints!).
3. What are some of your favorite things about your job?
While promotions has elements that are inherent (radio promotions for instance), we really have no defined path and we can make our own destiny. Our management gives us great latitude to be able to experiment and try new things…..Nantimi for example, there were literally 4 of us originally that created and ran that campaign….it was so underground that beyond our core group, there were probably only 4 people in the entire company that were in the loop about the project (our Chief Marketing Officer, the Managing Director of Interactive and Creative Services, the GM of Hersheypark, and the Asst. GM of Hersheypark).
4. When did you first start working at Hersheypark?
I started at Hersheypark in 1999 as a Stage Manager at one of the resident shows. I then worked in Special Events and Entertainment within Hersheypark for 6 years. For 2 years I ran concerts and events in the Stadium, Giant Center, and HP Arena. And just over a year ago I moved into marketing.
5. What’s your favorite promotion (whether it be at your park, or another parks)?
Nantimi would probably be one of my favorites as it was so out of the box, unusual, and dynamic. The Popular Mechanics promotion that’s running now would be another favorite….I pitched that one in October of last year and it turned out great! Fahrenheit was featured in the magazine (July issue that is out now) as well as on their website.
http://www.popularmechanics.com/science/extreme_machines/4268108.html
6. When coming up with a new promotion, what are some steps you usually take?
There really isn’t a format that I personally use. You always have to take a look at what the goals, timelines, and resources are, and who your promotional partners are…once you have those things figured out, you toss them into a bowl mix them around a bit and see what happens!
7. How do you decide where to advertise?
It’s very complicated….and I don’t even understand all of the different nuances that go into it. In general terms you look at how much you have to spend and where you can get the biggest bang for your buck. Currently we are in the HLLY (Harrisburg, Lancaster, Lebanon, York), Philadelphia, Washington DC, New York, and New Jersey markets. As Kim Schaller (our Chief Marketing Officer) said recently in an MSNBC interview, “We are geographically blessed” as we live within a 3 hour drive of 60 million people. Since we have such a dense population base within such a short distance, we don’t generally have to advertise very far from home. The last piece of the puzzle is that the NY, DC, NJ, and Philly markets are extremely expensive markets to be in.
8. How long are promotions in the works before they are “aired”? (Whether it’s a campaign like nantimi, a tv commercial or a billboard)
It varies widely; as I said earlier, the Popular Mechanics promotion process started in October of last year and it went to print just now….I recently put together a sweepstakes called Race to the Sweetest Place on Earth which the winner got Overnight accommodations at the Hershey Lodge, 2 days at the park, tickets to the Pocono 500 NASCAR race, and overnight accommodations for the race in about 2 - 3 weeks.
9. What is the hardest part about your job?
Keeping up! While it’s a dream job in the way that we create as we go along, it’s hard to keep up with all of your creations….almost like Frankenstein thematically.
10. And lastly, what is your favorite ride at Hersheypark?
Ahhhhhhhhhhhhh…..that’s like which kid is your favorite! I’d say it’s a toss-up between Fahrenheit and the Great Bear. If you asked my 3 year old daughter, it’s the Ladybugs all the way!
And that’s all folks! Thanks for reading this interview, and thanks again to Mr. Brown of Hersheypark for taking the time to answer these questions.
