Post on 23-Mar-2016
description
Moving ForwardPromoting the Parks and Recreation Brand in
Nevada and Beyond
Sponsored by the Nevada Recreation and Park SocietyPresented by Jodi Rudick, ADvisors Marketing Group
Text Questions or Comments to: 760-809-3231Facebook: JodiRudick Twitter @ParksMarketing
Why Branding is so Important
Are you brand
loyal?
What are some of
your
favorite brands?
Branding Defined A name, term, design, symbol, or any other feature
that identifies one seller's good or service as distinct from those of other sellers.
Legal term is trademark A brand may identify one item, a family of items, or
all items of that seller. If used for the firm as a whole, the preferred term is trade name.
What does Promote mean?
What does “Pro” mean?What does “Mote” mean?
Put them together and…
MOTE PRO
Products are created in factories,
brands are created in the mind”
--Walter Landor
Branding Basics
A Brand is a PROMISE• What makes a brand great?
▫ Consistency Becomes part of all marketing and messaging Never confusing
▫ Memorable▫ Appropriate for target audience▫ Has enduring value▫ The products and services represented
by the brand are great• A brand’s logo:
▫ Visual entry into the brand▫ Works well in black and white and in color▫ Works well across media and scale
Nevada Parks and Recreation Agencies: What’s Your Image?• How do people “see” you?• How do people describe you?• How do people see your agency?• What do people perceive your
“brand?” (Do you have a “brand?”)
• What is your “tagline?” Do you have a tagline?
• How would you like them to see you?
• Who would you like people to see your agency?
• How would you like people to perceive your brand
What Issues Are Facing Nevada• Nevada Public Education Foundations
▫ Nevada ranks ___ in drop out rates
▫ Nevada ranks ___ in teen pregnancy
• Nevada Department of Health and Human Services▫ True or False – Nevada’s teen
suicide rate is higher than the national average.
▫ Females commit suicide more often than males
▫ What % of teens (10th – 12th graders) are considered obese?
• UNLV 2012 Study – “Disease Prevalence and Behavioral Risk in Nevada) ▫ Social Health of Nevada Out of
the 50 states where does Nevada rank in overall health (#1 is the healthiest, #50 is unhealthiest)
• Where does Nevada rank in firearm related deaths (#1 is the most, #50 is the least)
• Nevada ranks in the top half of states in stroke, high blood pressure, and diabetes prevalence.
• Monnat, Shannon M. 2012. “Disease • Prevalence and Behavioral Risk in • Nevada.” http://cdclv.unlv.edu ,
http://cdclv.unlv.edu/healthnv_2012/disease.pdf
What Issues Are Facing Nevada• Nevada Public Education Foundations
▫ Nevada ranks LAST among states for high school graduation
▫ Nevada ranks #2 in teen pregnancy• Nevada Department of Health and Human
Services (Healthy People Nevada)▫ True – Nevada’s teen suicide rate is
higher than the national average.▫ Females commit suicide more often
than males. False. Males die by suicide 4X more often than females
▫ 12% of teens (10th – 12th graders) are considered obese
• UNLV 2012 Study – “Disease Prevalence and Behavioral Risk in Nevada) ▫ Social Health of Nevada Out of
the 50 states where does Nevada rank in overall health (#1 is the healthiest, #50 is unhealthiest)
• Where does Nevada rank in firearm related deaths (#1 is the most, #50 is the least)
• Nevada ranks in the top half of states in stroke, high blood pressure, and diabetes prevalence.
• Monnat, Shannon M. 2012. “Disease • Prevalence and Behavioral Risk in • Nevada.” http://cdclv.unlv.edu ,
http://cdclv.unlv.edu/healthnv_2012/disease.pdf
Parks and Recreation’s Brand Promise
access to the serenity and inspiration of nature;
outdoor space to play and exercise;
facilities for self-directed and organized recreation;
positive alternatives for youth which help lower crime and mischief; and
activities that facilitate social connections, human development,
therapy, the arts and lifelong learning
Parks and recreation makes lives and
communities better now and in the
future by providing
Nature Exercise Play
Safe Spaces Gathering Places Forever
6 Key Themes
Source: California Parks and Recreation Society, 2010 Branding Survey
Your Brand Connection ActivityCategory First
Automobile
Computer Brand
Hotel Chain
Fast Food Restaurant
Beverage
Place for Fun
Wireless Carrier
Fitness Facility
Park
Your Brand Connection ActivityCategory First Best
Oil Company
Computer Brand
Hotel Chain
Toothpaste
Beverage
Place for Fun
Wireless Carrier
Fitness Facility
Park
Types of BrandsProduct Brands Physical
ProductsStairmaster
Service Brands Intangible Services
Senior Lunch Program
Personal Brands People You, Your Lifeguards
Organizational Brands AgenciesOrganizations
Parks and Recreation
Event Brands Special Events Jazz in the Park
Geographical Brands Cities, Countries
City of Cleveland
Personal Brands – Who’s Trending?
Personal Brands – Reinventions
Personal Branding - Activity Think of someone you admire
Describe that person to a partner - Why do you admire them?
Mentors Personal Professional
What is your “personal brand?” How do you describe yourself? Who is your biggest fan? Who admires you? Role play with your partner: How would your “biggest fan”
describe you?
The Six Most Valuable Global Brands List the six brands you think have the most global value…
a________________ g_________________ c_________________ i_________________ m_________________ g_________________ m__________________
5 Things these Brands Have in Common
18
Top Ten BrandsSource: Interbrands.com
TOP 10 Most Valuable Global
Brands1. Apple $153bn2. Google $111bn3. IBM $100bn4. McDonald's $81bn5. Microsoft $78bn6. Coca Cola $73bn7. AT&T $70bn8. Marlboro $67bn9. China Mobile $57bn10. GE $50bn
Brands Drive Image
When Brands Become Verbs
What makes a great tagline great? Express the meaning of your organization’s vision or
mission Convey essential qualities of your brand character Emphasize a key differentiator or competitive
advantage Align your message to a specific audience or target
market Promise the fulfillment of a deeply-held need or wish
Branding - Activity Choose one brand you manage or impact
Product Program Facility Agency Group Organization
Describe that brand to a partner Working as a team develop a tagline for your brand
Sell Tell Compel
Keys to Creating Your Branding Plan•CEO Equivalent must lead the brand to success▫Mayor/Department head/Commission Chair▫YOU can be the CEO equivalent if leaders don’t
embrace at first•Build your own model – one size does not fit all• Involve your stakeholders including the customers•Advance the corporate vision•Exploit new technology•Empower people to become brand ambassadors
•Source: www.brandingstrategyinsider.com
Creating your branding plan…(cont.)
Create the right delivery systems Choose permanent promotional tools
Add to existing media Always include on future media
Communicate Consistently and Continually Keep it visible
Measure the brand performance Adjust relentlessly to raise your own bar all the time
Source: www.brandingstrategyinsider.com
Where do you go from here?• Commit to branding as a concept• Define your brand
▫ Personal▫ Product
• Develop a branding plan▫ Individually▫ As a department/facility/agency
Training Consistency Collaboration Buy-in
• What ONE thing will you do at this conference to PROMOTE your personal or professional brand
• WHAT ONE thing will you when you return to your office to PROMOTE your personal or professional brand?